Countless experts believe video marketing will drive lead generation in the coming months and years. There’s plenty of content regarding video production but very little information on how and where to get started.
How can a company use video to generate leads?
Before contacting a video production company, a business must know its objectives and the types of leads it wants. Audience research is also essential before putting together a video production brief. Once these steps have been taken, it’s time to learn how to turn videos into leads.
Clickable Icons
Videos must contain clickable icons that appear during or at the end of the production. These icons may take viewers to another video or the company’s playlist. A button may allow the viewer to subscribe to a channel or a link to the company website. This link to the website is the leading video leader generation producer. The video convinces them they need the product or service, and the icon lets them click through and purchase immediately.
Landing Page Leads
Videos can also increase landing page conversions. Create a promotional video for a product or service and include an icon for the customer to make the purchase. Another option is to embed the lead generation form into the video so the customer can stay where they are and provide the necessary information.
Email Gates
Consumers may be asked to provide their email addresses before viewing content. Mid-funnel content is often set up this way. This technique may be used when a person wishes to see a case study involving one of their competitors or obtain inside information about a product or service. However, email gates are not appropriate for funny videos or product announcements.
Video Cards
Video cards generate leads and increase the conversion rate. These small video players are sent to prospects, and they are effective because they are memorable and shareable. However, a company must be willing to invest in these videos because they are costly. Use them for high-quality, qualified targets rather than general marketing. Unfortunately, video cards are single-use devices that aren’t environmentally friendly. A company must determine if using these cards would be beneficial or would turn potential customers away.
Personalized Videos
Another option is personalized videos, either batch videos or videos with spaces available for personalized graphical elements. An independent company takes the video, uses information about a company’s contacts, and incorporates it into the shared video. These videos are only helpful for email marketing because they provide links rather than individual videos.
Real-time personalized videos create outbound emails that are sent immediately to prospects. These videos may be made individually, or someone may record a single thumbnail and input information before sending the video. For example, when the person enters the contact’s email address, the thumbnail will be automatically personalized with that individual’s information.
Social Advertising
Videos can also drive traffic to a brick-and-mortar location. They can be viewed online, incorporated into an interactive advertising display, or included in a personalized video card. Social media is the best place to advertise because companies can use multiple channels to increase engagement and generate potential leads. Successfully doing so involves knowing which channels are preferred by the target audience.
Companies should hire a professional video production company to create videos designed for lead generation. The company is familiar with the different techniques and can recommend the best one for each client. The money spent on hiring this company will pay off in the long run, as more leads will be generated with this provider’s help.
