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16Nov 2016

How to nurture your leads using video marketing

Introduction

Are you aware that about 98% of your inbound leads aren’t ready to purchase right then and there? You have a much better chance of turning those leads into customers, if you build a successful relationship with them and gain their trust. Using videos can enhance that experience. It’s not a walk in the park but it’s worth the effort – a lead nurturing strategy can generate about 50% more sales qualified leads at costs that are 33% lower than regular top of the funnel costs.

Here’s what you need to consider.

What does your lead currently know?

Always consider these three stages of the average buyer’s journey:

  1. Awareness
  2. Consideration
  3. Decision

Here’s an example:

bold-buyers-journey

What would happen if the aching bloke in the above example would get a proposal for strep treatment, not yet knowing that he even has that?

Yes, the solution is a perfect fit, yet it’s relevant to him BUT he is not yet AWARE.

Make sure you are adjusting your content to who’s “in front of you”. Your digital marketing should not be generic and detached. On the other end is a person with needs and specific circumstances.

Map out touchpoints

What is your current flow? Where are your leads exposed to your content?

Possible touchpoint:

  • Search ads
  • Display ads
  • Video ads
  • Landing pages
  • Triggered emails
  • Blog posts
  • Newsletter
  • Social media

Check if your current touchpoints correlate with the buyer’s journey

Don’t take a “one size fits all” approach.

What keywords are you targeting and what content do you serve to people who click on your ads?

What are you displaying in your landing pages?

What types of emails are you sending?

Try to be as personal as possible.

Create and distribute videos that match the stages of the buyer’s journey

Awareness stage – introduce topics that your company has expertise in. Using the above example, create free videos which teach prospects about symptoms, help them diagnose what they feel and possibly add preventing and avoiding sickness tips.

Consideration stage – create videos introducing your leads to options including your solution.

Decision stage – create videos that overcome your lead’s objections to buying your product or service.

Use Automation tools

Don’t be intimidated by marketing automation. You don’t have to be implementing a full scale inbound marketing solution in order to automate your marketing and make it more personal.

You may already be using tools that offer automation. One great example is mailchimp. Explore their automation solution, you’d be surprised how much you can do. Here are some workflow ideas to get your creative juices flowing:

  • send videos to new incoming leads
  • send abandoned cart messages
  • follow up on website activity
  • create customer re-engagement campaigns

Using videos isn’t necessary but it can certainly help you convey your messages.

You can even take things to the next level and use personalized video platforms such as Idomoo.  I love this video that BBVA sent offering retirement services to consideration stage leads back in 2014. They used a powerful message, delivered personally and at a relevant stage of the buyer’s journey.

The leads received a personal message from their future selves, the message being “Continue to live life intensely, but also remember your future, time flies. BBVA”.

Check it out:

Something to aspire to, right?

Conclusion

Videos can be a remarkable way to nurture your leads.  Make sure that you understand the buyer’s journey and correlate your messages with your leads’ state of readiness. Review your current touchpoints and get personal and creative.

It’s amazing what results can be achieved by placing the right content, at the right time and place. Now that’s marketing people love.

Noa Eshed

About the author

Noa is the co-author of the Amazon no.1 Bestseller “The Smart Marketer’s Guide to Google AdWords. She’s a content lover, certified journalist & lawyer (Hebrew U). She practices martial arts & yoga. She’s been consulting and helping businesses create a significant presence online since 2010.

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