Video Marketing Minute: How to Use Video at The Middle of The Marketing Funnel

Hey, I'm Kate and welcome to the Video Marketing Minute. This week we're talking about how to best use video at the middle of the marketing funnel. This is part two of a three-part series covering how to use video throughout the entire marketing funnel. By now, if you've watched our previous videos, you probably understand the importance of using video in your marketing campaigns. Needless to say, video is the most effective way to tell our stories and engage our audience, and can be especially effective when used at the middle of the funnel. When your contacts are at the middle of the funnel, or consideration stage, they've already had some kind of interaction with your brand, whether that's engaging with a piece of content on social media or reading a blog. Now it's time to re-engage them, draw on their pain points, and offer solution. Of course, not all leads will follow a linear path to purchase, so middle of the funnel is a crucial stage for brands to be strategic in how they approach re-engaging their leads, to nurture, qualify, and score until they're ready to purchase. And strategic use of video could be just what it takes to nurture your contacts further down the funnel to the decision-making stage and an eventual conversion. That's why we're outlining four ways to best use video at the middle of the funnel. First, engage contacts through including GIFs in nurture emails. Embedding a GIF or animated thumbnail with your nurture email can increase click-through rates by as much as 63%. This is a great tactic to encourage your contacts to continue engaging with your email content, no matter what nurture flow they're segmented in. Second, educate through product videos. Short explainer videos about your product can help engage and educate your audience. As your leads are in the consideration phase, showing them how your product can solve their pain points through digestible video content can be extremely effective at winning them over and moving them down the funnel. Templified does a great job of creating product videos to explain their solutions in an easy to understand and simple way. Third, persuade through case studies. Positive reviews is among one of the most powerful decision-swing tactics. Choose a few of your top customers and film case studies with them, showcasing how your product can create great results. Share these case studies within nurture emails to the leads who are on the fence about buying. Lastly, influence through webinars. Host a webinar with a topic that targets the pain points of your leads. Within the presentation material, integrate how your product offers a solution. Asking industry influencers to participate in your webinars can also help nurture context down the funnel as they add credibility to the discussion. Hootsuite is a great example of a company that puts this into best practice. How do you use video at the middle of the funnel? Tweet us at 23 and subscribe here for the next episode on how to best use video at the bottom of the funnel.