How to Formally Execute Video in Your Marketing Automation Platform

Video Marketing Works

When it comes to revving up your marketing strategy for 2017, there is one key component that will help you stand out from the competition—video. Video marketing is becoming one of the most powerful methods of customer communication in the digital landscape, and skipping this critical key can decrease the number of new customers walking through your door.

However, video marketing isn’t always the easiest element to implement into your marketing strategy. Some companies miss the mark by providing irrelevant video content that doesn’t serve much of a purpose (other than helping insomniac customers finally fall fast asleep).

The good news is that 366 Degrees is the go-to expert for video marketing and video sales, and we specialize in business communication to make your company more profitable.
These are the best practices for executing video marketing for e-mail, social media, landing pages, and more.

Understanding the Sales Funnel

One of the first things to keep in mind while implementing your video sales strategy is the sales funnel. Video is an outstanding way to grab the attention of potential customers and help lead them to a specified conversion—whether that conversion is a phone call, e-mail form submission, or product purchase.

Per Vidyard, only 15% of your video marketing efforts should be targeted toward the top of the sales funnel. This video includes content such as how-to libraries, repurposed webinar content, and thought leadership interviews. Most of your video content (40%) should be focused on mid-funnel content, which is the customer evaluation process. This includes detailed product demos, client testimonials, and even case studies.

However, you don’t want to forget about end-of-funnel prospects. These are the people who are just about ready to invest in your product or service, but perhaps need a little bit of a push to get moving in the right direction. This is where video can make its powerful impact and help draw in the prospect so you can ultimately close the sale.
End-of-funnel video should focus on content such as FAQ, instructional videos, and nurture campaign videos.

Best Places to Implement Video Marketing

Now that you have a glimpse into the sales funnel and how you can include video marketing in your efforts, the next step is to understand where you can use these videos for best results.
One of the top ways to use your videos is in the realm of social. Social media serves as its own powerful platform and can increase your reach of finding new customers. You can upload videos directly to Facebook, which can, in fact, increase your organic reach. According to Search Engine Journal, native videos reach 2.04 times more people and get 2.67 more shares than videos that are hosted on YouTube.

However, there are other ways to use your video marketing efforts aside from social. Landing pages are another excellent place to use your video content, and it can help move your customers through the sales funnel and generate leads. Consider using FAQ or testimonial videos on your landing page.

Video content can also help amplify results with e-mail marketing. As a SMB, you can link or embed video into your e-mail (depending on the platform that you use) to help draw customers into your website or contact you for more information.

Business communication is more important than ever before in 2017. As a result, 366 Degrees is partnering with Vidyard to give clients the best bang for their buck and expert insight in effective video marketing. To learn more about how video can help grow your business, contact 366 Degrees today.

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