The Guide to Using Video for Every Stage of the Marketing Funnel
Video is powerful, it’s personal, and it’s the future for all marketing departments - both B2B and B2C - to engage their audience in a way that leaves a lasting impact. According to HubSpot, video represents 74% of all internet traffic, while Cisco predicts that number to go up to 80% by 2019. Which means that it’s essential for brands to have a comprehensive strategy for using video across their organization. Instead of thinking of video as a separate channel, brands should focus on how they can integrate it across all campaigns:
Over and over, we hear questions about how and when to engage a prospect with video depending on where they are in the funnel. We know one thing for certain, whether it’s a first-time interaction or a long-time subscriber, video can help move prospects down the funnel to an eventual conversion.
But how can brands find the right channel and content? It starts by mapping out a customer journey and how they interact with you on a daily, weekly, monthly, or yearly basis. It may vary, but the universal truths of video is that it has been proven to move the needle and increase the bottom line. Through powerful video analytics, brands can test and iterate on what works and what doesn’t; including the types of content and channels that engage their prospects the best.
Top of the Funnel: Brand Awareness With Video
Whether you like it or not, social videos have taken over as the number one driver of engagement and awareness. In fact, Facebook now gets 8 billion video views per day and organic Facebook posts with video have the highest engagement rate. While these may be vanity metrics, they are an important aspect of full-funnel marketing. These views and impressions leave a lasting brand impression on prospects, whether organic or paid. These impressions can ultimately lead to a captured contact, which allows marketers to nurture prospects.
Additionally, social channels like Facebook, Instagram, Twitter, and LinkedIn can lead to website/landing page visits when attached to video. Video posts perform better across the board compared to just imagery and text. By using video on social and driving users to landing pages that also feature videos, brands are exponentially increasing their opportunity to capture someone's information. And powerful analytics can tell marketers exactly how their video content is performing on these various networks.
It may or may not be somewhat surprising, but YouTube is the world’s second largest search engine. This powerful channel can help brands organically find users and expose those customers to high-quality video content.
Just like a blog post or landing page, posting a video to YouTube can be lucrative for brands trying to acquire users and fill the top of the marketing funnel. Similarly to SEO strategies, brands must use proper titles, descriptions, and even external/internal links to optimize their YouTube presence.
According to Backlinko, brands should look for “Video Keywords” that Google ranks on their search results, as well as on YouTube. Backlinko also says that Google tends to use these search topics most often:
- How-to keywords (“How to rank on YouTube”)
- Reviews (“TwentyThree Video Marketing Platform review”)
- Tutorials (“Setting up a Video Portal”)
While YouTube is helpful for finding organic users, it also has it’s limitations when it comes to reporting and automation. Many of the metrics you find on YouTube - like total views - will be vanity metrics that don’t tell the whole picture, so it’s paramount to use tracking links from YouTube to see just how effective this channel is at driving users to your website. Once on your website, you’ll be able to effectively track and manage your video campaigns with a video marketing platform.
Hosting video on your website with a video marketing platform, according to our research at TwentyThree, can increase your total marketing data by as much as 50%. Along with improving your data, native videos can also be automated based on who viewed each video and how long they engaged.
Through powerful integrations, video marketing automation is possible with your existing technologies and marketing stack. Getting a user to your website is paramount, no matter the channel, and hosting your own videos can help you gain valuable insights to their activity while browsing. Adding collectors or gates can increase lead gen, and move prospects down the funnel towards an eventual conversion.
Engage Contacts Through Video Content
Did you know that by simply adding a video thumbnail/GIF to an email will increase CTR’s by 62%? Email is one of the most personal channels that marketers can use to engage their audience. It presents an opportunity to reach customers, users, prospects, or leads at any time of the day or night.
Forrester why video + pre roll (01:05)Nurture campaigns are vital for moving prospects down the funnel, and incorporating video can make that process seamless. The average person receives 122 work emails a day, which means brands must work even harder to stand out from the clutter. Adding engaging GIF’s and content to emails can help fix that.
Webinars & Product Videos
Webinars can be powerful pieces of content for users in the middle of the funnel, but simply hosting them on YouTube is a disservice to their impact. By hosting webinars on your website, marketers can not only gate them, but see analytics behind how much of each webinar is watched and engaged with. This allows them to see which content is most vital, and double down on their strategy. While webinars might be specific to B2B, hosted videos can be used by both consumer and businesses.
For example, Audi, one of the most creative video content producers in the world, hosts their own video content on their website:
This allows Audi to control the look, feel, and data of their videos. These hosted videos also allow marketers to optimize pages for SEO through embed codes that are effectively crawled by Google looking for the correct results.
Sell With the Power of Video
When Dropbox first launched, they did it through a demo video before they had ever written a single line of code:
It drove hundreds of thousands of people to the website. Our beta waiting list went from 5,000 people to 75,000 people literally overnight. It totally blew us away,” said Dropbox founder Drew Houston.
These demos are powerful and impactful, they can be memorable for customers trying to find answers to their problems. In Dropbox’s case, this MVP (minimum viable product) was enough to move their customers all the way down the funnel to signing up for their waiting list. For other brands, a demo/product video might entice an eCommerce customer to make another purchase or a B2B Saas prospect to finally speak to a sales rep.
Video Case Studies
All marketers know the power of case studies, but video case studies take them to another level. They put an actual face and voice to the customer you are trying to showcase, thus making a personal connection with the other prospects you’re trying to convince. These case studies can range anywhere from one minute up to ten minutes. HubSpot’s video case study section makes a compelling case for other businesses to take the leap and use their marketing automation section:
Marketing funnels haven’t always had a video to blend into their campaigns, but with 76% of internet traffic now dedicated to video, it’s paramount for creative and automated campaigns to measure and optimize.
Want to learn more about the State of Online Video in 2017? Download our latest infographic here.