Sales and marketing departments are always looking for ways to generate hot leads.
In this post, we’re going to go over ways to use videos as a lead generation magnet.
So, the department has put sales funnels up, started blogging, and is pushing all reps to be active on social media.
Where are you going to take your marketing activities next?
Video is one of the most popular choices. It’s popular, wide-reaching and (when done well) looks impressive. It’s all very well saying this, but how do you actually use video to generate the leads your business needs to grow?
You need the right content
Video content should follow the same procedures as other marketing content. This means you need to have a think about your acquisition funnel, and what types of video are going to be best at different points of the sales journey. To attract new business, you should focus on producing videos which highlight your target audience’s problems. Offering some top-level advice and recommendations on how to fix these problems will draw them further down your funnel. Once they’re looking for a solution to their problem, point them at videos discussing the problem in more detail. Once they’ve been properly qualified, start selling to them directly with case studies and video demos of the product.
Each type of video supports the others. Make sure that you have strong content for every part of the customer journey, or you risk losing your hard-earned leads.
Your content has to look the part
People get exposed to tons of video every day. Whilst that means they’ll be receptive to your own videos, they will also notice if your content isn’t up to a professional standard. Bad videos will damage your brand message, so allocate some decent budget to your video marketing to make sure it’s up to scratch
Some things to think about when planning your videos:
- Format – what kinds of videos are you making? Tutorials, Vlogs, and Webinars all have different requirements. Also, decide on who the face(s)/voice(s) of the videos will be, and make sure they have time to make them regularly
- Sound – Make sure you invest in decent audio. Nothing will make you look like an amateur faster than bad audio. If you are going to use music, make sure it ties in with the tone of your business
- Setting – Having a consistent set to film on will not only make things easier for you when filming, it will also give all of your videos a ‘look’ which you can tie in with the brand. Ideally, you want people to look at a thumbnail of a video and think ‘that’s a video by X’
Once you settle on these things, stick with them. If you are constantly changing formats, it will make it harder for people to watch and absorb your content. Also, hold yourself to a high standard with video. Your goal should be to improve, or stay the same. If your videos start to slip, people will notice and stop watching.
When should you start capturing viewers’ details?
This is a tricky one to get right. Putting an email capture in front of your videos is likely to turn away a lot of interested parties.
Instead, consider placing an email request in the video itself after a decent part of it has played. Wistia recommends putting one in after 20% of the video has played, and quote a 43% conversion rate. A much higher rate than you can expect from the average landing page. The psychology behind this is that after watching almost a quarter of your video, people feel invested enough in it to want to see the rest. Their email/basic details are a small price to pay to get the rest of the information.
That’s not to say that you shouldn’t ever gate your content. In fact, sometimes gating video content is a great way of qualifying out people who your business isn’t interested in.
Use some of your simpler videos to tease more in-depth, high-value videos which you’ve placed behind a gate. By charging a fee, having a more detailed data capture, or putting the viewer through an application process before giving them the content, you can gauge their interest. This makes it much easier to identify highly qualified leads off the bat.
Optimize your videos
If you’re confused why the great videos you made aren’t getting traction online, they’re probably not optimized. You need to SEO optimize blogs just as you optimize blogs and articles on your website. Youtube is the second largest search engine on the web and gets over 30 million visitors per day. That’s a huge audience for you to tap if you set things up correctly.
Things to think about when optimizing your videos:
- Youtube favors video responses for specific keywords. Including ‘How-to’, ‘Review’, and ‘Tutorials’. Sports also get a heavy video bonus, as do the ever-present searches for adorable kittens.
- Optimize it for people as well. Just like you wouldn’t write a hard to read blog post, make your videos a joy to watch. Hire a professional to shoot it, make sure any graphics are clean, and that the content is useful.
- Think about your thumbnail. Your thumbnail should be eye-catching and informative. Consider creating a custom thumbnail, rather than just pulling one from the video, if there isn’t a suitable one.
- Keep an eye on analytics. It’s possible to track how long people watch your video for on YouTube. This is HUGE. If you ever see a big drop off on your videos, that either means your format is weak, or you’re doing something to scare them away. Either way, take a look at the video, then make changes to ensure that you’re holding your target audience’s attention. Don’t just crop them to the point where they dropped off though because…
- Longer videos rank much better. Longer videos are consistently favored by both YouTube and Google, so the shortest you want your videos to be is 5 minutes if you want to rank well.
Your videos shouldn’t exist in a vacuum
All of your content should be forming an infrastructure which supports and enhances the other content you’re producing. When you’re wrapping up a piece of video content, don’t forget to throw a shout-out to another piece of content or video. Put links in the video notes, or a call to action over the video itself to encourage people to continue consuming your content. The longer a visitor spends on your website, the more data you can gather, and the sooner you can turn them into sales qualified leads.
Think about how you can pair your videos together. An introductory video might break down the problem facing your target audience and tease a solution. This video could then link through to a video breaking down a number of solutions and examples of why they’ve worked. If your viewer is convinced then they can be linked straight through to a video demoing your product or service, at which point they can make the decision whether to buy or not. If they’re not convinced, link them to some case studies to further strengthen your case, and any other useful content that will keep them interested and engaged. If those videos are doing their job correctly, that should be enough to get them on
If they’re not convinced, link them to some case studies to further strengthen your case, and any other useful content that will keep them interested and engaged. If those videos are doing their job correctly, that should be enough to get them on side and move them further down your sales funnel.
To autoplay, or not to autoplay
Autoplay videos are a real source of frustration for a lot of web-users. There are few things more annoying than being halfway down an interesting page or article when a video starts to play. It not only distracts us from the interesting content but our response if we can’t find the source of the audio is to close the page. As a result, you not only cancel out the benefit of the content you wrote, you also just lost a customer.
That said, autoplay videos have some benefits from a marketing perspective.
First, they draw the eye. If your entire page is stationary apart from the video, then odds are it’s going to grab the attention of your visitor and encourage them to click it. Facebook allow videos to autoplay, but only when you scroll over them, so you can immediately spot the source. They also turn off the audio until you click on the video itself. In this way, you get all the marketing benefits of the attention-grabbing video, without the frustration of unwanted audio.
Interactive video marketing
The best thing about modern video is that it isn’t a one-way street. There are all sorts of services and programs which allow you to communicate directly with your target audience. Be that through webinars, live Q&A’s, or something a little more fun like this interactive Old Spice commercial. These direct conversations are a great way for you to gather more information on current leads. They also give your sales team a reason to make first contact with any recently qualified leads.
If you’re not sure how to get started, Google Hangouts is a great place to hold cheap and accessible webinars or video podcasts. Hangouts has the added bonus of linking directly to YouTube, so you can upload your videos straight to the social network once they’re done.
So, returning to our original question. You can generate qualified sales leads with video using many of the techniques which work for your written and audio channels. But there are differences which need to be considered. People like
But there are differences which need to be considered. People like video because it’s easy to watch and absorb, which means you’ve got a much more captive audience when you broadcast your message that way.
However, a video literate audience is also much less likely to tolerate a technical misstep than they are in other channels, so it’s essential that you nail your production from the start. In terms of how you distribute, YouTube is the obvious choice because of its close links with Google, and huge existing user-base, but don’t exclude social networks like Facebook, Twitter, Vine, and Instagram.
They still have a lot of value when targeting the top of your marketing funnel and drawing leads into your pipeline.
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