A video marketing sales funnel is a way of using videos to attract, educate, and convert your potential customers. It is based on the idea that people prefer to watch videos than read text, and that videos can help you showcase your product or service in a more engaging and persuasive way.
A video marketing sales funnel consists of four stages:
1. Awareness
2. Consideration
3. Decision
4. Delight
Each stage requires a different type of video that matches the customer’s needs and interests. Let me explain with an example of a small home made chocolate store called “Chokki Dark & Home Made Chocolates” that came to online sales.
1. Awareness stage:
This is the stage where you introduce your brand, product, or service to your target audience. You want to capture their attention, spark their curiosity, and make them aware of their problem or need. The videos you create for this stage should be short, catchy, and informative. They should also have a clear call to action that invites viewers to learn more or contact you.
Example
In this stage, the chocolate shop wants to reach out to people who love chocolate and are looking for something unique and natural. They post a one-minute Instagram video ad that shows the homemade process of making their chocolates and invites viewers to contact them on WhatsApp for more information. This video is meant to capture the attention of chocolate lovers and make them curious about the brand. The video should have a catchy title, a clear message, and a call to action. For example, the title could be “How We Make Our Delicious Home Made Chocolates” and the message could be “We use only natural ingredients and traditional methods to create our chocolates. If you want to taste the difference, send us a message on WhatsApp and we’ll send you a free sample.” The call to action could be “WhatsApp us now at +91 98765 43210 and get your free chocolate sample today.”
Desired Expectation
Karthik sees an Instagram video ad from Chokki Dark & Home Made Chocolates that shows how they make their chocolates with natural ingredients and methods. He gets curious about the brand and the product, and contacts them on WhatsApp for a free sample.
2. Consideration stage:
This is the stage where you educate your potential customers about your product or service and why it is the best solution for their problem or need. You want to build trust, credibility, and interest with your audience. The videos you create for this stage should be longer, detailed, and persuasive. They should also have a link to your website or landing page where viewers can find more information or place an order.
Example
In this stage, the chocolate shop wants to educate the potential customers about their product and why it is better than the alternatives. They create a three-minute YouTube video that shows the complete process of making their chocolates, from selecting the cocoa beans to packaging the final product. They also explain the benefits of their chocolates, such as the rich flavor, the health benefits, and the environmental impact. This video is meant to build trust and credibility with the viewers and make them interested in buying the product. The video should have a descriptive title, a detailed explanation, and a link to their website. For example, the title could be “The Complete Guide to Our Home Made Chocolates” and the explanation could be “In this video, we’ll show you how we make our home made chocolates from scratch. You’ll see how we choose the best cocoa beans, roast them, grind them, temper them, mold them, and wrap them. You’ll also learn why our chocolates are different from the ones you find in the market. Our chocolates are 100% natural, organic, and fair trade. They have no artificial flavors, colors, or preservatives. They are rich in antioxidants, minerals, and flavonoids. They are good for your health, your mood, and your planet.” The link to their website could be “Visit our website to learn more and order your chocolates online.”
Desired Expectation
Karthik searches for Chokki Dark on YouTube and finds a video that shows the complete process of making their chocolates, from cocoa beans to packaging. He also learns about the benefits of their chocolates, such as flavor, health, and environment. He shows the video to his wife Sharmila, who gets excited. They both feel the originality and purity of the product and talk about the chocolate company.
3. Decision stage:
This is the stage where you convince your potential customers to buy your product or service and close the sale. You want to overcome any objections, doubts, or fears they may have. The videos you create for this stage should be positive, personal, and compelling. They should also have a special offer, a guarantee, or a testimonial that motivates viewers to take action.
Example
In this stage, the chocolate shop wants to persuade the potential customers to buy their product and close the sale by overcoming any objections or doubts they may have In this stage, the chocolate shop wants to persuade the potential customers to buy their product and close the sale by overcome any objections or doubts they may have. They send an automatic video reply on WhatsApp to anyone who contacts them, featuring some customer feedback that explains how they got their chocolates through courier, how they tasted, and how they felt. This video is meant to provide social proof and testimonials that validate the quality and satisfaction of the product. The video should have a positive tone, a personal touch, and a special offer. For example, the tone could be “Thank you for contacting us. We’re so happy that you’re interested in our home made chocolates. Here are some of our happy customers who have tried our chocolates and loved them.” The personal touch could be “We make our chocolates with love and care, and we want you to enjoy them as much as we do. That’s why we offer free delivery, free samples, and free returns. We also customize our chocolates according to your preferences and occasions. You can choose the size, shape, flavor, and wrapping of your chocolates.” The special offer could be “As a thank you for contacting us, we have a special offer for you. If you order today, you’ll get a 10% discount on your first order. Just use the code CHOKKI10 at checkout and enjoy your chocolates.” After the customer pays for the product, the sale is closed.
Desired Expectation
Karthik sees the chocolate ad again on Instagram and clicks on WhatsApp to send a hi message. He receives an automatic video reply that features some customer feedback that explains how they got their chocolates through courier, how they tasted, and how they felt. He confidently makes the payment and shares the address. He receives the chocolate via courier and surprises Sharmila with a gift. Sharmila gets excited and likes the chocolate taste, which is unique and likable.
4. Delight stage:
This is the stage where you delight your customers after they have bought your product or service. You want to provide them with excellent customer service, support, and follow-up. The videos you create for this stage should be friendly, helpful, and appreciative. They should also have a request for feedback, a referral, or a repeat purchase.
Example
In this stage, the chocolate shop wants to delight the customer. They deliver the chocolates via courier. They also send a video on WhatsApp that explains how to store the chocolate, how to maintain the taste for long days, and how to contact them for any feedback or queries. This video is meant to provide after-sales service and support, and to encourage repeat purchases and referrals. The video should have a friendly tone, a helpful tip, and a request for feedback. For example, the tone could be “Congratulations on your purchase. We hope you enjoy your chocolates as much as we enjoyed making them for you. We appreciate your business and your trust.” The helpful tip could be “To keep your chocolates fresh and tasty, store them in a cool and dry place, away from direct sunlight and heat. Do not refrigerate them, as this may affect their texture and flavor. Consume them within a month of delivery for the best experience.” The request for feedback could be “We would love to hear from you. Please share your feedback with us on WhatsApp or on our social media pages. Tell us how you liked our chocolates, how they made you feel, and what we can do to improve. Your feedback is very important to us and helps us serve you better.”
Desired Expectation
The chocolate shop sends a video to Karthik that explains how to store the chocolate, how to maintain the taste for long days, and how to contact them for any feedback or queries. Karthik and Sharmila feel that the video is helpful. Karthik sends a video to the chocolate shop by thanking them for surprising his wife. Sharmila shares a video to the chocolate shop on how the taste is. The chocolate shop edits the video and adds it to the feedback video. They also send a thank you note and a coupon for their next purchase.