How Video Marketing Can Transform Your Funnel

Video marketing is becoming ever more important.  Consumers are more likely to buy a product or take an action after watching a video.  Are your marketing efforts up to date?

The way your customers consume content continues to evolve. Video marketing is all the rage and continues to be a hot topic for brands large and small.

With the rise of live video and video content, we’re viewing more content than we ever have before. We’re learning through each view. We’re finding new audiences that engage with our material. We’re including innovative storytelling and unique ways to grab attention and build relationships.

How are you leveraging video marketing for your audience?

This may seem like a loaded question. It’s about your video platform. It’s also about the story you’re trying to tell. According to findings by HubSpot, 64% of users are more likely to buy a product online after watching a video.

Whether that story is to advertise a product or service, deliver information, provide entertainment, or build trust, that’s up to you.

Video marketing takes on many forms. From the big brands that are able to display ads on Snapchat to the small business owners looking to make a splash with video, remember your target audience and create a unique experience to get ahead of the game.

Go Live on Social Platforms

Your social media feeds are filling up with live video. If you have something to announce or promote, go live on your company’s Facebook, Snapchat, Instagram, or Twitter feed. Understand that each platform has a different audience, so put snippets of information on each platform to keep them interested and engaged.

Why Use Live Video?

Show your human side. Provide a sneak peek into company events or new products. Live video has the chance to become the face of your business. As a marketer, you want to reach the highest number of people.

  • Communicate Corporate or Organizational Values
  • Create Relationships & Communicate With Your Audience
  • Showcase Your Brand
  • Conduct a Q&A Session to Learn About Your Followers

For brand audiences, according to Livestream, 80% of users would rather watch a live video than read a blog post and 82% prefer live video to regular social media posts.

Utilize Video Advertisements

Boosting and displaying video advertisements allows you to hone in on your target audience. To users across mobile, social, and desktop computers, you can capture attention with brief, appealing advertisements.

Develop a cross-channel campaign—websites, social platforms, mobile devices, connected televisions—to reach users at all stages of brand discovery or the purchasing process across all devices.

In-stream video advertisements are your ads that play within other video content. It’s a great way for your brand to include a short segment in front of viewers already looking for video content. From pre-roll ads before a video plays, mid-roll ads during a piece of content, or an ad after a video plays, you have a unique opportunity to get your message heard quickly.

Keep video ads short and tight, delivering value with minimal distraction to viewers. For ads, it’s important to display strong calls to action both at the beginning and end of the video. When you invest in a quality production, your viewers will be interested and engaged.

On social media, your ads are present as your target audience is scrolling through their news feeds. Social ads are increasingly shared, resulting in a further organic reach and more chance for conversions. Your video plays on mobile and social without sound, so make sure your message is clear and you start your video with compelling images that increase conversion rates.

Pay attention to mobile video ads. Your audience is consuming video content at a rapid rate on mobile devices, and they’re paying more attention to ads they’re presented. Leverage your brand by staying ahead and taking advantage of this growing market.

Videos in Your Email Campaigns

In my personal experience, emails sent out that have the word [VIDEO] in the subject line, tend to get more opens and more clicks than a subject line that doesn’t include the word video. HubSpot found that videos in an email lead to a 200-300% increase in click-through rate.

Your email marketing campaigns are developed for various reasons, and different types of video see different types of engagement and playback. For emails, videos with the best performance include:

  • Product Descriptions & Demonstrations
  • Customer Testimonials
  • Educational & Training Videos
  • Event Promotions

Whether you embed the video in your email or create a static image with a play button to indicate a video, you’ll see more interaction and an increased click-through rate from your email campaigns.

Prominently Feature Videos on Important Landing Pages

For your PPC and SEO campaigns, you rely on the power and influence of the content on your landing page to drive leads. Gain an advantage by embedding an interactive, educational video on your landing page.

According to findings by HubSpot, including a video on your landing page can increase conversion by 80%. Ads are increasingly linking directly to video landing pages.

Having a short video as a teaser to answer a question or garner interest, together with a call to action and phone number or contact box, will lead to more conversions. Videos make content easier to digest. A higher percentage of viewers will retain your message when they watch a video as compared to reading text on a landing page.

Video Analytics to Guide Your Strategy

More and more businesses are investing in video content creation, using advanced analytics to determine much more than the basic metric of views. See how your viewers are engaging with your videos, determine a level of interest, and track more insightful measures.

Video analytics help you get more video engagement and increase your play rate. Track insights related to:

  • Impressions
  • Device Types
  • Play Rates
  • Referral Sources
  • Total Views per Viewer

When you embed a video on your site or social media, there are different tools that will help you understand how many conversions or sales are coming from your video campaigns. The most evident and most-used video metric is YouTube Insights, which gives you traffic sources, audience retention, demographics, playback locations, and more.

Use video analytics to guide your strategy. With analytics, you’ll learn how effective your video marketing campaigns are, and how they complement your other marketing efforts.

Produce & Create Interactive Videos for Your Audience

You may think of videos as a passive form of marketing. Audiences tend not to watch commercials and we’re often not giving our full attention to YouTube videos. According to MarketingProfs, your audience is in a shift from a passive to interactive experience, and you should be taking advantage of it.

There are various ways you can keep viewers engaged throughout an educational video with surveys, clickable URLs, and additional content that can retain user focus and drive action.

Interactive videos draw a higher engagement rate, which leads to more conversions and sales. Interactive media brings a personalized experience to your audience. They’ll view your videos longer, share more on social platforms, and interact more frequently with your content.

Video marketing is now a must for all businesses.  More and more people are looking to video and not articles to find the info they need.  If your business is not utilizing video marketing, you are putting your business behind the curve.

Posted in SEM

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