In content marketing, you put content where prospects are will notice it and, hopefully, consume some, because you assume that buyers are avoiding sales people during at least half of the sales process. Sales enablement, on the other hand, is about helping a salesperson “deliver the right content to the right person at the right time” according to an excellent primer from Eloqua. To select “the right content” to deliver, you look at what content the prospect has accessed to date. This is called “reading digital body language.” It enables the sales person to get in sync with the buyer’s interests, understand where the buyer is on her journey, and to generally be more consultative.
Done well, there’s really nothing quite like white papers. Here are four ways to use make white papers work better with video, and how to make this staple of marketing content a little more appetizing.
Use video to increase downloads
White papers are supposed to be interesting, technical, and objective. Well — nobody really expects them to be objective — every reader knows the publisher has rigged the evidence. But credibility demands that presentation of evidence take precedence over mere assertions of superior performance.
Marketers are missing opportunities to produce more lead-generating and funnel-filling video at lower cost. They just need to look at video from a different point of view.
What stands in the way of producing more videos?
A technology solutions company we have worked with asked us to gear up to produce 70-100(!) 2-Minute Explainer videos over several months. Of course, we were pleased to take on the challenge.
Seven months later, the company had managed to finish — one(!) video. They are very happy with it, and we continue to make videos for them. But the salient fact here is that after all that time, there remained dozens of solutions that still lacked video content to help move people through the sales funnel. Why? It’s not lack of financial resources or video production resources.
This the third in a series about integrating video with your other email marketing tactics. Here is why your eNewsletter should link to videos
The word “video” in the subject line increases click rates by 65%
That’s according to a 2013 MarketingProfs study. This is good news for technology marketers, most of whom produce video, and few of whom can use “free delivery” — which scores 135% — in their email subject lines.
Video can make your call-to-action a no-brainer
Subscribers to eNewsletters vary greatly on where they are in the decision process — not just how much they know or care about you and your product or service, but also what they actually need. In any case, many will be very uncertain whether they should put any more time and effort into finding out what you can do for them. Video in your eNewsletter can reduce that uncertainty, because viewing a short video is the most painless way to determine your own level of interest in something.
So, a video “trailer” for your webinar, or a video touting “five cool things you can do with our free thing-y” will certainly can turn that decision on whether to take the next step into a very easy decision. Then you should consider making it easy to act on that easy decision by embedding the CTA right in the video window.
You can match video segmentation to email segmentation
[ Note this article appeared in MarketingProfs ]
You’re creating videos and distributing them through Facebook, YouTube, your blog, and paid media opportunities to generate hundreds to millions of views. But are you forgetting LinkedIn, one of the most important channels for B2B marketers? Here’s how to use videos to maximize LinkedIn lead generation
LinkedIn has documented research indicating that members of the “buying committee” are more likely to connect with vendors on LinkedIn than any other social media platform.
Between audience acquisition, webinar content development, webinar management and webinar follow-up activities, B2B organizations can spend more than $15K on their webinar marketing efforts. The problem is — very few B2B technology organizations are generating the leads they should be grabbing and even fewer are effectively engaging these leads after the event is over. Here are some ideas on how to use explainer videos to convert webinar registrants into customers
Here’s why many technology B2B webinars do not generate as many qualified leads as they should — and how videos can help
Reason #1: Most B2B technology webinars are nothing more than a demo.
According to webinar expert Mike Agron, when you are trying to attract top of the funnel prospects, the purpose of a webinar should be to get buy-in for some type of change in your prospect’s organization. Your webinar should not be about making a sale or showing a demo or touting product features. Prospects are still in the learning stage so you have to make your webinars case study based where you showcase a new process, strategy or solution that will lead to better business outcomes.
Reason #2: B2B organizations are failing to quickly connect with their targeted audiences needs.
You must remember that the target audiences you invite to a webinar will vary greatly on where they are in the decision process — not just how much they know or care about you and your solutions, but also what they actually need. In any case, many will be very uncertain whether they should put any more time and effort into finding out what you can do for them (which includes signing up for your webinar.) By adding videos as part of the invite process, you can reduce that uncertainty, because viewing a short video is the most painless way to determine your own level of interest in something. Plus, with a good 2-Minute Explainer animated video, you’ll be able to quickly connect the prospect with the problem you’ll be covering in the webinar.
Not only are videos good for your webinar audience acquisition efforts – but also in the lead engagement process. Remember, because someone signed up for a webinar, it does not mean they will be ready to buy immediately afterward. You have to nourish relationships.
Video follow-up? Yes. Yes. And yes.
Companies usually follow up with surveys and a link to download the recorded session and they’ll call the “hottest prospects” and just dump everyone else into their newsletter list. Here’s a better way to follow up with webinar registrants:
If you made your webinar case study based and if you provided real value, then you should have buy-in to a new process or strategy from your webinar attendees. Now, you want to follow up, with a 2 minute explainer that supports these objectives:
Reinforce your message.
Show prospects how your technology supports the strategies and processes described in the webinar and how it will help them overcome the challenges mentioned in your audience acquisition videos. So, in other words, you are connecting the dots for them.
Move the prospect further along in the sales process
Make it easy for your prospect to share information with other buying team members (not in the form of a recorded 45-minute webinar)
A second follow up email can then provide a combination of an in-depth demo and sales pitch like this Brocade Application Resource Broker in Action video. This video is a five-minute presentation that incorporates animations from a (top-of-funnel) 2-Minute Explainer video that was initially used to introduce the product, and a narrated “demo” depicting in detail what it’s like to use the product.
Implications for content marketing
If your content marketing strategy calls for webinars, you should make it easy for the buying team member who attended the webinar to share the positive new things learned with other team members. That means your content strategy for webinars should anticipate the videos that can be used to follow up. These videos include video product introductions, video product demos, video case studies and whatever else you’ve got. Make video part of before and after webinar strategy.
You’ve probably seen the original of the chart at the right (adapted from a Marketing Profs survey), or one like it, rank ordering content marketers’ reliance on various “tactics.” As a tactic, video seems to be essential. But, companies often fail to think about integrating video with other tactics. They just order up “a video about X,” as if the video, by itself, were the solution.
Sure, video is great. And there is plenty of evidence that “video” is good for content marketing. If, for example, you Google “video increases website SEO”, you can get more than 58,000,000 results. I’m sure almost all support the proposition.
What’s more, the same video can be used in numerous channels.
Analyzing the ROI of Video Marketing is the intriguing title of report from the Aberdeen Group that is fairly bullish on content marketing in general, and video in particular. It finds that that “Best–In-Class companies are more likely to use video in their content marketing mix than any other media.” Somewhat disappointingly, it does not present any calculations or examples of actual returns on investment. But it does suggest some analytical approaches.
Conversion rate measurement
Here are the most interesting numbers in the report.
- The average cost per marketing-generated lead is $93 for companies using video, compared with $115 for non-video users.
- The difference in website conversion rate for sites with video: 4.8% vs. 2.9%
- Video users needed 37% fewer site visits.
There are few exceptions to the rule that you can’t have a good video without a good script. Even if the production is improvised, what gets used is judiciously chosen and edited to create the script. Here are some of the best information sources for B2B technology videos which you should furnish to the writers to help them come up with the best possible B2B technology video.
Diagrams, flow charts, timelines
The best diagrams can usually be found by flipping through PowerPoint decks and white papers, sometimes in blogs and whiteboard videos. You’re looking for a chart, diagram, or Illustration that tells a story — how something works, data relationships, the steps in a process, the jobs and departments involved.
The thing about pictures is — it takes a lot of thought to make one. That’s one reason they make a good starting point for a video. Looking at and discussing pictures also tends to lead to new visual ideas.
However, a picture is only worth a thousand words (of narration) if it captures a story pictorially. Diagrams that are themselves made up of words are more likely to require a thousand words of explanation than they are to convey a narrative that can be instantly grasped.
I recently did a podcast with Joshua Feinberg, an interesting guy and certified HubSpot partner, whose company, SPHomeRun, helps IT service providers (Cloud, MSP, Consulting, Repair, etc.) with inbound marketing.
One of the subjects we covered was the value of talking to sales reps — people who actually talk to customers — when planning a video project. Even though, as Josh and many others point out, 60% of the typical B2B sales cycle over before a potential client even reaches out to any vendor’s sales department, sales people know the kinds of questions good prospects ask. That’s the kind of question inbound marketing — and your video — needs to answer.