April 25th, 2019

3 Companies Succeeding With Video Across the Buyer’s Journey

Video across the marketing funnel is sometimes a foreign and abstract question. Often times, video is left out of the conversation of strategic content marketing despite video having inherent qualities that make it easier to consume for an audience. Video is often uploaded and forgotten as something that will hopefully succeed. But while video is slowly starting to be incorporated more in 2019, it still lags behind the strategic placement of traditional written text formats that have dominated content marketing strategies: blogs, eBooks, white papers, case studies, and more.

Video can be used to not only engage an audience on social media with quick snippets, but is also valuable when users finally land on a website to engage more. It’s also effective at converting those visitors into subscribers, and hopefully, customers.

In this blog, we’ll share examples of 3 companies that are currently using video to its full potential. They are harnessing the power of visual storytelling to engage their audience at every step of their journey, from impression to conversion.

Ring

Ring, a billion dollar home security startup that was initially rejected on ABC’s Shark Tank, uses video to not only build a brand, but create a community of ambassadors. They even actively seek out video content from their customers:

User-generated video content allows Ring to connect with their customers and have a steady stream of video content that not only entertains, but tells a story about the benefits of their product. They use this content in a video hub on their website that is filled with categories that are related to their product. Everything from anti-package theft to family & pet safety is featured:

At the top-of-the-funnel, user generated content is invaluable for any brand. But the next step in the buyer’s journey is featuring video about the actual product. Ring is a visual product, which means they need visual imagery to tell the story of how their product adds value to any home. They do this with their product pages when someone is close to a conversion:

AdRoll

AdRoll, a digital advertising platform, uses full-funnel tactics to engage their audience with video. From LinkedIn to webinars to case studies, they have a touchpoint with video for each stage. Here, they share a customer story snippet on LinkedIn and point to the full case study on their website:

By doing this, they take their audience out of the walls of LinkedIn where they can engage more with other case studies and even dive into webinars if they want to dive deeper into the product and category.

Their strategy with video allows their audience to learn visually. At the top-of-the-funnel they can quickly communicate their product and successes on social. Then quickly move users to engage more with their robust topic of webinars and product videos, eventually resulting in a demo or trial.

Mailchimp

Mailchimp, one of the largest email service providers in the world, has masterfully used video in their marketing. Their video series Wi-Finders is the perfect example of using video to tell a story (people working remotely all around the world) and distribute video properly. They use short snippets on social to entice their audience to watch the full library of videos produced:

After Mailchimp has captured someone's attention at the top of the funnel, they also feature compelling case study videos on their website. Video case studies humanize the words behind the stories and let potential customers connect with others who are succeeding. By taking these success stories and turning them into video, they’ve created a resource for sales teams to reference that visually tells why Mailchimp should be chosen.

While these companies are a mixture of B2B and B2C brands, they all follow the guidelines for running video across the buyer’s journey. They give their audience the chance to quickly consume on social, but always give them the opportunity to engage more with links and videos on their website. Then use case stories and webinars to let them dive deeper if they so choose. They use video to convert through product pages and demo requests. Video marketing should be placed strategically to allow the audience to choose how they want to engage. And the odds are that they’ll choose the video.