Any business that expects to grow in 2019 needs to be serious about their video marketing plan.
Video is a medium that scares some business owners. It's easy to spend a lot and only get mediocre results if you aren't delivering the right content at the right time.
Worry not, my friend! I've put together the following condensed marketing plan to help you engage your audience in 2019.
Following this plan will help you convert more strangers into leads, turn them into excited prospects, close more sales and create more repeat buyers.
In case you've never seen one before, the marketing funnel is a way to visualize the process of converting strangers into buying customers. At the top, messaging reaches a wider audience; as prospects are nurtured, they're qualified into a more refined niche.
Step 1: Grab the attention of strangers.
What kinds of problems does your business solve?
You can easily establish expert status in your niche by creating videos that are purely educational in nature, such as:
NO SELLING! Strangers aren't ready for that.
In this first stage, your goal is only to attract them to your website.
The idea here is to create high-level content with mass appeal and help viewers understand their problem rather than push your products or services.
Step 2: Convert website visitors into leads.
When they visit your website, they should see something they consider valuable enough to give you their contact information.
These kinds of videos will help you capture their interest:
As before, NO SELLING! That comes in the next step.
In this stage, your goal is to earn trust. When your visitors find content that's genuinely helpful, they begin to trust you, and will be more likely to return to you for more help.
Step 3: Create buying customers!
Video is a super-powerful medium at this stage because it helps them visualize themselves using your product or service, and strengthens their desire to turn the thought into reality.
Nudge your prospects into becoming paying customers by giving them a sample of what you do:
Depending on how expensive your product or service is, your prospect might not be ready to buy your core product right away.
Your goal here is to change the relationship into one where they willingly give you money — even if it's only $1.
Step 4: Encourage referrals and repeat business.
Most people are used to being ignored once they buy from a company. If you can surprise and delight them, you'll continue strengthening your relationship with them.
These kinds of videos will help them reinforce their decision, and warm them up to referring you to friends and family:
Your goal is to delight your customers — delighted customers become active promoters of your business, and help you reduce your marketing costs.
If you already have an established customer base, step 4 is a great place to start your video marketing strategy — it's way easier to market to existing customers than it is to create new ones.
Let's see how it all fits together!
Here's your complete video marketing plan at a glance.
Stage 1: Converting strangers into visitors
Attract strangers to your website with educational content.
Stage 2: Converting visitors into leads
Show your visitors how to solve a problem and capture their contact info.
Stage 3: Converting leads into buying customers
Do this by engaging them on an emotional level.
Stage 4: Creating repeat buyers and active promoters
Delight your customers and help them spread the word about you!
Get the Big Picture
If you've ever felt unsatisfied (or confused) about your marketing ROI, this video will show you what you may have been doing wrong — and will help you get more repeat buyers.