I’m talking about actual nurturing here, not creating leads or tipping them over the lip of the sales funnel. According to SiriusDecisions, 80% of unqualified leads today — understandably ignored by sales — will go on to buy from someone within the next 24 months. According to Jeff Cohen, a blogger for Oracle Marketing Cloud, nurturing is making sure your brand is in front of them when that happens. Cohen recently posted a five step plan for lead nurturing that struck me as comprehensive and useful. He never mentions video — so here’s an outline of the plan, with the some ideas about videos for lead nurturing filled in.
1. Understand your buyer
That’s the hard work that goes into developing personas, mapping the buyer’s journey, discovering the pain points, creating the messaging and all that. It should all be done before you make your video.
But it never really is done. Videos can help you better understand the people who watch them — good leads by definition. Just add some clickable objects to the video and capture data on what gets clicked — easy!
2. Pinpoint what motivates your buyers
This is a great opportunity to zero in on which pain points matter and which features matter most. Simply repurpose old videos with chapter headings and count which ones get clicked. Old videos in new bottles? Surely worthy of a spot in your lead nurturning plan.