When used correctly, visual content can be a powerful tool to increase sales. It’s not a magic bullet. When using video, you need to use it correctly for it to be effective. When creating your own visual content, be it video or animation, it should achieve these three goals:
- Capture the audience’s attention.
- Keep them engaged.
- Inspire them to act.
Bold, engaging and inspiring video content can (and should) be used at every stage of the sales process. This can be broadly split in to three phases:
- The Awareness Phase: When prospects are searching for inspiration or solutions to a problem.
- The Consideration Phase: Where prospects are assessing their options and identifying the type or product or service that will give them the benefits they want.
- The Decision Phase: When these prospects become buyers, deciding on a specific product to buy, or company to work with.
Properly employed, video or animation content has a part to play in each of these phases. So, what types of content can you use for each of these? Let’s have a look in some more detail.
1. Visual Content for the Awareness Phase
This stage is about creating interest in your brand, concept or story. Buyers will be searching online using keywords in search engines, browsing social media platforms or visiting specialist websites.
Of course, there’s a lot of content already out there, so your video will have to stand out with content that intrigues, excites and attracts. Video has a natural advantage since you can convey a lot more information in a lot less time (usually just 2-3 minutes).
You can use graphics, animation and sound to reinforce your brand. A well placed logo, gentle music and a good speaking voice really create a feel for your brand that would be impossible in a purely textual format.
2. Visual Content for the Consideration Phase
At this stage, your prospect will have a clearer idea about what they want or need. Help them make a decision with video content promoting a specific product or service. Take a look at our video for Equinix’s Google Cloud service.
Case studies are also great in this phase of the sales process. Video case studies tell your customers’ stories to that prospects can relate to your brand emotionally. Try and find a story that’s inspiring, that potential customers could empathise with. Check out this video for InterSystems.
3. Visual Content for the Decision Phase
The decision stage is, of course, the most vital part of the sales process. And a killer video can make all the difference. Pack in as much as your can to convince your prospect why your product or service is the one they want. A great decision phase video will include:
- How to use the product or service.
- Why it’s easy to work with you (via a testimonial)
- How to implement your product or service.
- What aftersales support you offer.
Altogether, this will cover every base and convince the prospect that your product or service is the one for them. Leave them in no doubt about your value to them!
Sounds like a lot of video…
You don’t have to break your back making video content if you work smart to get the most out of your budget. Get the basics done first and see how you go. The following should be your first priority when creating new visual content:
- A great case study.
- An inspiring brand video.
- A comprehensive explainer video.
Be clever and create content that can be reused and repositioned for different stages. Create short clips for social media or use an extract from a case study interview to explain how straightforward your onboarding process is.
If you plan your video content this way, you’re sure to deliver a greater ROI and create a range of content that will guide your prospects towards the sale.
Give us a call if you would like to discuss any of the content above in more detail, or to talk through your own video content requirements. Call +44 (0) 1252 717707 or email email@example.com.