Just as Alice fell down the rabbit hole into another world, you need to make your website an experience where your target audience becomes more involved and enchanted with every click.
Your site’s path to conversion should be as compelling as YouTube; that is to say, one minute folks are watching a video of epic fails and twenty minutes later they’re still there, happily watching cats chase lasers. The only difference is that your content should map to your buying cycle and turn viewers into customers.
So how can you be as compelling as YouTube AND drive action on your site?
Set up a video content journey! (I know it sounds cheesy, but “video product tour” just doesn’t have the same ring to it).
Why you need a video content journey
When comparing vendors, today’s B2B buyers have not only become more independent, but 65% of buyers download 4-7 pieces of content before they’ll shortlist your solution. You need lots of content, and video is an efficient way to meet this expectation.
Additionally, video can help you stand out. When a prospect encounters your site, they typically go through lots of text-heavy assets and get through nearly 60% of the buying process without ever interacting with sales. Just imagine the impact of having a trail of engaging videos waiting for them. Imagine the credibility and trust you could build with videos featuring your friendly team members speaking directly to your target audience.
While you still need white papers and other collateral, Unruly discovered that enjoyment of a video increases purchase intent by 97% and brand association by 139%! Landing pages with video can increase conversion by 80%, and we know that video is a medium your customers crave.
Making the buying process simple
In the time it would take to read a white paper, your prospects can go through dozens of quick-to-consume videos funnelling them through the buying process and answering all of their questions. You’ll ultimately be the brand that’s remembered for making the due diligence phase easy, and you’ll be able to track every lead’s individual progress through the buying cycle based on how much video content you see they’ve consumed.
How to build your content journey
A video content journey is set up using calls to action to prompt viewers to go from the end of one video to the next.
As an example, you could start with your explainer video on your homepage and then use that video’s call to action to prompt your audience to watch the next video you’ve got lined up. You could prompt viewers to watch a customer testimonial, then a product video, then a detailed recorded webinar and so on-and so forth. The whole point is that each successive video is a bit more detailed than before and leads prospects to a greater understanding of your company (and a possible purchase).
Although you can technically have your videos CTA point to any other video (or piece of written content) you like, to set up an especially strategic content path, you’ll want to align your videos to your customer’s buying cycle. In other words, determine which videos you have (or which you’ll make) that guide your target audience through the questions that are most common throughout each stage of the funnel.
At Vidyard, we decided to use five videos on our Tour page to explain our platform in just under 3 minutes. Each video is short, features new faces, and once you’re finished watching, the next video auto plays for a seamless experience.
Here are a few things to consider when building your own content path:
- The length of your video content journey will depend on how complex your solution is, and you should create different content journeys for different parts of your website (or different parts of the sales funnel). For the initial discovery phase, for example, 3-5 videos in a set are a good starting point; whereas to address the learning or justification stages of the funnel, you might want to have more detailed product videos located in a different area of your website. It’s hard to expect viewers to watch every one of your videos, but you can offer the option with your CTAs.
- Deliver only 1-4 short points in each video. This helps with information retention and ensures viewers go on to watch the next piece.
- If explaining something complex, break your content down into 3-5 major umbrella topics, with each topic leading into the next. Our tour is a great example with five separate topics.
- Use segues to maintain a flow between one video and the next: At the end of your video the speaker can directly tell your viewers to watch the next piece of content, but if you have a great set of videos you’d like to string together that don’t have a common theme or speaker, you can add a text CTA at the end.
- Anticipate multiple takes when shooting a video product tour: In our experience, B2B product details are easy to script, but difficult to get right when you try to say the points naturally. Make sure your sentences are short, easy to say, and give your speakers time to prepare. It might take many takes to get the details down.
- Finally, track the progress of your leads within each content path to gauge buyer intent.
Tracking Prospect’s Digital Behaviour
By tracking the amount of videos your prospects consume, and in what particular order, you’ll be able to see how many videos it typically takes to close a deal. What’s more is that you’ll be able to follow up with leads who express a lot of interest based on the amount of videos they have watched.
It’s fairly normal for viewers to drop off midway through your content journey, as each video acts as a qualifier. In Salesforce, for example, you can look to a leads’ video viewing history and note exactly when they dropped off. If viewers watch four out of the five videos in your content path, it’s likely worth a higher lead score and you can automate nurture emails from your MAP, or schedule direct outreach based on how much content was consumed.
Overall, a video content journey is a worthwhile investment of your time. You can use text CTAs on your current videos to set up a trail of content, or shoot brand new videos in a product tour to achieve the desired effect. By tracking leads progress through your content path (and at different stages of the funnel) you’ll have a real sense of buyer intent and new, qualified leads to pass to sales.
What will your content journey look like?
Jennifer is the Customer Success Content Strategist at Unbounce. One day she wants to direct the ads you skip on YouTube. Follow her on Twitter @PeppersWrite.
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