Engage! (In my Captain Picard voice) But really, that’s the goal, to engage our customers. It’s easier than ever for businesses to advertise online, therefore the landscape is cluttered with companies and individuals trying to reach YOUR customers. The person who will be the most effective is the one that drives the “click”, the “share”, the “like” or the “download”, Customers today are sophisticated, and this level of engagement doesn’t come easy.
Consider facebook advertising for example, I did a test with my Paparazzi Accessory business by running two different ads (one static and one video) to the same demographic. The results were staggering. Engagement went from 10 likes to over 700 views of my video! This also led to clickthroughs to my website.
An engaged customer is closer to becoming a conversion or, sale for your business. This image of the “traditional” sales funnel is a great visual of how you would like to move your customers through. At the Top of funnel (TOFU) the customer is vaguely aware of your product or service, this of course is an area we would like them to move out of fairly quickly. The Middle of Funnel (MOFU) is where they are downloading free items from your site, signing up for newsletters etc. Finally, the bottom of funnel (BOFU) is where the user is very close to conversion, that’s the sweet spot and video can help you get more people to that spot.
Here is a great infographic I got from HubSpot (a great CRM tool for small business owners). It shows the impact video is having and how it is growing everyday.