9 Pro Tips for Adding Video to the Sales Funnel
Personalized videos are an especially convincing sales tool, a powerful way to send marketing messages, and just a nice way to connect with your audience in an increasingly automated digital landscape.
Use them on landing pages to speak to a group of incoming leads, add them to email campaigns, create one-off demos, and more.
The point is there are countless ways you can use video to get better results from your existing sales funnels.
Here, we’ll give you the full rundown on how you can use video at every stage:
Top of the Funnel
A quick refresher, at the top of the sales funnel, you’ll want to focus on building a relationship with your audience. As you can see here, you’ll want to catch a wider net up toward the top, so, keep content more general and less focused on specific features and functions.
So, here, you’ll want to use video as a way to make an initial introduction, show your audience what your brand is all about, and make them feel like they can trust you. It’s more about establishing an emotional connection--save the deep dive into specific features for later in the game.
Here are a few ways to start off your new relationships with a dash of humanity thrown in.
1. Humanize Your Prospecting Efforts
When sending content to a lead, sales reps can do a few things to build a connection even when they’re coming in cold.
According to Forbes Insights, 60% of executive respondents would prefer to watch a video before reading any text on a website.
With that in mind, prospecting with video can help sales teams generate interest straight away.
Here, it’s not about making the most polished video—it’s about laying the groundwork for a strong relationship. Try adding a prospect’s name to a whiteboard to let them know, you made something just for them.
Or, make a video that shows you going through their website and pointing out some ways you think you can help their company do X, Y, and Z.
2. Warm Up Inbound Leads
Inbound leads are going to be better educated on your product or service than cold leads when they make contact with your brand.
However, they’ll need some more information before they’re ready to seal the deal and buy. They might not even know whether your solution is something that meets their needs at all.
Here, you can make an introduction that explains what your brand has to offer. Add videos that show your product in action or point them toward a content library that further explains your offerings.
3. Video Voicemail
A video voicemail is a nice replacement for a cold email. According to HubSpot, prospects were more likely to consume video throughout the sales cycle as compared to other types of content.
Instead of reaching out with an impersonal template email (or one that is perceived that way, at least), Video presents a different way to get in touch. Say “hi,” introduce your brand, and let people know why you’re reaching out.
That said, you’ll do better if you have a “hook” that entices the prospect to open the message—and ideally, respond. Mention a piece of industry news, and include a name.
Middle of the Funnel
Mid-funnel, your approach needs to change a bit. After giving viewers the lay of the land, you’re now moving closer to a sale.
At this stage, content comes at this intersection of marketing and sales and tends to include resources like case studies, white papers, and lead magnets used to capture contact info through a form. While all of these methods are effective when done well, adding video can make it easier to explain something faster and in a more engaging manner.
4. Product Demo Videos
By showing your prospect how a product works, you can quickly demonstrate how your product can benefit them.
One of our favorite ways to speed up the sales cycle is by answering questions before the prospect goes hunting through our knowledge base to find what they need.
And while you could just make a generic product video and call it a day, a one-to-one demo tailored specifically to one prospect’s business goes a long way in creating a personalized experience for the user.
5. Refresh Stale Deals
There is a host of reasons a deal might stall. Maybe the prospect got busy and forgot about you, maybe they didn’t feel a connection with your product or service. Or, perhaps they didn’t understand how you could help make their life easier.
In any case, why not try to reignite the relationship by taking a different approach. Make sure you offer something new and valuable to your prospect so that there’s something in it for them if they respond.
6. Introduce Your Team
When the prospect becomes a customer, there is still work to be done. One way you can use video at the bottom of the sales funnel is by showing new clients that you are there to help.
Make a short video that introduces the support team, from tech support to customer service to anyone who might be a point of contact.
If it’s just you, follow the same approach. Just say, hey, happy to have you, here’s what to do if you need help. The point is, you want to put a human face to the name and process that says—we won’t just take your money—we’re here in case you need us.
Bottom of the Funnel
Finally, at the bottom of the sales funnel, your content should help persuade a prospect to make a purchase from your company.
Generally, when we talk about the bottom of the funnel content, we’re talking about high-value, in-depth assets that provide specific information about how to use a product or answers to questions customers want to know before making a commitment.
7. Personalized Onboarding Videos
Something of a classic Bonjoro move, we’ve found that many of our customers are fans of the personalized onboarding video. Pat Flynn of Smart Passive Income uses video to create personalized videos for every new student that signs up for his course.
Another customer, Abbey Ashley of The Virtual Savvy, decided to give this a try after learning about Pat’s Bonjoro videos, adding that she’s seen great results—it’s the perfect way to add a personal touch to something like an online course that can sometimes lack human connection.
8. Video FAQs
A video FAQ section can help new customers or almost-customers address any last minute questions about your product or service. Rather than leave the customer to fend for themselves in your knowledge base, you can instead provide industry-specific answers to frequently asked questions in the video—while your call to action can point them toward instructional videos or written content.
9. Check In with Clients Individually
Customer retention is more valuable to your bottom line than attracting new ones. As such, it’s important to stay in communication well after the contract is signed or that credit card comes out.
One of our clients, Pressable uses Bonjoro to reach out to customers personally to highlight a promotion. In this example (complete with whiteboard), they’re running a Merry Switchmas campaign, aimed at getting clients to upgrade their service plan. The SaaS company says that they’ve been able to increase sales and retention, simply by making a point of checking in with people who are already subscribers.
Whether you’re in B2B, e-commerce or run a solo operation based on your creative talents, video can help you make more sales, connect with more clients, and gently guide your audience toward your desired outcome.
As you review your funnel, consider what your prospect needs in order to trust you enough to take the next step. What is it that drives them to make that final decision?
A video alone won’t close every deal, but it can help speed up the sales cycle and build rapport faster than with email or cold calling alone.