You’ve likely heard that video is the most powerful form of content you can use to attract your audience.
It’s true!
In fact, where both video and text are available on the same page, 72% of people would rather use video to learn about a product or service.
So how do you use this powerful form of media to generate leads?
Good question.
There are basically five types of videos that are proven to get you the results you’re looking for.
We’ll cover each one of these.
But first, it’s important to know that you can use video in a few different ways.
You can use video in ads, which you are likely familiar with.
There are also videos you can use to attract your audience organically.
Let’s talk about that for just a minute.
What does “organically” actually mean?
Well, it means you are not “paying” for that view or traffic as you do with an ad.
Organic means you are posting videos where someone can see them, but you aren’t spending money to get those views.
Here are the types of videos we are going to cover. All of these can work for you to generate leads.
Organic:
Advertising and Sales Funnels:
Let’s take a look at how each of these types of videos will generate leads for you.
Organic Videos
Organic video strategies involve posting on your website as well as various social media platforms. It also includes uploading your videos to YouTube. This gives you the opportunity to have your videos displayed in the search results when someone is searching in YouTube or Google, or another search engine.
You can even link to your video (or embed it) within an email you are sending to a potential customer. Any method where you are not spending money to get views is an organic video strategy.
Website Welcome Video
Adding a video to your website is a great way to immediately connect with your audience. It lets visitors know that they are in the right place to have their problems solved. It allows the opportunity to convey the information that you need them to know right from the get-go.
Because you control the narrative, you can prompt your visitors to take action, which can increase your lead conversions up to 20%.
Would you like 20% more leads from your website? Um heck yeah!
Brand Awareness
When no one knows you or your product/service, video is a great way to explain what you have to offer in a way that captures their interest. Brand awareness videos are things like how-to videos, explanation videos, and video testimonials. They will help to keep you in the forefront of your customers’ minds.
You could go from virtually unknown to a household name through the power of video!
Brand Loyalty
Keep the awareness you’ve built as well as your customer base by leveraging video to share new products and services. Stay connected to your peeps and keep them coming back for more.
Now let’s move on to paid video ad strategies…
Advertising and Sales Funnels
If you want the fastest exposure to your videos, you will want to use paid advertising. Video ads are some of the least inexpensive ads you can run AND they are the favored type of ad on all platforms. Not to mention you can get a big bang for your buck. You can literally get views and engagement on your video ads for pennies.
However, a video sales strategy is more than just one video. Let’s take a look.
Lead Generation
There are several places to use video advertising. Just about every platform offers an opportunity to advertise using videos. The key is being careful about where and how you spend your advertising dollars.
Lead generation video ads have a single focus-you are directing the viewer to a very specific call to action in order to have potential customers take you up on your offer. However, lead generation videos aren’t always used for immediate sales. Oftentimes they are used as the first stepping stone to engage with your customer base by getting them to subscribe to your email list.
You may use video ads for views and branding in addition to lead generation ads. This strategy actually helps your lead gen efforts. Since you have two different videos running, your customers can see different messages from you and you stay in front of them more often.
These videos can also vary in length depending on different factors. However, most lead generation videos are 15-:60 seconds.
One thing to keep in mind is that each platform has different features that you can take advantage of. Additionally, there may be different requirements. If you truly want to get the best possible results with your video ads, you will want to create separate versions of your videos to match best practices for each platform.
Landing Page
Your landing page is the next step in the buyer journey. When someone finishes watching your video ad, you generally direct them to a landing page with your offer.
In some cases, you may have only used an ad with an image but you can still have a video on your landing page. If you just have a free download on your landing page that may not be necessary. A great image can do the trick here.
But if you have a webinar you want them to sign up for (or other in-person workshop), or a product or service you are selling, video is a must.
You’re not technically paying for the views on your landing page video per se, but you paid for the ad to generate traffic to that landing page. However, you can also promote your landing page organically, but you’ll want to preface that just like you did with your ad.
Your landing page should be related to the video they saw in the ad. It’s an extension of this journey and allows you to give more information. Basically, the viewer said “yes” I want more info. This is your chance to fulfill that.
Explain how you can solve their problem, and invite them to fill out your form.
Bonus Video Strategy
There’s one more video that is so powerful, you really should use it with every video campaign you launch.
It’s called “remarketing”.
You see, not everyone who visits your landing page is going to take you up on that offer the first time around.
It doesn’t mean they weren’t interested. They could have simply been interrupted. That’s probably happened to you, right? It could also mean they were on the fence.
So how do you re-engage them?
You create another video ad and only show that to the people who visited your landing page but didn’t fill out the form.
Now you want to hit them up with a different video.
Switch up your message a little bit, not too much, because again, they already showed interest, so you know that they were interested, but something kept them from filling out the form.
Try a different version of your message. Or you can remind them that they visited and didn’t take action and you wanted to give them another opportunity. You want to try to get them re-engaged and send them back to your landing page to fill out that form.
You can also do this with people that visit your website as well.
Remarketing video ads have an even lower cost per lead than your main ads. That’s exciting news right.
Time to get started with…
Well, there you have it. “5 Incredible Videos Proven to Generate Leads”.
I recommend you start with one video strategy at a time. If you have a website, I highly recommend adding a video. But if you don’t really get much traffic to that site, then it doesn’t matter so much.
If you have a product or service your audience doesn’t really know about, you have to use brand awareness videos.
If people already know about your product or service, they may only need to know about YOU. In this case, you may want to do lead generation videos.
If you don’t have a budget for ads, then I recommend more how-to type videos and videos that can be optimized and potentially found in YouTube and the search engines.
Contact us today to talk about your next video project.
