By Howie Zisser
The decision to use video in the sales funnel is no longer optional for anyone hoping to reach and engage with new audiences.
According to Animoto, “4 times as many consumers would rather watch a video about a product than read about it.”
This means that video isn’t just a way to entertain your audience, but it’s actually the best way to educate, reassure, and build trust with them as well.
And as mobile traffic continues to take over the world, it’s crucial to make sure that yours is optimized for this mobile world.
MWP says that video now accounts for half of all mobile traffic.
So far people have been more willing to engage with videos, but with increased competition, it becomes even more important to capture and keep that attention right from the opening frame.
It’s not as simple as just throwing a video together and hoping people like it and decide to purchase from you or sign up for your email list.
Instead, you need to think about how exactly each video you create fits into your sales funnel and how it helps you achieve your goal at each stage.
Why Marketers Need to Use Video in the Sales Funnel
You might thinking to yourself, “Sure, video is a great way to engage with my audience. But what about the business results?!”
Well, today’s your lucky day!
According to Vidyard, organizations that use video grow their revenue 49% faster than organizations that do not use video.
In that same study, it was even tracked back to the actual ad performance and found a 27% higher clickthrough rate compared to non-video users.
The other major reason why you need to use video in the sales funnel is the changing nature of consumers’ habits.
In an MWP study, it found that 78% of people watch videos every week – and 55% of people watch a video every single day!
So the numbers are pretty clear both from a user behavior viewpoint, as well as an ad performance angle – video in the sales funnel is a crucial component of campaign success.
Facebook Video at the Top of the Funnel
One of the more natural places to use video in the sales funnel is at the top where brand awareness still needs to be built.
Videos can explain a company’s mission way better than a simple text ad ever could, so it’s natural to use video at the top of the sales funnel to educate your target audience.
The targeting for this placement is likely to be people who aren’t aware of your brand yet, but you have reason to believe that they’d benefit from learning about you.
This part of the video marketing funnel can use Facebook’s tool to build audience segments and Lookalike audiences based on past customers for more efficient video ad targeting.
The most common use of top of the funnel Facebook videos is known as the explainer video.
As the name suggests, it’s a short video that explains exactly how a product or service works.
A great example of an explainer video is from PadMapper, a service that helps make finding a new apartment less terrible:
Of course the tone of your explainer video should reflect your industry and audience. In the case of PadMapper, they wanted to bring some humor in pointing out some of the awful parts about apartment hunting…and then introducing their solution to that.
Go back and watch the above PadMapper video again – but this time turn off the volume.
Not as good, right?
Keep that in mind because according to DigiDay, 85% of Facebook video is watched without sound.
Luckily Facebook has an easy-to-use tool to add captions into your video.
Just be sure to double check their suggested captions, because they likely won’t be 100% accurate.
This intro video needs to pack a lot of easy-to-digest information into a relatively short period of time.
It’s general best practice for video ads to be no longer than a minute. So each frame and word needs to be well thought out to get the message across to start a relationship with the viewer.
A Facebook video at the top of the funnel also needs to have a specific call-to-action.
This will vary depending on your type of product or service, but it’s wise to have a smaller ask at the top of the funnel such as sign up for a newsletter or to exchange an email for an eBook or a service quote.
By doing this, the video is able to focus on building the customer relationship from the ground up before making the big ask of a purchase.
Think of your top of the funnel Facebook video as a first date. This is the time to get to know one another, not to invite the other person over to your crazy family’s holiday dinner.
Facebook Video in the Middle of the Funnel
Using video in the middle of the sales funnel can go in a few different directions.
At this stage, the customer is familiar with your brand and might just have a few more questions about how it works or how it would improve their life.
Ideally you’ll target this video to a Custom Audience of people who watched or otherwise engaged with your top of the sales funnel video.
This way you know that they’ve already been given the intro to your company and you can just get right to proving why you’re the solution to their problem.
One version of the video in the middle of the funnel is a product description. Of course with video, you can make even the most dull product come to life and seem exciting.
This type of video shows the customer how exactly the product works. It’s also sort of like a Hero Image on steroids.
Since it’s a video, the hero of the video is much more alive compared to the still image counterpart.
A good example is from the company, Training Mask, which is a fitness company aiming to increase stamina and improve endurance through respiratory training:
This video shows normal looking people using the product in a variety of use cases. It’s a simple product, but it can look intimidating without seeing a demo of it.
And yes, you’ll also look like Bane.
In the case of Training Mask, you’ll notice that there isn’t any words – they let the product do the talking.
They’re able to do this effectively because this video should only be seen by someone that is already semi-familiar with the company.
They can skip the explanation and go straight to the product being used out in the wild which also serves to put the customer in the place of the actors in the video, imagining it’s them using the mask – their better future self.
Another example of using video in the sales funnel at this stage is to position yourself or your brand as a thought leader.
As one of the speakers at Unbounce’s annual conference, Matchnode co-founder, Brian Davidson, gave a presentation about the importance of optimizing for mobile Facebook conversions.
Since not everyone was able to attend the conference, we wanted to share the insights with more people and position our agency at the forefront of the conversations surrounding Facebook mobile conversions.
The original speech was too long to post in its entirety to Facebook (short attention spans and all), so we made a shorter cut of it to promote to those that would be interested:
The goals of this shorter version is to give people a small taste of what we discussed and to then drive those people to click to learn more and watch the speech in full.
This is also an example of repurposing great content into multiple formats.
The call-to-action here should be stronger than at the top of the funnel.
Hopefully all they needed to see at this point was a product demo and now they’re ready to make a purchase.
The landing page associated with this ad should bring customers to the checkout page to reduce the friction as much as possible.
You can even use a video on the landing page as Eyeview Digital found that a video on the landing page can increase conversions by 80%.
Facebook Video at the Bottom of the Funnel
Ok things have gotten pretty serious at this stage, and yet something is still holding your prospect back from purchasing from you.
The best targeting for the bottom of the funnel video is known as Cart Abandonment Retargeting.
This means that you should retarget those who watched the middle of the funnel video, clicked through to the landing page, but ultimately did not complete the purchase.
These people are highly engaged and interested, but aren’t sure that the product is the right fit for them.
The question they’re asking themselves is, “Does a person like me buy a product like this?”
The purpose of your bottom of the sales funnel is to answer that question with a resounding, “YES!”
Customer testimonials are a great way to convey this message.
Since you’ve done such a great job segmenting your market already, you already have a pretty clear picture of who your customer is. (Right?)
So using this data, reach out to your current customers and ask for their testimonials and if they’d be interested in being in your video.
This connects the person that’s still considering the purchase decision to a person that could be much like their future selves – with your product or service as that bridge.
Something we’ve done at Matchnode is use client testimonials to give our prospects a chance to hear what it’s like to work with us.
Partnering with an agency is a big decision, so we want our prospects to have a really clear picture of what we bring to the table and the real-world results we’ve delivered – and who better to hear it from than straight from someone who actually benefitted from those results!
It’s one thing to read the company’s information on its website, but it’s a whole other thing to hear it from happy and existing customers.
The people in your target audience are just like those in your testimonial video and likely had the same last minute questions. A customer testimonial is a great way to communicate in the voice of the customer- literally.
Using Video in the Sales Funnel: Final Thoughts
Video is the most effective means of communication at our disposal right now and should be used throughout the customer’s journey.
And this is not some millennial thing, as MWP found that more than 80% of senior executives watch more online video now than they did a year ago.
So this trend transcends age demographics and is likely to only increase in prevalence in coming years.
Videos get more comments, likes, shares, and general attention than any other ad format on Facebook and this has so many positive effects for your company.
Based on that engagement, it’s easy to create Custom Audiences in a variety of ways to best retarget customers throughout the sales funnel with specific information and answers.
Videos are also a bit more evergreen than a typical ad – although you should expect to put some ad budget behind at least during its launch.
After all you spent a lot of time and money creating this video, so be sure to do all you can to get as many relevant eyes as possible viewing it. A good rule of thumb is that for each dollar you put into video production, you should also budget a dollar for its promotion.
Using videos in the sales funnel helps set your company apart from the competition, builds authentic customer relationships, and creates a more loyal fan base – when done effectively.