How do you use video marketing to educate, nurture, and qualify your leads?

1 Define your goals and audience

Before you create any video, you need to have a clear idea of what you want to achieve and who you want to reach. Your goals and audience will determine the tone, style, length, and content of your videos. For example, if your goal is to generate awareness and interest for your product or service, you might want to create short, catchy, and educational videos that showcase your value proposition and address your audience's pain points. If your goal is to nurture and persuade your leads, you might want to create longer, more in-depth, and testimonial videos that demonstrate your credibility and authority and overcome objections.

2 Align your videos with the buyer's journey

The buyer's journey is the process that your prospects go through before they make a purchase decision. It typically consists of three stages: awareness, consideration, and decision. You need to align your videos with each stage, and provide relevant and valuable information that helps your prospects move forward. For example, in the awareness stage, you might want to use explainer, how-to, or animated videos that educate your prospects about their problem and your solution. In the consideration stage, you might want to use case study, webinar, or demo videos that showcase your features and benefits and compare your solution with alternatives. In the decision stage, you might want to use testimonial, FAQ, or thank-you videos that reinforce your trust and credibility and encourage your prospects to take action.

3 Optimize your videos for SEO and conversion

To make sure that your videos reach your target audience and generate leads, you need to optimize them for search engines and conversion. This means that you need to use relevant keywords, titles, descriptions, tags, and captions that help your videos rank well and attract clicks. You also need to use clear and compelling calls to action, landing pages, forms, and lead magnets that entice your viewers to take the next step and share their contact information with you. You can also use tools like video analytics, heatmaps, and A/B testing to measure and improve your video performance and conversion rate.

4 Distribute your videos across multiple channels

To maximize your video exposure and engagement, you need to distribute your videos across multiple channels where your audience spends time and consumes content. This could include your website, blog, email, social media, YouTube, podcasts, or online communities. You need to tailor your videos to each channel, and follow the best practices and guidelines of each platform. For example, you might want to use different video formats, lengths, and thumbnails for Facebook, Instagram, or LinkedIn. You also need to interact with your viewers, respond to their comments and questions, and encourage them to share and recommend your videos.

5 Segment and score your leads based on video behavior

To qualify your leads and identify the most ready and interested ones, you need to segment and score them based on their video behavior. This means that you need to track and analyze how your viewers watch, interact, and respond to your videos. You can use criteria such as video views, completion rate, watch time, clicks, shares, and feedback to assign points and rank your leads. You can also use tools like CRM, marketing automation, or video marketing platforms to integrate your video data with your lead database and automate your lead segmentation and scoring process.

7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?