Last updated - November 28, 2023
Video marketing was once a nice-to-have strategy, especially for delivering such complex topics. But now, it’s a necessity. Online video consumption has increased, with the average viewer spending 17 hours a week watching digital videos in 2023.
Besides simplifying abstract topics, video marketing can also boost your lead-generation campaigns. As a dynamic and immersive medium, video can tell your brand’s story, showcase your products or services, and establish a genuine connection with your audience.
It goes beyond just informing potential customers; it persuades and emotionally resonates with them. With the right video content, you can effectively capture the attention of your target demographic and guide them through the sales funnel
If you’re looking to enhance your marketing efforts and generate more leads, you’re in the right place. In this article, we’ll delve into the top tips and strategies for harnessing the potential of video marketing to attract, engage, and convert your audience into valuable leads.
Gate the Video Content
When you gate videos (whether it’s short animated explainer videos or 15-minute educational videos), viewers have to provide their contact information before they can access and watch the video.
By gating video content and making it a lead magnet, you can capture viewer information, such as email addresses, which can then be used for marketing and sales purposes. It allows you to identify and engage potential leads who have shown an interest in your video content.
For example, a company might gate a webinar or a premium video series by requiring viewers to sign up or provide their email addresses to access the content. This approach can help businesses build a database of potential customers and nurture those leads through email marketing or other communication channels.
However, it’s important to strike a balance between gating and providing free, accessible content, as overly restricting access to your videos can deter some viewers.
One more thing to note is that since viewers give their information to you, they expect exclusive content. No one wants to give away their personal details for something they could find elsewhere on the internet for free. So, make it worth their while by delivering top-notch, unique content that they won’t want to miss out on.
Invest in High-Quality Content
The most important part is, in fact, the quality of the video content you create. It all boils down to the old saying, “Content is king.” Your video may be stunningly shot, but if the content lacks substance, your audience won’t stick around for long.
Not to mention that compelling content is more likely to be shared across social media and other platforms. This can significantly expand your reach and draw in new leads.
Don’t save the best for the last. Try always to hook your viewers from the first frame and keep them watching until the end. The longer they watch, the more likely they are to take the desired action.
You can use tools like AnswerThePublic to come up with compelling video titles and topics that align with your audience’s interests and questions. Addressing their needs right from the start makes it much easier for you to capture and retain their attention throughout the video.
Also, make sure that your message is well-structured and informative. This makes all the points clear and easily digestible – so that no core messages are diluted. Viewers shouldn’t have to decipher what you’re trying to convey.
And just like written content, video content can be optimized for search engines. Use relevant keywords in your video title, description, and tags to improve its visibility on platforms like YouTube.
Hosting webinars can help you connect with your audience on a deeper level, showcase your expertise, and capture valuable leads. And it often requires attendees to register with their contact information, such as their name and email. This means you’re not just sharing knowledge; you’re also collecting potential leads in the process.
Webinars can serve as valuable evergreen content. Record your live webinars and make them accessible to those who couldn’t attend in real-time. This way, you continue to generate leads long after the initial event.
Even after the live webinar, continue the conversation with your attendees. Send follow-up emails, additional resources, or exclusive offers to nurture these leads further.
Place Videos on Landing Pages
Your landing pages are one of the most important parts of your website. These are the places where visitors are only a few clicks away from converting into leads or, even better, paying customers. Using videos strategically on your landing pages can make all the difference in converting those visitors into loyal patrons.
A well-crafted video can instantly grab your visitors’ attention and keep them on your page longer– which can be translated to lower bounce rates. In this case, you need to explain the value of your product or service succinctly. Highlight how it solves a problem or fulfills a need in a way that text alone can’t.
Whether you’re selling a product or service, show it in action. Product demonstration videos can effectively showcase its features and benefits, helping potential customers visualize their purchase.
Don’t Forget the CTA
The Call to Action (CTA) is the signpost that guides your viewers toward the next steps you want them to take. No matter how brilliant your lead-generation video is, when you don’t include a clear and compelling CTA, you’re essentially leaving potential leads in the dark.
A well-crafted CTA tells your viewers what to do next, whether it’s signing up for a newsletter, requesting a demo, or making a purchase. It eliminates guesswork and streamlines the user journey. Phrases like “Get Started,” “Download Now,” or “Sign Up Today” work well.
Where you position your CTA within the video is also important. It could be at the beginning to set expectations, in the middle to maintain engagement, or at the end to capitalize on the momentum you’ve built.
Wrapping Up: Start Using Video Marketing as a Lead Generation Tool
Using video marketing as a lead generation tool is so much more than coming up with content and producing the video itself. Remember that not all videos can bring you qualified leads. Only those that are well-planned.
Once you know how to unlock the fullest potential of your video content strategically, you can harness the incredible power of visual storytelling to attract, engage, and convert your audience. With all the best practices mentioned above, you know what you should bring to the table to bring your lead generation campaign A-game.
Remember, there’s no such thing as overnight success. Implementing all those points above doesn’t mean that you will get hundreds of new leads in a day. Consistency and patience are your allies in the world of video marketing. It’s like planting a tree – it takes time to grow, but with regular care and attention, it eventually bears fruit.