The Best Guide to Using Video Marketing
November 2, 2018
November 2, 2018
Video is quickly becoming a top choice for content marketers, and it’s easy to see why. Video works.
As humans, we want our information delivery efficient and spare. When browsing the web, attention spans are short and there is little room for extraneous details. Video works well because it is highly targeted and easily digestible. And, while video once had to be expertly produced, this is no longer the case. A smartphone, tripod, and Internet connection are you all need to make great videos for your brand.
As video has become easier to create, it has become more and more popular as a marketing tool. A report from HubSpot shows that 48 percent of marketers will incorporate YouTube content into their 2018 content marketing strategies, while 46 percent will do the same with Facebook video.
So how can you maximize your marketing efforts using video? In this post, we’ll look at some of the targeted uses throughout the buyer’s journey.
Top of the Funnel Content
The goal here is to engage prospects, to promote your products and then to convert them to warm leads. Ultimately, the goal is to build a long-term relationship. Here are some great ways you can use video to do this:
Explainer videos. Explainer videos are introductory product videos for a wide range of customers. You might put an explainer video at the top of your landing page to give prospects a quick sense of what you do and how you can help them.
Facebook video marketing. Facebook’s video marketing options vary. For business followers and fans, live streams can be produced to show “behind the scenes” footage of your business and create better customer relationships. Facebook can also create native videos as a marketing option.
YouTube videos. With YouTube videos, your main priority should be to meet your prospects where they are with your content and build a relationship with them as they progress through the marketing funnel. If you write a good video description, YouTube can also help you with your SEO.
Interviews with industry authorities. You can build authority in an industry by associating with thought leaders. You add to your credibility when you record interviews with industry influencers.
Middle of the Funnel Content
The goal at this point is to help leads review their purchase decisions. Did they make a good choice in buying your product? Your content should be as follows:
Product Demos: You could offer a weekly product demo, similar to a webinar. A short “how to” could be a welcome delivery for existing customers struggling with putting all the pieces in place. People learn well by video and might appreciate a short webinar.
Client Testimonials: Testimonials provide social proof that you can prove what you claim your product can provide. Delivery of testimonials over video is one of the best mediums as they are not easy to fake.
Case Studies: Case studies are like in-depth video client testimonials. They are “how-to” videos that show your customers before they used your product and after, and they go in depth on the numbers and the exact strategies a customer used to get a specific desired result.
End of the Funnel Video Marketing
At this point, case studies and testimonials are helpful for closing new customers (just as they are at the beginning of the funnel). Other important content at the end of the funnel includes:
FAQ videos. Showing videos where you answer frequently asked questions is a good way to address buyer concerns. Some of the biggest buyer objections include things like: “I don’t need this,” “I can’t afford this,” and “I don’t trust you yet.” Use your FAQ videos to address common questions people have about your product.
Instructional videos. Another big fear customers have, is that they might not get adequate support. Prove that you’re invested in their success–even after they purchase–through a series of instructional videos.
Video is an engaging form of media. Remember that when making yours. Keep it short and to the point, make sure it is engaging and interesting and is targeted to your specific audience. You will surely capture their attention if you follow these guidelines and target your customer where they are in the sales funnel. Meet them where they are and give them what they need and want. You can’t go wrong.