Video has a huge potential for lead generation. If you are an experienced salesperson, you know leads are people who can become your future clients, or it can be the data that identifies your potential buyers. You access this information through advertising, emailing, third parties, or other marketing efforts.
Even if today is somehow your first time going online, you probably know videos are one of the most used features on the Internet. It then makes sense advertisers would use it to advertise their products or services and generate leads.
There are two main ways to use videos and generate leads: by adding a video to a landing page with a form, and by collecting leads in the video player.
Let’s take a closer look.
Choose the right video
No matter which method of generating leads with video you use, choosing the right video can be tricky. One way to help you determine this is by categorizing the video according to each step in the marketing funnel. The marketing funnel is not a cooking instrument, but a way of describing a buyer’s journey with a business.
At the top of the funnel knows nothing about a business and the goal is to change that. You should make videos whose goal is to create awareness about your business and explain your products or services. These videos are usually informational or educational videos designed to appeal to a wide audience. They can be placed on the blog or other informational places of the website. Most visitors spend more time on a website that has a video and one of the best places to install one is on the landing page.
The bottom of the funnel is where you want to have videos that lead to conversion and hopefully customer loyalty. These can be product or purchase related videos and are designed to appeal to users who are deeper in the buying process. They are usually placed on a website’s product or purchase page.
Place the form in the right place in the video
Where to place the form in the video to generate your leads depends on its location on the website, the goals of the video and its content. The form could be a demo request, an e-book, a brochure download, or a contact us form. Once leads have downloaded these types of document, they are thinking more about a company’s product and are closer to the decision stage of the buyer’s journey.
A clear call-to-action (CTA) included in videos will increase the chances of converting visitors into strong leads. It guides them where they want to go, whether by adding it into the video itself, having a “Click Here” button, or a thumbnail leading to another video. With most video platforms it’s possible to insert annotations so the viewers can click on the CTA wherever they want.
