You can also create videos beyond your content journey. In much the same way, these should be designed to guide leads through the questions they'll have as they learn more about your product in the following stages:
- Developing Interest: Top-funnel videos like explainers and thought leadership interviews do well in this phase.
- Learning and evaluating: Mid-funnel videos, such as detailed product demos or customer testimonials, do especially well here.
- Justify and purchase: Nurture campaign reminder videos can help answer last-minute questions in this stage, or repurposed webinar content can help prospects get the most out of a product trial in these final stages.
Overall, there's a video for each part of the funnel; you simply need to identify the gaps in your content offering. You can find more information on content that's appropriate for each stage of the funnel in this post.
2. You Can Easily Track the ROI of Every Video Campaign
The most compelling reason video is a required component in every marketing campaign is you can connect it directly to ROI.
Once you have a video marketing platform in place, you can connect your video viewing data to your CRM to see all of your leads' viewing history in Salesforce or another platform. What's even cooler is that there are already reports set up for Salesforce users to help you find out which videos are influencing the biggest deals and how many people converted after watching a particular piece of video content.
This kind of data is incredible for marketers and salespeople alike, as it's a clear indicator of interest in certain products and you can score your leads based on how much video content they consume.
For example, you'd be able to see that the project manager watched eight of your videos and repeated two of them all the way through. And when you follow up based on the high lead score, you'll have great context for what you should talk about, based on the content watched most.