Funnels provide a framework for marketers, but filling them is sometimes difficult. 31% of marketers think building a sales pipeline is the most challenging aspect of their job.
Let's take a look at the tactics used in each stage individually, so you know when video is most impactful.
Top-of-Funnel Video Marketing Tactics
Marketers need to leverage video in top-of-funnel tactics including paid ads, blog posts, virtual events, and more.
Video ads have lower customer acquisition costs and can be more engaging for users who may have never heard of your product or service.
62% of people said they were more interested in a product after seeing it in a video ad on a Facebook Story.
Customer testimonials make effective paid ads. Take a look at Health Catalyst's video testimonial for Robin, the office scheduling platform.
In 15 seconds, you're introduced to Robin, how it can be used, and the value it has already brought to one of their clients.
This is a quick, effective ad that can be used for top-of-funnel paid media campaigns, because it raises awareness about the product and makes the prospects want to learn more.
Blog posts (much like this one) with a video embedded in them bring concepts to life.
Optimized blog posts can rank high in search engines, resulting in more consumers discovering your website and owned content.
Readers will stay on pages with videos for a longer time. Approximately 88% of web users spend more time on websites that feature videos on their page.
Pingboard, an organization chart software company, uses short gifs in their blog posts to make the content more animated and jump out from the page.
The videos they feature in blog posts showcase different product features like their spreadsheet import function that's available.
This makes the blog easier and more engaging for the prospect to read.
Virtual events are a popular awareness tactic to expose your brand to new potential customers.
In order to do one effectively, you need to have a video component. Customers want to be immersed in video at virtual events.
In addition, the videos can be packaged up post-event and shared or hosted on the business' website as lead magnets.
73% of B2B marketers believe virtual events and webinars are powerful lead generation tools.
ServiceNow, an IT, employee, and customer efficiency software, hosted a virtual event called Knowledge 2020.
After the event, they packaged the video content up so prospects could watch it on demand.
In order to access it, you had to provide an email which is what the company will use to retarget you with additional B2B marketing assets.
By gating the content, you can capture customer information that's valuable for your company.
Vidyard helps marketers host videos on their site in a way that unlocks valuable prospect insights including name, email, company, time spent watching, and more.
Middle-of-Funnel Video Marketing Tactics
Middle-of-funnel video marketing tactics like video testimonials and case studies can nudge prospects closer to the decision stage.
Testimonials are a perfect opportunity to let your customers do the selling for you.
Two of the most popular ways to leverage video testimonials include publishing them on your website or sharing them directly with prospects in targeted emails.
More than 63% of customers said they're more likely to buy from a site that has customer reviews on it. Video testimonials can bring those customer reviews to life.
Robin, a conference room scheduling platform, had Datto film another testimonial for them.
They used it in various B2B marketing materials and also published the video right near their "Request a Demo" button on their website.
This strategy is often effective. Research shows that landing pages with videos can lead to an increase in conversions by 80%.
Video testimonials are a valuable asset that every business should have ready to move prospects further down their sales funnel.
Don't just have your customers share their thoughts about your business. Ask them to share top-line data in a case study, too.
How are case studies and testimonials different? Case studies go deeper, analyzing a specific campaign from start to finish.
Look at this video that shows how Decathlon uses NewStore as their POS system.
Ashley Benson, Senior Product Manager of Decathlon, outlines how the NewStore Associate app was instrumental in their shift to a model that allows their associates to check out customers from anywhere in the store.
The video is approximately two minutes long and outlines the product's use case and a real-world example.
When it comes to producing this type of middle-of-funnel content, you're not alone.
Testimonial Hero can help work directly with your clients to write, shoot, and produce high-quality testimonials that you can use in your B2B sales funnel.
Bottom-of-Funnel Video Marketing Tactics
At the bottom of the funnel, marketers can use videos to re-engage customers and turn them into active salespeople for the brand.
Product demo videos and engaging customer service are two bottom-of-funnel tactics that drive loyalty.
Most companies use video to enhance the customer experience. By adding product demos on your website and sharing industry insights, you'll provide customers with knowledge.
Plus, customers may need a crash-course in your product even after they buy it. 71% of consumers think video explains the product better.
Why? 55% of customers pay close attention when consuming videos. This is a higher rate than any other form of content.
Publishing videos with product insights is a great way to engage customers even after they've made a purchase. By continuing to provide useful content, you'll improve customer loyalty.
Zepl, a data science company, had their client Yonder film a testimonial showcasing the product's features in action.
There were scenes of the dashboard bringing the data to life and employees accessing the insights across the whole organization.
Zepl also has a videos page on their site that includes testimonials as well as webinars and product demonstrations.
Creating product demo videos isn't hard.
Screencastify is a useful tool that can help you record, edit, and share videos of your screen.
All you need to do is hit record and walk through your product. The file will be saved on your computer, so you can edit and publish it for your audience.
Engaging Customer Service
Companies that proactively reach out to their customers to see if they can help improve their experience are winning customer loyalty.
One way to do this is to deploy video calls as a mechanism for customer support. 48% of customer service teams use video support as an option to resolve customer issues.
This makes the customer service experience more personal.
By facilitating face to face communication, the company representative can get to know the customer on a deeper level to truly understand their issues.
Video needs to play a significant part in your B2B sales funnel. Customers are looking for more video content, and you need to give them what they're looking for.
Video content is useful at nearly every stage of the funnel.
Top-of-funnel video content should be deployed in ads, blogs, and virtual events.
Middle-of-funnel video content should focus on testimonials and case studies on landing pages and in email nurture campaigns.
Bottom-of-funnel video content should focus on building customer loyalty through product demo videos and engaging customer service.
With a focus on video, you'll attract and convert new customers that will grow your business.
Close deals faster with video testimonials for all key buyer personas.