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How to Use Video in Your Marketing Automation


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Marketing automation is an unstoppable force. Why? Because the modern business world has been growing too complex, far too quickly. So, marketing automation has come to save the day, simplifying some of the most time-consuming and tricky processes marketers have to deal with. 

Moreover, online video consumption has been increasing non-stop. To the point that Cisco predicts that 82% of online traffic will be video three years from now. Something that makes complete sense once you stop to consider that the vast majority of consumers prefer this type of engaging, entertaining, and useful content over others.

See where I’m going with this?

By implementing video in your marketing automation, you can elevate your marketing strategy’s effectiveness, and reap better results than you’d previously thought possible! However, to do so you need to understand how each piece of this puzzle connects and works with one another…

Let’s start from the beginning!

What Exactly is Marketing Automation?

It’s a system developed to automatically manage marketing processes with multifunctional campaigns, and through multiple channels. 

Wait… What? Let’ go back. 

As your company starts to grow, it gets quite difficult to keep a 1:1 relationship with each one of your (potential) customers. Imagine managing tasks like sending emails, setting up meetings, tracking prospects, and scheduling social media content, all at once. It sounds messy, inefficient, time consuming, and hard to accomplish.

That’s when marketing automation (or lead nurturing) comes in. 

Its main purpose is to simplify and organize your marketing campaigns, maximizing efficiency and increasing profits. Instead of performing these processes manually, you use a software platform to set workflows with repetitive tasks like sending messages. 

By using marketing automation, you get to track and understand your audience, build (or nurture) stronger relationships with your leads, and accelerate your sales funnel. 

Mind Your Goals

Whether you use video in your marketing automation or not, setting your goals is always the first step of any marketing strategy. Depending on your priorities or your business’ necessities, the specifics of your situation will vary.

The great thing about marketing automation is that you can develop personalized experiences and interactions based on your customer’s needs. That’s why you have to ask yourself what you want to achieve, and how video content can help you do it.     

Goals are usually related to your leads: generating, nurturing, or delighting them. We can sort them into three categories: 

  • Lead Generation: If you want to start expanding your contacts list, then you have to connect with new prospects. This is usually done by adding a form to collect email addresses.   
  • Lead Nurturing: Your efforts are focused on listening to your prospect’s needs, and providing personalized information or answers. If your goal is lead nurturing, then you should link relevant video content to your emails.  
  • Customer Delight: Do you want to provide awesome and memorable experiences to your customers so they go out and sing praises of your brand? Customer delight is all about that: Exceeding your customer’s expectations to create an emotional connection with your brand. 

Identify Your Leads —The Key to Lead Nurturing 

Not all your leads are the same. That’s another important lesson to learn here. 

Understanding where your leads are in the sales process (therefore, what questions they have or obstacles they are facing) it’s a crucial aspect to determine the right type of video content to send them.

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When you generate new leads and start the lead nurturing process, you won’t treat them all the same, or send them the same video piece. You first have to group them based on a special set of characteristics.

Are you dealing with someone who just signed up on your blog or website? Is it a marketing qualified lead (MQL) or is it more advanced in the purchase process and has become a sales qualified lead (SQL)? It all depends on how they behave and how engaged they are with your brand. 

Here’s a list with five different stages of the lead lifecycle to help you identify and classify them: 

  • Subscribers: People that don’t know much about you, but chose to hear from you periodically. For example, by signing up for your blog or newsletter. By offering high-quality and interesting content, you can nurture them further and move them forward in the cycle.
  • Leads: These people have shown more interest in your company and what you offer. They probably have filled out a form, which gives you more information about them, like where they live, gender, and age. 
  • MQL: Marketing Qualified Leads are deeply engaged with your content and more sales-ready than regular leads, but not “ready enough” to close the deal. You can designate different ways to trigger the upgrade of a lead to the MQL stage. Take the following image as an example: 

We, at Yum Yum Videos, have set the following criteria for one of our videos: If a lead watches the video and is from the US, it promotes from the sale stage to the MQL stage.

  • SQL: Sales Qualified Leads are those worthy of direct sales contact and follow up. They know what you offer, what services you provide, and even your pricing. They are considering closing the deal with you, but might need a little extra nudge to do so. They probably will have those last-minute questions and you’ll have to answer them in time! 
  • Customer: These don’t need any introduction: They are your paying customers! 

Classify Your Video Content   

Once you’ve properly identified your leads and understood what’s best for their needs, it’s time to learn what videos work better for each of them.

If you are in the lead generation process and trying to connect with new prospects, how-to and educational videos are great because they bring value to your audience. In the case of educational videos, they improve awareness and branding by addressing a specific problem or issue. How-To videos are for those prospects that want to learn something or have questions that can be answered with video. 

Lead nurturing is all about taking care of your leads and building stronger, more loyal relationships with them. You have to offer your leads a reason to stay by your side and give them the right information, according to their needs. Animated explainer videos condense complex information or ideas in a very short time, and are ideal for nurturing your leads because they are short, simple, and super entertaining! Product videos and About Us videos also do great in the nurturing process! 

When it comes to customer delight, you should go for the “wow” factor. The goal is to exceed your customer’s expectations and make a lasting impression. For example, by sending them a Thank-You video after their first purchase or to thank them for the years of loyalty to your brand. Another great option is sending a video with special tips, so your customers can learn the best practices or tricks about your product.

Matching Your Videos to Your Leads

Ok,  let’s talk a little more about videos and how they can help you to classify your existing leads.

You probably have tons of awesome videos, each one made to fulfill different purposes. But, according to the type of lead you are dealing with, and at what stage of the lead lifecycle they are in, some videos will perform better than others.

Essentially, you’ll map your videos to match your existing leads, giving more value to the ones that intended for the customer delight or lead nurturing stage, since they are for leads on the verge of closing the deal. And then you should assign less value to the videos that are intended for your lead process stage, given that are aimed at connecting with new prospects.

Bonus Tip: More Engagement = More Value

You can also use engagement as an indicator for adding more value to your videos. Presumably, the more engaged with your content a lead is, the more likely it is to become a customer. So, more engagement means adding more value.  

Signed, Sealed… Deliver! —Create a Workflow 

A workflow is the general scheme of your marketing automation. It’s what helps you plan it and automate it by registering activities to trigger specific actions. In short: With workflows, you can send personalized messages to specific contacts or leads that push them forward within their lead lifecycle.

Understanding what your leads’ requirements or needs are can help you group them, score them, and deliver them relevant content. Remember, when it comes to lead nurturing, delivering the right information, at the right time is everything. 

Let’s go more in-depth on how to create a successful workflow.

Set Up a Workflow Using Video

The purpose of this section is to show you the basics of any workflow, and how they usually work. 

Keep in mind that it may vary a little depending on the platform you are using. We prefer using Wistia as a hosting platform because they provide useful charts with viewer interaction data.

Establish a Goal

We’ve said it once and we’ll say it again: Mind your goals! Determine your workflow’s purpose and what you are going to do with the information it provides you.  Ask yourself what you want to achieve with it. 

As mentioned before, goals are usually related to the lead lifecycle. So you can use a workflow to segment your existing leads and push them forward in the funnel, or nurture them. 

Enrollment Triggers

First, you have to set up the criteria or conditions that will determine who enters your workflow and why. There are many different options, but we’ll go over some related to video content when you integrate Wistia with your marketing automation software:

  • Annotation Click: This gives you the option to add a short text with a hyperlink that appears when someone is watching the video. If the person clicks on it, it will redirect them to another page. For example, your website. 
  • Call-To-Action Click: When you want your lead to do something specific, you add a CTA Click. Usually a screen pops up when someone’s watching the video. For example, for them to download a trial or an assessment. 
  • Play Property: The most basic, yet useful trigger: When someone clicks the video and starts watching it. 
  • Turnstile Property: You can also add a form within the video for people to fill out. 

Furthermore, any of the four enrollment triggers mentioned before can give you more information about the lead by setting extra options:

  • Media Name: It specifies the name of the video watched.
  • Media ID: Wistia ID for the video watched.
  • Media URL: URL of the video watched.
  • Occurred: When the event happened in Wistia (in ISO-8601 format and in UTC.)
  • Percentage Watch: What percentage of the video was watched.
  • Viewing Session ID: Object containing the ID of the viewing session.
  • Visitor ID: Wistia ID for that specific viewer.

And that’s pretty much it about workflows! The rule is pretty simple: The more you know about your leads, the better and more accurate content you can send them. 

Let’s take a look at a couple of examples.

Example 1: Lead Segmentation Based on Viewing Behaviour

We’ll go over a brief example of a lead’s lifecycle from Lead to MQL based on whether they watched an explainer video or not. 

First, you have to set the actions that will make your lead enter the workflow. In this example, a lead will make it to the workflow if they:

  • Hit the play button of a video with the words “Explainer Video” in its title.
  • Watch more than 50% of the explainer video.

So, now that you have set the parameters, what does it mean when a Lead becomes a MQL? That has to do with your goals and the purpose of your workflow. But, for the sake of the example, we can stipulate that if a lead completed those actions, you will:

  1. Send them an email with a product video to offer more information about your services.
  2. Send an email alert to your sales team so they get in touch with your MQL.

Example 2: Nurturing Actions

When you notice that a group of your MQL is showing special interest in your products or services, it’s the perfect opportunity to use that attention for building a stronger relationship and try to close the deal. 

First, you set the criteria. So, if your lead:

  • Is a MQL.
  • Hits the play button of any of your testimonial videos.
  • Watches 30% of each video or less…

…You’ll send them attractive video content with unique benefits, like:

  • Video case studies.
  • Free trials.
  • Special deals.

Summing Up

Marketing automation plays a major role in any growing business, and now you know why. 

By understanding how important is to have clear goals to develop a strategy aligned with each type of lead and their requirements, you are now much better equipped to start taking advantage of it too. 

Lead nurturing is all about delivering the right content to specific contacts, and video is an amazing medium to accomplish just that, to get great results. 

Try and use video content in your lead nurturing strategy. We promise you’ll connect better and deeper with your leads, and your business will be stronger because of it!.

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