Debra Murphy March 22, 2021 
To paraphrase a very well-known marketing quote, video is king. The power of video is unlimited when it comes to digital marketing and sales. And as you’d imagine, one of the most popular platforms for video sharing is YouTube.
YouTube is an extremely powerful medium and, if leveraged properly, it can be very effective for both marketing and sales.
In this blog post, we’ll help you understand how to build an effective YouTube Video Sales Funnel.
More specifically, we’ll outline what kind of videos you should create for the following steps of your customers’ journey:
- Awareness
- Acquisition
- Retention
Sounds tricky?
Don’t worry, we’ll share examples as well.
4 Steps for Creating a YouTube Video Sales Funnel That Converts
- Focus on Specific Problems that Your Audience Has
- Present Solutions to These Problems
- Convince Your Prospects Through Testimonial Videos and Case Studies
- Educate Your Customers on How to Get the Most Out of Your Products and Services
1. Focus on Specific Problems that Your Audience Has
The first step when building your YouTube marketing funnel is to try to increase brand awareness.
How can you achieve that, I hear you ask?
The vast majority of the people who use YouTube are looking for answers to their questions.
It’s your job to identify which specific problems your audience has and provide them with sufficient answers.
Your task is to create videos that focus on suitable solutions to your audience’s questions and pain points.
Let’s use an example to make that a bit more clear.
Example: Uscreen
Our example is Uscreen.
An example of such a problem is when someone is asking about “video monetization” on YouTube.
Uscreen is an all-in-one OTT platform that helps businesses and individuals with video monetization.
As you can see in the screenshot below, we’ve prepared a video on this topic which ranks on YouTube when someone searches the term ‘video monetization’.
In this case, Uscreen is there for the audience to learn about:
- What video monetization is, and
- How people can achieve video monetization through YouTube, avoiding obvious ways that might be self-explanatory for most searchers
You also have to take into account that users, when searching online, describe their problems in the simplest ways.
You should make videos using the simplest titles possible with up-to-date, accurate, and theme-specific content.
This way, you’ll be able to:
- Engage new viewers
- Increase awareness of your brand
- Establish your brand’s tone of voice
2: Present Solutions to These Problems
At this point, we will stay in the awareness stage of the video sales funnel. Our hypothetical scenario here is that people are searching for a “PowerPoint alternative” on YouTube.
Having done adequate research on this topic, you’ll find out that the best alternative to PowerPoint is an online presentation tool.
Let’s take a look at the example of how another company helped its audience by presenting a clear solution to that problem.
Example: Visme
Visme is an online presentation software company. They prepared a YouTube video on how their software can benefit customers when it comes to online presentations.
Why is Visme’s software the best solution to the searchers’ problem?
Their video has the answer to this question and that’s enough for this stage of the customer journey.
As you can see in the screenshot above, Visme ranks in the search for “best presentation tool” because they provide viewers with a great explainer video on their chosen topic.
This video gives viewers an overall view of the company’s product and is presented in an appealing, yet not forced way.
In this step, helping viewers understand WHY your product or service is the best solution to their problem is crucial.
This is the time to introduce your product to a wider audience and get them excited about what they can achieve with your product or service.
In addition, product videos can help potential customers familiarize themselves with the company and intrigue them, engaging them to ask for more information.
The audience knows a lot about your brand.
How are they going to convert?
That’s a topic we cover in the next step of our guide.
3: Convince Your Prospects Through Testimonial Videos and Case Studies
The next step in our process for creating a successful YouTube sales funnel is how to convince your audience to take the next step and engage with your brand.
Acquisition is one of the most important stages that every company should pay attention to.
At this point, people are already familiar with your brand.
You’ve already managed to raise awareness.
Viewers know that your company offers the best solution to their problem.
They still need some convincing, though.
Example: Klientboost
KlientBoost is a PPC agency from the US. Klientboost has uploaded several testimonial videos to the company’s YouTube channel, as you can see in the photo below.
Viewers understand exactly how they can benefit from Klientboost’s services.
Author’s Tip: For better results, you might want to consider building a dedicated landing page and link back to it from the description of your YouTube video. Why? Well, at this stage, people will be more inclined to take immediate action regarding your products or services.
This example works so well because potential clients can resonate with other clients’ experiences.
Video reviews about your product/service from real customers are a great way to gain your viewers’ trust.
These videos add value to the company by using their clients’ voices.
Client reviews are often quite short and easily digestible.
Testimonials are designed to add an extra aspect of persuasiveness and identity to every product or service.
This way, your potential customers will be persuaded to actually get in touch with you.
Exciting your viewers’ curiosity about your brand can help you generate leads, an important factor at every funnel stage.
We recommend you start integrating video reviews into your company’s marketing strategy as soon as possible.
Let’s move on to the next and final stage of the process of building your YouTube video sales funnel.
4: Educate Your Customers on How to Get the Most Out of Your Products and Services
Following the customer’s journey, we’ll discuss how educational videos and tutorials can help your business retain its customers.
Of course, acquiring new clients is key for every company.
However, retaining these new clients is essential for the survival and prosperity of every company, as well.
At this stage, the viewer has already become a customer.
How are you going to persuade your customers to stick with your products or services?
Example: Ahrefs
Ahrefs is a Software-as-a-Service (SaaS) company that offers SEO tools used by professionals in the marketing industry.
As you can see in the screenshot below, Ahrefs created a tutorial video – the first one – on how to use their tool.
They uploaded a video where they explain the benefits of their product and the different ways to use it.
They describe the various features of their product, thus making it seem simpler to the users.
This is an excellent example of how video tutorials should work.
If you take a look at the screenshot above, you’ll see another video Ahrefs prepared – the third one.
This is an educational video.
Ahrefs offers viewers useful tips on matters related to its services, in this case, internal linking and its relation to Google ranking.
Customers appreciate educational content, especially in the form of videos.
Author’s Tip: Something you need to consider is that these videos can be repurposed and used across your different social media accounts, to make sure that you’ll reach as many of your customers as possible.
Your audience will enjoy the value you’re giving them in the form of content that not only helps them but also educates them.
Product or service tutorials, along with educational videos, are a great practice when it comes to customer retention.
If you’re a SaaS or sell products with a steep learning curve, you should make sure that your customers know how to get the most out of your products and services.
Educating your customers about your products will keep them coming back to you again and again. You should never stop adjusting your strategies to bring more value to your existing customers.
Very popular examples of video tutorials also include fitness classes, tech products tutorials, and fashion tutorials.
Wrapping Up
We hope our guide will help you improve your understanding of how to build a YouTube video sales funnel and how to create appropriate video content for each of the stages in your customer journey.
Start incorporating videos into your marketing strategy by using branding videos, tutorials, testimonials, and educational videos. Above all, never forget to create shareable and memorable content.
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