Video is much more than just a content medium for delivering your message. As marketing technology begins to catch up with marketing creativity, video is quickly rising to the top of many marketers’ toolkits. More than 70% of marketing professionals report that video converts better than any other medium, and adding video to an email campaign can increase the click-through rates by up to 96%. Is there anything video can’t do?

Last week we joined over 2500 marketers at the Demand Metric Virtual Summit to explore the amazing new ways marketers are using content and technology to close more deals. Here’s a recap of what we know about video (if you’re a real keener, roll up your sleeves and dive in to the full-length webinar at the end of this post!):

Why Videos Are So Important

You’ve probably heard this at.. well.. every demand gen conference ever, but it’s no surprise that your prospects are contacting sales much later in the buying process than they used to. Gone are the days of sales people making the first move – by the time your buyer calls you, they’ve completed over 70% of the buying process on their own.

How do you cut through the noise, and provide engaging content that prospects can learn from? Content that doesn’t only educate your potential customers on what you do, but who you are, why you do what you do, and the culture of your company? Facts tell, but stories sell. And there is no better storytelling format than video.

Facts Tell But Stories Sell

Storytelling VideoWebinars, ebooks and other marketing materials are great additions to your lead gen arsenal, but they’re not always the best for bringing emotion to your audience – an approach proven to help conversion. Video is the next best thing to being there in person – you can spark emotion, make your viewers laugh, or inspire them to act.

YouTube Alone Is Not A Video Marketing Strategy

While having your content on YouTube is a great way to build a subscriber base, you run the risk of losing viewers to other people’s content. Hosting video yourself allows you to use video on every marketing channel, and maximize the value of your video content:

  • Owned Web: Whether you’re using testimonials, case studies, culture videos or explainer content, having your video on your own site allows you to boost your SEO ratings by adding video to your sitemap, and keeping prospects on your site longer. It’s a win-win … and both of those wins are for you. So … hoorah!
  • Email: No CTA is more compelling than a play button, and we’ve already talked about how much you can increase the click-through rate on your emails by adding video. It’s also an easy way to re-use video content and expose your great videos to a much wider audience than only those who hit your site or blog post.
  • Campaigns: Video is an excellent way to support eBooks and guides, but don’t forget the opportunity in campaigns exclusively surrounding video. Why ask a prospect to download a boring eBook that might get lost in their inbox when you can tell them a story through video?
  • Social Channels: Part of what makes video so powerful is how easy it is to share. 500 years of YouTube video are watched every day on Facebook – think of where your prospects are spending their time!

They’re Little Golden Nuggets of Lead Gen … if used properly

What happens when a prospect watches your video all the way to the end. Do they see a black screen? Does your video simply flick back to the splash screen? These are perfectly valid ways to close out your video, but they’re not doing anything to convert your viewers.

Modern Video Marketing Platforms allow you a host of ways to end a video – from automatically launching another video, to presenting interactive elements like CTA buttons. When your prospect finishes your tour video, show them a form to request a demo, and let them turn their interest into activity.

Video Offers Leading Intel on Prospect’s Interests and Lead Qualification

Lead Generation VideoMost importantly, your videos can easily become active lead generation tools. Adding an email gate to the start of your video, or a lead collection form to the end allows you to create new, well-qualified leads who are interested in your content. Connect this information directly to your marketing automation platform, and you now have a qualified lead that you can tie back to your video efforts. That’s the most powerful indication you can get of how well your video is performing.

Your videos don’t have to be passive entertainment assets. With a Video Marketing platform, you can understand which videos a prospect has watched, and how much of that video they interacted with. Imagine you could segment leads by whether they watched 100% of your pricing video, or dropped off in the first ten seconds! Or score leads based on whether they watched your demo video or your Harlem Shake parody.

This kind of data is powerful for both marketers and salespeople – knowing which videos your prospects have watched allows your salespeople to form more meaningful conversations, and go into calls armed with the info they need to close more deals.os a prospect has watched, and how much of that video they interacted with. Imagine you could segment leads by whether they watched 100% of your pricing video, or dropped off in the first ten seconds! Or score leads based on whether they watched your demo video or your Harlem Shake parody.

Using a Video Marketing Platform allows you to turn data into meaningful action, and bring your video into your data-driven marketing strategy. When you add video to your lead scoring rules, you’ve now added another qualification channel to your funnel, and you’ll be moving leads to your sales team even faster. If you only score a prospect based on eBook downloads or email views, you may be missing out on other hints they’ve been dropping you. Add in video behavior, and you’ll collect data on your prospects from every interaction. More touch points means more detailed qualifications, which makes for much warmer sales calls.

Video Data can Help Create Better Videos

Video data

This last point seems like a no-brainer, but it’s something many marketers miss out on. Prior to the evolution of Video Marketing Platforms, view counts were the best way to judge a video’s success. But knowing how many people clicked “play” tells you nothing about viewing behavior after the video starts.

Looking at video engagement data lets you see how viewers interact with content from start to finish, and see where viewers are dropping off, or re-watching. (Hint: you can’t do this with any other medium!)

If you’re losing 50% of your audience within the first 10 seconds, this data gives you the power to edit your content and maximize the number of viewers who make it to your final call to action. If the majority of your viewers are re-watching the middle minute of your video, then looks like you might have a great opportunity for your next focused content piece!

Plus, your video analytics can help you see which videos are performing better than others. So if your last humorous explainer video is driving more demo requests than your boring demo video, then amplify that humourous piece of work!

Putting It Into Practice

There’s no shortage of companies that are doing great things with video. Want to see some real-world examples of organizations that are practicing what we preach? Check out the full webinar, hosted by Vidyard CMO Tyler Lessard:

Jon Spenceley