The Power of Explainer Video in Your Sales Funnel

by | Sales Enablement, Video

In any given minute, 300 hours of video is uploaded to YouTube. That’s 12 ½ days worth of video every minute, or about 50 years worth of video every day. So it’s no wonder why Cisco predicts that by 2017, video content will make up 69% of all web traffic.
So between the videos of corgi puppies walking down stairs, cats playing the piano, and all the other noise on the Internet, it might be hard for your company to stand out—unless, of course, you have your own awesome videos to capture the attention of visitors on your site.

Don’t just take my word for it, though. Below are 5 statistics, collected from a number of sources, which prove the power of explainer video—particularly in the B2B sales funnel.
Let’s dive in.
1. 59% of senior executives would rather watch a video than read text if available on the same page (Forbes Insight)
Especially in B2B situations, when your ideal buyer might just be a senior level executive, this is huge. Senior executives have probably got some busy days, as well as limited patience for reading through websites. Knowing what your customers want and what form they want it in, and then delivering that to them, will help you win them over. Whether you’re using your web page to introduce your company as a whole, or introduce an individual product, consider adding a video to that page to make this introduction for you. Short, 30-60 second explainer videos are a great way to capture the attention of your online audience while providing valuable information.
2. After watching a video, 65% of executives have visited a vendor’s site and 39% have called a vendor (Forbes)
If you weren’t won over by the statistic in #1, maybe this one will do it for you. By sharing relevant and valuable content through video marketing, you can dramatically increase your number of inbound leads. By drawing them to your website with that video, and then offering additional content in exchange for some of their information, you can build your contact database and eventually nurture those contacts through your funnel. And if executives happen to fall into your buyer personas, this stat is particularly interesting. Additionally, those 39% that called may prove to be pre-qualified, and possibly ready to buy, as they went out of their way to contact you—all because of a video.
3. Homepage videos can increase conversion rates by 20% or more (ReelSEO)
This perfectly illustrates the effectiveness of a good explainer video.  Say, for example, you land on a homepage of a company that offers a solution to a problem you have. Would you rather read through page after page, deciphering if they were a good fit for your business? Or would you rather watch a 60 second video that answers all of your questions? Just like the senior level executive from #1, I’m sure you’d prefer the video as well. And so would your customers, as shown by this increase in conversion rates.
4. Using a video on landing pages can increase conversion by 80% (Unbounce)
Behold: further evidence of the effectiveness of a good explainer video! It’s a common inbound practice to put any content you may be offering (like an eBook, template, or case study) behind a form on a landing page, with a brief description of that offer to entice the visitor to enter their information. Typically, a bulleted list does the trick pretty well, so long as you highlight the benefits the lead will receive. But what if you had a video there? A 30 second demonstration or case study illustrating the benefits of your offer? As that 80% increase shows, a video could be more effective than text and images alone, enticing more leads to download your offer, which enables you to continue your lead nurturing process.
5. The click-through rate of email increased by 200%-300% when marketers included video (Forrester)
This only reinforces the flexibility of videos in your Marketing and Sales funnel. We’ve covered the benefits of including videos on your homepage and landing pages, and these benefits extend to email as well. As shown through this stat, as well as the four listed above, videos are effective at drawing leads to your site, into the top of your funnel, and out the other end. Given their flexibility, there’s every reason to include videos throughout your Marketing and Sales processes, in every section of the funnel, and at every stage of the Buyer’s Journey.
According to MarketingProfs, 70% of marketing professionals believe that video converts better than any other medium. This is likely because of video’s brevity, personality, and flexibility. It’s simply easier for a lead to have important information given to them through a video, compared to finding it somewhere on your blog or “about us” page. If you have the solution to a buyer’s problem, it’s in your hands to let them know—so why not let them know through your own inbound video marketing strategy?
How else can explainer videos, or an inbound video marketing strategy, benefit your company? Check out our free guide below!

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