Why You Should Use Video With Marketing Automation

Integrating video in your marketing automation software is a powerful way to capture and qualify leads, and convert them into new customers. First, find your leads. Then nurture them until they buy. Easy. If only life was so simple. The truth is that finding leads online, qualifying them and converting them into customers is difficult.

One way businesses do this is by using video marketing. And it’s effective, as you can read in our blog, Online Video Is No Longer Nice To HaveIn fact, video is so persuasive that Wistia found that simply putting a video thumbnail instead of a plain image in an email improved click through rates by 300%.

Another way to nurture leads through the customer journey is by using marketing automation. If you are not familiar with this phrase, it describes software that automates certain marketing activities. Some of the best-known platforms for this are Hubspot, Pardot, Marketo and Eloqua.

Marketing automation works well. Nucleus Research claims that it drives a 14.5% increase in sales productivity and a 12.2% reduction in marketing overhead. And research by The Annuities Group has revealed that using it to nurture prospects can result in a 451% increase in qualified leads.



So how can video marketing and marketing automation work together?

Marketing automation works by applying a tracking code to everyone who lands on your website. Once they supply their contact details, for example by downloading a white paper, a profile is created for them and they become a lead.

The content a lead consumes on your website gives you clues about you where they are on the customer journey. Someone checking out price plans is clearly further along than a visitor who has downloaded a ‘How It Works’ white paper. The software will use this information to determine which automated follow-up emails a lead receives.

Integrating video with marketing automation software

Videos can be integrated into marketing automation software. Ways to do this include:

  • Demanding that visitors supply contact information (email address, name, job title, for example) before they can watch the video.
  • Adding pop-out CTAs during or at the end of the video.

Now you have a lead’s contact information, and data showing what videos they have watched and web pages they have visited, what do you do with it?

This depends on what you want to achieve but a typical process would be:

  • Use your videos to capture leads and add them to your automated marketing platform.
  • Use the platform to send follow-up emails with details of other videos the lead may find useful.
  • Score your leads to qualify them and determine what further action to take.

How to use video to score and qualify leads

Integrating video with your marketing automation platform allows you to establish how serious a lead is and where they are on the customer journey. Depending on the detail demanded by your contact form, you will have captured some useful hard data. This might include the company the lead works for and their job title. This hard data contrasts with the soft information you have about a lead’s online activity. You need to evaluate this activity in order to score and qualify leads. You can do this in relation to video by assessing three key factors:

  • The types of videos the lead has watched. First, you need to label where each of your videos fits along the customer journey. An explainer video would be at the beginning of the journey in the awareness stage; a pricing video would be at the end, at the decision stage. The closer a video is towards the end of the journey, the higher the score.
  • How much of each video a lead has watched. If a lead watches a video for only a few seconds they should score lower than someone who has watched most of the video.
  • How many minutes of video a lead has watched in total and how recently. These are good indicators of how serious they are about buying your product or services.

You will need to decide what scoring system is best for your business and it may take trial and error before you get this right. What you should end up with is a clear idea of where leads are in the customer journey, how qualified they are and what action to take next. If a lead is at the awareness stage of the customer journey, you may want to send emails with links to videos that educate them further about your product. If they are at the consideration stage, you could send them a case study or testimonial video to nudge them towards making a buying decision. At the decision stage, you might offer a special promotion or free trial.

If your analysis deems that a lead is highly qualified and ready to buy, you might pass their details to your sales team for a phone call or to arrange a meeting. Including your videos in your marketing automation software will help you get maximum impact from both.

This is an overview of how video can integrate with automated marketing software. To discuss this further please contact Nathan Haines.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk

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