Nearly 8 out of 10 business-to-business marketers report using video marketing as a content strategy, says a 2016 report from Content Marketing Institute (CMI), though just 62% call it “effective.”
The gap is far from surprising. Many marketers test or use content delivery channels, like videos, that bring disappointing results. Typically, the disconnect is an outcome of unclear objectives, unrealistic expectations or sketchy analytics.
Creating videos for every part of the sales funnel means focusing on meaty content for the phase when someone is looking to learn about your product or service. If you anticipate and answer questions before the viewer asks them, you’ll be in a great position to guide a prospect through the funnel.
How? Think: journey. Set up a content path where every video’s call to action leads to the next piece of content you’d like them to watch or download, like an educational guide, research or publication.
A sequence like this starts with a top-of-the-funnel explainer video, and the call to action prompts the viewer to watch more specific content like demos, recorded webinars or detailed product videos.
For more ideas to make the most of your video marketing, check out these tips from CMI.
Or ask American Speedy Printing about multiple ways you can engage your target audiences with video and more!
Joe is passionate about helping SMBs. He’s spent the last 25+ years building the American Speedy Printing Marketing • Print • Mail brand – and sharing best practices and marketing trends with his customers. Through research, in-person visits and this blog, he hopes to engage with and empower local business owners and marketing professionals.