In the first episode of this series I talked about lead capture, and how to use video to establish a relationship with a prospect. In this episode on Lead Nurture, you’ll learn how to really cement your relationship with your prospect by using video.
So you’ve been given permission to send regular email updates to a prospect in Melbourne. They’re interested in what you have to offer, but want to learn more. Video is a great way to demonstrate your expertise and build trust. And there are some key ways of doing this.
Thought Leadership Videos
A great place to start is by putting the business owner or member of staff in front of the camera to share useful information. These type of ‘thought leadership’ videos are an ideal way to show your level of expertise, differentiate your business from your competitors, and, importantly, humanise your business by showing some personality.
Sending short, useful and maybe even entertaining videos to your prospects is a great way to keep in touch, and for you to stay top of mind. When you or your sales team follow up on sales calls it’s a great starting point for the conversation.
Testimonial Videos
Another type of video that is really powerful to share during the ‘Lead Nurturing’ phase is testimonial or case study videos.
Put yourself in the shoes of your prospect. If you had a challenge to solve, and could watch a well put together video about someone just like you who had a similar challenge, and how they solve it, would that be interesting? Absolutely.
Documentary Video
A third type of video to consider at this stage, is a documentary-style video. A short piece that tells your story, or the story of the business, shows the people behind the business, what motivates you, what your values are, who the type of clients are that you work with. Your audience will get a real feel of what it would be like to work with you.
Automated Marketing Tools
When you’re ready to take things to the next level, you can actually use powerful automated marketing tools such as Infusionsoft or Office Autopilot to manage this process for you. Watch the video for a little glimpse into the tool we use in my video production business. It’s called Infusionsoft. As you can see prospects move through a funnel, in which they are delivered a series of videos over time that build on each other.
So start to think about video more as a series of episodes for video marketing that builds a relationship, rather than a one-off. And start to see video in the context of an ongoing dialogue rather than a monologue. Of course, you can serve up a series of videos without using an automated tool like this one, provided you manage it manually in the background.
So there’s a short introduction to the Lead Nurture phase of video marketing. Stay tuned for our next video, where you’ll learn all about video as a conversion tool: using video to drive an action such as making a purchase, or contacting you.
If you’re looking to market you or your company better by using video marketing, contact me – I’d love to help.
Ryan Spanger is one of Melbourne’s most respected and sought-after video production professionals. Ryan founded Dream Engine in 2002, and specialises in helping medium to large corporates, government departments, and the non-profit sector to connect with their audience more effectively by using video.
