Features

Video Marketing That Goes Down the Funnel, Not Down the Drain

Written on
Dec 29, 2016 
Author
Lisa Bennett  |

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 (moderated, of course) for your fans and supporters.

Engagement

They’ve heard of you; now you need to get them interested so you can convert leads into sales opportunities. Here’s an opportunity for more detailed thought leadership and in-depth webinars.

- Try getting on-the-fly interviews at trade shows and company events. You might even want to experiment with streaming live video!

- Lots of presentations add up fast. Make your videos discoverable by captioning them for in-video search. Better yet, use a capture tool that leaves the slides searchable.

- Host a virtual event! It’s hard to get people from around the world in one room. Use webcasting to run a virtual summit, for a personal touch without the travel or catering bills.

Nurture

Some customers take a while to make a decision; others might just not be at a place where they’re ready to buy when they first hear of you. Keep the lead warm with a steady campaign. Here’s where video insights become key—you want to make sure you’re piquing interest, not wearing them out. Bring on the case studies and client testimonials, and a steady drip campaign!

- Make sure your videos are well received by making them fun and interactive. Include calls-to-action within the video itself. Create branching videos that let the user choose what comes next. You can even create video quizzes!

- Keep an eye on your metrics. If people stop watching a video early, you’re risking alienating your audience. Adjust your video content based on how viewers are responding to it.

Active Sales

They’re ready to buy! Are they going to choose you? Make sure your sales team has the best possible tools to close that deal. You need great product demos, of course. But sales videos can go well beyond that. Make sure your sales rep knows what videos each prospect has watched, to give full context on their areas of interest.

- 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.

- Consider the video RFP! How else can you show what your product looks like in action?

- Rolling out a new pitch? Consider using a video to train your salesforce on the latest messaging.

Customer Engagement

The relationship doesn’t end with the sale. Make sure you keep up steady engagement so your customers will not only come back again and again, but so they’ll spread the word for you, and come back for more. All that great content—webinars, virtual events, case studies? Create some with your current customers in mind, too, so they know you care about keeping them up-to-date on the latest developments and techniques.

- Welcome new customers on board! Whether a thank you from the CEO or a personalized greeting from their account manager, people enjoy feeling like they’re establishing a personal relationship.

- Consider both live and on-demand customer training videos. It’s a more efficient, effective way for people to learn.

- Invite customers to share their experiences with other customers with their own how-tos, so they can learn from each other and feel part of a bigger community.

As marketers, we’re used to going the extra mile. Video has the power to amplify that extra effort. It’s time to experiment with the next level of video.
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Lisa Bennett is Vice President of Marketing at Kaltura, which powers video experiences for thousands of organizations across the globe, including some of the largest media companies, telcos, enterprises and educational intuitions, reaching hundreds of millions of consumers, employees and students with engaging video experiences. Lisa manages Kaltura's global marketing team, and is directly responsible for the company's PR and analyst relations.

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