While most marketers are aware of the incredible effect video can have as part of the marketing mix, I still see a lot of B2B brands create top-of-the-funnel explainer videos and call it a day. Top of Funnel Content To attract prospects initially, you’ll need videos on high-level topics with mass appeal. Mid-Funnel Content After using top-of-funnel content to guide your viewers to your website, you’re now looking to help leads evaluate and justify your solution with more, in-depth or long-form content (the stuff you’ll need the most of!). In this stage prospects are determining if you’re right for them, so you’ll want to produce: Detailed product demos Client testimonials Video case studies Videos showcasing how your solution integrates with other key products and services in your customers’ ecosystems Try setting up a meeting or a call with a prospect in this stage by sending out a personalized video in an email. If you know your target lead is going to be at an event you’re also attending, for example, create a nurture video to encourage a meet-up. Instructional videos: Post-sale can often lead to more questions about your services, so create a video to cover any issues you note customers might have. Because it can be difficult for an AE to set up time to demo your product as soon as every lead needs information, video assets can become the sales reps that never sleep for your company. Map your content to the funnel, set up your ideal content mix, and connect your video marketing to ROI. Read full terms and conditions I agree to Disqus' Terms of Service I agree to Disqus' processing of email and IP address, and the use of cookies, to facilitate my authentication and posting of comments, explained further in the Privacy Policy − + Dave Rizzio • a year ago This is a really great post. https://www.vidyard.com/bus... see more 0 • Reply • Share › Twitter Facebook Load more comments Powered by Disqus Subscribe Add Disqus to your siteAdd DisqusAdd Disqus' Privacy PolicyPrivacy PolicyPrivacy SECURITY WARNING: Please treat the URL above as you would your password and do not share it with anyone.
Editor’s note: This post originally appeared as contributed content on Salesforce.com.
While most marketers are aware of the incredible effect video can have as part of the marketing mix, I still see a lot of B2B brands create top-of-the-funnel explainer videos and call it a day. This is a huge mistake as a worthwhile video strategy doesn’t end at the top of the funnel if you’re trying to realize ROI.
The good news is that Aberdeen has found 60% of best-in-class companies are now using video from initial awareness through to post-sale, and this comprehensive approach has everything to do with how prospects consume information. Today’s customers go through more than half of the buying process independently, so it’s critical to have a complete video journey on your website to guide prospects in the pre-purchase phase.
What’s the Ideal Content Mix?
First off, I know you’re wondering, “Mike, how much video content should I dedicate to each stage of the funnel?” Based on what I’ve seen work for major brands on YouTube, here’s an example of a highly functional video content mix I’d suggest as a rule-of-thumb.
As you can see, you’ll only need about 15% of your video content targeted to top-funnel prospects (a little can go a long way), whereas most of your content should focus on the evaluation or mid-funnel stages.
Top of Funnel Content
To attract prospects initially, you’ll need videos on high-level topics with mass appeal. Collateral in this stage needs to have an authentic tone, and aim to help viewers complete tasks that matter to them rather than push your products. So what should you create?
I’d recommend you produce:
- How-to content libraries: Showcase your expertise with a dedicated how-to video hub on your website. This helps improve your SEO, and your content ends up serving as your first line of case deflection.
- Repurposed webinar content: Record your webinars and break them down into chapters so that folks can find topics they need quickly. This ensures you’re top of mind for engaging, authoritative content within your industry.
- Thought leadership interviews: Capture one-on-one chats with your company’s CEO and other VIPs or industry superstars. Content by influencers is widely shared and you can leverage leaders’ social networks.
- Fun content showcasing company culture: Show off your quirky support staff, show us what your employee game night looks like, ultimately show us why we should care about you and why you do what you do.
You can optimize content in this part of the funnel with video calls to action. A pop-out CTA, for example, can prompt a viewer to watch another video, download your white paper or – if you want to coach viewers further down the funnel – guide them to your website for conversion.
Use pop-out CTAs within video content to move viewers from top-funnel content to more in-depth assets.
Mid-Funnel Content
After using top-of-funnel content to guide your viewers to your website, you’re now looking to help leads evaluate and justify your solution with more, in-depth or long-form content (the stuff you’ll need the most of!).
In this stage prospects are determining if you’re right for them, so you’ll want to produce:
- Detailed product demos
- Client testimonials
- Video case studies
- Videos showcasing how your solution integrates with other key products and services in your customers’ ecosystems
Try setting up a meeting or a call with a prospect in this stage by sending out a personalized video in an email. A targeted, personalized social message is a surefire way to impress a prospect.
In terms of optimization, mid-funnel content is where you can start introducing email gates for collecting viewer contact info. Leads at this stage have already put up their hand and you can…
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