Using Voodoo for Top-of-Funnel Prospecting

12. September 2016
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At Voodoo, we map out video strategies in relation to the full customer lifecyle.  It's important to touch people at every stage but with minimal effort.  We've been hard-at-work developing a  library of exclusive new video content for you to use during your customer lifecycle.  

It's helpful to think in terms of the three primary phases of the Customer Lifecycle: Pre-sale, Post-Sale and Referral Generation. 

Phase 1 - Pre-Sale refers to the process of finding leads, nurturing them into prospects and convert them to paying customers. This is commonly referred to as The Buyer’s Journey. 		 Customer Lifecycle Phases

Phase 2 - Post-Sale refers to keeping current customers informed, making sure they’re happy and fully upgraded, then measuring their satisfaction. 

Phase 3 - Referral Generation involves empowering your most satisfied customers to tell others about your products and services.

In this QuickTip, we will take a deeper look at using video to touch people during Phase 1 Pre-Sale of the customer lifecycle - specifically the Awareness stage at the top of funnel.  

During the Pre-Sale Process there are generally 3 phases of the buyer's journey:

The Buyer's Journey

Awareness: Top-of-Funnel (ToFu) — The prospect has identified a problem or opportunity.  Use Top-of-Funnel Awareness videos to capture attention and establish your solution’s relevance. 

Consideration: Middle-of-Funnel (MoFu) — The prospect has named their problem or opportunity and is seeking specific solutions. 

Decision: Bottom-of-Funnel (BoFu) — The prospect understands the processes and tools needed to solve their problem or take advantage of their opportunity. 

Voodoo QuickTip #712:  Using Voodoo for Top-of-Funnel Prospecting

Marketers often use the term demand generation to describe the goal of the Pre-Sale Buyer’s Journey. Depending on the particulars of your company's sales process, using Pre-Sale videos will help nurture prospects along their journey from Awareness, through Consideration to a purchase Decision.  

Awareness videos are used for attraction marketing: capturing attention and establishing relevance. The top of the funnel is the initial attraction stage. It’s like walking into a party and meeting someone for the first time. Talking all about yourself is the fastest way to send the person running the other direction. The same rule applies to your videos.

Because they aim to attract new prospects, the videos you use cannot be all about you. Instead, they should identify the pain points and needs of each target group and show how your technologies can relieve their pain, solve their problems or help them realize an opportunity. 

This is where Voodoo fits in.  As mentioned before, it's important to touch prospects/customers at each phase of the funnel. The Voodoo team has produced a series of unbranded ToFu awareness videos. Some are live-action videos with an on-camera host and others are animated whiteboard explainer videos. All the videos videos cover essential benefits of technologies including VoIP, Unified Communications and Hosted Voice. 

We've made these super-easy to use — all you have to do is schedule your pre-written, pre-built campaigns featuring these videos. Soon, the magic moment will happen when your Automated Action Alerts will start arriving, notifying you about who is watching and who needs a follow up call to secure an appointment. Learn more about how to set up Automated Action Alerts in this blog post. 

As a Voodoo user, you can also post links to your co-branded and personalized videos on Facebook, LinkedIn and Twitter. This can help you build traffic, engagement, fans, connections and followers. You will be able to see exactly how many people clicked through to watch from each post, and they benefited from surprisingly high view rates. Check out this Voodoo QuickTip on How to Post Trackable, Personalized Videos to Your Social Media Accounts.

eVideo Launcher and Business Builder users, be sure to log into Voodoo and take a look at the new video content we have added. It's easy to leverage these in your customer lifecycle to attract more prospects and eventually convert them to customers. 

In our next QuickTip we will explore how to use Voodoo in the Middle-and Botom-of-Funnel to help pull your prospects through the Consideration process and into a Decision.

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