How to use video marketing to generate leads and sales- step-by-step tutorial (part 2)

– This is the second part in
the series of how to use video to get more sales and
leads for your business. If you haven't checked out the
first video in this series, make sure to go and check that video out, because we did go through
how to bring awareness to your brand at the top of your funnel. Now in today's video,
we're gonna be looking at how to push customers from
the middle of the funnel, right the way through to
the bottom of the funnel to turn them into buyers. This is Elliot with Invideo
and let's get straight into it. (upbeat music) So now we can go and create a video ad, where we outline a problem that your potential
customer may be facing, and show how your service
or product can actually go and give them the
solution to that problem.

So I'm just gonna type
in cooking class in here. And I'm just gonna go and hit enter to go and find a template. So I'm just gonna go and use this template over
here weekly cooking lessons and go and hit use this
template over here. So now that the template has loaded, you can go and see from
this template it is going and showing the customer
what we are offering, but it hasn't actually posed the problem.

So I'm gonna go and create another scene where we can actually just
go and pose a problem. And then we can go and offer this cooking
class as the solution. So what you can go and do is over here, you can just go and hit duplicate scene. So then you've got two scenes, and you can just go and
change the captions. So I'm just gonna go
and hit yes over here. So now with this scene I've duplicated, I have just gone and change
the caption over here to always wanted to learn
amazing Spanish recipes. So I'm asking them a question. That's what implies their problem that they've never been able to find a good place to
find Spanish recipes. So then if we just carry
on playing this over here, and you can go and see that as we come into the
second one over here, it just says now you can
Spanish cooking lessons. And we're seeing every
Sunday took your slot now. So that is the video add
portion in the middle of your funnel, they've already been
introduced to your brand, and you've given them some good content with a Spanish recipe as
part of your snackable video.

And now with the video ad, you are just going and posing the problem and offering the solution. Now when it comes to
creating the video ad, I don't recommend that any of the scenes be longer
than five seconds long, because you want to constantly keep the potential customers attention. And just make sure that you
are changing the footage for each of those scenes. So that is constantly fresh, and you are constantly capturing the potential customers attention. Now depending on the type of benefits that you want to demonstrate
for your product or service, your video ad can be slightly longer than the one I have here. So maybe up to around 45 seconds at a max.

But somewhere between sort of 20 to 30 seconds is
a good amount of time to have your video ads. So once again, once you
have created your video ad, all you need to do is click
on download and share. And then all you need to do is
just go and click on export. So now that you've created your video ad, offering your product or service, you are ready to start running
ads to this once again. So if you just come back into
your Facebook Ads Manager, what you can do is, you can go click on
business tools over here, and then click on audiences.

Once you are in the audiences, you can go and create an
audience based off of the people that viewed your snackable content. So the people that viewed a large portion of your snackable content will more than likely have an interest
in your product or service. So you can come over here
and click on create audience, you can go to custom audience, you can go to Facebook
sources and choose a video, then you can go and click next. Then over here, you can go
into vs choose content type, you can go and see people who've watched at least 50% of your video. So if they watched half of your video, and like I said, more than likely they might be interested
in your product or service.

And you can go and test this
out with different audiences. So you can go and create one
audience for 50% of the video, one audience for 75% of the video and one audience for 95% of the video, and then go and test these out to see which audience performs the best. So once you just go and choose this, let's just go and choose 50%. And then over here, it's
gonna say choose videos. So click on choose videos, and then go and find your
snackable content video where you have been running those ads. So I'm just gonna go and choose this one for argument's sake. But like I said, you obviously want to go and choose the video that you have been wanting
your snackable content for. So then just go and click confirm, then you can go and just go for the days.

So within let's say the last 10 days, people that have viewed
the 50% of your video, then you can just go and
choose an audience name. So we can go and call this
snackable content views 50%. And then all you want to do is go and click on create audience. So once you have created that audience, you can go back to your
ads manager over here. And then under your campaigns,
you're gonna go to ad set and you're gonna go and
create a new ad sets. And then you're gonna
start wanting the video ad that we just created to this audience. So over here, what we can go
and do is click on create. And then we're gonna go
and create a new ad set within this campaign. So you can see we've got
the campaign over here, the Spanish cooking lessons, I'm gonna go and create the ad set.

So you can go and name
this ad set once again. So I'm just gonna name this ad set custom audience snackable 50% because that's the audience
that we're gonna use. So then we're just gonna
go and hit continue. Now once again, you can go
and choose your daily budget. So just go and think about
a budget that is suitable for the amount that you're
willing to go and spend. And then if we just go
and scroll down over here, you can go and see that
we have custom audiences. So if we just go and click on this, you can go and click on custom audience. And then you can go and
choose that custom audience that you just created. So the 50% video views
or the 75% video views of your snackable content. So once you have gone and
chosen that custom audience, then you can come over to
where it says new ad again, and we can just go and
upload the second video that we just created.

So when you're naming your ads, you can just go and name them
based off of your creative. So I'm just gonna call this one Spanish lessons creative one. So that's that first creative
that we just created. But if you create more than one video, then you can just go and name your second one
Spanish creative two, Spanish creative three and so on. So now that we have gone and done that, we are just gonna go and
hit ad video once again.

And then you can just
go and hit upload video. And then you can just
go and upload that video that we just went and downloaded. So I'm just gonna go and
upload that video again. So once the video has uploaded, you can go and add your
primary text again. So over here, I've just said check out our
online Spanish cooking lessons. If you loved our clam chowder recipe, you'll love our online lessons. So basically, we're referring
back to the snackable content that they've already viewed. And now we're seeing if you
like that, then you should go and check out our online lessons as well. So over here, you can just
see for the call to action, I've just wanna put sign up now. Whereas originally, we had learn more. So we're transitioning them
from learn more to sign up to actually asking them
to go and sign up now. So we just go and play
this one over here now. (bright upbeat music) And you can go and see that we have that video ad that we created. And it just going prompting
them to actually go and sign up for the online classes.

So we have gone and taken them through to the middle of the funnel now. So we started off with
our snackable content, which was the top of the funnel. And now we are into the
middle of the funnel where we're actually offering
them our product or service. So now we just need to bring them to the bottom of the funnel, so they can go and complete the purchase. And we can do this by making them an offer or giving them some sort
of discount or sale. So let's go make the final video, which is going to be the offer video, which will be the bottom
of your sales funnel. So what you can actually do for this video is you can just go and use your previous template, and you can just go and
tweak it a bit to go and make your offer to
your potential customers. So we just go over to projects
over here, within video, you can go and find your last project that we just created for the video ad. And you can go and hit
edit version over here. Now what you can go and do with this template is you can just go and change the background of your scenes, just so it looks a little bit fresh to the audience that is going to view it.

So I'm just gonna go ahead and change this once
again to five seconds. And then what you can do is you can go and change your caption to go and make your offer, your
discount or your sale. So over here you can see
I've just changed the caption to don't miss your last chance to get 50% off our online
Spanish cooking lessons so that we were adding
scarcity to our final offer for our customers that
are going to see this.

Now once again for the second scene I've just used in videos
stock footage library to go and replace this, I'm gonna go and change this
down to five seconds again. And for the second scene, I have just gone and changed
the caption again just to say get 50% off today. And then over here, we are just saying book your
slot now with a call to action. So with these offer ads, you can just go and keep them simple. You're just reiterating your message from the previous video ad, but you are going and offering a discount, a sale or a coupon. So once again, we're just gonna
go hit download and share. And then we can just go and hit export. So now we've gone and
created that offer ad for the bottom of our funnel, we want to go and run these
ads within Facebook again. So what you can do is you
can go to business tools, go to audiences again. And this time, you can go and
create an audience based off of people that have gone
in initiated checkout, or added to cart or just
viewed a page on your site.

So those are the audience
that would have come over to your site when they're in the middle of the funnel after seeing your video ad. So what you can do is you
can go on create audience, you can go to custom audience. And this time, instead of choosing video, you're gonna go and choose websites. So go and choose website
over here, go and click next. And then what you can go and do is if you have installed
a pixel on your site, you can go and choose
your pixel over here.

And then where it says events, you can go and create a
custom audience based off of any event that was
triggered from your pixel. So you could go for initiate checkouts, or you could go for add to cart. Or you could simply just go
for a page view like this. So you can go and pick
any of these events. And then you're going to go and run these retargeting
campaigns with your offer video. So once again, you can go and
choose within how many days that they actually went and
triggered any of these events. So you could go in and
say in the last 10 days, and then once again, you're
just gonna name your audience. So now once again, you can go and choose
your original campaign. And you can go and create a new ad sets.

So you can go click on
create new ad sets over here. And then over here, we can
just go and name this ad set. So over here you can see I've just called this ad set
custom audience add to cart. So then we can go and click on continue. Once again, you can go and
choose your daily budget. So by now you should be able to see from your previous ad
sets that you are running, what sort of daily budget
that you can go and spend.

And then if we go and scroll down over here we have custom
audiences and once again, so you can go and click on this, you can go and choose
custom audience over here. And then you can go and
choose that custom audience that you created based
off of your pixel events, such as add to cart, page
view or initiate checkout. So you can go and choose that. And then what this ad
set will actually do is, it will go and run this offer
video to all of the people that have initiated your
checkout or added to your cart, or viewed a page on your website. So they're in the bottom
of the funnel now, they've already been aware of your brand with your snackable content, they've already been made aware of the solution that you're offering them through your product or service. And now finally, they're just
at the bottom of the funnel, and they just need to be pushed to finally make that purchase. So once you've selected
your custom audience, you can just come over
to new ad over here, and you can just go and name your ad.

So I'm just gonna go and
name this ad 50% offer and then once again, we can
just go and upload the video. So we just go to add video,
we'll just go to upload, we'll go and upload the video
that we just downloaded. And once the video has finished uploading, you just need to go and
add your final caption. So over here I've just put don't miss out this is your last chance to get 50% off our
Spanish cooking lessons. And then we just got the emojis. So this is just taking them through the final step of the funnel, so we can just go and push them
to make that final purchase.

If you have enjoyed this video guys, make sure to check out our video on how to create high converting video ads for drop shipping and e-commerce products. Make sure to subscribe to the channel for more video creation content and give the video a big thumbs up and I'll see you in that next video. (funky music).

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