The use of video has skyrocketed in the past few years. In fact, think about the last time you wanted a tutorial of something, did you watch a video about it? Chances are, you probably did. A video typically gives you the whole feel of what you’re looking at, whether you’re trying to make a major purchase decision or solve a problem with something you already use regularly. Wyzowl’s State of Video Marketing Survey highlights that 68% of users would prefer to watch a video that explains how to solve a problem, rather than calling the business or speaking to support. And Marketing Sherpa says when it comes to engagement, video content doubles your time on site.

So in case we still need to ask, why video?

Video marketing can easily be used as the glue between your audience and your brand. Even your best copy may not relate to your audience as well as a 30 second video. Video gives you the opportunity to humanize your brand and share a glimpse of the team behind it. If your viewers are able to see the people who work on your product and a bit of their personality, they’re a lot more likely to feel a connection.

Aside from building a connection and sharing the ins and outs of your brand, video can do a ton for your landing page. 72% of businesses who use video believe that it has improved the conversion rate of their website (Wyzowl). So whether you’re using it to introduce an event or a webinar, say a quick snippet about the content offering or just give a bit of insight into your company and your team, it brings visitors closer to your brand and helps them establish a sense of trust. There’s a face behind the copy, making a big impact on the conversion rate.

Video placement

Of course you can’t just slap a video on your landing page and expect it to do well. You should be putting thought into it. Our friends over at Wistia (a video hosting and analytics company) have actually done the research for us and put together a great post on how to position and size your video. They broke a typical landing page into several zones and created a fold (i.e. where you actually have to start scrolling) and explained what to post below and above the fold.

video marketing
image credit: Wistia

Where to put video in your marketing automation strategy: The 3 Stages

Awareness Stage

The awareness stage leads are those visitors that realize they have a problem that they want to solve. They typically become a lead when they download your company’s informational and educational content – template, eBook, infographic, white paper, etc. You should be creating relevant educational videos that can help solve the problems for those in the awareness stage and give them tips to make their working lives easier. These videos will create a bond with your audience and keep them connected to your company.

Consideration Stage

For the leads in the consideration stage, it’s time to go ahead and send some company-related content. Like the awareness stage, these leads are interested in solving a problem. However, unlike the awareness stage, they’re already looking at a variety of potential solutions. While it’s still probably too soon to send them in-depth video testimonials and case studies, a high-level video overview or product explainer might hit the spot.

Decision Stage

Leads in the decision stage are asking specific questions about your product. It’s time to send them a lighthearted product overview that helps them get a better insight to your business. It’s important here to keep the human element of your brand as forward facing as possible while still talking about problem solving with your product and listing the features that are good for decision makers to know when making their final choice.

Lights, Camera, Leads

For more information and a few great stats and charts on how video is becoming a lead generation machine, check out our Lights, Camera, Leads webinar hosted by the folks at Wistia themselves. According to Aberdeen, businesses using video marketing grow company revenue 49% faster year-over-year than organizations without video. With stats like this, you don’t want to be left behind as the world of video marketing continues to explode.