Attract prospects & provide value
“Give them something they actually want because that content builds up the relationship that then allows you to ask for the sale.”
Regardless of industry, attracting qualified leads is vital to your business’s growth. This stage is all about showing who you are, highlighting your expertise, and providing value.
This is the stage where we get the Flywheel spinning because it’s how you generate interest about your company.
Here’s how to attract leads.
Provide value before asking for anything in return
Provide value before you ask for anything in return. It’s just like any job- you have to work before you get a paycheck.
- helpful tips
- a trial of your service
- a sample of your product
This creates trust and develops a relationship, which later on will make selling your product or service much easier.
Make it easy to find
Eliminate barriers and make it feel natural. People who are genuinely interested will pay attention.
Free educational content is often delivered via social media, your website and blog, and on YouTube.Free educational content is often delivered via social media, your website and blog, and on YouTube.
Eliminate barriers by posting your free, educational content on:
- social media
- your website/blog
Consumers are obsessed with video.
Businesses are constantly trying to cut through the clutter to reach consumers. Since consumers love video, it makes sense to communicate with your audience using their preferred method- video.
Videos that attract:
- Brand videos show people who you are, why you do what you do, and serve as an introduction between you and your prospects.
- Micro videos are 5-15 second videos designed to be eye-catching to someone scrolling through social media. Humans now have attention spans shorter than a goldfish, which is why we also call micro videos goldfish videos.
- Thought Leadership and Industry FAQ videos both provide free information and establish trust between you and your audience.
As Gary Vee says, “Give them something they actually want because that content builds up the relationship that then allows you to ask for the sale.”
Show who you are and what your company values are.
Micro videos are perfect for capturing attention on social media.
Establish yourself as an industry thought leader.
industry specific faq
Answer some questions about your industry to establish early trust.
Engage with prospects & turn them into customers
“Landing pages containing video receive 80% higher conversion rates.”
Once you’ve generated awareness about your brand and attracted qualified leads, you have entered the engage stage. The engage stage is 2 fold; it contains both consideration and conversion.
This is where you:
- form relationships
- build trust
- show prospects that your product is their solution
Usually, the engage stage takes place in emails and on your website.
Today’s consumers don’t want to spend a lot of time trying to understand your product or service. Oh, and they also don’t trust you. Sounds grim for marketers…
But don’t worry! Video provides easy solutions for both of these shifts in consumer behavior.
Consumers have endless options
When both text and video are available, 72% of consumers would rather watch the video to learn about a product or service.
If a prospect has to spend too much time scouring your website trying to understand your company, she will likely leave your website, do a quick Google search, and land on your competitor’s site.
This isn’t because people are lazy (well, maybe that’s part of it), but as consumers, we have endless options at our fingertips thanks to the evolution of the Internet.
Having a product video or service video somewhere easy to find on your website will help prospects learn about you and how you can help them.
After a lifetime of being advertised to, consumers are skeptical to trust brands.
Consumers most trust referrals from a friend or colleague. We will learn more about ensuring current customers are referring us in the delight stage, but regardless of whether a lead comes to you from a social media ad or a referral, you still have to gain their trust before they make a purchase.
Videos that earn trust:
- Customer testimonial videos give life to the positive experience someone else had with your company. It takes the written testimonial to the next level.
- Case study videos are a cousin to the testimonial, but are less narrative-based and tap into logic using numbers and statistics.
- Thought leadership videos establish your brand as an industry leader. If you’re an authority in your field, you’re easier to trust.
Most markets are saturated. Even if your company is the very best in your industry, you must first convince someone to become your customer.
Help prospects quickly understand your company and give them a reason to trust you.
Keep users engaged for longer
Video keeps users engaged for longer than text.
The longer you keep a user on your website, the more likely they are to eventually become a customer.
When asked how they’d prefer to learn more about a product or service, 68% of consumers cited short video as their #1 choice. Video gets a message across quicker and more efficiently than text on a page.
To convince and convert, give users what they want- which is video!
Develop trust with relatable customer stories
product / service videos
Demonstrate your features and competitive advantage
case study videos
Answer some questions about your industry to establish early trust.
Establish yourself as an industry thought leader.
Delight customers and turn them into advocates
What is a Video Marketing Strategy?
Video is taking over. By 2021, there will be so much video in existence that it will take 2 full years to watch all of the video content circulating in any 1 given moment.
How does your video cut through the clutter? With a tailor fit Video Marketing Strategy based on your business goals.
“Any video is only as successful as the digital strategy behind it.”
These differ depending on what stage of the Flywheel you’re concentrating on. Whether you’re attracting new prospects, engaging with those prospects and converting them into customers, or delighting customers, a solid video marketing strategy helps businesses reach their goals.
After all, any video is only as successful as the digital strategy behind it!
Video content differs depending on business goals
Your video content will differ depending on your specific business goals. When deciding what video content is right for you, think about it with a Flywheel approach.
If you want to attract new prospects, a brand video or social ad will likely benefit you the most.
If your goal is to convert those prospects and turn them into customers, testimonial videos or product/service videos will be extremely beneficial.
If your goal is retaining happy customers and turning them into evangelists of your brand, how-to videos and FAQ videos are great at delighting.
Most companies do best with a combination of a few types of video.
videos that attract
videos that engage
Product Explainer Videos
videos that delight
Product Specific FAQs
Go where your audience already lives
How do you ensure people see your video?
How do you ensure the right people see your video?
The channels used to communicate with your audience depend on your business goals and where your target audience lives.
If your goal is to attract qualified leads:
Use video on social media and YouTube to build your brand and communicate with your audience.
- Don’t worry about using every social media platform, focus on what your target audience uses.
- Post your videos on YouTube to build your brand and house a library of helpful content.
If your goal is to engage with your leads:
Use email, your website, and Wistia to convince and convert prospects, turning them into customers.
- Video crushes the email game because it significantly increases your email CTR.
- When users are on your website, they want to quickly and easily learn about you. The most efficient way to do that is with video.
- Wistia to host the videos on your website.
If your goal is to delight your customers:
Post your delight video content on your website and on social media.
- Create a helpful page on your website housing FAQ videos and how-to videos so your customers can get immediate answers to their questions.
- Posting helpful video content on social media is a great way to reach current customers since many of your followers are likely customers.
Social media is a great way to make your brand more relatable and reachable. Consumers today spend so much time on social media- make sure your product/service is staying top of mind by integrating yourself with their social feed.
Video outperforms text-based and image-based posts combined, so using video on social media is sure to garner attention.
Don’t underestimate the power of your personal social media too. Post your company’s video on your LinkedIn. People trust other people, so they pay more attention to posts from another human.
Email is an important channel of communication for virtually all businesses.
Email can often be monotonous and boring, but nothing jazzes up a dry email like a video. Consumers love video, and both open rates and click-through rate increases significantly when an email contains video.
Since it isn’t yet possible to actually embed videos in emails, use a GIF instead and link it to a place on your website where the video lives.
68% of consumers report video being their preferred method of learning about new products or services, which far outperforms text and image-based information.
YouTube is a great platform to help build your brand because it is the most popular video platform and the 2nd largest search engine on the Internet.
Like YouTube, Wistia is also a video marketing platform.
However, unlike YouTube, Wistia offers advanced analytics and a custom-branded video player.
We suggest using YouTube to build a brand, and Wistia to host your website videos.
channels for attracting
channels for engaging
channels for delighting
To ensure maximum reach and engagement
Optimizing Your Videos
The 3rd component of a Video Marketing Strategy is optimization.
Your video will perform best on each respective channel if it is optimized for that platform.
We already know that video is the most effective way to get your message across and gets the best performance across many metrics:
- dwell time
However, there are ways to ensure that your video is optimized and performs better than your competition’s.
The optimization tool that transcends Flywheel stage is subtitles.
The majority of all videos on the Internet are watched without sound, so regardless of where exactly your video lives, including subtitles ensures your message gets across with or without sound.
Sharing natively is hugely beneficial on social media. Native video far out performs a link to a video. Uploading the video file itself to social platforms (instead of sharing a link to YouTube) results in further reach, more engagement, and more views.
Optimal video format differs depending on the platform.
Landscape videos are best for website and email while square and vertical videos perform best on social media.
Short videos are best for attracting prospects. because these people don’t yet care about you! It’s all about quickly capturing attention.
Longer videos work better later in the customer lifecycle during the engage and delight stages because your audience is more invested in what you have to say.
optimize to attract
optimize to engage
optimize to delight
Key take aways
If this was too long and you didn’t read it, don’t worry, I’ll summarize everything in 33 words:
The Flywheel is a customer lifecycle model designed to “drive business growth and customer delight.” Combined with video, the most powerful medium on the Internet, you can create a successful video marketing strategy.
The Flywheel, created by Hubspot, has 3 stages that are designed to drive customer growth:
Video Marketing Strategy
Video is taking over the Internet. And the world. Any video is only as successful as the strategy behind it. Video Marketing Strategies are comprised of 3 components:
Customer Success Manager