Video marketing: How To Generate Leads
One of the struggles for a B2B marketer is to find new ways to reach their audience. Articles and infographics are cool; but don’t they end up boring people? With 59% of executives agreeing that if both text and video are available on the same topic, they are more likely to choose video, it’s just not possible to ignore it anymore. However, it can be costly in terms of money and time. To make sure it’s worth your efforts, you should optimise them for lead generation.
The first question to ask yourself is: What should I talk about in my video? Here are your main options of topics:
– Your brand
– Your product or service
– Your customers
– Your event
A video promoting your brand usually involves your product, partners, employees, vision, etc. and many brands tend to try producing emotional marketing.
A product or service promotion is easier but should follow a couple of rules:
– If your product is complex, take advantage of the video to explain it simply
– Do not try to show everything you can do, focus on the main points that will really make a difference for your target audience
If you choose to promote your brand via customer testimonials, make sure to ask questions about them rather than yourself. Prove your audience that you can make a difference for your customers and that you care about their professional success rather than just the amount of the invoice.
As for events, they’re ideal for lead generation. Whether it’s a physical conference or a Webinar, there’s a need for registration. Rather than trying to explain in a few lines everything a conference can teach your prospects, why not explain it in a short video?
Whatever type of videos you aim at producing, your video must invite your viewer to take action either by including a form, redirecting to a landing page (providing an eBook or infographics for example) or simply suggesting an action, although it’s not ideal in terms of lead generation.
Some video platforms now incorporate a lead generation form into their player that will either appear at the beginning or during the video. Asking for contact details at the beginning of the video induces that it’s really worth watching it. Most people won’t fill out the form but the ones who will will be qualified leads. If the form shows up during the video, the point is, of course, to make the viewer want to see what’s next. If they were satisfied with what they saw, they’re more likely to fill out the form – and in that case, your conversion rate will be a good indicator to know which direction to take with your content.
With that in mind, promotion now becomes essential. Your video should receive as much attention as it deserves and thus needs to be promoted accordingly:
On your website
Your video should be seen by as many as possible. Incorporating it to your website’s homepage and to your landing page(s) is a must. Actually, a study showed that including a video in a landing page increases conversion rate by 80%.
On Social Media
You’ll want to make sure your followers are aware of your video’s existence. Before even talking about promoting it, simply put in on YouTube (with the right tags and the right description to enhance SEO). It’s that link that you should embed in your website, your blog, your social media, your email, etc.
Videos are content that work. Share it, tweet it, retweet it, like it, pin it to your profile… 2017 stats demonstrated that 54% of senior executives share work-related videos with colleagues weekly. Encourage others to share it by doing the same.
Via emailing and Marketing Automation
Using the word « video » in an email subject line boosts the open rates by 19% while, according to Forrester, including video in an email leads to a 200-300% increase in CTR. You got it, it’s essential to leverage your emailing campaigns with your video (and vice versa).
Coupled with marketing automation, you will be able to retrieve data from your campaigns to know which video converted the most and obtain a lead scoring.