The Ex’s of the Sales Funnel: How NOT to Scare Your Customers Away
You know that, as a marketer, your biggest goal is to attract (and retain) customers. You may even know that videos can help draw people in. But did you know that showing the same video to everybody isn’t the best way to create sales?
Your customers all have different histories with you. Some are loyal to the end and others only just found out about you, so the first thing you need to do is to sort your customers into categories by paying attention to your Five ‘Ex’s.
No, not ex-girlfriends or ex-boyfriends. ‘Ex’s of the Sales Funnel: Exist, Explore, Expertise, Explain, and Execute.
This is actually the category that the most people fall under; where potential customers are first realizing that you Exist. They’re not on your website, and they may not even be looking for a service like yours right now. So the last thing you want to do is overwhelm them with loads of information from things like instructional videos.
People in this category need to ‘discover’ you, and the best way to do that is with a video ad or social media campaign that’s not very in-depth: maybe just a short promotional clip with some humor and your logo in it. It’s like the billboard you pass everyday on your way to work: the key is to grab the attention of potential customers and create brand recognition. That way, even if your viewers don’t visit your website right away, they’ll remember who you are. And that’s the key to getting them into the next section of the funnel.
Once potential customers start to recognize your brand (even if they don’t know much about you just yet), it’s time to give them materials to Explore your business. Now that they’ve heard of you, it’s time to try and help them know you (and like you).
Ideal videos for this situation include overviews of company culture, or basic identity portfolios. It’s important to let people know more about who you are.
In the next level of the funnel, you need to show your Expertise. This is where a customer is searching for a solution to a problem they have, and it’s your job to step up and say, “Remember us? We can help! This is our specialty!”
In this type of situation, you should make sure that your company information is available to people who need it: through FAQs, product portfolios, and service promotions on your website. This is where you finally provide newcomers with a better idea of what you actually do, and how you can help to solve their problem. Once people know how you’re relevant to their lifestyle, they’re one step closer to the next level of the funnel… and you’re one step closer to making a sale.
The fourth level of the funnel is where you Explain. Now that you have your customer’s attention, you need to elaborate on your product and its benefits. You can use case study videos, product demos, and service comparisons to demonstrate what you do and how it’s better than what your competition does.
It was taboo to try and give statistics and flow charts early on in the funnel, but you can display them proudly here (within reason) because your audience wants to see how the numbers stack up, and they want to learn the details of what you’re offering. Up to this point, your goal was to sell yourself: now it’s time to sell your product.
Level Five: Execute. And no, we don’t mean chase your customers down with a battle axe. Just follow through with them. It’s time to think about keeping them satisfied and updated as your company continues to grow. Videos to use here can include sales conversions, one-on-one interactions, product reviews, and customer testimonials. Another golden option is a series of training tutorials or webinars to assist everyone who might be struggling with their latest purchase. Tutorials are a great way to help your newcomers become experts, as well as educate your loyal customer base on recent changes or new services that you have.
Once you’ve trained your customers and earned their trust, they’ll actually get Excited and tell others about you! This is a separate, less-tangible level of the funnel that you can’t really control (though you can try to entice customers with awards for referring their friends)… but if you have all the other levels of the funnel covered, then your customers will perform this step for you like a well-oiled machine.
Once you understand your five ‘Ex’s, you can sort your customers a lot more easily into the sales funnel. And once you do, then you can move on to the next step: sending the right person, the right video – so you don’t scare them away. Find out more about strategic video marketing by contacting one of our experts today!