After 30 years of roaming the country, reporting Scotland for a wide range of radio and television programmes, David Calder has retired from day-to-day broadcasting.

However, he has not hung up his microphone. He has created a local podcast for Portobello - the Porty Podcast - and is working on another - Spirit of Scotland - about Whisky, Gin and Craft Beer!

He's also invested in new technology to help firms use video as a marketing tool. The technology means that clients can provide the stills or video and David turns it into professional content!

Working with his wife, Penny, he provides workshops on media and communication skills, face-to-face in small groups or in webinars.

The New Sales Funnel

Posted by on 23 July 2013

There’s a considerable reluctance to embrace video as a sales and marketing tool in the UK. In Scotland in particular, the whole idea of using videos a marketing tool appears still to be viewed with some suspicion. However, the basic principles of using YouTube for example are no different from the traditional sales techniques used for generations. You just need to understand that there is a slightly different language and a slightly different technique for achieving exactly the same result.

Like it or not, the customer is likely to be looking for YOU on YouTube – it is after all the second most popular search engine in the world. You have to make sure that what you’re doing is providing them with the same kind of information as you would when using the traditional “sales funnel”.

In the traditional sales funnel, you knew you had to make contact with your customer several times – these are known as multiple touch points. So what do these actually involve – at what is the video equivalent?

In the traditional model, you start off by “creating awareness”. You do this to a range of means: brochures, sales material, personal contact through networking and so forth. In video, you produce a series of short films – either commercials or, for professionals, demonstrations of your expertise – which achieve the same result.

Again in the traditional model, you seek to generate interest in your company or product. With video, you could achieve this by using endorsements of one country another – if you can manage to sign up a celebrity, so much the better!

You then need to think about building credibility. This is actually easier within the video model than the traditional one. What you need to do here is to create a series of tutorials and product details which are potential customers understand exactly what you’re offering.

By this point in the sales funnel, prospective customers are getting quite warm. But all too often they raise objections – or appear to do so. However, business gurus argue that when somebody is raising an objection, or they are actually doing is making sure that the decision to buy (probably already taken) is really justified. With video, the best way of achieving this is true the use of user testimonials.

Finally, to keep your customer happy, you need to ensure that a constant stream of information which provides additional service – see you continue to produce short videos offering hints and tips about the best methods of using your product or service.

What you really have to AVOID is following the traditional model adopted by advertising agencies have been used to traditional media such as television. All they are managing to do is to solve the first part of this five-part program – creating awareness! When you think of this as funnel, their videos are stuck at the top and do nothing to tempt the customer to explore further.

Those who are most successful don’t just dabble with video. They produce enough material to fill that funnel overflowing – they don’t just produce videos, they produce lots of them!! And they learned the key to success – make sure you focus on the story. Good stories sell product – that’s been true for generations! And the important thing here is to keep it simple and as appropriate as possible.

There’s no point in trying to produce the equivalent of a Hollywood blockbuster complete with green screen and other technologies when all you really want to do is get a simple message across! Spend your budget wisely – and that also means thinking about how you promote your videos using social media and other networking. Putting a single video up onto YouTube without thinking about how you’re going to promote it is just a waste of time and money!

The consumer is increasingly sophisticated. Today we have the YouTube generation who probably don’t watch traditional television that much – they may not even have a TV! This is the audience are trying to target and YouTube is a highly effective way of reaching them. In this game, what matters are views, especially when they lead to actions. The whole aim of video marketing is firstly to get customers into that funnel and then to suck them through it. But it only works if you video content is compelling enough to make them want to believe in you and to buy from you.

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