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Video Marketing Flywheel
Video Marketing Strategy
What is a Flywheel?
Attract prospects & provide value
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.
Provide value before you ask for anything in return. It’s just like any job- you have to work before you get a paycheck. Give away tips, a free trial of your service, a taste of your product, whatever you can offer!
Free educational content is often offered in the form of social media, blogs, and webinars.
But plenty of companies utilize..
Two types of video content function best in the attract stage: content about your company and informative content about your area of expertise.
Videos that attract
industry specific faq
Engage with prospects & turn them into customers
This is where you form relationships, build trust, and ultimately show a prospect that your product is their solution.
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.
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.
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.
Providing product/service explainer videos keeps prospects interested and puts them one step closer to converting.
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. This is where customer testimonial videos shine.
Customer testimonial videos bring to life the positive experience
Knowing that someone like themselves had a positive experience with your company makes consumers feel at ease and develops a sense of 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.
Give consumers what they want, which in this day-and-age, is video.
Videos that engage
customer testimonial videos
case study videos
Delight customers and turn them into advocates
Always be closing. Sure, making sales and closing deals is important, but it isn’t everything. This ABC mentality might have worked in the 90’s, but so did low-rise jeans and frosted tips. Society evolves.
Allow me to mount my digital soapbox to give my own version of an ABC speech, except mine is ABD- Always Be Delighting.
Delighting our customers is more important than ever. This is for a few reasons.
For one, it is cheaper to keep a customer than to acquire a new one. The higher customer delight, the lower customer churn rate.
Second, when customers have a pleasant experience with your company, they recommend your company. Over 80% of consumers trust peer recommendations over company recommendations. In a day-and-age where consumers trust friend and family referrals far more than they trust marketers and advertisers, creating evangelists out of your customers is hugely important.
Since consumers love video, it’s one of the best mediums for delighting.
Show your customers the best way to use your product with how-to videos. Answer their questions in frequently asked questions videos (this also alleviates your customer service team from having to repeatedly answer the same questions). Highlight the best parts of an event with event recap videos.
Delighting customers makes the flywheel spin faster, ultimately fueling company growth.
Videos that delight
product / service specific faq
event recap videos
What is a Video Marketing Strategy?
How does your video cut through the clutter? With a tailor fit Video Marketing Strategy based on your business goals.
All Video Marketing Strategies are made up of a careful combination of content, channels, and optimization. Video Marketing Strategies are designed to help you meet your business goal of attracting new prospects, engaging with those prospects and converting them into customers, or delighting customers and turning them into brand advocates.
Any video is only as successful as the digital strategy behind it.
Video content differs depending on business goals
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
Your website, social media, email, YouTube and Wistia are great channels for digital distribution.
Social media is also a great place to learn more about your consumers and understand what they want from you. Video outperforms text-based and image-based posts combined, so using video on social media is sure to garner attention.
68% of consumers report video being their preferred method of learning about new products or services, which far outperforms text and image-based information.
Email can often be monotonous and boring, but nothing jazzes up a dry email like a video. Consumers absolutely 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.
Video is the best medium to elicit emotion from a person, and 70% of viewers experiencing a strong emotional response to a video are very likely to later purchase the product or service.
However, unlike YouTube, Wistia offers advanced analytics and a custom-branded video player. Wistia is a fantastic tool for hosting video on your website.
channels for attracting
channels for engaging
channels for delighting
To ensure maximum reach and engagement
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 all metrics (engagement, views, shares, reach, dwell time, etc.), but there are ways to ensure that your video 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.
While GIFs are often used to give a sassy reply via text message or social media, GIFs also have a role in the business world.
GIFs of a video can be used to drive email click-through rate and can be used on websites/blogs to bring life to static pages.
Square videos outperform landscape videos on social media. The majority of social media consumption takes place on mobile devices.
Square video takes up 78% more screen space than a landscape video. The more screen space your video takes up, the more attention grabbing it is.
Keeping videos short is another optimization tool for social media, especially during the attract stage. Most of us social media consumers suffer from a little thing called quick thumb syndrome (a term I coined).
We like to scroll quickly and are more likely to pay attention to short videos because they aren’t asking too much of us.
optimize to attract
optimize to engage
optimize to delight