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.
