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Mike Lieberman, CEO and Chief Revenue ScientistThu, Apr 6, 2017 11 min read

How To Integrate Video Into Demand Generation And Inbound Marketing

Especially When Lead Generation Is Your Ultimate Goal

Video Marketing for Demand GenerationThe world is full of visual learners. That means many people would prefer to watch instead of read, yet marketers and business leaders continue to create tons of written content like e-books, whitepapers, website pages and blog articles.

Research shows that 65% of the population consists of visual learners. These people use images, pictures, colors and other visual media to organize and learn information. The remainder of the population is comprised of auditory and kinesthetic learners (see pie chart from the University of Alabama School of Medicine). Since that’s the case, wouldn’t it make sense to have most of your content in video or visual formats? Yes, it would.

Some types of prospects do prefer to read. Accountants, lawyers, engineers, architects, software engineers, researchers and other left-brain types should get written content because that’s what they prefer. So before you start converting all of your blog articles into videos, keep your personas and prospect profiles in mind when you start using video marketing techniques.

Here are some recommendations on how to create video content, integrate it into your demand generation and inbound marketing campaigns, and use it for lead generation.

Use Video To Tell A Story

You have a story to tell, and video helps tell it. Whether you’re working to disrupt a prospect’s status quo, poking at a pain, helping prospects understand your value proposition or telling a technical story in a simpler way, video has a place at the table.

If you’re considering video (and you should be), make sure your prospect is the hero of your story in the video. You, your company, your product or your software are not the hero. Resist the urge to make the video about you and instead make it about your prospects. Focus on what they did, what they can do, what they should be aspiring to do and how it helped them do what they did. These are all much better perspectives for your videos.

Please, keep your videos short, as people have very short attention spans. Additionally, use closed captions on all of your videos. How many times have you watched a video with the sound turned down or off? Put captions in and you’ll deliver more value for your audience.

Deploy It Into Your Demand Generation Outreach

A lot of demand generation tactics include cool outreach such as emails, connection attempts and some attribution-related or website behavior data that can be used to make an initial connection. Nine times out of 10, the outreach that I seen is all written. But we’ve seen dramatic improvements by using video in this outreach too.

I’m not talking about silly memes or GIFs. I’m talking about personalized, well-written and professional videos that supplement any copy to tell a more robust story to people who might not know you, your company or your product/service. Frankly, they might not even know they have a problem. By using video, you’ll increase your open rates and click-through rates. Most importantly, you’ll be more effective at telling your story to more people, producing a higher-performing demand generation program.

Use It On Your Website To Capture Visitors As Leads

Your website is already getting visitors. The goal of good marketing is to get more visitors and to turn those visitors into leads. Video provides an upgrade opportunity to your already high-trafficked, low-converting pages.

We teach our clients a prioritization methodology that helps them work first on tasks that provide the biggest lift for the least amount of effort. Adding video to a page that already gets significant traffic has the potential to produce a lot of new leads for a low amount of effort. A page with a 20% conversion rate can easily jump to 40% by adding video to the page.

Websites today have a lot less copy on them anyway. Adding video to those pages makes it easier to tell your story in a more succinct way on all devices. In addition, Google is looking at ranking pages with longer view times, clicks and multi-page sessions. Putting video on these pages helps these key, strategic pages rank more highly.

Personalize It And Configure It

One way to make videos highly powerful is to personalize them. I’m not talking about using someone’s name. I’m talking about planning video asset creation so that the message and story is tailored to the audiences specific pains or challenges. It could be a functional message, it could be a vertical message or it could be a pain-specific message; we create three videos with the same storyline but with different messages.

This produces a library of video assets that both marketing and sales can leverage to create a very personal experience for prospects, and we all know that the more personal the experience, the higher the conversion rates.

Use It In The Sales Process For Sales And Marketing Alignment

I’ve heard a reoccurring theme in conversations with my prospects and clients around sales alignment. Most recently, it was a CEO who was on a sales call with one of her reps and didn’t recognize the company her rep was describing. Clearly, sales and marketing were not on the same page.

Video has a tremendous ability to help create that alignment, and it helps ensure that the stories, messages and value propositions are more consistently delivered. Marketing must create the videos but allow sales to have input into the creation of the stories based on the challenges the salespeople hear from prospects in the marketplace.

It Doesn’t Have To Be Professionally Produced

Inbound marketing and video Video has always come along with this idea that it needs to be professionally produced by someone with a lot of equipment, editing software, technical expertise, sound equipment and a crew of professional videographers. That could not be further from the truth these days.

With the introduction of Facebook Live, YouTube, Snapchat Stories and more, video has become an app- and smartphone-based toolkit. The most important aspect of video production is no longer the video but the sound (and once you turn on closed captions, even that becomes less of an issue).

You can make an entire video series on your iPhone. As long as your audience gets the story, can hear your audio and converts at the end of the video, you’re good to go!

Track And Test It

Speaking of converting, this is where tracking and testing becomes key. Does the video produce leads? Does it contribute to key website metric improvements? Where are viewers leaving the video and why? You can get exit metrics on all your videos, and this helps with messaging and length of the video production going forward.

How far you go with this is up to you. I’ve seen people producing their own “TV show” by doing a regular video at the same time every day. I’m not sure you need to go to this extreme, and I’m more in favor of strategically applying video across your content and conversion strategy as opposed to supporting anyone’s narcissistic desires to be a TV show host.

I am a big proponent of video’s ability to improve marketing program performance. Emails with videos in them get higher open and click-through rates. Lead nurturing emails with videos have higher click-through rates. Website pages with videos have longer time-on-site rates and higher conversion rates. Blog articles with video have higher view rates and higher conversion rates. Again, if your targeted prospects are watchers, video can provide a dramatic lift in performance for a reasonable investment and create long-term assets.

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Mike Lieberman, CEO and Chief Revenue Scientist

Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.