Continuing our discussion about the three phases of the video-to-lead funnel, let’s explore the second phase: convert. As you know, prospects move through the video-to-lead funnel from the top at the “engage” phase, move down through the “convert” phase, and finally enter the “nurture” phase.
Once you’ve engaged your prospects with videos that help solve your prospects’ problems, present tips and best practices, expand upon an event, or otherwise engage your prospects and build trust, the next step is to convert them from casual visitors with a passing interest into legitimate leads with a genuine interest in your offer.
The convert phase provides you with the perfect opportunity to showcase your company, product, or service as well as prove that you can deliver upon your promise. Videos well suited for this phase of the video-to-lead funnel fall into the following three general categories: overviews, demonstrations, and testimonials.
Video overviews are short Web videos that show case your company, product, or service. Remember, your prospects have already been engaged by viewing earlier videos. At this point, you may have solved a problem, shared interesting ideas, or interviewed a key leader; in short, you’ve earned a degree of trust with your visitors. They’re now much more open to learning more about you and your offerings. A video overview showcasing your company, such as a company tour, or your products and services typically increase prospects’ time on a website by four times over baseline. Not only that, your customer is now much more informed when entering the sales cycle.
Engaged prospects may actively seek additional information as they begin forming their buying decisions. For example, if you’ve discussed a problem in a Web video and mentioned that your product was designed as a solution to this problem, an engaged prospect may look for a demonstration video to see the product in action. Demonstration videos educate and inform prospects about the product or service, reinforce benefits, and serve as proof of concept. Sure, you can say that your widget sets up in less than 10 seconds, but the real proof is in actually seeing the widget being set up – in less than 10 seconds as promised. Web video can do that. These video demos also position you as an expert who understands the challenges and problems prospects face, and they show that you have the best solution.
Video testimonials are particularly powerful. Again, you say how wonderful your product is all day long but your word isn’t nearly as trustworthy as that of a prospect’s peers. Video testimonials show proof that your product or service has served others extremely well. For example, which of the following is more credible: “Our widget will save you $1000 per year in utility bills” or “This widget paid for itself in the first month and saved me over $1000 last year on my electric bills”? Video testimonials serve as an accelerated, and effective, form of word-of-mouth advertising.
The video-to-lead funnel’s convert phase is an important phase where you can build upon the trust you’ve already earned with your prospects.