High-Converting Explainer Video

Essential Tips to Help You Produce a High-Converting Explainer Video

Each year more and more marketers realize how incredible explainer video company marketing is. Though most brands these days have made video content an integral part of their marketing campaigns, a lot of them aren’t being smart about their strategies. Several marketers go the extra mile to come up with top-of-the-funnel videos but don’t follow it through.

is. Though most brands these days have made video content an integral part of their marketing campaigns, a lot of them aren’t being smart about their strategies. Several marketers go the extra mile to come up with top-of-the-funnel videos but don’t follow it through.

That’s where your video strategy goes wrong.

To close more sales and to triple your earnings, you shouldn’t stop at the top of your animated explainer videos sales funnel. There has to be relevant content for each stage of the buyer’s journey. From awareness to post-sale, you must come up with the right approach to ensure that prospects and clients feel connected to the brand and more confident about trusting in it.

Understanding Today’s Consumers

Nowadays, consumers go through as much as half of the buyer’s journey independently. They turn to search engines such as Google to look up the information they need to find a solution to their problem. Very little interaction with salespersons is needed throughout the journey. Most of it most likely happens when consumers reach the end of the sales funnel where prospects need that final push to convince them to make a purchase.

Here are some stats about the state of video marketing in 2018:

  • Over 50% of Internet users look at videos related to products or services before dropping by a physical store
  • 61% of consumers rely on businesses that provide original and personalized content
  • 95% of the message relayed through videos are retained by people
  • 82% of viewers prefer live videos over other social posts

The data shows that sales videos are more important than ever before. However, using this tactic to reach out to prospects won’t guarantee success. As shown in the numbers, consumers have a preference for brands that create original and customized content. That’s mainly why it’s important for you to come up with a video sales funnel as it should help you better understand what customers at different stages of the journey want to know about.

Remember that the information that consumers need differs at each stage of the buyer’s process. Providing them with the right information in a brief and engaging way will encourage them to move to the next phase of the buying cycle.

Making the Buyer’s Journey Seamless

Now that you know how important video content is, it’s time to learn what you can do to ensure a successful marketing campaign. That brings us to your sales funnel.

As mentioned earlier, creating specific video content that targets each phase of the buyer’s journey is necessary as it motivates customers to move through the funnel. Using the sales funnel for this endeavor will prove to be advantageous for you. It should help you earn more conversions. By using its framework, you should be able to build a clear path for the customers, one that they can follow from one end to the other.

Hence, craft an online strategy that is well-organized as well as methodical. In doing so, your approach should enable you to build relationships with your audience and close more deals. As a result, it will lead to increased profits. The most successful campaigns aren’t always the biggest financial investments. Sometimes, all it takes to develop an effective strategy is to understand what goes through your ideal consumer’s mind and to use it so that both parties can benefit.

Creating Content for the Entire Video Sales Funnel

The funnel is composed of three different stages: awareness stage, consideration, and decision. For each phase, the goal is to provide prospects with the exact information they need to enter the next stage. But before they can reach a purchase decision, you need to build trust.

  1. Top of the funnel: Awareness stage

The first phase of the buyer’s journey is awareness. Consumers know that they have a problem to solve, but they have yet to arrive at a solution. Here, they will start doing some research and begin to piece the puzzle together.

At this point, consumers know nothing about your brand or what you offer. By publishing a sales video instead of a lengthy article, you encourage prospects to check out your content. It has to be concise and informative so that it will make them want to know more about your brand and what you can offer them. For that reason, educational videos make a great choice.

Here are a few other types of video content you can develop for prospects in the awareness stage:

  • How to
  • Frequently Asked Questions (FAQ)
  • Inspirational videos
  • Explainer videos
  • Short features

For this stage, a good story should leave a stellar first impression. Whether funny or tear-jerking, a strong storytelling focus will be a big hit with prospects at the top of the funnel. Since product details won’t be valuable at this point, it’s best if you develop memorable stories about your brand. For instance, you can film a one-on-one chat with the CEO and other execs. You can also feature your quirky employees or the hardworking ones to show prospects why they should care about what you do.

This way, your prospects will remember your company more, and it will forge a relationship of trust. Not to mention, putting a face to the brand makes it easier for audiences to connect.

Videos for the awareness stage are published off-site so you can catch the attention of new prospects and lead them to the best possible place to know more about your brand—your website. YouTube and other social hubs are a few platforms where your target market can discover them.

  1. Middle of the funnel: Consideration stage

The second phase of the buyer’s journey is the consideration stage. Now, your customers know what their problems are, and they’re searching for a solution. They are probably looking at several different platforms that offer the kind of product or services they need, including yours, and they are weighing their options.

This is where you need to get more specific about your brand and the products or services you offer. By showcasing the features that make them worth purchasing, it should make it easier for viewers to make an informed decision.

Here are a few types of content you can develop for prospects in the consideration stage:

  • Product demos
  • How-to videos
  • Explainer videos

This time, you can put out long-form content so that you can delve into the details. At this stage, prospects have already volunteered to receive additional information about the brand and what you have to offer. Hence, don’t hesitate to send more targeted content. Using any of the recommended types of video content, give audiences a more intimate look at your products and services, and show them how it can solve their problems.

When you come up with a good middle-of-the-funnel video, you can nurture leads, improve conversions, enhance customer experience, and drive prospects further down the sales funnel.

  1. Bottom of the funnel: Decision stage

The final phase of the buyer’s journey is the decision stage. You’ve managed to get prospects this far, and with a final push, you can convince them to make a purchase. Remember that at this stage, your viewers are well aware that you can offer them a solution. However, they are also conscious of other alternatives.

So, how do you encourage them to choose you?


Building brand loyalty at this point in the game will not only convince prospects to purchase from your brand for the time being but will also encourage them to keep in touch. The next time they encounter a similar problem, the brand should automatically be considered as one of their top options.

Here are a few types of content you can develop for prospects in the consideration stage:

  • Case studies
  • Customer testimonials
  • Campaign videos
  • Customer check-ins
  • Repurposed old webinars
  • Instructional videos

Case studies and customer testimonials are some of the best ways to seal the deal. Again, putting a face to the brand adds a human touch to your corporate institution. Hearing and seeing actual paying customers share real stories about how your company helped them should convince prospects to do the same.

Now, the third stage of the buyer’s journey extends to the post-purchase phase, where you need to make sure that customers don’t have regrets about purchasing from your brand. You can extend your efforts and come up with content to ensure that they feel secure. Customer check-ins, for example, are a smart way of following up on clients’ use of your products or services. You can also create instructional videos to address issues that they might be having. Moreover, you can reassure them that your friendly support staff is always there to help them out.
Keep in mind that video marketing isn’t anything like traditional marketing. A hard sell won’t close a sale. It’s through creating and distributing relevant and consistent content that attracts and retains your target market. As long as you remember your video sales funnel in your online efforts, you should be able to drive more profitable customer action.