Video Marketing Minute: How to Use Video at The Bottom of The Funnel to Convert Leads

Hi, I'm Kate and welcome to the Video Marketing Minute. This week we're talking about how to use video at the bottom of the marketing funnel to convert leads into customers. When your leads are at the bottom of the funnel or decision making stage, they've already had multiple touch points with your brand. You've likely nurtured them with enticing sales outreach and at this point they're probably well engaged. But that final push to convince them that it's your product or service they should be buying can sometimes be the biggest hurdle. Bottom of the funnel is arguably the most important stage for marketing and sales teams to move well nurtured leads through the last stage in their buyer journey and convert them into customers. A comprehensive and personalized approach will serve marketers well when contacting their nurtured leads. And what better way to do that than with video? A medium that allows you to connect and be human while conveying information in a digestible manner. That's why we're outlining four ways to use video at the bottom of the funnel. First showcase your solution through demo videos. Video is the most effective way to tell stories and with visuals being processed 60,000 times faster than text, it makes for an incredible medium to quickly convey information in a digestible manner. Although you may have a number of leads in the decision making stage, you're likely competing against other brands. Creating a demo video that can explain in detail how your product or service can offer a solution to their pain points can be instrumental in helping your leads come to a decision in your favour. It allows your prospects to revisit your products time and time again along with the ability to share your value across their organization. Dropbox is a great example of a brand that drove 70,000 signups overnight with one single demo video before they even had a product. Second, answer FAQs through videos. For leads in the decision making stage, it's important that they can easily have their questions answered. Especially for complex products, creating a library of videos to answer FAQs will help better inform your potential buyers and relieve friction when weighing their options. Third, convince through customer videos. We mentioned this in our last video, how to use video at the middle of the marketing funnel. But case studies are an effective way to persuade leads who are unsure in the decision making stage. And video case studies allows you to show the face of your customers, making a personal connection with your prospects. HubSpot video case study section makes a compelling case for other businesses to take the leap and use their marketing automation platform. Lastly, charm your leads through personalized videos. With 93% of companies seeing an uplift in conversion rates as a result of video and web personalization, a personalized video could be just what it takes to convert a lead to a customer. Sales teams can use personalized video to charm and win over prospects who may be on the fence about buying your product or service. Did we miss anything? Let us know what Bob of the Funnel video tactics you find most effective and tweet us at 23.