How to Generate More Leads with Your Videos
Video marketing is one of the most effective ways to capture the attention of your existing and potential clients, making it perfect for lead generation. In this blog post, we will look at how you can create engaging and compelling video content to benefit your business and generate more leads.
6 min read
May 13, 2021
As business growth is directly connected with finding new clients or customers, lead generation is a vital component in a marketing strategy. Leads provide businesses with opportunities to sell your product or service to potential customers that are genuinely interested in your business. By attracting these high potential leads, you can build revenue and growth for your business.
The two golden rules of inbound marketing are, make engaging content and build your brand; however, in today’s saturated market, making engaging content and building your brand is easier said than done. To capture your audience’s attention, you need to create something that is catchy, engaging, and entertaining; luckily, if done right, video content ticks all those boxes. Video marketing is one of the best ways to reach your audience, as videos can be valuable lead generation tools, acting as a lead magnet for your business by capturing the attention of your target audience and building trust.
How to Make a Good Video to Generate More Leads
Video is undoubtedly one of the most popular inbound marketing mediums. It has the ability to showcase your business, build trust with your audience and convert visitors to paying customers. However, every video you make is not guaranteed to bring you leads; to attract high-quality leads, you need to create well-thought-out videos that target, engage, and convert. To help you do this, we have put together six tips for lead generation with video marketing.
Know Your Audience
Marketing 101 is to know your audience. Before you invest time, money, and resources into video production, you need to know who you are creating the video for. By defining your target audience, you can tailor the message to them, ensuring that it captures their attention and speaks to their challenges or needs. The better you understand your target audience, the higher chances you have of creating an engaging video that speaks to them and encourages them to find out more about your product or service.
Have a Clear Call to Action (CTA)
A strong video isn’t always enough to get someone to take the next step in the funnel; you need to have a call to action embedded in the video, guiding your leads on what to do next. Do you want them to purchase your product, visit your website or sign up for the e-book? Without a compelling call to action, leads can drop off and can quickly go cold. A great example of CTA’s are YouTube cards; they are interactive and provide clickable CTAs that take viewers to another video, channel, or site.
Optimize Your Video for Multiple Platforms
An inbound marketing strategy that reaches a variety of leads is to take an omnichannel approach and put video content out across multiple platforms. However, to effectively do this, you need to optimize your video for each platform, ensuring that the user experience does not vary in quality across the different platforms. Whether you are putting a video on your landing page, social media platforms, or in a newsletter, the experience should always be tailored to the platform to ensure that it is engaging.
The landing page is the most important page on your website for generating leads, so it needs to capture attention and an excellent way to do this is with a video. When creating a video for your landing page, you may want to create a longer, introductory video that can show the people behind the brand, show the company’s personality, or be more explanatory on how the product and service will work.
64% of consumers say that watching a marketing video on Facebook has influenced a purchasing decision, making social media the perfect medium for video marketing. Videos on social media aren’t just great to consume, they are also great to share. Therefore, for social media, you want to create shorter, catchy videos that are shareable and designed to get more clicks.
Email Marketing Campaigns
Embedding a video into your email marketing campaign can raise click through rates by 65%. Generally, when it comes to absorbing information, people prefer visuals over text; it is often more engaging and easier to process. Marketing emails are no exception; adding a video will make it stand out and give you a larger opportunity of attracting the lead.
Use Videos as Gated Content
An effective method of generating leads is to use videos as gated content. Gated content is where you only give the visitor access to something, in this case, the video content, when they provide certain information, for example, after they register and provide name and email address. This can be done by adding a form at the beginning of the video or providing a short 5-10 second teaser, with the popup window coming up and asking you to enter the details before watching the remainder of the video. Gated content won’t work for all videos; you should only use this for more in-depth or educational videos such as a webinar, video course, or behind-the-scenes video.
Always Provide Value
The most important thing about creating a video for lead generation is to provide value. Poor quality, shaky video, and taking too long to get to the point will all result in the leads closing the video. Your video should be fun and show your brand’s personality, You want your video to educate and engage them without boring them, so try not to use technical or complicated jargon that the average person would struggle to understand.
Don’t Forget About SEO
Along with providing value, don’t forget the SEO. With an abundance of videos out there competing for attention, SEO is invaluable in helping the organic discovery of your content. The most popular hosting site for videos is YouTube, which is owned by the search engine Google, meaning that to give your video a chance to be seen organically, you should invest in some YouTube SEO. You can also use YouTube SEO tools to ensure that your title, description, and tags are optimized for SEO, giving it the maximum chance of discovery.
Connect the Video to your CRM or Marketing Automation Software
Don’t forget to integrate your video with a CRM or marketing automation software; this is to ensure that you track all your newly generated leads and can automatically begin the nurturing process. There is no point in creating content to generate leads if you do not follow up and keep them engaged as they continue to move through the funnel. You can do this by developing follow-up email campaigns, send links to additional videos or blogs they may enjoy, and book in a follow-up call or demo. Along with tracking and nurturing your leads, these tools can help you to analyze what content is working and what needs improvement, ensuring that your video marketing strategy is optimized for success.
Videos can make a fantastic addition to your content marketing strategy, enabling your brand to stand out from the pack. The key to generating more leads from the video is to go beyond simply putting video out there; you need to ensure that the video is focused on capturing the attention of your target market, optimized for the right platform, has a clear call to action, and will actually provide value to your audience. When creating your video content, if you follow these steps, your video will undoubtedly be a worthwhile investment for your company.