Did you know that video marketers get 66% more qualified leads each year? Such a number can’t be ignored, no matter the size of your brand. A survey by Unbounce also concluded that landing pages with video on them have 80% more conversions on average. What does this mean?
For each and every marketer, success is impossible without the use of video content. This interactive form of content continues to change the marketing landscape.
For sales representatives, it may be hard to determine which leads can become conversions. Video gives you a chance to approach your audience in a unique and effective way.
Good sales video might just be the missing part of your marketing puzzle. Let’s explore how exactly can video help you with lead qualification. With these useful tips, you will know which leads to devote time to and how to make a sale at the right moment.
Why video is an integral part of every lead generating strategy
Investing time in the creation of a video is a wise decision for all marketers. Why is video so popular? Apparently, it’s all about visualization.
Vision dominates all other senses when it comes to memory effectiveness. A person will remember 65% of all information in a picture after three days. The same info in written form? Only 10%.
As staggering as it sounds, video has more psychological appeal than other forms of advertising. But how does it benefit better lead qualification? It all boils down to a couple of key factors.
- More leads are possible. If you focus your resources on strengthening your video marketing sector, leads will come. Both informed and uninformed buyers will see video as the decisive factor in moving forward on their customer journey. For uninformed buyers, video is a great introductory tool, whereas informed buyers see the effort that is required for creating videos.
- The leads will be continuous. A video stays up for a long time, giving you the opportunity to create constant leads. By having a great tutorial video or product video online, you have a point from which you can constantly generate interest. If you create a quality video, and promote it effectively, you can easily gain a myriad of new leads every day.
- Videos can be the missing ingredient. Oftentimes, you will have customers that aren’t sure about making a purchase. No matter how much problems your product solves, there are parts of the audience that you can’t just talk into buying. Instead, you can educate them with video. Follow the purchasing cycles of each of your customers and deploy educational videos at the right time.
- With videos, you can generate hype. Without even designing a product, you can create hype and fanfare using quality videos. People will be anxious to see the new product, and you can “finish off” the customer journey with an explanatory video afterward. Using video content, you shape your vision and release it to the world.
From the aforementioned points, you can see that video is much more than just clicks and attention. Video can generate quality leads because it’s a canvas where you can display your uniqueness and make the decisive push.
In the next sections, we will cover what exactly you have to for qualifying the leads that really matter. Just follow the tips, and you will see your marketing change for the better.
Don’t use only one video for qualifying leads
A common mistake that marketers made is giving up too soon. They have a good idea and even bring it to life in the right form, but give up too soon. If you wish to qualify leads with video, you have to be persistent. This means that one video simply isn’t enough. No matter how good the idea is, your audience is comprised of different individuals with different preferences.
- One video can’t do everything, and it’s possible that you’re asking too much. The key to using video content for lead qualification lies in segmenting your goals. There isn’t a video that’s short enough and effective enough to care for both marketing and sales. Instead of using one video, try to separate the idea into each of your marketing sectors.
- You can have an introductory video on the landing page, with a call to action and a quick set of information for first-time customers.
- Another can be an educational one, located on your home page. After a visitor has passed the landing page, here is where you can segment your video content for qualifying them as a quality lead. Assign short videos to every segment of your brand.
- Every product can have a longer, dedicated video for educational and informational purposes. This is the final step of the qualification process. In this last step, you should “bring out all the guns” to close the deal.
Even if you have only one idea, don’t settle for one version. Use A/B testing to compare several versions of the video and choose one that suits you. Sometimes, you can post multiple videos to target people of a specific ethnicity, gender, and educational level.
Now that you know about the importance of being versatile, it’s time to focus on the importance of filtering your leads and creating stages.
Create several stages
Remember that not all leads are the same. Some people can stumble upon your website, but they’re not considered good leads.
Videos perform better than images. In a study on a landing page, replacing images with a video increased the conversion rate by 12.62%.
But even if the visitors on your site like the landing page video, it’s impossible for that to be the only tool for attracting future customers. The truth is that the point of video marketing isn’t just qualifying good leads. It’s also about turning bad leads to good leads.
Therefore, you need to ease the customer in. After the landing page video, create an introductory video. Assign videos to each of your FAQs, as well as the products themselves. With the so-called “staged approach” people can find out more with each video, increasing the probability of conversion.
Even though stages are important in qualifying leads, there is a lot of importance in setting the ground for a video release.
Prepare your customers for a new video
Ask yourself – what is the purpose of the video? A common mistake lots of marketers make is that they don’t create videos with purpose. Putting up a video with no planning gives a bad impression of your brand and jeopardizes even the best leads. Therefore, before you release any type of video, discuss the following questions:
- What problems does this video solve?
- How important or widespread are the problems that this video needs to solve?
- How does your brand provide the solution for this problem?
This is what video marketing is all about – recognizing and acting. Once you know that your customers have a problem, you can provide a solution for it. The solution is the product, and it can be presented most appealingly, while still not straying from the truth.
Sales and marketing teams see eye to eye when there is a problem that’s being recognized. Develop video content that reminds people that this problem exists. After that, it’s all about quick execution.
However, don’t forget to announce your videos. Organize polls to ask people what they liked about your videos. A good way to use this are Instagram polls and surveys within the Stories feature.
Due to an informal feel, your followers will gladly share what they like or what bothers them. The bottom line is that you have to ask for input. Nobody is going to give it to you just like that.
Types of videos that you can use
Diversify your video marketing. Doing the same thing again and again will create buying fatigue, causing your sales to drop and leads to go away. Implement several different kinds of video for your brand. Customers will share much more, and you will conquer the social media channels with ease.
- Testimonial videos instill trust in other customers. Boasting an 89% effectiveness rating, they are the most efficient form of content marketing. Contact people about sharing their experiences with your brand and record them. Social video generates a whopping 1200% more shares than images and text combined.
- Tips series are also a good way to make conversions. Customers that are already interested in your product can be identified by their interest in your tips. A logical consequence will be an almost immediate purchase.
- Instructional videos also help new customers and qualify them as constant leads. Give a detailed how-to video presentation to help people use your product. This sends a message that you care about every step of the purchase process, up to the very end.
- For more advanced stages of brand development, webinars are a great solution. By organizing them, it will be easy to find collaborators and like-minded brand managers.
The future is video marketing and investing in videos is a great move. Use these aforementioned tips to improve your video marketing strategy. Think about every move, create hype and don’t be afraid to diversify. Video is a powerful tool, and you should use its full potential to qualify leads and make conversions.