Start converting leads with video.
Let’s start at the beginning.
No not Adam and Eve...
No, let’s start at the beginning of the buyer journey.
For a definitive explanation of the different buyer stages, read The essentials of inbound marketing.
Hold on, hold on... Why are we starting at the beginning?
Because you can’t convert your leads until they are in the decision stage.
And you can use video content to guide your personas through the buyer journey.
Yup, video marketing is that powerful...
Let’s learn how.
The awareness stage is where your personas are looking for answers to broad problems.
Video content is a great way to provide these answers. Why?
Because video is more engaging, can simplify difficult topics and is just generally awesome.
Besides creating videos; you also need to consider the journey surrounding your videos. What do you want your personas to do before, during and after the video?
Let’s now imagine that your personas want to know why they have a high temperature.
Dr Google to the rescue! They might search something like this, “top causes of high temperature.”
Today’s consumers want fast answers. They don’t want to read long articles anymore (sigh).
But they will watch a short video.
So, how could video provide an answer to this question?
How about an animation titled, “Top 5 signs you have the flu”?
Lists such as the one above are great video keywords. This basically means that videos rank better than word-based content for this type of keyword.
Now is a good time to mention video SEO. I don’t want to delude you into thinking that videos are easy to rank on search engines. However, algorithm changes such as Facebook's latest is giving greater preference to longer videos and video engagement metrics. Not to mention, YouTube being the second largest search engine...
It makes so much sense to optimise your videos for organic ranking.
Here’s 5 tips to get your videos ranking:
Do keyword research before you create videos
Use video keywords such as ‘How to,’ ‘review’, ‘tutorial’ etc.
Include keywords in your title, video description and metadata
Re-purpose your video for different platforms
Always include relevant CTAs
In our example, you would want to list out the top 5 signs that you have the flu in the metadata and video description. This is to help search engines to better understand your video content and improve your ranking for other keywords.
For more detailed video optimisation tips, check out Video SEO: How to optimise for YouTube & Google.
Let’s assume that your video was listed on the first page of Google and it was watched by your persona on YouTube. Not only did the video make your persona laugh, but it educated them about their problem.
And I don’t have to tell you that humour works wonders in video... well, all content actually.
Now that they have defined their problem, they can move into the next buyer stage.
Your persona is now looking for different solutions to their problem.
Hold your horses; they are not ready to buy just yet.
Your persona now wants to evaluate their available options.
You could create an explainer video outlining five different ways to treat the common flu.
Now you need to promote your video.
You know that a large portion of your personas are avid Facebook users.
As part of your video distribution strategy, you decide to advertise your video on Facebook.
Here’s 5 tips to Facebook video ads:
Be highly specific about who you are targeting
Experiment and test what works for each persona
Maintain a synergy (visual & messaging) between the ad and landing page
Use an interesting thumbnail
Include subtitles with your video
Because your targeted persona is in the consideration stage, your Facebook video goal should be to generate traffic to your website. This is so that you can convert your visitors into leads.
CTAs, forms and landing pages are all different ways to convert your website traffic into leads.
You could create a landing page offering an entire playlist of videos about staying healthy.
This offer could provide a lot of value because you are offering a lot of great content for free.
And we all love free stuff.
In exchange for this playlist, your persona gives you their name, email and any other information that helps you better understand them as an individual and their specific needs.
The better you understand your personas, the easier it will be to tailor solutions specifically for them.
The key to is to exchange value for value.
Now you have a direct way to communicate with your lead via email.
And your lead has now defined and discovered different solutions to their problem.
It’s a win-win scenario.
They now move into the decision stage.
Up until now, your persona has found your videos through organic search and Facebook Advertising.
This is great but there is always the risk that your videos won’t be watched by the right people at the right time. In other words, people who are not your target personas or those watching your videos at the wrong time (different buyer stage).
Email is a great tool because you can tailor your videos to each persona and their different buyer journeys. This provides the context that is so crucial to successful video marketing.
Here’s 5 tips to using videos with email marketing:
Show off your brand’s personality
Keep it short
Include “video” in the subject line
Use an engaging video thumbnail
Supplement your video with text that adds greater context
Note: If you are embedding videos and sending to a lot of business email addresses; some email providers may block your email content. Instead, consider using a still shot from the video and linking to your video on YouTube or your website.
So far your persona has watched a video designed for the awareness and consideration stages. Now they need a video for the decision stage.
This is where you can mention your brand and your product/service for the first time.
Can I get an amen?
Now, let’s turn our lead into a paying customer.
A product demonstration video together with a discounted offer could be a great way to turn a maybe into a yes.
Build a landing page around your video and make it easy to buy your product with a clear CTA.
A complicated checkout process and many of your visitors will bounce... Keep it quick and easy.
Your product demonstration video is how you can demonstrate how easy it is to use your product and why it’s the best solution for their needs.
The best thing is that your audience can easily digest all of this information in a short 1-5 minute video.
But don’t overload your video with facts and figures.
Your leads only care about how the product will benefit them and solve their problems.
In our example, it is explaining how our product will get rid of our persona's flu.
Nothing else is relevant.
Keep your video short; keep it engaging and use emotional triggers to get your lead as excited about your solution as you are!
Lastly, don’t forget to thank your customers after they have made a transaction. Delight them in every way possible and they will keep coming back to you.
Quality videos really do stand out in an age of visual communication. Once you have created videos for every stage of the buyer journey, you should start to see an increase in traffic, leads and conversions. If not, go back to your personas.
Are your videos relevant to your persona’s needs? Are they engaging? Do they solve your persona’s problems? Test different types of videos and track your personas’ buyer journeys using CRM software. This is to ensure that your videos are watched at the right time, and ensuring that you are providing value at every buyer stage. Doing these things effectively will help to increase your conversions over time.