Video lead generation doesn’t have to be hard. If you’re looking to generate customers with engaging content, look no further than video marketing.
It has been statistically proven that video helps to convert potential prospects into leads. Video does this by:
- Establishing credibility.
- Generating interest.
- Educating potential customers so that they can become paying clients.
According to eyeviewdigital.com, landing pages with a video on the page convert at an 80% higher rate than landing pages without them. Here are some ways you can create a compelling video and some tactics you can use to generate leads.
Tip 1: Try to Hook your Audience in the First 5 Seconds
It’s no secret we live in a culture that hates ads. Thanks to tools like ad blocker, 5 second skip buttons, and streaming services, it’s never been easier to avoid video ads.
In fact, recent studies have shown that attention spans have dropped over the last 15 years from 12 seconds to just 8.25. This can make video lead generation tough.
This means if you want to grab peoples attention you have to think outside the box to hook them within those first 5 seconds of run time. Otherwise they might just skip your ad all together!
You want to establish what your product or service is, and why your audience needs your offering.This could mean having an interesting monologue, establishing shot, or fast text and editing to get your point across.
If it’s engaging enough to get past that 5 second mark, you will have a much easier time getting your audience to watch the next 5, 10, 30 seconds. An once they make it past these marks, it will be much easier to have them perform a call to action like ordering a product or filling out a contact form.
Additionally, you can use advanced targeting to address your audience directly within the first 5 seconds. While I don’t always recommend swearing, a great example video that hooks the viewer is Dr. Squatch – Natural Soap for Men.
You can check that out here:
Tip 2: Put Call to Actions Outside of the Video
Look, annotations for Youtube are dead, mainly because they never worked on mobile devices. This leads some people to think that calls to actions with videos don’t work.
However, this couldn’t be further from the truth. To use calls-to-actions for video lead generation, you just have to use them in a smart way. While it may not make sense to use them during the video, you absolutely should use them AFTER the person has watched.
Some platforms, like Infusionsoft (now called keap), use call to actions based on watch time. This means you can see how long a person has watched a video for, and you can send them customized email responses based on the amount of time they watched a video.
Facebook allows you to do this as well but with ads. You can adjust different follow up ads based on how long an audience has watched a video for.
For prospects that have watched 90% of a video, it might make sense to send them a harder call to action to actually purchase your product. For prospects that only watched about 50% however, it might make more sense to show them another video that educates them more on your product with a different call to action.
Here is an example of a webinar funnel provided by Frank Kern using Infusionsoft:
Tip 3: Use Short Videos to get Email Addresses in Order to Watch Longer Videos
Short, free videos are great for addressing specific points. Short videos generate brand loyalty and videos are great for SEO. The more relevant content, the better!
While short videos are great for answering basic questions and understanding simpler concepts, for more complicated subjects it might make more sense to have a longer video or webinar.
This can be a great opportunity to gather email information to get people to watch your longer content using a landing page.
Just make sure your longer video really delivers on what you promise. Otherwise word of mouth will spread and you’ll start losing leads because nobody will see the value in your long form content!
According to Entrepreneur.com, there are 12 things you need to do to create the perfect webinar:
- Determine your offer.
- Plan your objection strategy.
- Conceptualize your sales funnel.
- Craft your webinar’s content pieces.
- Design your content-to-pitch transition.
- Create your hook.
- Use your Testimonials.
- Establish your authority.
- Elicit commitments.
- Map out your flow.
- Script your entire webinar.
- Tighten it up (gauge the response).
Keep these ideas in mind while creating your webinar or long video content.
Tip 4: Use Super Customized Video Intros and Thumbnails
This point kind of goes with the first one, but this caters more specifically to the thumbnail of your video. A person seeing their own name in a thumbnail is naturally going to draw eyes and get more clicks.
According to a study that was conducted by the University of Texas, we crave customized experiences because of our desire for control and information overload.
This can be really easy to do ahead of time. Basically just record the same video 30 or so times but start with different names. You can even do some editing tricks to make it easier.
Start sitting down with your sign our customized piece of content in hand, addressing the person whose name you want to use. Then, say something along the lines of ” I’m going to go put this sign away, one second.” Then leave the scene.
Do this for each name, and just add it to the beginning of your videos. Now you just have to record the core content once, and just edit the beginning into each of your videos.
Ideally, you can have some fun with it by throwing in pop culture references and memes that use common names. This might not work as well on brand new prospects, but it could be great for re-kindling old relationships.
Here is a video my company TRO did for a client named Mark. This ended up getting us some video work with them because they loved it so much. If you’re a fan of the room, you’ll get the reference.
Do you want to learn more about using video for lead generation? Check out our video “How to Get Leads Using Video”: