Why Video Content Should Be A Key Part Of The Sales Funnel


The modern day power of video content is difficult to over-estimate. Indeed, statistics published by Insivia state that 55 percent of people watch videos online every day, and video content now accounts for 74 percent of all internet traffic. Meanwhile, 52 percent of marketers cite video as the type of content with the best ROI.

Nevertheless, while a huge number of businesses utilise video to great effect as a marketing technique, far fewer are leveraging it throughout the sales process. In this article, we look at some of the reasons why this is a mistake, and why video should form a key part of the sales funnel in your organisation.

Improved Likelihood of Sales

The number one reason why video content should feature throughout you sales funnel is because it has been proven to improve sales figures. In fact, according to Hubspot, 64 percent of internet users say they are more likely to buy a product or service after seeing a video about it, highlighting the medium’s effectiveness.

While many organisations still see video content as top-of-the-funnel marketing, based entirely on increasing awareness and educating people, a study from Aberdeen Group found that 60 percent of best-in-class organisations are now using it throughout the sales process, including in the post-sale stages.

Ultimately, potential customers trust video content more than they trust many more traditional sales pitches. It is for this reason that marketing and sales must be aligned and the ability to share and even create video content is becoming an increasingly important part of sales employee development programmes.

Video Content and Social Selling

In the social media age, social selling has emerged as a key trend and video content has a role to play here too, in terms of making people aware of products and services, but also in terms of establishing trust, building relationships and helping people to evaluate and justify a purchase.

“Salespeople must be able to add value at every stage of the customer journey,” says Lee Bartlett, in an interview with CSO Insights’ Tamara Schenk. “I would be working more closely with marketing and helping them to target my clients with content. I would also use social networks to share relevant content to my customers.”

Video on social media has the potential to occupy something akin to a sales consulting function, bringing customers and businesses together. Of course, videos do not necessarily have to be pre-recorded either. Facebook Live offers streaming capabilities and live videos are watched for three times longer than recorded videos.

Content For All Sales Stages

It is now estimated that the average customer goes through more than half of the buying process independently, without contacting salespeople, which means your video content should take on some of the roles of those who may be bypassed along the way, from product educators and sales consulting staff, to customer support staff.

At the top of your funnel, the priority is attracting attention, building an awareness of your products, services and business. This can be done through more generic marketing videos, ‘how to’ videos, interviews and even some more quirky video content, which shows off your brand values.

Further down the funnel, people need to be convinced to part with money, which is where demonstration videos can be important, as can videos which feature relevant customers testimonials to boost trust via accreditation. For the post-sale part of the funnel, instructional videos can be of great use, as can videos answering any common questions, or addressing any common issues.

Conclusion

Understanding how to make use of video content is becoming an increasingly important part of sales employee development, because video has demonstrable benefits in terms of increasing sales and helping to retain customers. Crucially, however, video content should not be focused entirely on the top of the sales funnel.

The importance of marketing and sales departments working together will be covered in more depth at the upcoming Miller Heiman Group 2017 Sales Enablement Summit. More information about the event can be found here.