A great content marketing plan doesn’t have a set end date, and neither should your video marketing strategy. You have to go beyond your explainer video and release lots of quality content consistently to be a real video marketing Jedi, but it’s hard work and it doesn’t happen overnight.
Frequent videos are key because when a customer is interested in your product, it’s pretty unlikely they’ll reach out to a sales person; today’s empowered customer will go through half of the buying process before interacting with sales. You need a helpful video library in place for the customer research phase because it’s your opportunity to showcase expertise. A video library lets you carefully present content you’ve mapped to the buying cycle and control the content journey that your leads navigate through.
Video marketing works to promote initial awareness of your brand, but an Aberdeen brief surveying over 100 marketing professionals on video found that 60% of best-in-class companies are now using video from initial awareness through to post-sale.
Your brand can use video throughout the inbound marketing funnel and this post outlines how to get started.
During the attraction stage you’re introducing strangers to your brand and there’s no better way to do this than with engaging video content.
Jon Miller of Marketo recommends that when you’re shaping the perception of your company in this stage, you can repurpose webinars, create informational videos, and generate thought leadership topics to get your brand known as a go-to source for resources and industry news. It’s not necessarily about your products at this point, it’s about sparking interest and getting prospects to follow through to your website.
In this stage you’ll want to leverage videos targeted to your ideal customers on your blog, on landing pages, and on social media channels. The content can range from funny videos you’ve made in your office, to serious thought leadership chats with your company’s CEO. The whole point is to avoid speaking about your products, and instead show people the reason behind what you do. Why should everyone buy into your brand message? What are you all about?
Once leads are hanging out on your website based on your attraction-stage videos, you’ll have a chance to convert them with long-form content addressing mid-funnel topics.
More detailed demos, client testimonials, case studies and videos showcasing your values are all part of the strategy at this point. The Aberdeen Group found, that best-in-class companies are using video during this stage to start initial conversations with prospects. Try setting up a meeting or call by sending out a personalized video in an email to your lead. It’s a dynamic way to show that you’ll go the extra mile in contacting a your customer directly.
This stage is also the perfect time to use email-gating features on video content to collect customer contact info. In the attraction stage, customers might not view an 8-minute video, but now that they’re on your website, a longer, email-gated demo on a landing page won’t necessarily go amiss.
By this point you’ve established your credibility, gathered contact information, and you’ve taken a closer look at your analytics and marketing automation tools to determine which content has proven the most relevant for the lead you’re targeting.
Now you can nurture qualified leads based on their lead score (influenced by how many videos they’ve watched) and create highly tailored, personalized video emails to seal the deal. Links to video content within customized email is a means of leveraging video during this stage and has been known to increase click-through rates by 96%. You’ll want to deploy this follow up through your marketing automation platform for ultimate effectiveness.
If your lead scoring demonstrates, for example, that a lead has watched 3 of your product demos, it might be time to set up MAP triggers to send automated follow up to prospects who perform this action. This way anytime a contact watches videos A, B, and/or C, they receive a targeted email with more content you already know will interest them.
If you need more info on how to add video in your email campaigns, Vidyard Video Specialist Ian Hutchinson gives a few great tips here. Also, you may want to check out the Vidyard for ExactTarget integration which makes the whole process super easy.
Post-sale is about going above and beyond with video. For example, some companies have started shipping products with QR codes linking to instructional videos when scanned with a smartphone. This creative solution is much more compelling than a user manual and leaves your company remembered for outstanding content. How could you implement something interactive and dynamic with video?
Additionally, if someone poses a frequently asked support question, consider using the opportunity to create a video response mentioning the user to be shared on Facebook and Twitter. Let customers know their questions are appreciated, resolve the customer service item, and showcase your friendly support staff.
Overall, there are plenty of ways to use video throughout the inbound marketing funnel, it’s all about discovering the opportunities and getting a bit creative.
Enjoy our slides and let me know how you’ve been using video beyond your explainer in the comments below!