4 Must Have Top of the Funnel Videos

Written by Michael Nelson

The conversation I am having with most Business owners, Marketing Managers, and Sales People is that they are struggling with one of three problems, and sometimes all three.

The first problem is that they are struggling to find ways to fill the top of their sales and marketing funnel. They want to connect with prospects that are not just tire kicking, but actually interested in making a buying decision. They are frustrated with traditional methods of prospecting like cold calls and networking, finding the results to not be what they used to be. Many of them are spending time, money and resources on organic social media or paid ads, only to be disappointed with conversion rates. 

This leads to thin pipelines, desperate sales people, and saying yes to the wrong customers at the wrong price point. 

What they want are ways for folks who are actively going through the buying process to find them, to be at least somewhat aware of their brand, and to make a buying decision. It’s this last one that has them scratching their heads or throwing their hands up in the air in frustration.

The second problem they are battling with is filling their hiring pipeline. It’s a similar problem. They want to grow their business and need talent to do it. They are sometimes using traditional methods like newspapers or radio, and some of them are looking to more digital strategies like recruiting websites, social media, and more. Even with these “new age” techniques they are still disappointed with the results. Just like they struggle to find prospects for sales, they are also struggling to find potential new hires. 

This leads to problems like being over capacity. Unable to fill orders or perform work, and in the end watching their numbers slowly slide.

They want talent searching them out, high employee retention, and overall growth of the business because they have the best team in the business.

The third problem is that they are confused on how to show differentiation in the market. They constantly find themselves competing on price and struggle to find ways to help buyers & potential hires understand why they should work with them. Their messaging sounds like everyone else: “They are the best, they have great customer service, they are not the cheapest but they are worth it.” The thing is their competitors are saying the same things and also have the reviews to prove it, just like you. 

In the end they are forced into commodity based selling, competing on price, and often saying yes to work that is not worth it in the long run. A friend of mine used to call this suicide selling, you are slowly killing your own business by saying yes to work you shouldn’t. 

All three of these problems have similar solutions. You need a way to attract qualified buyers or attract the best talent. You need a compelling way to tell your story that helps differentiate your business. You need a way to market your business that is cost effective and gets results. 

So here are 4 must have videos for filling the top of the funnel.

Sales/Lead Generation Video - This video has a few different uses. It is a prospecting tool that can be sent to people or businesses that are in your target market as a way to pique their interest. It can be used as a digital leave behind after an initial meeting or even with a networking partner to help them better understand how you help your clients & customers. It can be a top of the funnel piece for marketing purposes, content for your social media & website, you can even use it as a cross selling piece for current clients. It can be used to help new talent understand your selling propositions. It’s a short video around 1-2 minutes in length that not only explains what you do, but why choosing you over your competitor would be important to someone that is a qualified buyer. The amount of use you can get out of just this one video is vast, and considering the price point, extremely valuable.  It, just like the other 3 videos we will discuss, is the swiss army knife of your sales, marketing, and communication efforts.

We follow a very specific format for this to ensure you get the right messaging. You may be asking, “well, what is it?”. That’s our secret sauce so I cannot just give it to you but I will say that it is a formula successfully used by many companies around the world. We didn’t create it, we just employ it diligently. 

For this video we look at three things that have been used by organizations all over the world in order to come up with the content needed to create a video that will generate results.

About Story - Every business has a unique story that not only details who they are but also helps prospects understand reasons outside of sales as to why they may want to work with you. It helps them relate to you and your business and form a sense of sympatico that is often missed or overlooked during the sales process. Every business owner has faced hardship and adversity, we are all very similar in that regard. Helping your prospects understand how their struggle and yours are similar can really help form a solid relationship. Again, we follow a very specific format for this video that guarantees we tell a compelling emotional story that humanizes your business and tells a story beyond the technical. More secret sauce here so let’s chat about how to tell your story.

Hiring/Recruiting Video - One of the biggest challenges facing every employer is hiring and recruiting. We all struggle with finding and retaining top talent that is exactly what we need to help our businesses perform at a top level. Being able to communicate the kind of environment and culture someone would be walking into if they worked with your company is paramount. This can help you not only fill your labor force but it may also get potential rock stars reaching out to you with a desire to join your team. 

The Testimonial Video - Nothing and I mean nothing sings your praises louder than when it is coming from other people. Having videos of your loyal client base telling how they helped you can attract prospects and top talent, as well as help make the difference in whether or not you close. No secret sauce here, just emotional based content that engages. This goes beyond that 140 character based review and really delves into real world examples of who you help and how much it meant to them on a personal level. 

If you still aren’t sure if this is possible for your business or how to make these 4 videos happen we would love to chat with you. Our job is to find the story even when you think there may not be one, and believe me, there is a story there. It is just a matter of asking the right questions to help peel back the layers to get from the surface to the emotion behind it. 






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