How to Use Video to Nurture Leads through the Marketing Funnel

78,815 views

Published on

WistiaFest 2016 presentation with tips on how to put together lead gen and lead nurturing video campaigns and how to measure them.

Published in: Business

How to Use Video to Nurture Leads through the Marketing Funnel

  1. 1. #WistiaFest / @ellieeille How to Nurture Leads with Video Ellie Mirman, VP Marketing, Toast
  2. 2. #WistiaFest / @ellieeille First, what do we mean by “lead nurturing”?
  3. 3. #WistiaFest / @ellieeille “Lead Nurturing” is all about identifying lost opportunities in the funnel.
  4. 4. #WistiaFest / @ellieeille “Lead Nurturing” is the process of building relationships with your audience over time – instead of losing them right out of the gate.
  5. 5. #WistiaFest / @ellieeille What percentage of your contacts are moving from one step of the funnel to the next?
  6. 6. #WistiaFest / @ellieeille If lead nurturing is effective, you’ll see more customers and revenue from the same top of the funnel marketing efforts.
  7. 7. #WistiaFest / @ellieeille Therefore, measure the effectiveness of your lead nurturing by the lead-to-customer percentage.
  8. 8. #WistiaFest / @ellieeille Nurturing Requires: Content & Distribution • Email text • Images • Ebook offers • Case study videos • Presentations • Email • Retargeting display or cpc ads • Phone calls • Events
  9. 9. #WistiaFest / @ellieeille Nurturing Requires: Content & Distribution That’s a whole separate presentation.
  10. 10. #WistiaFest / @ellieeille Nurturing How-to Playbook 1. Start with your goal 2. Identify message and desired action 3. Create and launch 4. Measure and analyze
  11. 11. #WistiaFest / @ellieeille How to use video to nurture leads
  12. 12. #WistiaFest / @ellieeille Start with your goal TARGET MARKET PROSPECT LEAD OPPORTUNITY CUSTOMER EVANGELIST
  13. 13. #WistiaFest / @ellieeille Start with your goal • Where are you losing people? • Why? • What message will get them to the next stage? • How will you communicate that message? Goal Message Desired Action
  14. 14. #WistiaFest / @ellieeille Industry Expert Interviews • Example: Toast • Goal: Attract prospects • Message: Thought Leadership • Desired Action: Visit/View, Subscribe
  15. 15. #WistiaFest / @ellieeille Educational Series • Example: Shopify • Goal: Attract leads • Message: We are a resource for you • Desired Action: View, request more info
  16. 16. #WistiaFest / @ellieeille Campaign Promotion • Example: JetBlue • Goal: Attract prospects • Message: Buzz and PR coverage • Desired Action: Book a flight, customer loyalty
  17. 17. #WistiaFest / @ellieeille Product Features • Example: Toast • Goal: Convert Leads • Message: Superior product ease-of-use • Desired Action: Get a demo, be a customer
  18. 18. #WistiaFest / @ellieeille Demo Confirmation • Example: Toast • Goal: Demo show rate • Message: Build personal connection with sales rep • Desired Action: Follow through on demo
  19. 19. #WistiaFest / @ellieeille Customer Case Studies • Example: Toast • Goal: Convert Leads • Message: Customers like you are successful • Desired Action: Get a demo, be a customer
  20. 20. #WistiaFest / @ellieeille Brand Values • Example: Yoh • Goal: Attract prospects or win customers • Message: This is how our brand is different • Desired Action: View, choose this firm
  21. 21. #WistiaFest / @ellieeille Recruiting Inside Peek • Example: Acquia • Goal: Attract and close new employees • Message: Why it’s great to work here • Desired Action: Apply, refer, accept offer
  22. 22. #WistiaFest / @ellieeille A Brief Detour to Talk About Distribution…
  23. 23. #WistiaFest / @ellieeille Distribution Channels Email Marketing Paid Media/Retargeting Social Media Website (Smart) Content Offline Activities
  24. 24. #WistiaFest / @ellieeille How targeted can you go? • What actions have they taken? • What actions have they NOT taken? • What demographics better qualify them? • What do you not know about them that you wish you did? NOTE: Targeting increases relevancy but does not make sense if you don’t have a significantly sized target segment.
  25. 25. #WistiaFest / @ellieeille When you measure a lead nurturing campaign, you’re measuring the effectiveness of the Content & Distribution combination
  26. 26. #WistiaFest / @ellieeille Ultimately, you want to measure email open rates ad click through rates social media impressions number of video views lead-to-customer conversion rate
  27. 27. #WistiaFest / @ellieeille Distribution Quick Tips • Use trigger-based email campaigns to automatically send relevant nurture videos to segments of leads • Test everything about your video ad creative – headlines, copy, video length, video subjects, video CTA • Embed videos straight into social media to cut down out the extra step of the click to view • Adapt website CTAs to segments of visitors to send them to relevant content • Don’t underestimate the nurturing you can do 1:1 through your customer-facing teams
  28. 28. #WistiaFest / @ellieeille How to measure your lead nurturing videos
  29. 29. #WistiaFest / @ellieeille Two Simple Questions: 1. Did this increase my goal success rate? 2. Why or why not?
  30. 30. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews Did this increase my goal success rate? Goal: Attract prospects through thought leadership content, resulting in more views and prospects Results: Choose a quantitative metric (pageviews, CTA clicks, etc.) and compare against other or non-video content
  31. 31. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews
  32. 32. #WistiaFest / @ellieeille Example 1: Industry Expert Interviews Why or why not? • Small sample size (3 video posts out of 30 total) – will need to keep producing to see more consistent trend • Top posts had a lot of social media traffic - sometimes LinkedIn, sometimes Facebook • Could be tied to recognizable name, extra promotion by the expert, and/or tailored content
  33. 33. #WistiaFest / @ellieeille Example 2: Customer Case Studies Did this increase my goal success rate? Goal: Convert more leads and opportunities into customers by showcasing successful customers like them Results: Choose a quantitative metric (conversion rate to customer) and compare to similar groups of leads
  34. 34. #WistiaFest / @ellieeille Example 2: Customer Case Studies
  35. 35. #WistiaFest / @ellieeille Example 2: Customer Case Studies Why or why not? • Viewing a case study video shows you’re more engaged – could be selection bias, try comparing to other active leads who didn’t view case studies • Viewing a case study validates customer success – try comparing to leads who read written case studies but didn’t view videos to determine if video is a more effective medium
  36. 36. #WistiaFest / @ellieeille Where can video help YOUR lead funnel?
  37. 37. #WistiaFest / @ellieeille Step 1: Identify Opportunities • Start with your goal: customers, partners, candidates • Outline the steps, e.g.: • Visit – Lead – Opportunity – Customer • Inquiry – Evaluation – Negotiation – Partnership • Visit – Application – Interview – Hire • Measure each stat over time and analyze
  38. 38. #WistiaFest / @ellieeille It doesn’t have to be pretty… It just needs to keep a pulse on and identify areas to improve
  39. 39. #WistiaFest / @ellieeille Step 2: Brainstorm Solutions Challenge Solutions Low website conversion rate • A/B test landing pages – content, form, layout/design • New offers • A/B test CTAs or change location or replace CTAs with embedded forms Website traffic not growing • Create unique, PR-worthy content • Newsjacking content • Test new referral sources Opportunities not closing • Identify sales training gaps • Create content around top objections • Create nurture streams for old opps Etc. • …
  40. 40. #WistiaFest / @ellieeille Step 2: Brainstorm Solutions Identify what’s lacking & brainstorm ways to fill the gaps Talk to Sales Talk to Customers Analyze Success
  41. 41. #WistiaFest / @ellieeille Step 3: Create and Launch
  42. 42. #WistiaFest / @ellieeille Step 4: Measure & Analyze • Bring it back to the GOAL, METRIC, and ACTION • Two simple questions: 1. Did this increase my goal success rate? 2. Why or why not?
  43. 43. #WistiaFest / @ellieeille Takeaways 1. Start with the goal. See where the leaks are in your funnel and develop a plan to improve those areas. 2. Consider the content and the distribution method. Determine the messaging and desired action, and remember that there are many channels to nurture leads: email, paid, social, website, offline. 3. Measure the lead-to-customer conversion rate. That’s ultimately what you’re aiming to affect.
  44. 44. #WistiaFest / @ellieeille Thank You elliemirman.com/wistiafest

×