Over the past few weeks, we’ve been exploring the video-to-lead funnel and how you can use online videos to engage, convert, and nurture your site’s visitors. Your website may already have Web videos working diligently on these tasks. However, without first understanding how the video-to-lead funnel works, it’s possible that your current online video strategy doesn’t conform to the funnel’s structure. For example, your site may contain dozens of engaging videos but few designed to convert prospects into leads. Similarly, your site may have many nurturing videos, but few engaging ones. In either situation, gaps should be identified through a video-to-lead funnel audit.
Online Video Audit Step 1: Identify All Web Videos on Your Site
You’ll need a notebook and a block of uninterrupted time for this step. Go through your entire website and list each Web video featured. Watch all videos and identify which phase of the funnel (engage, convert, or nurture) the video falls under. Keep in mind that some videos may have elements from each phase. At this point, focus on the primary purpose of the video.
While you’re at it, write down where the video appears and how viewers get to it. For example, is the video on your home page? Is it on a landing page accessible from an advertisement? Is it on a page your email campaigns point to?
Online Video Audit Step 2: Identify Online Video Gaps
Now that you have a list of web videos and have identified each video’s purpose within the video-to-lead funnel, it’s time to see if any gaps exist. You should have a nice mix of engaging, conversion, and nurturing videos. If your site is filled with conversion and nurturing videos but lacks engaging videos, your online video strategy may not be effective because you haven’t earned the right to jump to those phases yet. Likewise, if your site lacks conversion videos and is heavy on those that engage, you could be missing an opportunity.
Online Video Audit Step 3: Analyze the Progression from One Online Video to the Next
Finally, consider how viewers interact with your online videos. Is there a natural progression leading from one phase of the funnel to the next? For example, after viewing an engaging video, is the user directed to additional options? Is there a call to action to view additional videos or sign up for a newsletter (where you can later send links to additional videos)? Are additional videos easy to locate and well organized?
The Web video audit should show you areas that could use improvement. Whether you need to produce additional Web videos or rearrange navigational elements so that users can easily move through the video-to-lead funnel, taking the time to audit your existing efforts can help you to optimize it for success.