THE POWER OF VIDEO INMARKETING AUTOMATION

TABLEOFCONTENTS

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INTRODUCTION

WHAT IS MARKETING AUTOMATION?

GENERATING NEW LEADS FROM VIDEO

NURTURING LEADS WITH VIDEO

IDENTIFYING THE RIGHT CONTENT

USING VIDEO DATA TO QUALIFY EXISTING LEADS

VIDEO & MARKETING AUTOMATION FOR THE WIN

THANK YOU

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INTRODUCTION01 THE POWER OF VIDEO IN MARKETING AUTOMATION

Marketing automation has been around for years, and video has been around even longer. But using these two tools together is uncharted territory for many businesses. As a result, you probably have some questions such as:

What comes first, the video or the automation? How does each part assist the other? How do I set this up?

If you’re reading this guide, chances are, you already know how important video is to your marketing strategy. By combining video and marketing automation, you’ll be able to take your video marketing to the next level by sending the right video, to the right lead, at the right time.

Videos have become a hugely pivotal and inventive medium that reaches customers in an unprecedented way. That’s why Wistia and Bluleadz have teamed up to demon-strate the power of using video plus marketing automation for your business. It’s not only an effective medium for displaying information, but it also keeps vis-itors engaged during the buyer’s journey. We hope after reading this guide, you, too, can capitalize on this clever marketing tool!

1. Understand what marketing automation is (if you need a primer)2. Set goals to influence the type of marketing automation you’ll need3. Generate new leads from video4. Use video and marketing automation to nurture leads5. Identify the right content to send to your leads6. Qualify your existing leads with video data7. Create compelling campaign ideas

IN THIS GUIDE, YOU WILL LEARN HOW TO:

“78% OF PEOPLE WATCH VIDEOS ONLINE EVERY WEEK.”-HUBSPOT (CLICK TO TWEET!)

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WHAT IS MARKETING AUTOMATION?02 THE POWER OF VIDEO IN MARKETING AUTOMATION

Marketing automation (also called lead nurturing) is one of the fastest growing areas of digital marketing. It’s a vital channel to optimize, and doing so will help you grow your business. You don’t have to take our word from it: HubSpot found that companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost. That’s pretty impressive!

Email plays a major role in marketing automation, and video performs very well in email. In past tests to see how video impacted email click-through rates, the team at Wistia found that using a video thumbnail instead of a plain image resulted in a 300% lift in our CTRs! The results were so compelling that they now use video thumbnails in emails whenever they can.

As you’re getting started, we recommend keeping the relationship simple. An easy place to begin is by examining your marketing goals to decide where video should fit into your marketing automation strategy.

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WHAT IS MARKETING AUTOMATION?02 THE POWER OF VIDEO IN MARKETING AUTOMATION

We can’t talk about video marketing automation strategies, techniques or ex-amples without understanding our goals first. Where you start depends on your marketing priorities, and the state of your business.

LEAD GENERATION LEAD SCORINGLEAD NURTURING

Are you desperate to generate more leads? Then you might want to start using video for lead generation.

Trying to organize and personalize how you follow-up with your leads? Using videos in your lead nurturing emails will do the trick.

Drowning in leads who aren’t converting into sales? Then use your video data to score and qualify your leads.

The possibilities of video marketing are endless. Using video in your marketing strategy is a great tool to grab visitors’ attention and stop them dead in their tracks. It’s effective for every stage in the buyer’s journey, from creating awareness to closing and delighting.

THE MOST COMMON GOALS INCLUDE:

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GENERATING NEW LEADS FROM VIDEO03 THE POWER OF VIDEO IN MARKETING AUTOMATION

There are many ways to connect with new sales leads from your website.Traditionally, this involves convincing a visitor to fill out a form (like a contact us form, demo request, brochure download, guide, or ebook).

Video can be a powerful lead generation tool. At Wistia, they like to use the Turnstile email collector to add a form directly within the video player. They have a well- documented approach to this. Here’s an example of a marketing video with an added form at the end:

“75% OF BUSINESS EXECUTIVES WATCH WORK-RELATED VIDEOS AT LEAST ONCE PER WEEK.”-HUBSPOT(CLICK TO TWEET!)

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GENERATING NEW LEADS FROM VIDEO03 THE POWER OF VIDEO IN MARKETING AUTOMATION

Across 250,000+ Wistia accounts, they found that videos with forms in them convert at 16%. That means for every 100 video plays, the video generates 16 new leads. Then, they took a closer look and noticed that videos with a form within the first 20% of the video received a 43% conversion rate.

OUT OF 250,000+ WISTIAACCOUNTS

THOSE WITH FORMS IN THEMCONVERT AT 16%

FORMS PLACED EARLY IN VIDEOSCONVERT LEADS AT 43%

THAT’S 16 LEADS FOREVERY 100 PLAYS

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GENERATING NEW LEADS FROM VIDEO03 THE POWER OF VIDEO IN MARKETING AUTOMATION

Let that soak in. That means if your video is 2 minutes long, and you include a form in the first 24 seconds, you can expect 43% of the viewers to submit your form and become a lead. That’s a higher percentage than most website forms!

Now we’re not saying you should place a required form in every video you publish. That might be a bit over-the-top. But if your goal is to generate leads, it’s worth thinking about. When you publish a new video, consider if a form makes sense,because every time you publish a video without a form, you’re missing out on potential submissions.

At Bluleadz, we like to add forms to our videos for middle and bottom-of-the-funnel content. For instance, if you’re watching a video about an unfamiliar topic, for example, the effects of business blogging for web traffic and SEO, you’re probably not going to be compelled to fill out a form to receive more information. This may vary from business to business, of course, but this is just a general rule of thumb to think about.

43%

THIS IS JUST SOME OF THE ANALYTICS WISTIA PROVIDES YOU WITH:

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NURTURING LEADS WITH VIDEO04 THE POWER OF VIDEO IN MARKETING AUTOMATION

Before you can send the right video to the right lead at the right time, you need to understand where your leads are in the buying process and what questions or obstacles they’re thinking about.

Every lead in your email database is at a different stage of the buyer’s journey. Naturally, some are further along (and closer to making a purchase) than others.

For example, someone who downloaded a free educational guide probably isn’t interested in your demo video just yet. However, a lead who downloaded your company brochure is probably thinking a bit more about your actual product. How should you organize and prioritize these leads so you can show them the right content?

“93% OF MARKETERS USE VIDEO FOR ONLINE MARKETING, SALES AND CUSTOMER COMMUNICATION.”

-HUBSPOT (CLICK TO TWEET!)

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NURTURING LEADS WITH VIDEO04 THE POWER OF VIDEO IN MARKETING AUTOMATION

Awareness stage leads realize they have a problem that they want to solve. They typically become a lead by downloading your company’sinformational and educational content (like an ebook, guide or worksheet).

Consideration stage leads are examining all of the possible solutions available to them. They typically become leads by downloading something product or company specific (like a product overview, brochure or product comparison).

Decision stage leads have created a short list of vendors and are looking for something specific to help them make a decision (like a product trial, demo or case study).

In a perfect world, every one of your leads would be in the decision stage and ready to buy your product. The reality is, most leads fall into the awareness or consideration buckets.

If you can categorize your leads by their stage in the buyer’s journey, it will become a lot easier for you to send them the right information (and the right videos) when they need them. This is where marketing automation comes into play.

FIRST, MAP YOUR LEAD GENERATION EFFORTS TO THE BUYER’S JOURNEY.

The buyer’s journey is the research process that a person goes through leading up to a purchase. It includes 3 steps: awareness of a problem, consideration of potential solutions, and a decision about which solution is best for their particular situation.

AWARENESS STAGE

CONSIDERATIONSTAGE

DECISIONSTAGE

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IDENTIFYING THE RIGHT CONTENT05 THE POWER OF VIDEO IN MARKETING AUTOMATION

Categorizing your leads based on their stage in the buyer’s journey enables you to email them relevant content. Identifying the most effective content for your prospect allows you to create smarter marketing tactics based on what they want or expect.

Marketing automation takes your email strategy to the next level by delivering the right video, to the right person, at the right time.

THE PROCESS LOOKS LIKE THIS:Marketing automation takes your

email strategy to the next level by

delivering the content that your

prospects are looking for.

Taking these steps ensures that

your prospects are both happier

and more qualified.

Generate leads from your website

Send those leads to your marketing automation platform

Group and score those leads based on the type of conversion activity

Follow up by sending along related video content they’ll find helpful

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IDENTIFYING THE RIGHT CONTENT05 THE POWER OF VIDEO IN MARKETING AUTOMATION

For leads in the awareness stage, use marketing automation to send related educational videos. It’s too soon to send these leads product videos; that said, relevant informational content will help your leads learn more and keep them connected to your company. Demonstrate the reason behind what you do while avoiding introducing your product.

SOME TIPS FOR AN ‘AWARENESS STAGE’ VIDEO INCLUDE:

• Leave these videos ungated so it doesn’t scare prospects away.• Utilize engaging informational videos. • Begin establishing credibility.• Repurpose webinars that target your prospect’s pain points.• Shorter videos will always work better at this stage.

Taking these steps ensures that your prospects are both happier and more qualified.

There are quite a few opportunities to include video in the process above. But how do you decide which video to send? Try taking a step back and looking at the types of leads in your database. Taking these steps ensures that your prospects are both happier and more qualified.

There are quite a few opportunities to include video in the process above. But how do you decide which video to send? Try taking a step back and looking at the types of leads in your database.

AWARENESS STAGE

CONSIDERATIONSTAGE

DECISIONSTAGE

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IDENTIFYING THE RIGHT CONTENT05 THE POWER OF VIDEO IN MARKETING AUTOMATION

For leads in the consideration stage, send some company-related content. These leads are interested in solving a problem and are looking at a variety of potential solutions. It’s still too soon to send them in-depth video testimonials and case studies. However, a high-level video overview or product explainer might hit the spot.

SOME TIPS FOR AN AWESOME ‘CONSIDERATION STAGE’ VIDEO INCLUDE:

• Begin gating videos.• Add long-form answers to common questions in your forms.• Personalize a video and send it to them in an email (this is an effective way to catch a prospect’s attention).

Bluleadz knows that prospects in the consideration stage need that extra bit of content to push them over the edge. At this point prospects are aware they have a problem, and are looking for the right solution. By sending them engaging videos targeted to their specific needs, you will become the knight in shining armor solution to their problems!

AWARENESS STAGE

CONSIDERATIONSTAGE

DECISIONSTAGE

“50% OF LEADS ARE QUALIFIED BUT NOT YET READY TO BUY.”-HUBSPOT (CLICK TO TWEET!)

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IDENTIFYING THE RIGHT CONTENT05 THE POWER OF VIDEO IN MARKETING AUTOMATION

For leads in the decision stage, use video in your marketing automation to push them towards the purchase. These leads are likely evaluating a short list of vendors. They’re ready to buy something (from someone). Hit them with your sales enablement content to increase the chances they choose your product. Some videos that might work well at this stage include:

• Video testimonials.• Case studies.• Product deep dives.• Free samples or special deals.

At Wistia, they consider anyone using our free trial to be at the decision stage. They send them a mixture of product training videos, feature-specific tool explanations and testimonials. Video plays a key role in their nurturing strategy.

Now that we’ve covered the different stages of the buyer’s journey and the pivotal role that video can play in your marketing automation, let’s explore how you can use video data to qualify your existing leads.

AWARENESS STAGE

CONSIDERATIONSTAGE

DECISIONSTAGE

“BUSINESSES THAT USE MARKETING AUTOMATION TO NURTURE PROS-PECTS EXPERIENCE A 451% INCREASE IN QUALIFIED LEADS.”

-HUBSPOT (CLICK TO TWEET!)

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USING VIDEO DATA TO QUALIFY EXISTING LEADS06 THE POWER OF VIDEO IN MARKETING AUTOMATION

What’s cooler than being cool? Ice cold. And what’s better than using video data to qualify your existing leads and prospects? Nothing.

Just like all leads, all videos are not created equal. The first step in using video data to qualify your leads is to map your videos to the buyer’s journey. We recommend organizing a list of videos in an Excel sheet.

List all of your videos in one column, and the corresponding stage of the buyer’s journey in the next column. Then, assign points to each video on your list. Assign the most points to leads who watch your decision stage videos, since they’re most closely related to sales. Assign the least points to leads who’ve watched your awareness stage videos, since these videos are more educational and lessproduct-focused.

USING VIDEO DATA TO QUALIFY EXISTING LEADS

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USING VIDEO DATA TO QUALIFY EXISTING LEADS06 THE POWER OF VIDEO IN MARKETING AUTOMATION

If you have a lot of videos, don’t be intimidated! Start with your most important and most viewed videos first, and add the rest later.

We didn’t include the exact number of points you should assign to each stage of the buyer’s journey because no business uses the same scoring scale.The numbers will look different for every business depending on your lead scoring criteria.

Pro-tip: If you’re more advanced, you can add a “Personas” column to this document and assign extra points to the personas who are more valuable to your business.

Video Name Stage of theBuyer’s Journey

Number ofPoints Assigned

How to improve your lighting Awareness Least

How to film using a GoPro Awareness Least

How to shoot your laptop screen Awareness Least

How to choose a backdrop for your video Awareness Least

How to choose a microphone Awareness Least

Scripting tips & tricks Awareness Least

Get loose for the camera Awareness Least

Product Page Video Overview Consideration More

What to look for in a video hosting solution Consideration More

What the heck is bandwidth Consideration More

Wistia 5 minute product demo Decision Most

Wistia Enterprise plan launch Decision Most

Wistia Hubspot connector explanation Decision Most

Wistia Marketo connector explanation Decision Most

Wistia Pardot connector explanation Decision Most

How to use Timeline Actions Decision Most

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USING VIDEO DATA TO QUALIFY EXISTING LEADS06 THE POWER OF VIDEO IN MARKETING AUTOMATION

Now that you’ve categorized your videos by the buyer’s journey and assigned points, let’s add an additional column for play length to our Excel sheet. This part will be more intuitive. More engagement = more points. But how granular should you get?

For companies just beginning with lead scoring, we recommend starting very basic. Use “50% watched” as a baseline. In other words, if someone views more than 50% of your video, assign them additional points. If a viewer watches less than 50% of your video, don’t assign them those extra points. That’s it.

DON’T FORGET ABOUT ENGAGEMENT

Video NameStage of the

Buyer’s Journey

Number ofPoints

Assigned

Greaterthan 50% watched?

Total Video Lead

Scoring Points

How to improve your lighting Awareness Least No Least

How to film using a GoPro Awareness Least No Least

How to shoot your laptop screen Awareness Least No Least

How to choose a backdrop for your video Awareness Least No Least

How to choose a microphone Awareness Least Yes Least + 5-% bonus

Scripting tips & tricks Awareness Least Yes Least + 5-% bonus

Get loose for the camera Awareness Least Yes Least + 5-% bonus

Product Page Video Overview Consideration More No More

What to look for in a video hosting solution Consideration More No More

What the heck is bandwidth Consideration More Yes More + 50% bonus

Wistia 5 minute product demo Decision Most No Most

Wistia Enterprise plan launch Decision Most No Most

Wistia Hubspot connector explanation Decision Most No Most

Wistia Marketo connector explanation Decision Most Yes Most + 50% bonus

Wistia Pardot connector explanation Decision Most Yes Most + 50% bonus

How to use Timeline Actions Decision Most Yes Most + 50% bonus

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USING VIDEO DATA TO QUALIFY EXISTING LEADS06 THE POWER OF VIDEO IN MARKETING AUTOMATION

Let’s dig into some of the more niche and creative examples for using video and marketing automation together. One of our favorites is the break-up campaign.

You would send a break-up campaign to a prospect who hasn’t converted into a customer after several attempts to sell them. The message is essentially the following: “Hey, we’ve been trying to sell to you for a while. You’re clearly not interested, so we’re going to leave you alone. But if you change your mind - here’s how you can buy.”

These campaigns can be done by text email, but your prospects have already ignored your other boring emails. Video is a better way to break up the monotony.

HubSpot sends their congrats on avoiding the sales rep video to leads who signed up for a free trial, but ignored all the phone calls from their sales team. This video directly addresses the prospect’s needs and pain points in a personalized way, while offering a low-pressure alternative to re-engage.

BREAKING UP AND RE-ENGAGEMENT

You can create a more advanced video lead scoring system by assigning different amounts of bonus points for 25%, 50%, 75%, and 100% engagement (again, we strongly advocate starting simple!).

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VIDEO + MARKETING AUTOMATION FOR THE WIN07 THE POWER OF VIDEO IN MARKETING AUTOMATION

At this point, you know why marketing automation is so important. You understand why video is a great communication tool. You’ve seen how goals influence marketing automation, and how video can be incorporated into those goals.

By combining video with your marketing automation tools, you can foster deeper connections with your leads by not only addressing their pain points, but anticipating them based on the buyer’s journey.

What are you waiting for? Start nurturing those leads!

See what all the fuss is about and sign up for a free 45 day Wistia demo here!

Interested in seeing what Bluleadz can do for your business? Sign up for a free Inbound Marketing review and take your marketing to the next level!

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THANK YOU08 THE POWER OF VIDEO IN MARKETING AUTOMATION

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