The foundation of any effective sales and marketing funnel starts with getting the attention of the people most likely to engage with your brand, and show interest in your product or service. Once you have their attention, you continue to nurture their interest and desire with carefully crafted content.
Commercials for the web – what we refer to as ‘feedmercials’ – are video ads designed to capture the attention of targeted prospects in social media feeds and web channels. Referred to by Facebook as ‘thumb stopping content’, these short and compelling videos gets exponentially more attention than text-based or photo-based advertising.
Once you’ve captured the attention of your prospects, you draw them into your brand story with nurturing videos – crafted to establish credibility, raise trust and build confidence in what you offer. These can include testimonials, case studies and content that addresses the big scary problems that keep people up at night.
Finally, when trust and confidence have matched the urgency to solve the particular problem, your well-educated prospect is led to make a buying decision. Usually this involves a sales video that explains specifically how the prospects life will change by choosing you over any and all other competitors. Because your core videos have done the job of establishing your authority, your sales videos are a seamless and easy transition to purchase – not a ‘hard sell’ approach that comes off as pushy or desperate.
The examples below of Sales and Nurturing Videos that can be used on your YouTube channel, website, email, or in a Facebook/Twitter Ad. They are used to sell directly or provide supporting content to connect with a potential buyer.