In the middle of the funnel we aim to give interested consumers more information to help them in their decision making. This is the “interest and decision” stage. The consumer has not yet made any commitment. In fact, the prospect may also be interested in your competitor’s product. At this stage, the potential customer is trying to find out more. So, here we need a product video
that sheds more light on the product and brand.
“About us” videos work well in the middle of the sales funnel as they help to eliminate doubts about your product or brand. This is where explainer videos
come into play. They enable you to explain more about what your product or service does and how it works. As such, explainer videos are best used halfway down the sales funnel, to help the consumer in their decision making process.
As consumers get closer to the point where they will make a decision about your product, it is important to make a final appeal to convince them to buy your product. What you want to do at this stage of the sales funnel is to answer questions before consumers look elsewhere. Alternatively you can aid them in their decision making by showinghow easy and useful your product is. This is achieved best by means of a short demonstration video.
In addition, videos with case studies and customer testimonials may also help convince consumers to make the purchase. Make sure these videos are authentic and natural – putting on a big act will only be off-putting. Other videos that may raise interest include tutorials, customer reviews, and product comparisons. By the end of this section in the sales funnel the consumer should have sufficient knowledge to be ready to choose your product.