- Category: June 2014 - Video Marketing
1. Create a 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).
2. Combine with MAP & CRM: Many marketers create top-of-funnel videos for brand awareness and call it a day, but you can actually use video throughout the entire sales funnel to guide buyers through their decision making process. You can realize real ROI for video content if you pump video engagement data into Salesforce or Eloqua. This detailed data can show you exactly which content is engaging individual prospects, and for how long. It’s a leading-edge way to use video for better segmentation, nurturing, and lead scoring based on how much content prospects consume. Video throughout the sales funnel: Interest (15%) Learn (25%) Evaluate (40%) Justify (20%) Purchase.
3. Qualify prospects in the ﬁrst line: If you summarize your video’s main point right away, you’ll keep the relevant segment of your audience. You actually have a chance to convert the right ones and lose any unqualified randoms.
4. Capture leads with video: Video views are good, but new leads are even better! Use email gates and calls to action to solicit contact information from interested prospects when they’re most engaged with your content.
5. Sync up with your sales team: Create useful videos for your sales reps by considering how to replicate your value proposition in video form. Summon your sales, marketing, and video teams simultaneously when brainstorming new video ideas to ensure all new content is targeted to your buyer personas’ needs.
6. Set measurable video goals: Make a list of five quantifiable things you want your videos to achieve. For example, you could aim to: Collect x amount of leads with your content Maintain the attention span of over 60% of your target audience until the very end of all videos, increase your click through rate in email nurture campaigns by using video, and more!
7. Distribute video to inﬁnity & beyond: YouTube alone simply doesn’t cut it as a video strategy. You need to use multiple channels and embed your content in blog posts, email campaigns, landing pages, social posts, and the blogosphere where influencers hang out. Find even more marketing tips at vidyard.com/blog