Where Should You Put Them? #2
As well as thinking about where you should have your inbound videos practically, you also need to think about where to put them strategically. We hinted above that the right video needs to be seen at the right time in the buyer’s journey.
You’ll already know that inbound is all about providing value to consumers. Each stage - Attract, Convert, Close and Delight - is an opportunity to give someone engaging content that establishes trust and builds authority.
And using video is the contemporary way to make sure you company's flywheel really spins (and check out this video we made with Jon Dick, HubSpot VP of Marketing, on the whole flywheel concept).
A customer might not even know at this stage that they have a particular pain point that can be solved, they’re just taking the first tentative steps. Your business should treat the attract stage as an opportunity for someone to get to know you, your brand and that your somebody who helps them learn how to solve problems.
Create informational videos that establish your brand as an authority in your industry. You shouldn’t be thinking about selling your products or services at this point. Instead, answer questions that someone might have.
A common video format at this stage is a how-to or tutorial that immediately solves a problem that someone’s searched for. They might watch the video, get the answers they need and then leave your site. That’s perfectly fine because in the future when they do need something that you offer, they’ll be drawn to you because of the previous value you provided.
"A good aim for awareness stage or attract content is to just get them to watch another video."
Buyers at this stage have been attracted to your site and are almost ready to be converted into customers. Or, at least, almost ready to be spoken to like a possible customer.
Content at this stage should be a little more promotional, although more in-depth how-to videos can also be successful here.
They will still need some convincing to choose your business and possibly even just to consider paid options as a concept, so videos should still be informative and educational at their core.
We’d recommend case studies or demo videos because they show your business and products in a positive way.
Video content at this point needs to sell your brand without actually being a sales video. This is why case studies are so effective here. The viewer will see someone similar to them benefit from your business and want the same for them.
Leads are transformed into customers when closed at the right time. At this point, your videos might be the final confirmation someone needs that show you’re the business they want to work with.
It might not even be product videos that turn someone from a visitor into a customer. Try creating testimonial videos from other happy clients or videos that show off your company’s culture and customer service.
Sometimes, a customer is already sold on a product. They’re just deciding whether or not it’s your business that they want to work with. Videos that highlight your outstanding customer service will show that you’re the right choice.
Also, it's likely your sales team is in dialogue with a key-contact at your client's end. Arm them with videos that help get sign-off to go with your service. And the best way to find out what they need is asking them, but it's good to have a series of how we work, meet the team and videos showing your credentials.
Just because they’re now a client, it doesn’t mean you can’t still offer value to a customer. The whole concept of inbound marketing involves giving customers something they need, whatever stage they’re at. But especially at the delight stage.
People trust marketers less than even politicians (I know!), so instead, they listen to existing customers. It's vital to get your clients proud to be your customer, sharing your content and spreading the word.
At this point, if you can do that successfully, then they’ll become your business’ biggest promoters and help to bring in new customers.
There are a few different video options you can try at this stage to see what works.
Onboarding videos are useful for helping customers get to grips with their new product or you can build up a library of educational videos. This can keep someone visiting your content long after they made their purchase.
A thank you video is a great way of showing someone that they’re valued, especially if it’s personalised in some way. Think outside of the box. People are more likely to remember weird and creative content.
And another alternative is to produce some client spotlight videos. These are similar to a case study documentary but instead put the spotlight on your customer and how well they're doing, rather than how your service, in particular, helped them. These are easy to do because they can usually be edited out of the footage from a case study.