Lead nurturing is one of the most important tasks your marketing department has to perform. Sometimes the difficulty isn’t in capturing leads, but in developing them into potential customers.
In order to help reel prospects in, you need to educate them on the services you provide without pushing them away. There are a number of ways you can go about nurturing your leads, but one of the best options at your disposal is to use video marketing to nurture leads.
1. VIDEO COMMUNICATES MORE EFFECTIVELY
The phrase “a picture is worth a thousand words” was coined over 100 years ago. A newspaper editor used the phrase when wanting to place a picture on the front page (placing a large photograph on the front page at the time was incredibly expensive). However, now it has become the norm. Why? Because as we’ve all discovered, the mixture of a commanding headline and visual aid draws the attention of viewers far better than a block of text alone.
Video pushes that idea even further. At 30 frames per second, a video has the power to more effectively educate your customers than any other means, which is exactly why we believe in the power of video.
According to Oberlo, 85% of all internet users watch video content at least once a month. In fact, the demand for video marketing is increasing, as 54% of all consumers say they want to see more videos produced by brands they support.
This is because it’s easier to view a product video then read over a long write-up.
2. VIDEO EDUCATES BUYERS
The purpose of lead nurturing is to educate your perspective clients and to help nudge them in the direction of buying your products and services. To do this, you need to answer questions they might have (or will have) without forcing them to look for the information.
If a customer is on the fence as to whether they actually need what you offer, they might not go out of their way to search for this information.
With video marketing, you have the power to answer these questions without forcing them into searching. As Forbes indicates, 95% of individuals find video more captivating than text. It’s one of the main reasons why we recommend it.
Video is engaging and keeps viewers interested in the content. Plus, 72% of individuals say if both video and text is available on a page, they are more likely to watch the video than read the text.
With this kind of viewership time, you can educate your viewers with a single video, instead of hoping they read through the blog. With a short video (two minutes or so), you’ll answer questions, touch on important topics, and provide viewers with insights they may not have initially realized they needed.
Short videos make it possible to educate leads at different stages of the sales funnel, until they’re interested enough to pay attention for longer periods of time. By having different videos for different points, you can provide just enough information to gently bring the leads along until they are ready to make a purchase.
3. VIDEOS CAN DIFFER FOR VARIOUS BUYER PERSONAS
One of the most important points of marketing we can’t stress enough over is the need to create different advertising material for different demographics. You likely have a number of target audiences. Even if you’re specifically targeting a college-age demographic, for example, you’ll find men and women respond differently to certain material.
Video makes it possible to create specific content for each demographic.
As Hubspot points out, in order to create video marketing material that best connects with a target audience, you need to answer a few questions ahead of time. Not only do you need to know the target audience, but you need to have an endgame goal and know where the video will be played.
How you want it to impact the target audience? Is it to educate them on a new product, provide additional answers, or to push them over the edge from lead to customer?
With all of this in mind, you have the power to customize videos specifically to these different leads. When putting the video together, you may not even need to change the script at all: you may only need different B-roll footage. This might be as simple as changing who’s using the product in the footage. A video editor can easily swap in different shots while keeping the tone and voice-over the same.
With just a few tweaks, you can have a set of perfectly crafted videos that are designed to help nurture your leads and boost your sales figures far better than other forms of marketing.
Don’t put off video marketing. Seize the opportunity now.
With the aid of video marketing, you can convert your leads into buyers easier (and often faster). A video provides educational material, while entertaining the viewer as well.
You owe it to yourself and your entire company to fully take advantage of video marketing’s power and ability to convert your leads into sales.
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