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.
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.
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.
Author: Mike Gingerich, President of web firm Digital Hill, Co-Founder of TabSite .
Digital and Social Media Marketer, Speaker, and Business Consultant. Part geek, part marketer, total digital junkie! Seeking to add value, make the complex simple, and leave a positive impact.
Follow me on twitter: @mike_gingerich.