How PR professionals use video effectively at every stage of the sales cycle

Reel in more customers by enhancing your content strategy with video

The buyer’s journey is changing. With the popularity of online review sites and social media, prospective customers now travel through more than half of the traditional sales cycle before ever contacting your company. However, some aspects do remain constant. You still must generate leads, deliver exciting content and close the sale. Videos are a great tool that many PR professionals use effectively at each stage of the sale cycle – and so can you.

Your content should encourage conversation, solve problems and help move customers through the sales funnel. The right video content can take it even further by allowing you to better represent your brand and complement your sales strategies. With help from a PR firm, you can create videos that can be easily distributed across all channels and will resonate with your target audience.

How to develop video content that gets customers moving

The awareness stage

This is when the buyer realizes he has an issue that needs to be resolved. However, he may know nothing about your company and brand.

For this stage, you can use educational videos. These can be as simple as a how-to demonstration or interview with your CEO telling your company’s story or demonstrating expertise about your industry. A PR agency can also help you create entertaining videos explaining your field in a fun, interesting way.

The consideration stage

In this stage, the consumer has defined his problem and is researching ways to solve it. He now knows who you are and what you can offer, but he is still considering other products and trying to determine what makes your company different from the rest. One of the most important characteristics you should display is credibility, since trust is a main component in his decision to give you his business.

To help move the customer through this stage, it may be useful to show a short video that explains a problem, highlights a solution and gives a call to action. You might also develop a video showcasing your company and what it’s like behind the scenes. This helps to put a personal face on your organization, demonstrates friendliness and begins to establish a relationship with the buyer.

The decision/conversion stage

At this point, the buyer has made a decision about which solution he will choose. This is where you can add information assuring the customer that he has made the right choice. One of the most effective ways to do this is with videos and testimonials of satisfied customers. Happy customers can discuss how they use your product, how it affects their lives or why it was the right decision for them. Using current customers as brand ambassadors is a very practical method for establishing an emotional connection with your prospect and erases any final doubts.

The delight stage

Once a customer has made a purchase, this does not mean you should forget about him. Now is when you work to keep him as a recurring client. Publish a training video demonstrating the optimum way to use your product or offer creative uses the new customer might not have considered. You can also make feel-good videos thanking him for his purchase and making him feel proud to be associated with your brand.

The value of a PR firm

Studies have shown that more than 75 percent of consumers watch online videos every week and 55 percent watch every day. Research has also proven that those on Facebook and Twitter will stay engaged with your company longer when there is a video to watch. The question is no longer should you produce videos, but how to do it right. Using this tool correctly, to increase engagement and grow your business, takes time. It’s best to hire a PR agency to manage it for you.

Trust the professionals at Axia Public Relations to produce videos that will enhance your messages, persuade action and increase lead generation and sales. Contact us or download our e-book, Maximizing Your Public Relations Investment, to learn more.

Lisa Goldsberry is a blogger for Axia Public Relations with more than 15 years of public relations experience. She specializes in business and technology PR. Lisa has worked for Axia since December 2013. Learn more about Lisa Goldsberry. Connect with Axia on Twitter @axiapr or tell us what you think in the comments below.