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From online streaming services to YouTube, Instagram and more, videos have become an essential part of how we live. Studies show that internet users spend close to 25% of all their bandwidth watching video content. A good amount of this bandwidth is spent on content produced by businesses to increase their branding and visibility among public.
Videos are still primarily used by marketers for branding and exposure purposes alone. However, videos deliver high engagement rates among viewers and this makes it a great format for lead generation.
Here are some important tips to help you turn your videos into lead generation machines.
One of the most effective ways to capture leads with video is through email gating. Viewers to your site are granted access to watch the video only after inputting their email or phone credentials.
It needs to be pointed out that this strategy does not work all the time and is not applicable to all types of video marketing campaigns. For example, if your goal is to make a video viral, it is important to distribute your video freely across all social media channels. Gating your content may fail to deliver results.
However, email gating works really well for content that the viewer is desperate to access. Examples for such content include webinars, paid content and copyrighted content.
Call-to-Actions (CTA’s) are by far the most popular lead capturing technique. With video marketing, there are two different strategies a marketer could adopt.
The first strategy is the use of annotations and end-cards on channels like YouTube. Annotations allow users to include links to other videos within YouTube while end-cards allow them to take the viewer to a third party link, a landing page for lead capture, in this case. The CTA may also be provided as part of the description field on a stickied comment.
The second strategy is the use of oral calls to action by the video presenter. This is an effective strategy when your video marketing campaigns are distributed through influencers. Influencers are YouTube or Instagram. An oral CTA urging viewers to sign up for a free trial or to download an ebook can be quite effective.
Social media platforms like YouTube,Instagram and Facebook now allows users to stream videos live over these platforms. Viewers love watching live streams not only from industry events but also of training classes and ‘behind the scenes’ videos from your organization.
From a marketing side, live video streams offer a great opportunity to capture leads. There are many different ways to do this. One very popular strategy is to market the event sufficiently before the actual date and capture the leads of target customers who would like to be notified when you go live. Another strategy is to capture leads of users who missed an event and would love to get a copy of the recorded event. If the live stream is highly targeted you may also use vocal CTAs during the stream to nudge users download an ebook or sign up for a limited period free signup.
Quite often, sales get left out of the video marketing experience. To increase your chances of quality lead acquisition, you must combine different video marketing techniques into the sales process. Video voicemails, product demos, and customer testimonial videos can work magically for you.
Including links to such videos from your email signature or as part of your marketing brochures can bring in a steady stream of new leads to your business.
There are a number of video formats that work best under various circumstances. Here is a short list of such formats and how you may generate leads with them.
Explainer Videos: These are top-of-the-funnel marketing videos that serve as a sales pitch to what your business does. A well explaining video strategy can build engagement and interest among viewers and nudge them to take action.
Educational Videos: This includes webinars, YouTube videos, and viral mini-documentaries. Such videos are in high demand among target viewers. More importantly, they help establish your business as an authority in your industry that also contributes towards branding and awareness.
Video Testimonials: Video testimonials deliver a lot of social proof value and credibility to your brand. Testimonials are not sufficient to convert viewers into leads. However, when deployed in the right context, they offer viewers the much-needed nudge to convert.
Case Studies: Case studies are a healthy mix of explainer videos, educational content and testimonials packaged into one product. They explain the problems faced by a client and also educate the viewer of your business capabilities to solve these issues. This consequently has a high conversion rate since it uses a storytelling technique to sell your brand offerings.
Promotional Videos: Promotional videos include both sponsored video content as well as viral videos that are produced for the name sake of branding. While sponsored video content often come equipped with lead capture forms, this is not the case with viral videos. Not surprisingly, viral videos tend to have the largest reach with a significantly lower conversion rate.
As a business owner, have a social marketing strategy. You’re present on all relevant social media platforms, you’re creating and sharing content regularly, and this has helped you gain a considerable amount of followers. Converting your Instagram followers into customers requires more than just one posting every day.
Instagram is now the fastest growing social network. It’s not only very user-friendly and appealing to the younger generation, but it also proposes several functions and advantages over other social networks that helps business owners to drive more sales. Here are some strategies that you can implement right now:
Everyone loves discounts. Sharing a discount code with your followers is a great way to encourage them to buy your products. Sharing this promo code on your story will make your followers feel more included.
This strategy is not only limited to stories. You can use it as a profile post, or use it to run a targeted ad and gain more followers.
The advantage of this method is that the customer has nothing to do, except select the item they want. The call to action button will lead them to your website and the code will be automatically used.
If your goal is to get more followers, you should consider on running targeted ads. It will expose your business to your target market, which can be accurately set using parameters such as age, gender, location, and even interests.
The advantage of using Instagram ads is that they are less invasive compared to other social networks.
Partnering with influencers is a great way to increase your visibility on Instagram. Your business may not be as big as Nike, or Fit Tea who partner with celebrities and huge influencers for their ads, but it has been found that 82% of people are highly likely to follow recommendations made by micro influencers.
These micro influences don’t have a huge followers, but their impact comes from the way they engage with their audience. Micro influencers usually have a very niche audience with whom they are deeply connected.
This year, Instagram introduced the Shopping feature to stories.
Businesses now have the ability to tag products using the shopping bag sticker on their stories. When tapped on, it will redirect to the brand’s website. From there on customers will have the option to buy the product in the story. This helps with driving more conversions; the less clicks it takes to make a purchase, the better it is for you.
Depending on customers going to your website to view your products and make a purchasing decision can be quite frustrating. Now, thanks to Instagram’s new feature, your followers can directly go to a product’s page from a post.
It’s then easier for your followers to see the product, instead of manually going to your website and looking for something. Shoppable posts increase conversions as the tag already includes the price and a link to purchase the product; all the customer has to do is to tap on the tag and they will be take you to the product page.
Promotional contests are a great way to increase engagement with your followers. Some business owners are very doubtful of these since they involve giving away free products. However, if done properly, the return can surpass the investment; you have to spend money to earn money.
The creative possibilities are endless with this strategy. You can partner with another brand to sponsor the giveaway, you can ask your followers to take pictures with your products. The latter will give you tons of user-generated content to use later on.
For a contest or giveaway, simply ask your followers to upload a picture and tag your brand. People who see these posts from people they follow will be more willing to check and follow your page, and maybe enter the contest themselves.
Last but not least, interact with your followers. By replying to their comments and messages you are giving your brand a human touch, and showing your followers that you actually care enough about them to reply.
In today’s competitive market, you need to make full use of all available resources to give your business the edge. Instagram users value high-quality content and visuals. Creating those will give them an idea of your brand’s visual identity. Using those tools and strategies mentioned in this article, will allow potential customers to have an immersive social experience of your brand on Instagram, and allow you to drive more conversions through the social media platform.