For B2B companies, leads are key to beat the competition and grow significantly. Today’s leads are tomorrows’ customers– meaning the more leads you generate, the more chances you have to get paying clients. And among all those traditional strategies (e.g., cold calls, cold emails, etc.) many of today’s savvy B2B companies use video marketing as their lead generation tool.
Online videos are the fastest way to reach more people and nurture them into buying your products or services. According to the stats, 83% of video marketers say video helps them with lead generation. Using video marketing, you can convert the viewer into leads– who later can be potential clients
Now, the question is, how to leverage video marketing to convert views into high-quality leads?
Let’s find out!
#1. Use Gated Videos
Gating your video content means that you ask the viewers to provide their names and email addresses before they can watch, save, or download it. You can put a sneak peek of the video and ask viewers to provide their emails if they want the full version. This simple technique can generate a lot of leads for you as long as people like what they see in those previews.
You also need a landing page where viewers enter their personal details in exchange for access to the marketing videos. Remember that your gated videos should be free and not hidden behind a paywall. The viewer should simply submit their contact information (e.g., email address, name, etc.) to access the content.
#2. Value Is Key
When it comes to lead-generating videos, value is key. It’s the main reason why the visitor would submit their personal information and become the leads.
When they find your videos helpful, they will tend to join your email list as they want some more helpful video content. So, make sure your video brings value that benefits the viewer– never create ones just for the sake of doing it.
To create valuable videos, the first thing is to identify the pain points of your viewers. What’s bothering them and making their lives difficult? Once identified, consider ways on how you can help them solve these problems using video marketing.
#3. Add End-Cards
If you host your lead-generation videos on YouTube, you need to add end-cards to help viewers submit their personal information effortlessly.
YouTube end-cards are the little overlay boxes that display on top of your video at specific time intervals. The box will include a link and text asking people to enter their details by clicking it.
You can also use an end-card as a call-to-action (CTA) that lets viewers connect with you using social media or subscribe to your email list. You can put a link that directs the viewer to your lead-generation landing page. This feature is also created for mobile users, so it’s highly responsive on all devices.
#4. Add Videos to Landing Page
Landing pages are the place in your website where your visitors convert into leads or even paying customers. Before you can convert them, you need to know that they need to trust you in the first place. In this case, you need to add a video as social proof.
Your visitors are more likely to trust you when they see faces, hear voices, and understand what your business is all about in the video itself. Videos such as customer testimonials, explainer videos, or product demo videos are effective in lead-generation landing pages.
So, instead of providing your potential clients with bulky, long-winded plain text, you can create a short video that explains your mission and why you do what you do. Encourage them to opt into your email list and what benefits that’ll bring them
Final Thoughts
Online videos can be such a powerful lead-generation tool for today’s B2B companies. This engaging type of content can provide your potential clients with a glimpse of what you do, why you do it, and how they can benefit. That way, it would be much easier for you to connect with your potential clients and persuade them to choose your company over other options. With those points mentioned above, you are now ready to move your video viewers further down the conversion funnel.
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