The Nurture Phase of the Video-to-Lead Funnel: A Detailed Look

Okay, your prospects have moved through the video-to-lead funnel. Having first been engaged through informative Web videos and then converted after watching video overviews, demonstrations, and testimonials, they’re now ready to move into the final phase, the nurture phase.

When leads enter the nurture phase of the video-to-lead funnel, you’ve earned the opportunity to make a connection, send follow-ups, and show your solutions. At this point, you have positioned yourself as a knowledgeable expert that understands your leads’ problems.

Web videos in the nurture phase take many forms. For example, you can use Web video to introduce yourself to a lead and invite the lead to meet with you in person. A short video message emailed to a lead is a non-threatening way to introduce yourself and quickly reinforce the benefits of your offer. Your lead can quickly get a taste of your offer’s benefits without meeting with a salesperson just yet. This technique can also overcome a lead’s resistance to talking with a salesperson. After seeing you on video and understanding that you’re a real and caring person, objections to speaking with you on the phone or meeting in person may be eased. Web videos designed to make a connection are an excellent choice when you have accounts that have been previously impossible to penetrate.

Video demonstrations at this phase can be even more detailed than those presented during the convert phase. For example, video demos are effective at converting prospects during the convert phase while in-depth video tutorials further demonstrate the benefits of your product or service.

Following up with leads is crucial. Regular exposure to your message continues building trust, reinforcing benefits, and positioning your product or service as the solution. While there are many ways to follow up, consider using Web video. For example, you could send a video link in an email message when a lead requests information; you could send a video link in a thank you email after a lead has contacted you or ordered a sample; and you could use “special video reports” to encourage leads to sign up for a newsletter and then send regular newsletters (incorporating video links, of course) at specific intervals.

The nurture phase of the video-to-lead funnel provides you with the strongest opportunity yet to close the deal. After all, your prospects have been engaged and converted into qualified leads with a genuine interest in your offerings.

How have you used Web video in the nurture phase? What’s worked for you? What hasn’t worked? Share your thoughts below.

The Convert Phase of the Video-to-Lead Funnel: A Detailed Look

Continuing our discussion about the three phases of the video-to-lead funnel, let’s explore the second phase: convert. As you know, prospects move through the video-to-lead funnel from the top at the “engage” phase, move down through the “convert” phase, and finally enter the “nurture” phase.

Once you’ve engaged your prospects with videos that help solve your prospects’ problems, present tips and best practices, expand upon an event, or otherwise engage your prospects and build trust, the next step is to convert them from casual visitors with a passing interest into legitimate leads with a genuine interest in your offer.

The convert phase provides you with the perfect opportunity to showcase your company, product, or service as well as prove that you can deliver upon your promise. Videos well suited for this phase of the video-to-lead funnel fall into the following three general categories: overviews, demonstrations, and testimonials.

Video Overviews

Video overviews are short Web videos that show case your company, product, or service. Remember, your prospects have already been engaged by viewing earlier videos. At this point, you may have solved a problem, shared interesting ideas, or interviewed a key leader; in short, you’ve earned a degree of trust with your visitors. They’re now much more open to learning more about you and your offerings. A video overview showcasing your company, such as a company tour, or your products and services typically increase prospects’ time on a website by four times over baseline. Not only that, your customer is now much more informed when entering the sales cycle.

Video Demonstrations

Engaged prospects may actively seek additional information as they begin forming their buying decisions. For example, if you’ve discussed a problem in a Web video and mentioned that your product was designed as a solution to this problem, an engaged prospect may look for a demonstration video to see the product in action. Demonstration videos educate and inform prospects about the product or service, reinforce benefits, and serve as proof of concept. Sure, you can say that your widget sets up in less than 10 seconds, but the real proof is in actually seeing the widget being set up – in less than 10 seconds as promised. Web video can do that. These video demos also position you as an expert who understands the challenges and problems prospects face, and they show that you have the best solution.

Video Testimonials

Video testimonials are particularly powerful. Again, you say how wonderful your product is all day long but your word isn’t nearly as trustworthy as that of a prospect’s peers. Video testimonials show proof that your product or service has served others extremely well. For example, which of the following is more credible: “Our widget will save you $1000 per year in utility bills” or “This widget paid for itself in the first month and saved me over $1000 last year on my electric bills”? Video testimonials serve as an accelerated, and effective, form of word-of-mouth advertising.

The video-to-lead funnel’s convert phase is an important phase where you can build upon the trust you’ve already earned with your prospects.

The Engage Phase of the Video-to-Lead Funnel: A Detailed Look

Earlier, we talked about the “video-to-lead funnel” with its three phases:Engage, Convert, and Nurture. This funnel represents a strategy for using Web video to guide and convert prospects. The broadest part of the funnel is the Engage phase. In order for a prospect to convert, that prospect must first be engaged. How do you use video to engage prospects? Let’s explore.

In general, videos that add value engage your site’s visitors. Examples of engaging videos include:

  • Interviews with thought leaders on topics of interest to your site’s visitors. This type of video typically increases engagement by two and a half to three times over baseline.
  • Videos consisting of tips or best practices of interest to your site’s visitors. These videos typically increase engagement by two and a half to three times over baseline.
  • Videos that contain solutions to your prospects’ problems.

Promotional videos can also engage your site’s visitors. For example:

  • A video spokesperson that guides your visitors to specific Web pages is much more engaging than a text link.
  • Videos embedded in reports and white papers can bring the material to life and engage your prospects.
  • Video links in newsletters add interest while also driving your prospects to specific pages on your website. In addition, video links in newsletters have been shown to reduce opt-out rates.
  • Videos positioned on landing pages increase landing page conversion rates by one and a half to two times over baseline. They also encourage follow through on your call to action by reinforcing the benefits of your offer.

Videos related to an event are another terrific way to engage your prospects. In fact, you can use videos before, during, and after an event, adding value and engaging prospects each step along the way. For example:

  • Before the event – Use video to promote your event and increase attendance. This strategy typically results in an improvement of two to four times over baseline.
  • During the event – Video displays during the event engage attendees and add another dimension to your presentation while recording the event itself ensures that you have footage to share afterward.
  • After the event – The possibilities for using video after an event are vast. You could post highlights from the event on your website for those who couldn’t attend, thereby engaging prospects after the fact. You could edit the footage to include detailed excerpts from speakers and post it on your website. You could use excerpts from the event as you promote the next event in the series. You could create an event follow-up video with a special offer which typically results in a follow-up response of 22% to 35%. Each of these post-event videos allow you to keep the conversation going and reach attendees and non-attendees alike. They also strengthen your position as an expert.

What do all of the above videos have in common? They engage prospects.

How have you used Web video to engage your site’s visitors? Share your ideas in the comments section below.

Video-to-Lead Funnel: Guide Your Prospects to the Sale

Leveraging Web video to generate sales leads requires more than glitter and technology, you need a strategy to guide your visitors through the process. First, visitors must land on your website. Once, there, you’ll need to shape their buying decisions. One of the best ways to transform your prospects into qualified leads is to use the “video-to-lead funnel.” Here’s a look at what it is and how to leverage it.

video to lead funnelWhat is the Video-to-Lead Funnel?

Like a traditional funnel, the video-to-lead funnel is wide at the top, tapering down to a small spout.

Prospects fall into your video-to-lead funnel at the top where you’ll have the opportunity to engage them through informative videos, promotional videos, event videos, and other videos that add value. Video content that adds value, encourages follow through on calls to action, or adds interest is ideal in this phase of the funnel.

As prospects move down the funnel, you’ll need to convert them to qualified leads with videos that educate prospects about your company, products, and services. Typical videos that aid in the conversion process include demonstrations, product overviews, and testimonials. Because prospects have experienced engaging videos earlier, they know that you offer something of interest to them. Now, they need proof of concept in order to convert. Videos such as company overviews, product or service demonstrations, and video testimonials accomplish this vital task.

After going through the engagement and conversion processes, your prospects approach the spout of the funnel where the nurture process begins. At this point in the funnel, you have the opportunity to make a connection with your prospects, send follow-ups, and present solutions. All along, your videos have been preparing your prospects to get to this point: the point where they’re no long prospects who happened by your website but qualified leads who are genuinely interested in what you have to offer. Your videos at this point can arrive after requests for information, as email follow-ups, or through deeper links within your site.

What Can the Video-to-Lead Funnel Do for You?

When successfully implemented, a video-to-lead funnel improves conversion rates and shortens the sales cycle. At the top of the funnel, engaging videos can increase conversion by 20 to 200 percent. In the middle of the funnel, conversion videos increase engagement two to four times. As these prospects progress through the bottom of the funnel, you’ll likely see an increased close rate and a shorter sales cycle.

Putting the Video-to-Lead Funnel to Work

Simply embedding a few YouTube videos on your website or blog isn’t a strategy and knowing that the video-to-lead funnel exists isn’t enough. You must actively plan, implement, and manage your funnel. This involves the production of professional, well-crafted videos and effective calls to action for each section of the funnel. Like water moving through a funnel, prospects go through the video-to-lead funnel from the top to the bottom. Plan your strategy so that each section (Engage, Convert, and Nurture) logically leads to the next and you’re sure to see improvement in conversion rates.

Creating an Effective Call to Action on the Web

The Web has become a marketing bonanza with the potential to reach a massive audience. However, you may only have one chance to make an impression with a site visitor, so make sure to take full advantage of it by including an effective call to action. Calls to action are simple prompts that tell the visitor exactly what they need to do next. For example, “Click get started to schedule your free initial consultation” is a call to action. Calls to action can be used in all of your Web marketing efforts including: on webpages; in 60-second promotional Web videos; and in virtual spokesperson Web videos.

Creating Effective Calls to Action
buy buttonIn order to be effective, calls to action must be simple, beneficial, and positive. This is true regardless of where you ultimately place the call to action.

  • Calls to action must tell the user what action you want the user to take. If your webpage has been created to sell a product, then the call to action needs to tell the user to take an action that will lead to a purchase such as “click for a free quote.” If a Web video is informational, a call to action prompting the user to visit your website for a free information report containing additional information may be in order.
  • Calls to action must be simple. No one wants to jump through hoops simply because they watched a Web video or visited a website. Users may be willing to fill out a short survey, comment on your blog, sign up for a newsletter, or order a product, but they may not be willing to write an essay, watch a three-hour presentation, or perform a series of complex tasks just because you say they should. Keep your calls to action simple, and they’ll be more likely to be acted upon. In addition, limit your call to action to just one. Otherwise, if you offer too many calls, your visitors may opt not answer any of them.
  • Calls to action must be beneficial to the user. Few users blindly follow calls to action without knowing what’s in it for them. If you want to collect email addresses for marketing purposes, that’s not good enough for most users. On the other hand, users might respond if they’ll get a free report or access to informative articles. Make sure to tell your users how they will benefit by taking the action.
  • Calls to action must be positive. While chain letters may work focusing on fears and negative consequences, Web marketing generally doesn’t. Use positive language, ideas, and concepts. For example, which of the following two phrases, “Avoid prison by reading this book” or “Become a better citizen by reading this book,” is positive? While avoiding prison is certainly worth doing, it carries with it a negative connotation (that the user is a potential criminal). Becoming a better citizen is positive and applies to everyone, not just criminals. When crafting your text or dialogue, imagine your users nodding along in agreement. Wouldn’t you rather set your users up to say yes rather than no? By using positive language and keeping your calls to action positive, your users will be more likely to agree with you and follow your lead.

Whether you’re creating calls to action for webpages, 60-second promotional Web videos, or for virtual spokesperson Web videos, tell your users what they need to do and how it will benefit them while also keeping the calls to action simple and positive. Use these techniques in all of your Web marketing efforts and you’re sure to see improved conversion rates.

What are your favorite calls to action? What has worked for you? Join the discussion and explore this in greater detail in the comments section below.