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How to Use Explainer Videos to Boost Your Sales Funnel
In 2015, TIME Magazine published an article purporting that humans now have a shorter attention span than goldfish. Since that article was released, this notion that humans have an average attention span of eight seconds has been a point of serious contention.
Regardless of whether or not we generally lose concentration faster than the ill-focused goldfish, the truth is that businesses today must succeed in a more competitive marketplace. With content and engagement being the currency of that marketplace, no form of content drives as much engagement as video.
Explainer videos, whether they’re animated explainer videos or live action, are short, compelling videos that capture the attention of your target audience. They are a great resource for generating brand awareness, attracting visitors, and ultimately, increasing conversions and sales.
Explainer videos explained
Explainer videos are more than just another type of video content. Their primary focus is to explain a business idea, product, or service, in a simple and engaging way. Explainer videos are short in nature. Most do not run for longer than two minutes.
Just how effective are explainer videos at attracting prospects? Here are some key statistics highlighting their effectiveness:
- Video content accounts for 80 percent of all consumer internet traffic
- Consumers are 4x more likely to watch a video to learn about a product than to read about it
- 59 percent of executives prefer video content over text
- 74 percent of millennials use videos when comparison shopping
- Videos get 12x more social shares than text or images
- Emails that include videos result in a 200-300 percent increase in click-through rates
- Ads with video content increase engagement by 22 percent
- 74 percent of consumers are more likely to buy a product after watching an explainer video
As the statistics show, explainer videos drive more leads and contribute to more conversions resulting in sales than any other type of marketing content. This is important for targeting customers throughout each stage of the sales funnel, from awareness and consideration to the final decision stage.
As a leading video production company in Australia with in-depth experience in crafting compelling explainer videos, not only will we help you achieve your business goals, but we will also help you realize the benefits above.
With this in mind, let’s take a closer look at how explainer videos can help your customers throughout every stage of the sales funnel.
The Awareness Stage
The awareness stage is the first and possibly the most important step of the sales funnel. At this stage, potential buyers are seeking information for a product they need or to resolve a pain point they might have.
At this stage, explainer videos can lay the pathway for consumers to reach the consideration stage. Since potential buyers are searching for solutions, explainer videos can be used in ad campaigns or your website’s landing pages to address their most difficult pain points.
Engaging and compelling animated explainer videos will capture the attention of potential buyers. This does two things: introduce your solutions to resolve their pain points and build brand awareness. By providing valuable content, you’ve captured your target audience’s attention, leading them towards the consideration stage.
The Consideration Stage
At this stage of the sales funnel, potential buyers are aware of your business and the solutions it provides. This is the stage in which buyers evaluate and compare the different products and services available to them.
To help buyers make the best possible decision, you need to deliver critical, comprehensive information. One example of how explainer videos can be used at this stage is through product comparison guides.
By communicating how your solutions greatly succeed over the competitors’, you validate your leads’ decision and help them move to the final stage of the sales funnel.
The Decision Stage
Even if qualified leads are ready to make a purchasing decision, there is still the possibility that you could jeopardize that highly desirable outcome. Any explainer videos used in the bottom funnel stage should secure a purchase rather than divert attention.
A decision stage explainer video should be used to address any final concerns a qualified lead has about your business or its solutions.
Examples of explainer videos that can help a lead make an informed decision include:
- Customer support videos
- FAQ videos
- Testimonial videos
- Company story videos
- How-to videos
These explainer videos provide emotional value to any qualified leads. When customers develop an emotional connection with a business, they have a greater lifetime value.
Emotionally connected customers are more likely to be repeat customers and become brand advocates. They recommend you to their friends and family, which will significantly improve financial outcomes, allowing your business to become consistently more profitable.
Ready to press “play”?
In today’s noisy marketplace, standing out from the crowd can be a challenge.
Explainer videos can be the content differentiator your business needs to distance itself from the noise. Not only are they a great messaging tool, but they also create value that cannot be replicated by text or images.
Explainer videos play a vital role in guiding customers through every stage of the sales funnel. Not only can explainer videos be used to attract leads and generate visibility, but they can also captivate your audience and speak to them from an emotional and empathic level.
Ready to streamline your sales funnel with video marketing? Let us help you create the type of videos your business needs to impress its audience. Contact us today to get started.