The Ultimate Guide for Using Video to Lead Score
By now, you have probably learned (or at least heard) about the importance of incorporating video in your existing marketing strategies. As a society, we are continuously moving towards more advanced methods of learning and adapting to new information. For marketers, this means developing entirely new forms of content to keep viewers engaged and interested.
Rather than providing your audience with strictly whitepapers and ebooks, diversify your content with video to increase – and preserve – website engagement. Videos are a great way to expand on content while educating and entertaining leads.
By leveraging video to provide useful information (and making sure it’s properly optimized), leads should start to pour into your funnel.
An abundance of leads, though not typically seen as a problem, can be overwhelming for the sales team and could result in time wasted on unqualified leads. Lead scoring is often used to identify and rank each lead, which enables sales teams to contact only the most qualified leads first. The process of lead scoring should be implemented in order to clearly identify a qualified lead vs. a website visitor.
Wouldn’t it be nice if a video software could help you put this process in place?
Vimeo is a video-hosting site that puts marketing on the forefront, they understand how Inbound Marketing works and how their product can supplement your campaigns. Vimeo takes video metrics to a whole new level, allowing you to track conversions on each individual view. This high data accessibility fuels lead scoring and other analytics that can be integrated within your existing marketing software.
The following are 3 ways you can use videos to help progress your lead scoring system:
1. Incorporate Video Data Into Your Existing Analytics
Website analytics are some of the most important – if not the most important – aspect of marketing you can use to figure out what’s working and what needs to be evaluated. With analytics, we can explore how visitors are interacting with your site and what pages your best conversions are occurring on. With the growing movement of using video in marketing strategies, video data can be integrated with existing analytics in your marketing software such as HubSpot. The data is broken down into who viewed a specific video, where they are, when they stopped watching, what they submitted on your form in the video, or what other CTA clicks you had generated.
Audience segmentation can be used on videos that are effectively converting leads. In order to segment your users, choose one or multiple conditions they must meet. A list can be created to determine who has watched a video and who has not; from this point, and then different user behavior can be compared. Video data, coupled with information on interactions from the rest of your site, will give you a much clearer distinction of who is a qualified lead vs. who is just browsing around. Using a systematic scoring system, the criteria set in place should help you determine your marketing qualified leads and your sales qualified leads.
For example: while lead scoring, you assign 10 points to Mary, who has watched a video, and assign 50 points to Joe, who clicked on a CTA from the video. Joe is a more qualified lead because of his additional interest in you.
2. Make “Videos” a Source of Lead Generation
As part of your lead generation campaign, it is important to collect contact information – even if it is just from an initial video view. There are many valuable ways to generate leads in addition to video, including: free trials, infographics, webinars and downloadable resources.
These different variations of lead generating techniques should all be grouped accordingly, with video being their parent category. This way, you can see the impact video has on your overall marketing efforts, rather than individual associated campaigns. It’s even possible that videos could become your highest opportunities for lead generation. Furthermore, you can dive into the lead scoring process and rank the conversions in each category of your video marketing.
3. Close the Loop Between Marketing and Sales
Lead scoring is implemented when sales teams just cannot keep up with the leads that marketing is bringing in through your website. In order to have the marketing and sales department on the same page, it’s crucial to have a universal scoring system that both departments agree on.
With a typical lead scoring system, more points are given to a viewer who downloads an eBook than a blog subscriber, because the eBook shows a commitment to educating themselves more about your product or company. The premise is to score the most sales-ready leads the highest and who are worth reaching out to. Incorporating videos into your scoring system adds one more method of capturing and measuring the level of viewer interest.
For example: You may assign 10 points to someone who starts watching a video, and 20 points to someone who showed a higher level of interest and finished the entire video, which represents how engaged they were during your video.
The marketing and sales team can then include these video leads in the initial ranking. Click here to learn how to generate new leads by using video in your marketing automation.