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.