Why video marketing matters.With the rise of sites like Vimeo and YouTube, social channels like Facebook and Twitter now incorporating video, and dramatic improvements in streaming quality itself (bye bye, dreaded buffering), videos now appear throughout all the stages of what's known as the marketing funnel. The traditional funnel looks like this: you intro someone to your business (awareness stage), educate them about it (consideration stage), justify your offering (decision stage), and retain customers (delight stage). Today, people expect to see videos at every stage, from learning about your products to engaging with your brand — which is why marketers find videos so essential to their strategies. Vimeo has even created a marketing video maker tool to streamline the process for you.
So how do you do video marketing right?Let's breathe some life into a typical video-marketing funnel through a real-world (but actually made-up) example. WebThyme is an (imaginary) software company that helps people build and host websites, and Jenn is a prospective customer.
- The right prospect: Jenn is about to launch a health and wellness website. WebThyme's target audience is small business owners.
- The right channel: Jenn Googles advice on starting a business, and comes across one of WebThyme's videos in a blog post, one that profiles an entrepreneur's story. Excited, she subscribes to WebThyme's emails, and they send Jenn a weekly newsletter with helpful info.
- The right action: Jenn clicks on a newsletter link that takes her to a landing page, which features a video delving into WebThyme's latest features for small business owners. She taps button linking to a free trial — the call to action — and decides to give it a go.
Exploring social mediaMarketers around the world invest in social because it helps drive engagement. And Vimeo is no exception: our marketing team has found that videos increase our click-through rate (CTR) by an average of 40% when used on Facebook and LinkedIn — and we use videos constantly. (Vimeo using videos? I guess that makes sense.) When your business establishes a presence on social media, you can attract followers who like what you're putting out there, and over time they may become customers. That's in part because social often drives to your site, where you have more control of the user experience and can provide more info about what you do. Why is social so effective for growth? When your existing followers like, comment, or share your posts, they essentially expose your videos to their own friends and connections, some of whom may start following your page too. One way to generate more leads in this ecosystem is to add email capture forms, available with Vimeo Business, so you can collect viewers” contact info directly within the embedded player. Then, you can seamlessly import those email addresses into email marketing services like MailChimp, Campaign Monitor, and Constant Contact. But maybe you want to drive your viewers to a landing page to learn more. You can do that too! Vimeo Business lets you add clickable CTAs, so you can direct people exactly where you want.
See? We do it too. You can also increase your reach and gain new followers at larger scale through paid social media. Depending on the specific site, you can target key audiences, and promote your video through pre-roll placement or promoted posts. But for both organic and paid, your social videos should be entertaining, educational, and usually on the shorter side (When was the last time you watched and shared a 10-minute Facebook video?). And as a best practice, you should take into account the specific format requirements for each social media site, like video-length requirements and whether or not it autoplays without sound.
Let your email campaigns flourishWhen it comes to emails, videos matter big time: they can increase click-through rates by 200-300% (that's so many percents, people), and reduce the number of un-subscribers. Unfortunately, many email clients still cannot handle videos embedded directly into emails — but it's easy to get around it by overlaying a play button on a still image from your video, and driving to a landing page that features the full thing. This is fairly easy to do with those email marketing systems we mentioned up there, as well as in marketing automation systems like HubSpot. And #protip: this is also an excellent way to A/B test which video thumbnail gets you the best click rates. And as a general rule of thumb, you can improve your campaigns” conversion rates by tailoring your design and copy to match the landing pages they drive to.
This Campaign Monitor email is one such example of a play button overlaid on a video still.