Video has the potential to completely revolutionize lead generation.
Fear not: Implementation of video marketing does not always mean creating new videos.
You can use existing videos and judge your return on investment (ROI) before creating new ones. It may be as simple as adding an end-of-video form, an in-video call-to-action or a pre-video email-gate.
With embedded forms and built-in plugins, converting visitors into leads is now easier than ever.
Use Videos on Campaign Landing Pages
The primary purpose of videos on landing pages is engagement and entertainment. Once people have watched your landing page video, a video call-to-action can invite them to take another step (such as downloading a guide) and then auto-direct them to further content on completion.
Web pages with video content convert at a much higher rate than those without video.
The most compelling videos on landing pages are those that move you and make you feel something. They have contain the emotional charge that can lead to conversions. An example of this may be a customer testimonial about how a product or service solved a problem or an explainer video with a great script. Certain tools can be used to create forms that pop out at specific stages during a video.
Optimize your videos for different social media networks
This video content should be created to entice viewers to leave the platform and come to your website, where they can further engage with your brand. Successfully implementing video marketing on social media requires using each channel correctly, and optimizing lead generation initiatives based on where videos are to be used.
Each social media platform is suitable for different types and lengths of videos. YouTube, for example, is better for longer-form videos, such as tutorials. You can use YouTube annotations or cards to create calls-to-action to move viewers down a marketing channel. Some people even have their channel on YouTube and use video monetization on their videos.
Much shorter, one minute videos are shared on Facebook, and there there will be a clickable video call-to-action to direct viewers to your website. Facebook also allows you to target the groups most relevant to your video. On Twitter, videos are much more likely to be retweeted than photos. On Instagram videos are very short, so they must be eye-catching, succinct and meaningful. This is just a quick glimpse into what works on social media for video lead generation.
When posting videos on social media, you are looking to extend the social reach and draw viewers. You don’t want to ask for too much from them, upfront. If you have posted an introductory video about your brand and you ask them to enter their contact details to view it, it won’t work. At this point, people have no idea what you’re offering them.
Capture leads from videos of high value, educational content
A high-value form of video content, such as a webinar, can capture leads from right in the video. Apart from being high quality, such content also needs to be easy to consume and relevant to target customers.
Webinars and other such videos often have an email gate, which means viewers are unable to watch the content unless they fill in their contact information. For this to work, you need to communicate the value your content offers to viewers. The only way pre-roll lead capture works is if viewers are very clear about what they will be getting, and how it will benefit them.
An email gate can also be used a once the webinar is underway, in the form of a a teaser that pops up before asking viewers to continue. A post-roll lead capture can encourage viewers to take further action before leaving the video altogether. If you neglect to conclude a video with a call-to-action, you’re leaving it up to viewers to find out more, and that’s a bad idea because they tend to be lazy. If they have to take extra steps without encouragement, you are likely to lose them.
You can even use a parallel lead capture when your offer relates to the video content and filling in the form isn’t necessary for the video to continue playing. A redirect lead capture is used to direct the viewer to additional content or to the next stage of the journey to minimize drop-off rates.
Use interactive product and demo videos
You can use these types of videos as opportunities to learn more about your prospects. Interactive elements can consist of features such as polls or surveys. These encourage more engagement and give you more information about your leads, such as their most significant pain points.
Include video in your email campaigns
Video email marketing can increase click-through and conversion rates. Create video thumbnails to replace text and static images in emails. Emails that include the word video in the subject line receive a much higher open rate, and emails that contain a thumbnail see 200% to 300% more click-through.
You can use the email list to promote content such as a free online video course or the replay of a webinar. Your customers are likely to respond to any free educational content on a topic that interests them.
Tailor your videos to different stages of the sales funnel
You can’t just play a guessing game when it comes to video marketing. You need to consider which stage of the funnel your video is at, because lead capture initiatives will look very different at different stages of the buying cycle. Your strategy needs to be comprehensive, and to span the whole of your marketing and sales funnel. It can be used to capture viewers, convert them to leads and then nurture them through the sales funnel.
The first step is to attract visitors. To do this, your video needs to be more entertaining than educational, yet still be sufficiently informative. This would include videos on how to solve problems, thought leadership videos or videos that allow your brands’ personality to shine through. Showing consumers what you stand for can help boost engagement. The next step is to convert viewers to leads. Videos that achieve this include case studies, webinars or more in-depth explanations. An email gate can be used, whereby you require users to enter their email address before giving them access to the video. Those who go ahead are likely to be committed viewers.
The next role videos should play is to convert leads into customers. Consumers still weigh up their options, and these videos should help them see themselves potentially using your product or service. A video can leverage emotions and display functionality better than text. Those that are product or purchase related and designed to appeal to viewers deeper within the buying process, usually generate quality leads.
After this may come videos that are testimonials and contain user-generated content. These are customers who have embraced your brand, and they may become your most prominent brand evangelists.
Monitoring and video tracking
It is not enough to receive thousands of views. You will need to study some video analytics to determine the impact on the business of your video marketing. If you are using a dedicated video-marketing platform, you can also benefit from in-depth video analytics to reveal more about how people are interacting with your video content.
Play rate refers to the number of times people who play your video, divided by the number of impressions. If thousands are seeing it, but only a few are playing it, you may have to work on it. Social shares and comments are a good indication of how viewers are feeling about your content. Every time you video is shared, the more it is viewed. Completion rate refers to the number of people who completed a video divided by those who played it. This can help you gauge reaction to your video. If people are dropping off at a certain point, it’s possible that they are bored with the content.
Click-through Rate refers to the number of times your video call-to-action is clicked, divided by how many times it has been viewed. This indicates whether people are taking the action you want and if not, you need to make changes. The conversion rate is the number of times visitors are taking the actions you want, divided by the number of clicks on your CTA. If you want viewers to sign up for a free trial, for instance, and they are not doing so, adding a video to your landing page may help to increase your conversion rate.
Bounce Rate and Time on Page need to be considered before placing a video on a web page. You can recheck the metrics afterward and see if this changes. It’s important to understand that just because the content comes in video form, it does not automatically make it valuable. Its value depends on how relevant or helpful it is to your audience. The video itself is just a tool that can help you to develop a long and fruitful relationship with your customers.