In this fast-paced digital marketing world, qualified leads are crucial to keep businesses’ sales funnel full. Therefore, they still have chances to maintain sales and build a solid customer base. That said, as many as 65% of businesses say that lead generation is their biggest marketing challenge.
When we talk about today’s lead generation, we no longer talk about those old-school cold calls, cold emails, referrals, networking, even word of mouth. Your prospects are smart and only getting fickle each day. In this situation, you need an advanced lead generation strategy to cut the digital noise and engage those potential prospects, that is video marketing.
According to the stats, more than 83% of video marketers say video helps them with lead generation. But, of course, just like any other strategy in marketing, you need to utilise video marketing properly to convert viewers into your leads.
In this post, we’ll break down some of the best and handiest ways to use video marketing as a powerful lead generation tool.
Before we get into the nitty-gritty details, you need to understand the reasons why video marketing can be such a powerful tool for your lead generation campaign.
Videos do a great job in delivering a higher level of engagement amongst viewers compared to plain text as naturally, more people prefer watching a video over reading text. It should come as no surprise that people tend to remember 95% of a message when they absorb it through online videos.
Videos also allow you to tell stories that can make your messages easier to understand and less hard-selling. While you utilise the story-telling method, you can choose the tone, language, even jokes that match your prospects’ preferences. That’s how you engage them quickly.
When it comes to lead generation strategy, engagement is essential. Being able to keep your potential prospects engaged means a better chance to generate these people into qualified leads.
There is no one-size-fits-all way when it comes to utilising videos for your lead generation strategy. Some tips can help and work better than others. It all depends on your business itself.
But, here are some essential ways you can follow to generate leads using video marketing:
Gating video content means that only prospects who submit their emails and other contact information can fully access your video; watch, download, even save it. This is probably the most common way of using videos as a lead generation tool.
One thing that you need to bear in mind, though. You need to make sure that you provide your prospects with the valuable information that they’re looking for. No one wants to submit their contact information in exchange for mediocre video content that they can actually find anywhere else easily.
It’s crucial to spend extra time and effort to craft exclusive video content that will pique your prospects’ interest and get them to fill out the form. Include a call-to-action at the end of each video that is relevant to your product or service, then promote it on social media platforms where you think most of your target market will be active. Additionally, you might want to invest in AI-driven capabilities like accessing analytics and insights to improve your landing page and overall UX.
While YouTube is a common channel to scour for the internet’s most viral videos, it also provides you with a handy way to disseminate your brand’s message.
With more than 2 billion monthly active users, YouTube can be an ideal channel you can use to distribute your lead-generating videos and generate additional income. This video-sharing platform also offers you some features you can use to maximise your lead generation strategy using videos.
For instance, the end card. You can use YouTube end cards to direct your audience to the all-important landing page. Adding a verbal cue as well to “join our email list” or “for more content like this” is a great way to guide the viewer towards your lead-generation goal.
Not to mention you can also use the description box below your videos to place your call-to-action links. With this, you can include an opt-in form where viewers of the video will click to subscribe to your list or fill out a contact form that allows them to get in touch directly with you without leaving YouTube.
Your landing pages are the places on your website where visitors are only a few clicks away from converting into leads. In this case, you need to add your videos to these pages. This can give you the opportunity to share more information about your products or services, while also giving viewers a detailed explanation of what they will get out of doing business with you.
The report says that using videos on landing pages has the power to increase conversion by 80%. With videos, you can exactly show how your product or service works and how it benefits your prospects so they know why you are worth their time.
Some of the top videos for your landing page are explainer videos, product demo videos, and customer videos. These types of lead-generating videos are concise and powerful for encouraging visitors to convert.
Email marketing is an effective way to build up trust between yourself and your prospects. It’s also doing a great job in nurturing leads you already collect. But, the thing is, you need to always come up with something fresh for your prospects’ inboxes, otherwise, they’ll unsubscribe and that’s how you just lost a prospect.
In this case, you can still use video in your email campaigns. By embedding a video to your emails, you make your email stand out from others in your prospects’ inboxes. Simply adding the word “video” in a subject line can increase the open rate up to 13%.
The key here is to craft a valuable, short lead-generating video. When the prospect loves the video you send them, they definitely will stay on your email list as they want to see more of it.
Also, it’s important to schedule your email campaign using a weekly schedule template to help you stay on track when starting a new promotion. Maintaining a strict schedule can improve your productivity and ensure the success rate of the campaign.
The beauty of video marketing is that you don’t have to invest in fancy, expensive equipment to create lead-generating videos. There are a ton of video marketing tools available that you can use to craft your own videos without even spending a buck.
A powerful type of video that you can create with scrappy production value (only a smartphone and maybe a simple video editing app), is social video.
You can embrace social video for generating more qualified leads and distribute them on popular social media platforms, such as Instagram, Twitter, and Facebook. With more than 3.7 billion users worldwide, you can expand your reach. The more you appeal to a broader audience, the higher your chances to encourage them to convert into leads.
Videos are now so much more than an entertaining medium that internet users look for some giggles, tears, even inspirations. Marketers use it as a powerful tool for generating leads so they can constantly keep their sales funnel full.
Remember that the key for using videos as a lead generation tool is the value of the video itself– that’s the main reason for the prospect of whether they’re convinced to take action or not. With those handy tips mentioned above, now you understand how to use video to its full potential so it can bring a steady amount of qualified leads.