While many people place videos in the awareness stage of the sales funnel, they can be used from the start to the end. According to a 2022 study by BrightCove, 95% of B2B buyers say video plays an important role in moving forward with a purchase. Explore how to use video in your sales funnel below.
Advantages of using video inside sale
1. Effectively grab attention in emails
Companies receive numerous emails all trying to sell their products, so cut through the noise with a video. It can be hard to stand out from the crowd, but a short video can help grab attention from the start, and keep them engaged longer than written words. This can help effectively reach high-level decision-makers even if it’s a cold email.
2. Help explain complex products or services
Bright Cove’s study also revealed that 81% of buyers prefer video content when learning about a complex product. This can help your customer in the information-gathering process to truly understand how your product can help provide a solution.
3. Add personality to your brand and build relationships.
Video content is so much more than information for your customer. It can help build connections by putting a face to the brand or see the trust previous customers have in your product. Using testimonial videos are a great way to achieve this during the sales process.
What kinds of video should be used to help close a sale
1. Informative videos
These types of videos can include in-depth product videos and explainer videos. These videos will make sure your product is shown as the solution that your client needs.
2. Webinars
In a webinar, you can answer live questions and talk about frequently asked questions about your product or service. This can build trust between you and your client as a face-to-face conversation versus email has shown to be more effective for sales.
3. Client testimonial videos
A testimonial video can help credit your product/service. Treat these videos as a review of your service that helps a potential client trust you more. This can be helpful especially if the client in the testimonial is a company they have previously worked with or heard of in the same industry, as a referral is a great way to build connections, especially with the C-suite.
Video Quality at this stage matters more than anything – first impressions count, and we need to come across as professional as possible. Make sure you consider the following things when creating your video.
- Lighting
- Background
- Sound quality
- Personal appearance
- Camera quality
All of these are extremely important in creating a video that a potential buyer will watch. If you are concerned about your video quality, consider hiring a professional marketing team that will make high-quality video and help you utilise it in the correct way.
How to get started with video?
As you’ve seen, video content is essential to the sales funnel. So, how do you move forward?
First, decide which products/services you want to promote. Then, decide how many videos you would like to go out to prospects. These could be once a week or bi-monthly depending on your budget. The next step is producing the videos. The quality of the videos matter so outsourcing the video production can be considered. Download our video marketing guide which can further help you as you go through the video process.
