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Using Video as a Tool in Your Lead Generation Strategy

Using Video as a Tool in Your Lead Generation Strategy Today, savvy marketers are using videos to generate more leads. This is because video is a rich medium. It allows you to convey images and words, as well as emotion. Video marketing is becoming the in-thing, both in small and large companies. Therefore, you will want to use video as a tool in your lead generation strategy. The primary goal is to ensure the company has met the consumer’s demand.

Videos draw a huge crowd and can help you bump in massive organic search traffic. According to HubSpot Research, approximately 54% of consumers want to watch videos from brands. Another report indicates that 73% of consumers across the globe prefer seeing entertaining videos on social media.

What does that imply? If you want to use video to generate leads, then you should make it entertaining and informative.

Although marketing videos are usually short, approximately 3 – 3.5 minutes, you can make your long video engaging, entertaining, and educational for more lead generation. This is how you do it;

Create a Gated Content Community

Video communities can help you offer exclusive content to the dedicated audience that engages with your brand consistently. For instance, you can create a series of videos based on your area of expertise, or a certificate program that will help users make the most out of your products and services.

Users can sign up to receive notifications and access to your videos. Your target audience will then get directed to a gated landing page or microsite where your videos are hosted for exclusive members of the gated content community. This will help you see the number of leads on your website.

Add CTAs

This is the last but most essential part of your lead generation video. The CTA (call to action) will prompt your viewers to decide to like, purchase, follow, subscribe, or commit to your brand.

Both verbal and visual CTAs have a significant impact and will lead viewers to your website with a possibility of increasing conversation rate by 80%. The CTA can also help to provide more information, when the user is directed to a form resulting in a viable lead.

Some companies are already ahead in implementing great CTA options. For example, YouTube adapted in-video CTA with annotations to allow users to click to watch another video or to subscribe.

You can also use voice-over to encourage an action. Include a URL, button, or annotation below your video. Ensure the CTA is bold, provides value, and be sure to stick to one CTA per video.

Have High-Value Content

Approximately 75% of Fortune 500 executives are said to view online video content recurrently, where about 50% of them visit the website after watching the video.

It’s one thing to create a video and another thing to make the most out of it. To reach your audience, you need to focus on content and its presentation. You also need to understand where the video belongs.

With testimonial and social posts, you need to focus the message on deep funnel options like sales calls and live demos. Make sure once your audience watches your video, it leaves them with a clear takeaway.

Add a Lead Generation Form

You can add a form in your video, called turnstile. The form helps in gathering information and helps you qualify for your leads. This is because people who fill in turnstile are the ones who are interested in your video content and your brand.

Final Note

Using video as a tool in your lead generation strategy is one of the best approaches. It’s cost-effective and easy to create. By using the tips outlined above, you’ll maximize the value of your video. Pretty soon, the dollars will start rolling in along with those views.

Tips for Lead Generation Campaigns

Tips for Lead Generation Campaigns
An effective lead generation campaign is made up of multiple elements working together. Here’s a list of these different ingredients along with ways to maximize them:

  • Tools

There are tools you can use to manage and store your leads. These tools will help you get to know your target market beyond names and email addresses. You’ll get access to crucial information, like what visitors do before completing a lead conversion form, and what they do after completing the form. You’ll know how they navigate the site, where they spend time, and what clicks they link. The best thing, some of these tools are free.

HubSpot Marketing Free lets you add contact forms and pop-ups to capture your lead’s information. If you already have forms, submissions will be automatically captured. Once a form is submitted, additional information associated with your lead’s email address will be gathered. You’ll see your lead’s public social profiles, giving you more insight on the kind of consumer they are.

Another free tool, HotJar, tracks visitor behavior through heat maps. These record movement on your website. You’ll see taps and clicks as they happened on your site. It identifies those parts of your site that are usable and intuitive, and the parts that aren’t. This can help you redesign your website to make it more user-friendly, especially for mobile screens.

  • Incentives

Creating engaging offers for every stage of the marketing funnel will help generate more leads. All conversions start out at the awareness level. They move down the funnel to the last level (which is advocacy) simply because they liked what they see at every stage and want to see more. So don’t ignore someone who’s looking around, in favor of someone who’s thinking of making a purchase. Treat both of them well.

The person who’s more interested in reading a brochure than signing up for a free trial may be persuaded to convert, but only if you nurture them from the start of the buyer’s journey.

Offers don’t have to be monetary in value at the early stage where people are looking for information. They’re not even thinking of buying anything yet, so deals like discounts won’t matter much. What’s important is relevant content, so offer e-books, whitepapers, checklists, or other resources they may find interesting.

  • Social media platforms

Many online marketers use social media to raise brand awareness. It’s not a surprise because it is effective. But it’s also effective for lead generation. Instead of posting links to articles, infographics, videos, and website content, you can post links to your landing pages with deals’. You can also post links to your best performing posts (a.k.a. those that generate the highest number of leads).

Use the unique features of your chosen platform. For example, Facebook lets you add a CTA button on your Facebook Page. With one click, it directs people straight to your website.

Twitter has Lead Gen Cards which generates leads within a tweet. When a user clicks on the CTA, that user’s name and email address will be sent to your form – all without them having to leave Twitter.

A lead generation campaign can go so many ways, but if you follow these tips, your own campaigns will blossom.