When you think of video marketing, what comes to mind?
YouTube embeds on your competitor’s website of the same commercial they show on TV? Expensively produced videos that are published to a select following on social platforms like Facebook or Instagram?
Video marketing has evolved lightyears beyond what it was even 5 years ago. Today, research shows that people spend an average of 16 hours per week watching video content online, and 84% of people say they’ve been convinced to buy a product after watching a brand’s video. Most importantly, 66% of consumers prefer watching a video to reading about a product.
The numbers are similar whether you’re marketing B2B or B2C. People consume and convert on video more than any other format.
Just like any other form of content, however, creating videos with reckless abandon can still be a waste of valuable resources – even more because of the cost of video production today. Having a strategy behind your video production and marketing efforts is crucial.
The typical user watches almost two and a half hours of digital video content every day, not including television or video game content. This number is has grown an average of 38% each year since 2011.
Video content is a tool like no other. Consumers prefer it and platforms prioritize it.
So why do so many businesses continue to ignore it?
Our goal as we approach any new client is to prioritize the strategies and tactics that will be most effective for growing their revenues. In a time when the average person is watching 16 hours of online video per week, it’s safe to say that your content strategy will include video tactics.
In particular — especially with B2B strategies — we want to use video to help your sales and marketing teams build stronger connections with your leads, prospects, and customers on a more personal level.
Integrate video with your marketing automation.
Use video to generate leads.
In our own marketing, video is 5x more likely to generate a lead compared with any other content format we’ve tested.
The tools that we use to generate these leads come from our partner platform, Wistia, and their amazing integration with our own marketing platform, HubSpot.
Nurture leads with video.
You should already be tracking your leads as they progress from the awareness stage, through the consideration and decision stages of the buyer’s journey, but having the data and using the data are two different stories. Video is incredibly effective at converting, so why not deliver stage-specific video content directly to those leads as they progress?
Use video engagement as a lead scoring metric.
Video data is some of the richest contextual data you can get, so it’s critical that you consider video activity as you score leads. With the right tools, you can pass video activity directly through your HubSpot CRM to your sales team and use it to qualify leads. You can also use this same data to determine the types of video content that drive sales qualified engagement.
Video Strategy Services from Waypost
Our video marketing and video sales strategies are customized to your existing workflows and staff. You need to maximize the likelihood of mass internal adoption and minimize the impact on your bottom line.
We’ve talked with dozens of companies that know they should be using video but can’t work up the courage to take the plunge, and we have the knowledge and experience to help you with those intimidating first steps. We want to help by showing you and your staff how to integrate video marketing and video sales processes into your office, workflows, and budget without disrupting your day or hiring a full production agency.