Videos are the clear victor over pictures and text when grabbing the attention of internet viewers and consumers. In fact audiences are 10 times more likely to engage with video than with text-only blogs or related social posts. This makes videos an extremely valuable tool in your marketing toolbox. Today, you’ll see a simple step-by-step strategy for creating a Video Sales Funnel.
#1 Create a 60 sec Sales Video
To make an engaging video that converts, consider the following:
- Show how your product or service fixes a problem
- Tell a story that engages and entertains your viewers.
- Use simple and clear language that can be easily understood. Make sure your script sounds natural by reading it aloud. Don’t let your videos sound to “used car salesman-y”.
- Use high-quality, professional video. Consumers will have a negative perception of your business if your videos are low quality.
- Include a simple yet direct call to action
#2 Create an Optimized Landing Page
Create an Optimized landing page that is simple and clean. Make sure to install the Facebook Pixel and a Google Analytics Tracking Code on the page.
Your landing page should have ONLY ONE OFFER. Your offer could be the option to buy a product or service, or opt-in to an email list in exchange for a resource or tool. Whatever your offer is, make sure that you have a clear call to action on the page, and a headline that shows your offer is the solution to the potential customer’s problem.
#3 Create a Facebook Video Ad
Use the video you created in step one as your creative material for your Facebook ad. The ad should be based on the product or service you are offering on your landing page. The main purpose of the ad is to get interested users to click through to your landing page.
Using Facebook’s highly sophisticated targeting tools, you can target the ad to specific segments of your audience. You want to put your ad in front of the 150,000 – 500,000 people who are most likely to purchase from the landing page.
#4 Re-Target your Audience with Facebook
There are going to be a lot of people who click on your ad, but do not purchase. How do you get those people back, or remind them of your valuable offer?
Since you installed the Facebook Pixel on your Landing Page, you can now target people who went to your Landing Page but didn’t purchase (or claim your offer). Create another Facebook ad about your product or service that will only be shown to people who visited the landing page. The ad should entice people back to the landing, increasing the chance they’ll become a customer (or claim your offer). Make sure to remind them of the solution you provide to their problem. You could even offer a discount to the retargeted audience to make the offer even juicier.
#5 Track, Analyze, and Improve
Take a look at the statistics that Facebook provides about your ads, as well as the metrics that Google Analytics provides about your Landing page. Is your video succeeding in making potential customers take your offer? If not, then review your stats and metrics, and change your strategy as needed. If some part of your strategy isn’t working, make changes to improve results.
Some stats that you should be tracking:
- Video views on social media channels
- Social media shares
- Social media comments
- Landing page views
- Average time spent on landing page
- Click-through rate on the landing page
- Average time spent watching the sales video
- Percentage of viewers who take the call to action (to purchase)
- Abandoned shopping cart percentage
- Retargeted sales
- Abandoned shopping cart sales via email