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Video Marketing Flywheel

Video is the most compelling form of content on the Internet. The Flywheel is the most effective model for driving business growth. What does a Video Marketing Flywheel look like?

The Flywheel

Attract

Engage

Delight

Video Marketing Strategy

Content

Channels

Optimization

What is a Flywheel?

The Flywheel is a new way to think about the customer lifecycle. Every business must attract prospects, engage with those prospects and turn them into customers, and then delight those customers. Video can be used at all stages of the Flywheel to efficiently and effectively perpetuate growth and help you meet your business goals.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

attract

Capture attention and invoke curiosity. Show who you are with brand videos and micro videos. Provide value with thought leadership videos and industry-specific FAQ videos

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

engage

Engage with leads & show why your product/service is their solution. Convince & convert prospects, turning them into customers with product/service videos, customer testimonial videos, and case study videos.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

delight

Delighting customers isn’t just necessary for customer retention, it also creates evangelists of your brand. Create happy customers and brand advocates with how-to videos, event recap videos, and industry specific FAQ videos.

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.

[Gary Vaynerchuk]

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! This creates trust and develops a relationship, which later on will make selling your product or service much easier.

Free educational content is often delivered via social media, blogs/webpage, and YouTube.

Consumers are obsessed with video. In fact, about 80% of the Internet is comprised of video and 45% of Internet users watch over an hour of Facebook or YouTube videos per week.

Most markets are saturated and 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.

The most popular type of video used to attract leads is a classic- the brand video Brand videos show people who you are, why you do what you do, and serve as an introduction between you and your prospects.

Humans now have attention spans shorter than goldfish, about 7 seconds. This has lead to the popularity of short-form content, including micro videos. These 5-15 second videos are designed to be eye-catching while someone is scrolling through social media.  We also call them Goldfish videos because they’re so short, both humans and goldfish could pay attention to them.

Both thought leadership and industry FAQ videos also serve as attract content because they 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.”

Videos that attract

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Brand video

Show who you are and what your company values are.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Micro videos

Micro videos are perfect for capturing attention on social media.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Thought Leadership

Establish yourself as an industry thought leader.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

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.

[Vidyard]

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, 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

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

customer testimonial videos

Develop trust with relatable customer stories

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

product / service videos

Demonstrate your features and competitive advantage

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

case study videos

Answer some questions about your industry to establish early trust.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Thought Leadership

Establish yourself as an industry thought leader.

Delight customers and turn them into advocates

“About 50% of loyal customers have left a company for a competitor who was able to stay more relevant and better satisfy their needs.”

[Hubspot]

Remember when Alec Baldwin gave the “ABC- Always Be Closing” monologue in Glengarry Glen Ross?

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

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

how-to videos

Show your customers how it’s done

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

product / service specific faq

Avoid answering the same questions over-and-over

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

event recap videos

Make your event last forever.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

onboarding video

Provide support for your new customers

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.

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.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

content

What video content should be created to help you reach your business goal?

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels

What channels are your target audiences living on?

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimization

How can your content be optimized on your channels to reach the greatest number of qualified eyeballs?

Content

Video content differs depending on business goals

Your video content will differ depending on your specific business goals. A goal of generating awareness about your company requires a completely different video than a goal of making your customers more successful. 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.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that attract

Brand Video

Social Ads

Thought Leadership

Industry-Specific FAQ

Event Promotion

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that engage

Company Overview Video

Product Explainer Videos

Services Videos

Product Demonstrations

Customer Testimonials

Case Studies

Recruiting Videos

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that delight

How-To Videos

Product Specific FAQs

Event Recap

Conference Recording

Onboarding Videos

Channels

Go where your audience already lives

Understanding what digital channels your target audience lives is the key to a successful Video Marketing Strategy.

Your website, social media, email, YouTube and Wistia are great channels for digital distribution.

Social Media

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.

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.

Your Website

Your website is where interest parties go to learn more about your brand, product, or service. Let this be a place full of educational content because that establishes your authority and trust between your company and a potential customer.

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

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 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.

YouTube

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.

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.

Wistia

Like YouTube, Wistia is also a video marketing platform.

However, unlike YouTube, Wistia offers advanced analytics and a custom-branded video player. Wistia is a fantastic tool for hosting video on your website.

Social Media

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.

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.

Email

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 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.

Website

Your website is where interest parties go to learn more about your brand, product, or service. Let this be a place full of educational content because that establishes your authority and trust between your company and a potential customer.

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

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.

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.

Wistia

Like YouTube, Wistia is also a video marketing platform.

However, unlike YouTube, Wistia offers advanced analytics and a custom-branded video player. Wistia is a fantastic tool for hosting video on your website.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for attracting

Social Media

YouTube

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for engaging

Website

Email

Wistia

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for delighting

Social Media

Website

Optimization

To ensure maximum reach and engagement

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 all metrics (engagement, views, shares, reach, dwell time, etc.), but there are ways to ensure that your video performs better than your competition’s.

Subtitles

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. 

Native 

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.

GIFs

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

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.

Short

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.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to attract

Subtitles

Square

Short

YouTube Toolkit

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to engage

Subtitles

GIFs

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to delight

Subtitles

GIFs

Content

Your video content will differ depending on your specific business goals. A goal of generating awareness about your company requires a completely different video than a goal of making your customers more successful. Keep in mind that most companies do best with a combination of a few types of video.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that attract

Brand Video

Social Ads

Thought Leadership

Industry-Specific FAQ

Event Promotion

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that engage

Company Overview Video

Product Explainer Videos

Services Videos

Product Demonstrations

Customer Testimonials

Case Studies

Recruiting Videos

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that delight

How-To Videos

Product Specific FAQs

Event Recap

Conference Recording

Onboarding Videos

Channels

Understanding what digital channels your target audience lives is the key to a successful Video Marketing Strategy.

Your website, social media, email, YouTube and Wistia are great channels for digital distribution.

SOCIAL MEDIA

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.

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.

WEBSITE

Your website is where interest parties go to learn more about your brand, product, or service. Let this be a place full of educational content because that establishes your authority and trust between your company and a potential customer.

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

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 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.

YOUTUBE

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.

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.

WISTIA

Like YouTube, Wistia is also a video marketing platform.

However, unlike YouTube, Wistia offers advanced analytics and a custom-branded video player. Wistia is a fantastic tool for hosting video on your website.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for attracting

Social Media

YouTube

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for engaging

Website

Email

Wistia

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for delighting

Social Media

Website

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 all metrics (engagement, views, shares, reach, dwell time, etc.), but there are ways to ensure that your video performs better than your competition’s.

SUBTITLES

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.

UPLOAD NATIVELY

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.

GIFS

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

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.

SHORT

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.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to attract

Subtitles

Square

Short

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to engage

Subtitles

GIFs

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to delight

Subtitles

GIFs

Parting Words

Key take aways

Approaching the customer journey with a Flywheel model perpetuates growth.

Video is taking over the Internet (and world).

Video is the most effective and efficient way to attract leads, engage with leads and convert them into customers, and delight those customers turning them into evangelists of your brand.

(needs more)

(lead to a PDF version)