Most B2B companies I know just put some explainer videos at the top of their sales funnel and wait, do you?
This is a big mistake as video and other visual content don’t end at the top of the funnel, they can do much more.
Let’s take a look at visual content mix you can create for the entire sales funnel.
The Top of the Funnel
The main job of visual content at the top of the funnel is to drive as much traffic as possible. For this reason, infographics, interesting quotes, funny comics, memes and informative videos are a good mix to attract visitors to your funnel.
The topics you can talk about can be:
- How-to visual content.
- Repurposed webinar content.
- Thought leadership interviews and discussion.
- Content about company culture.
Remember to use compelling CTA (call to action) to tell these visitors to do what you want them to do or simply guide them to your website for further action.
The Middle
OK, so now you have visitors to your website who show some interest in your company and products.
What next?
The middle-funnel content is all about educating and building trust.
Visitors are in “evaluation stage” so they keep looking for more information, comparing and weighing among many solutions. To help them determine if you’re a good fit, following are some visual content you can produce:
- Detailed product demo videos.
- Videos of keynotes, speaking engagements or client testimonials.
- Case studies in forms of videos or infographics.
- In-depth visual blog posts.
- Videos about your products in action showcasing how customers can integrate your products with their business and other services.
In this stage, try to be personal as people trust people, not organizations.
Visual Content at the End
It’s time to close the deal.
At this stage, your visual content strategy should focus on overcoming final objections and convincing prospects to make a purchase.
- Instructional videos covering any issues or concerns about your products/services that you think customers might have.
- More in-depth visual blog posts or articles.
- Infographics with input from your current customers or brand advocates.
- Client testimonials in audios or videos.
No matter what visual content you produce for each stage of your sales funnel, one thing you should remember is:
Always put customers in mind.
Top Picks this Week from Visual Contenting
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And here is visual inbound issue of this week:
Visual Marketing & Social Media
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