5 Clever Ways to Improve Your Marketing Funnel with Video
How is your marketing funnel performing?
If your answer is, “It’s fine… but it could be better,” I hear you.
Of course you want to make the most of your funnel. Of course you want as many qualified leads, hot prospects, and eager customers as possible!
But you also don’t want to mess with the good thing you’ve already got going. If only there was a way to take your existing funnel, as it is, and add some extra oomph to it…
Oh wait, there is! 5 ways, no less — and all of them involve video.
In today’s article, you will learn:
- How to optimize your video ads for maximum lead generation
- How to make an amazing first impression on each new lead
- The best types of marketing videos for educating and converting prospects
And more. Let’s get to it!
(If you’d prefer to listen to this week’s article instead of reading it, click here to jump to the audio version.)
1. Drive more traffic to your landing page with video ads
I know, I know — you think I’m about to give you some painfully obvious advice you already know. Create a marketing video, deploy it as an ad, and use it to drive traffic to your landing page…
Nah, I have something better to share with you! I’ll show you how to engineer your video ad to drive more traffic and leads into your funnel.
You see, most companies never bother with optimizing their marketing videos for lead generation — so predictably, they get subpar results.
You’re going to be the exception! Here’s how…
First, you want to “harmonize” the visuals and the messaging of your video ad and your landing page. You want the transition from one to the other to be as seamless as possible, so it doesn’t confuse your leads and interrupt the conversion process.
Design your landing page with the same colors, graphics, and logos as your video ad. Keep the look as congruent as you can. And most importantly, use the same language and tone to communicate your value proposition.
Next, optimize your video ad to the platform you’ll be using it on. For example, if you’re running it on Instagram or Facebook, you want to use subtitles — because social media ads often autoplay with sound off. For the same reason, you want your visuals to be as clear as possible, so the viewers can understand the story even with no sound.
Also, whatever platform you’re using, make sure to end your video ad with a crystal-clear call to action. Your ad has one job — getting people to click through and move further into your marketing funnel. A specific, urgent call to action will boost your clickthrough rate and give you a better ROI on your ad spend.
Finally, remember that most of your visitors won’t turn into leads right away. People often need to see the same offer multiple times before they bite. That’s normal. Now, you can throw more cold traffic at the problem… or you can set up a retargeting campaign, giving your “warm” visitors another opportunity to convert.
2. Put a video on your thank you page to make a solid first impression
You probably know already that featuring a video on your landing page can boost conversions by as much as 20%. But did you know that your thank you page can benefit from video as well?
Now, when I say thank you page, I’m referring to either of these two:
- The page your customers see immediately after they subscribe to your list, or…
- …the page they see after confirming their subscription, if you’re using double opt-in.
Both of these can be improved with video — just in slightly different ways. So let’s talk about them!
For a standard thank you page, you want to have a video that does two things. First, thank the customer for subscribing. Giving you their contact details was a gesture of trust — so acknowledge this and validate their decision.
Then, tell them what the next step is. If they need to confirm their subscription, explain how exactly to do that. If you’re not using double opt-in, take this time to show your customer how to whitelist your email address so they don’t miss future emails from you.
Finally, very briefly, get them excited about what comes next! Usually it’s whatever you promised them for subscribing: weekly emails, a freebie, a free consultation, etc. Remind your customer that the valuable thing is still coming, so they can look forward to it.
For a “subscription confirmed” kind of thank you page, your video needs to do two things:
- Confirm that the link or button they clicked has worked properly, and they’re subscribed to your email list now.
- Explain what comes next, just like we already talked about. Get your customer excited and looking forward to all the value they will receive!
These videos don’t need to be complicated. Recording a screencast, or even just talking into your webcam for 20-30 seconds is enough. You can be fancy if you want to, but the beauty of this strategy is simplicity!
3. Use video to boost your lead nurture efforts
The #1 reason to use video when nurturing new leads is simple:
Emails with “video” in the subject line get read and clicked much more often. According to Hubspot, this simple tactic boosts open rates by 19%, and clickthrough rates by up to 300%. You want as many people as possible to get your marketing message — and inserting video into your emails helps to do just that!
There are two kinds of lead nurturing videos you can use to your advantage:
- Video case studies that showcase customer results with your product or service. They add social proof to your lead nurture campaigns and boost your conversion rates — both before and at the point of sale.
- How-to videos and tutorials that solve a specific problem your prospects have. This is a great way to add value to your potential customers and get them to pay attention to your product or service. After all, if you helped them out for free, buying from you may create even better results!
Besides being more engaging and clickable, videos are simply a more memorable way to deliver content. Your target customers might skim an article and forget it in 10 seconds… but if you grab their attention with video, they will remember your message for weeks to come.
Also, here’s a tip: don’t forget to add simple calls to action to your videos — this will help you qualify each lead better. They don’t have to be sophisticated, either! Just ask your viewers to leave a comment, share the video if it’s public, click a link, or fill out a super-quick survey. These will give you a good idea about how engaged your audience is with your free content, which will help you gauge how they might respond to your paid offer!
Lead nurture videos will help you to condition your target audience to like and trust you before they reach a critical buying decision. Speaking of which…
4. Use explainer videos to convert prospects into paying customers
So — the time has finally come to make the offer to your prospect.
It’s an exciting, scary moment, and you need to make it count. You want to deliver your sales message in the most memorable, persuasive, easy-to-understand way possible…
That’s where an explainer video comes in!
A well-made explainer video is like the world’s most dedicated salesperson. It can be out there selling your product or service 24/7, turning curious prospects into grateful customers on autopilot.
Also, explainer videos are extremely efficient! In just a few minutes, they can convey everything that makes your offer great, and persuade your prospects to take action. Even if you don’t use them to “seal the deal,” explainer videos condition your customers to feel curious and excited about your offer. That means, when the time comes to close the deal, customers who have watched an explainer video will have a better chance to convert!
Finally, explainer videos are incredibly versatile. You can build them into pretty much any existing funnel seamlessly. For example, you can use explainer videos directly at the point of sale, urging potential customers to act now and buy…
Or you can deploy them as “supporting” content — to educate prospects about your offer and nudge them towards the next step, like booking a sales call with your team.
You might say, “That’s great to hear, Summer… but what makes you think that explainer videos could work for my specific offer, in my particular industry?”
Great question! You see, when I mentioned versatility, I was speaking from experience. Here at The Draw Shop, we’ve used explainer videos to sell everything from butter to massively sophisticated financial services and specialized software.
Over the years, we developed a proven process for producing high-converting explainer videos every time — for any client, in any industry. If you want to learn it and use it to create your own bestselling marketing video, check out this article. It holds nothing back and reveals our complete process, step by step.
(Or if you’d rather sit back, relax, and let the experts handle everything… we can do that, too. Let’s talk: visit this page to book an appointment with our marketing ninjas.)
5. Use video to recapture prospects who are on the way out
When a lead chooses to unsubscribe and exit your funnel, it might seem like there’s nothing you can do. Can’t win them all! Time to focus on generating new leads, because that person is out for good — right?
Well, not necessarily. You can still engage with people who choose to unsubscribe, and maybe even get them to change their mind! Here’s how…
Create an unsubscribe video where you address the prospects who choose to unsubscribe. Make it as delightful as you can — aim for entertainment value over everything else. Your goal is to create a positive emotional experience for your prospects. If you can make them smile, this will do more to persuade them to resubscribe than any rational argument you could make.
Also, more importantly: don’t try to shame or guilt trip people into staying/resubscribing, either! It will only compromise what’s left of your relationship.
For your next step, create a custom unsubscribe page and add your video to it. Below it, you can embed a form that lets your prospects resubscribe or customize their email preferences. Finally, set up your email marketing software to point to your custom page whenever someone clicks unsubscribe — most big services will let you do that.
And that’s it, you’re done! Now you have a way to recapture the attention of prospects who want to exit your funnel, and hopefully regain some of those leads.
Attract high-quality leads into your funnel with a powerful Elevator Pitch
When you’re building a marketing funnel, lead generation is one of the hardest steps to get right. It can take a lot of trial and error before you have a steady stream of targeted, high-quality leads going. Without them, even a super-efficient funnel with high conversion rates won’t help your business grow.
Serving up super-relevant, highly engaging, standout content is one of the best ways to attract the right kind of target customers into your funnel. And that’s exactly what an Elevator Pitch is — a marketing asset that delivers an irresistible message to your leads… in 30 seconds or less.
It can take any potential customer from knowing nothing about your brand — to practically begging you to tell them more. And we want to create one for you.
All you need is to hop on a 30-minute consultation with one of our expert copywriters here at The Draw Shop. They will help you define the problem you solve, how you solve it, and the life-changing results your customers will see from working with you.
Then we’ll transform your input into a single-statement Elevator Pitch for your brand — a powerful 30-second pitch scientifically designed to stand out, delight, persuade… and convert.
We’ll even top it off with a one-page, one-of-a-king infographic that turns your pitch into an engaging visual story!
- Share it with your team
- Feature it on your website
- Use it in your email signature
- Put it on the back of your business card
- Spread it on social media