Video Marketing: How To Make The Most of It -

A recent report from Animoto found 88% marketers are satisfied with the ROI of their video marketing efforts on social media, while 93% landed a new customer thanks to videos on social media.

But social media isn’t the only place you should incorporate video in your marketing strategy. Video Marketing can help you convert customers at various stages–lead generation, lead scoring, marketing automation, and email marketing.

Let’s look at how you can use the power of video at different stages in your marketing funnel.

Why include video in your marketing

Countless studies and surveys have shown the popularity of video among consumers.

Being a visual medium, they help you convey complex topics in an approachable way. Imagine writing a blog post on simulation of engineering or explaining the same topic through an engaging explainer video. Which do you think would work better?

As a case study, video helps you make your customer stories come to life. What’s more, videos help boost conversions too.

Did you know that around 50% of senior executives who viewed an online video converted into paying customers?

Finally, using videos in your marketing also helps you better score leads and automate your marketing, as we’ll see below.

5 ways to make the most of videos for your business

Ready to give your marketing strategy a video boost? Let’s see how you can.

Host videos on your website and landing pages

According to Wordstream, “Video landing pages are embedded with video to help illustrate the value of the product or service on offer.”

What kind of videos can you add?

An advertisement, a case study, an explainer video, footage from an event, and so on. You can also re-purpose long form content such as ebooks, blog posts, and whitepapers.

Here are some common types of video landing pages:

Hero landing page video: It has a main video at the top of the landing page, above-the-fold.

Supporting landing page video: It appears below-the-fold on the page and acts as a supporter of the subject line

Background landing page video: It has a video in the background of the text to highlight it.

Lightbox landing page video: The video pops up when the viewer clicks the link, button, and thumbnail.

Use video in emails

As per one study, an email with a video receives an increased click-through rate of 65%.

Using videos in emails offers myriad benefits such as:

Explaining a concept visually
Making a human connection
Helping your brand stand out

In fact, one Hubspot study also found that users are more likely to find videos more engaging than content like blog posts, social media, and podcasts. Also, using the word video in an email subject line boosts open rates by 6%

The type of videos you send in an email depends on where the customer is in the purchase lifecycle.

For instance, you might send a quick explainer video to a brand new audience, while to those closer to the buying stage, you might send a case-study or a testimonial video.

With tools like Hippo Video you can personalize your videos to each recipient with their details like name, email, company name, or any other custom field.

Hippo Video provides valuable insights like video email opens, video views, average watch duration, and drop-offs allowing you to measure the performance of your video campaign.

Other best practices for using video in emails include adding a catchy subject line and a good video thumbnail to grab viewers’ attention.

Use video for lead generation

A video that requires viewers’ contact information for access is known as a gated video. It’s a popular way to capture leads who may be interested in your product or service.

Another way to collect user information through videos is adding lead generation forms within video. This works just like having to enter your name and email address in a form to download a piece of content.

Only here the form pops up during a video and collects the viewer’s contact information.

The lead-generation form can be placed anywhere in the video but data shows that placing them in the middle has a higher conversion rate.

Finally, you can also add CTAs to landing pages for gated content like ebooks and whitepapers to your video.

A call to action (CTA) within a video gets 380% more clicks than their normal sidebar CTAs.

Automate your marketing with video

Marketing automation is the secret sauce of companies that convert a high number of leads.

Here’s how it works: enter all of your leads into a customer relationship management (CRM) tool such as Hubspot.

From here, track all interactions customers have with your content. Based on the pieces they consume, send them relevant content that leads them closer to conversion.

For instance, you can track which videos a lead has watched, how much of a video they watched, and the level of engagement they have with each video.

You can also track if they viewed an ebook, a webinar, or a blog post.

If the lead seems sufficiently engaged, you can add them to an automated marketing sequence that leads them to a demo.

On the other hand, if a lead only views top of funnel content like general how-to posts and videos, you can lead them to more videos and content about how your product can help them solve a problem.

By integrating with Hippo Video you can create automated workflows in Hubspot based on video events like video email open, video watch, and video percentage.

Harness video for lead scoring

Lead scoring allows you to keep a track record of a prospects’ online actions and determine when they are sales-ready.

The lead scoring model allots points to leads based on factors like their job title, industry, engagement with your content, and so on.

Video content offers engagement data that helps you gain insights into customer behavior.

When a prospect enters their email to view a gated video, you can see exactly how much of the video they consumed and which parts piqued their interest the most.

You can also track which videos a prospect has watched to know the products they’re most interested in and if they’re ready to buy.

For instance, prospects who watch 100% of your demo videos, are likely closer to purchase.

In short, video data offers an excellent way for sales teams to qualify leads and personalize sales conversations.

So what are you waiting for? Leverage the power of videos to supercharge your marketing efforts today.

Want to take a sneak peek inside Hippo Video? Here’s a video you should watch: