Are you taking advantage of the power of video at every stage of the marketing funnel? Before You Get Started At every stage of the marketing funnel, it’s important to incorporate video as a full-fledged data type and channel within your marketing flow. Make sure to integrate video into your marketing automation system, so you can track your video analytics in detail, and get proper insight from your video marketing. Score leads based on their interaction with your videos, measure how long they are watching, how they are engaging with the content, and expose this valuable data to the sales team. Create how-to videos centered around your products. Engagement They’ve heard of you; now you need to get them interested so you can convert leads into sales opportunities. - Make sure your videos are well received by making them fun and interactive. - Help your sales team build customized video sales pitches, and give them easy video capture tools so they can send video follow-ups to prospects. Customer Engagement The relationship doesn’t end with the sale. All that great content—webinars, virtual events, case studies?
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No marketer is going to be surprised by the power of video. Video brings personality, authenticity, warmth, layered information, and immediacy that text and even still images can’t match. That’s why, in Kaltura‘s “The State of Video in the Enterprise 2016” survey, we found that 72% of businesses use video for marketing.
But just because marketers know we need video doesn’t mean that we’re using it to its full potential. Are you taking advantage of the power of video at every stage of the marketing funnel? If not, you’re leaving conversions on the table.
Before You Get Started
At every stage of the marketing funnel, it’s important to incorporate video as a full-fledged data type and channel within your marketing flow. Make sure to integrate video into your marketing automation system, so you can track your video analytics in detail, and get proper insight from your video marketing. Score leads based on their interaction with your videos, measure how long they are watching, how they are engaging with the content, and expose this valuable data to the sales team.
Awareness
At the top of the funnel, we’re trying to generate some awareness of your company across the market as a whole. This is where you’re not only trying to let people know your company exists, but perhaps even that there’s a problem that your product helps solve.
Advertising and viral videos get the bulk of the attention here, but don’t let that limit you. A key at this stage is to maximize your video views. So go broad. Create how-to videos centered around your products. Run webinars addressing topics of general interest. Create fun videos that show off your company culture.
– Add video to your blog. It’s fun and engaging. Just make sure your video player fits your branding and includes enough metadata for search engines to be able to pick up the content.
– Authenticity sells like nothing else—consider giving your employees video creation tools that they can use to showcase your company and its products in their own unique way. You’d be surprised how much great content can come from the most unexpected departments.
– Create a channel where you can display user-generated content…
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