Marketers know all too well about the pressure to drive higher engagement, demand, and leads, but lately more leads are simply not enough. Marketers are tasked with getting higher quality leads, higher conversion rates throughout the entire funnel, and driving greater demand.
Doing all of this is much easier said than done. Today’s B2B marketers are battling for attention in overpopulated landscapes, trying to refresh and reuse content that is decreasing in effectiveness, and dealing with the ever growing expectations and buyer demands.
So how can we create better nurture campaigns that cut through all the noise and deliver on more leads!?
Well, your leads want more video!
It’s great that leads want more video but how can you use your videos in the most strategic way possible? Well, video can help breathe new life into a variety of your channels and campaigns which will increase leads and drive demand.
There are numerous opportunities for video content on your website. By embedding a video, you can effectively reduce bounce rates and increase conversions on crucial landing pages like homepages, products, solutions, customers, demo or trial requests, campaign pages, etc.
Over 72 percent of businesses who use video, say it has increased website conversion rates. – Hootsuite
Live webinars continue to be a reliable lead source for many B2B marketing teams. But once your <span class="glossaryLink cmtt_Types of Videos" data-cmtooltip="
“>webinar ends that doesn’t mean you’re done with it. Repurposing webinar content is an easy way to increase engagement and drive demand. You can add on-demand webinars to your website, repurpose them as blog posts, add them to nurture campaigns, sales enablement emails, and more.
Marketers who use video grow revenue 49% faster than non-video users. (Aberdeen, 2015) – Hubspot
Drive Demand on Social
Leverage existing video content on social media to reach new audiences and drive people towards a specific CTA! Short, promotional videos on social help to drive engagement in other campaigns, programs, and assets.
“People look 5x longer at video than at static content on Facebook and Instagram.” – Facebook
Video Content Campaigns
Video-based content campaigns help to tell a better story. They are fun, entertaining videos that enhance and drive home the messaging of the campaign. Maybe they are inspirational stories (perhaps of real customers), educational video series to build an audience, thought leadership interviews or whiteboard videos (like Chalk Talks). Whatever style you choose, using video to promote or complement other content campaigns will drive higher engagement.
51.9% of marketing professionals worldwide name video as the type of content with the best ROI. (Adobe, 2015)- Hubspot
If you’re a B2B demand gen marketer looking for some practical ways to beat the most common challenges you face; more leads, higher quality leads, higher conversion rates throughout the funnel, and higher ROI then “Video in Demand: Using Video for More Effective Lead Gen and Nurturing” is the video for you! In this video session we take a deep dive into the ways that you can use video to enhance and improve your account-based marketing (ABM), emails, sales campaigns, and more. Jump on in and watch it today! And you can check out the slides over on our SlideShare page
The post How B2B Marketers Can Generate More Sales-Ready Leads With Video appeared first on Vidyard.
Nobody sees more variety on the sales floor than a solutions consultant (SC). They’re the person to whom all new and exciting edge-cases flock—where salespeople bring the the deals that are unusual, fascinating, and sometimes, prophetic.
You see, because we aren’t direct sellers, we have a fundamentally different relationship with customers and we touch so many deals that we get a great pulse on what’s happening across the market. Lately, in four particular industries, I’m watching video surge so much that it’s worth writing about. But before I say which, let me explain why.
Video is personal and powerful
We’re coming out of a communication dark age. You can see it in the faces of marketers and sellers—they feel battered by the increase in channels and interactions but decline in engagement. They seek out video as a way to break through people’s inboxes, at which it excels, but what’s really driving its adoption is that video is personal. I see this for myself on a daily basis.
I visited a customer’s office recently and the first thing they told me was, “We feel like we already know you because we’ve watched your videos.” I get that reaction a lot. At trade shows, events, and on demos, our reputation precedes our team via the micro-demos we send. We’re instant acquaintances with everyone.
“We feel like we already know you because we’ve watched your videos.”
Video is also powerful. It goes far deeper than clicks to track individuals by what they watched and rewatched, on what devices and where. It analyzes each video player by channel, trends, traffic, and multi-touch ROI. With this data, marketers and salespeople can see and automate practically everything.
To be an instant acquaintance and able to automate and optimize your outreach is a remarkable advantage. And nowhere is that more true than in these four industries.
4 industries where video is surging
Personal health requires a personal approach. The megatrend of self-care and the increased awareness around individual diets and exercise have forced health and wellness companies to get to know their consumers intimately. Yet most of their mailings are still hampered by non- personalized 20th-century outreach methods. On demos, I’m seeing these marketers unable to contain themselves about the idea of mass-individualized videos. Corporate fitness providers and health management firms can use these to easily talk to both employers and consumers about precisely the right routines and dietary restrictions.
2. Real estate
Video hits home in real estate too (pun intended) because it’s also deeply personal. Whether it’s commercial or residential, property is often the biggest purchase most people ever make and there are a lot of emotions involved. People feel exposed by having to shine a light on their finances and choose between their budget and their dream space.
Over 85% of buyers/sellers want an agent who uses video marketing. – Inman
With video, real estate agents can build an early relationship the same way my Vidyard account executives and I do before trade shows. They can easily personalize video walk-throughs where they talk about features of interest and then, as an organization, measure the effectiveness of each approach. Agents can get real-time alerts when buyers watch the video and can help buyers feel comfortable picturing themselves in the new home. (And if it’s powerful now, just imagine when 360-degree house tours are a widespread thing.)
3. Financial services
The financial services industry is up against a generational cliff. The average age of a financial advisor is 51, and only five percent are under 30. As a whole, advisors and younger generations struggle to relate to each other, and this is especially problematic because the whole operation is based on trust and relationships. Video helps with this and firms are now encouraging advisors to use it to build more transparent relationships and explain complex financial products simply.
To compete for students, institutions of higher education must keep up with what students want to see. Video is that channel, at least for now, and I’m seeing even smaller universities coming up with libraries of hundreds of personalized videos on culture, alumni, and non-academic interests that really strike an emotional chord. Just take a look at this one by the University of Waterloo:
Unversity videos attract views, engagement, and data which university recruitment teams can analyze to test and improve their messaging.
And that’s not even the half of it
Where else is video surging? Really, anywhere that marketers and salespeople are besieged by too many channels and whose prospects have a need to create a personal and powerful connection.
Want to try video yourself? Get GoVideo for free and start recording in one-click.
There’s only so many hours in the day—that’s why top support teams use video to increase deflection and resolve cases 25% faster, all while boosting overall customer satisfaction. Have we piqued your curiosity? Read on to find out how you can use video for customer support to enhance your approach and leave your customers feeling informed, satisfied and empowered to get the most out of their experience with your product or service!
Personalized Customer Engagement
Don’t let your customers be strangers—use video to engage them on a one-to-one basis!
Video is a great tool both for quick ticket resolution and for nurturing ongoing customer relationships. You can use video to introduce yourself, address support questions or requests, personalize your follow-ups, and send thank-you messages after a customer interaction or problem resolution. With video integration right into your existing helpdesk, it’s easier than ever to provide a seamless experience for both your customers and agents—and best of all, and your customers will be thrilled with the personalized and attentive care they receive!
“Vidyard’s seamless integration with Salesforce Service Cloud allows the VictorOps support team to easily produce highly personalized, technically focused, video support communications to our customer base.”
—Tom Hart, Vice President of Operations at VictorOps
Put the power in your customer’s’ hands by establishing a central, SEO-optimized knowledge base of interactive digital how-to videos to replace tedious and cumbersome manuals, PDFs, and printed guides. Using video for customer support allows you to walk your customers through an account set up, workflows, strategy, analytics, frequently asked questions, troubleshooting, and so on in a simple and easy-to-digest way. Not only will answering these key how-to questions before a customer needs to request that information improve the overall customer experience but it will also increase your deflection rate—saving you valuable time for the cases that require your full attention.
Inevitably, technical issues will come up that require a more personalized explanation. When it comes to more involved questions and troubleshooting where a simple how-to just won’t cut it, video for customer support enables you to create individually-tailored walkthroughs and demonstrations to resolve complex issues quickly.
Perhaps most significantly, video analytics give you deep insight into what is and isn’t working for your support strategy. Not only do Vidyard for Support’s dashboard insights allow you to identify who is watching, but our solution also integrates directly into your existing helpdesk software, enabling you to discover which videos are closing the most tickets—and which might need some tweaking.
The jury’s in and video is the most efficient way to delight and educate your customers, all while empowering your hardworking support team with the resources and strategic knowledge they need to succeed.
Ready to try it out for yourself? Learn more about Vidyard for Support here!
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