Companies invest a ton of money into video marketing efforts but too often the focus is on YouTube for video hosting and explainer videos to complement the website. This type of limited strategy is great for brand discovery and awareness but leaves behind more critical lower funnel impact.
Most companies have created enough video content to launch a resource library or video portal because they have a fully developed YouTube channel. The next step is to re-create that same experience on the company’s website or domain. Creating a video library opens up a ton of possibilities, including functionality marketers have across other web properties, such as viewer tracking and behavior. In this context video answers frequently asked questions, keeping prospects on your site longer and warming up sales conversations. Here’s how to put your video portal or resource site to work:
1. Launch a Centralized, Branded Video Experience on Your Domain
Keeping video viewers and prospects on your website is a no brainer and a common understanding across most marketing processes and assets. Apply that theory and practice to online video. To get started you can embed a series YouTube videos, but we would highly discourage it as you could be limiting your opportunity to shorten your sales cycle. Video portals powered by an intelligent video player (not YouTube), enables you to create a branded video experience where prospects are exposed to a specific personalized content path or journey. Using a video player connected to your marketing automation or CRM system enables you to incorporate video analytics into your lead scoring programs or trigger alerts to your sales reps when prospects come back to view a video. Functionality not be possible with YouTube. The other benefit to using a premium solution over YouTube is the ability to have multiple video players to interact seamlessly with each other on one page, improving page and web performance.
2. Answer Common Buyer and Prospect Questions
No matter what stage of the buyer’s journey, video can be a powerful tool to shorten sales cycles and drive deals to closure. In the awareness stage, buyers want information on identifying and solving their problem. Video is worth a thousands words and the speed with which video can deliver information allows buyers to move through the awareness stage quickly and more effectively. A thought out, curated playlist can also automatically move prospects from one stage to the next. Craft a video playlist or series of playlists that answer FAQ, further qualifying buyers and increasing the quality of conversations.
As you can imagine, video is one of the most effective forms of communication for sales collateral shared with buyers during the sales process. Instead of sales sending product briefs and PDFs, inform and engage prospects with videos. These videos will help buyers understand your business by delivering answers to common questions in a scalable way, enabling sales to do more in less time.
3. Track Buyer Behavior — Digital Body Language
Basic video analytics such as play duration or playlist activity can be very telling about how videos are performing and how your audience is interacting with the content. These metrics if reviewed in the correct context can signal purchase intent, specific feature interest among other things. Using the same methods marketers use to track buyer behavior on your website can be applied to gain valuable insight on buyers interacting with video. By integrating your video player analytics into your marketing automation (MAP) or customer relationship management (CRM) tools, video becomes another touch point in the sales process — a valuable one at that. Most video marketing platforms that connect to MAPs and CRMs allow for the creation of video reports to review site referrers, plays by country, video plays or individual viewer behavior. These reports help hone in on what messaging is working and what individual buyer cares about.
4. Help Sales Get Buyers On The Phone
Video resource libraries and portals can be easily integrated into your overall marketing strategy, serving as a hub and feeding buyers the right video at the right time. This can mean the difference between “I’m not interested” and a welcomed sales call. Not only can video marketing engagement be a great qualifier, it also allows you to quickly realize when a buyer may not be a good fit and needs to be disqualified.