[ video marketing strategy ]
How to Convert Prospects into Customers with Video
How-To Convert Prospects into Customers
Over the last few decades, many organizations have used a traditional sales/marketing funnel to think about customer lifecycles.
But in 2018, Hubspot introduced the Flywheel model- an approach to the customer lifecycle that takes into account how customers help you grow. The 3 stages of the flywheel are attract, engage, and delight.
The Video Marketing Flywheel helps you convert prospects into customers by harnessing the most compelling medium on the Internet- video.
How to Engage with Video
The engage stage is two-fold- convince and convert.
Since prospects in the engage stage already are aware of your company and are interested in your product or service, most activity during the engage stage takes place via website, email, or retargeting.
What Videos Engage?
During this stage, many people aren’t yet ready to speak with a sales rep. Instead of forcing a sales conversation upon people too soon, provide explainer video content on your website so prospects can check it out on their own time.
Plus, even though we love our sales reps, a video is the perfect spiel every time. Video never messes up the elevator pitch.
Customer Testimonial Video
A delighted customer’s story is appealing on an emotional level. People can trust other people they perceive to be like them.
Customer testimonial videos take the written testimonial to the next level by combining sight, sound, and motion.
Case Study Video
The rhetoric and imagery used in case study videos is less emotionally driven and more statistically driven, using logos to appeal to reason.
What platforms engage?
As consumers, we are trained to ignore ads unless they catch our eye and capture our attention- making video the most compelling medium for retargeting ads.