Marketing experts agree that video has become the best way to tell your story, but it’s also become the most effective way to generate new leads and to qualify your prospects. In this blog post, we’ll explore how you can use your custom business video across your marketing programs to generate more leads, and to accelerate your prospects through the buying cycle faster than ever.
When it comes to generating new leads, there are three different steps that you need to think about. The first is attracting audiences to your website and your digital properties. The second is once they’ve come inbound, offering them something that they’re willing to give up their information for, and finally, once they’re a known, identified lead, is nurturing and educating them to get them ready to be handed off to sales.
So let’s look at how a custom business video can help you in each one of these stages of the lead generation life cycle, to generate better results for your marketing programs.
Turning Viewers into Prospects
First, let’s talk about attracting new prospects. There are lots of different ways in which video can help you drive more inbound traffic to your website. One of the first ways is to use video across your site to drive better SEO results. Search engine optimization is key for marketers, and pages with videos tend to convert higher from an SEO perspective than pages without, and Google prefers them and will rank them higher because of that video content which in turn generates more inbound traffic.
You should also use your business marketing video as part of your online advertising strategy, whether that be YouTube pre-roll ads, advertisements on Facebook and Twitter or through display and banner ads. Additionally, you should be using your video to take advantage of social selling and use your video on Facebook, Twitter, Instagram, Snapchat and other social channels to get more eyeballs, and then to convert them back onto your site, or directly to a check out process.
Capturing the Prospect’s Information
Now, let’s move to the next step, which is perhaps the most important, and that is once they’re on your site, there’s lots of different ways you can use your video to capture leads and help identify audiences. The first is using video to drive action or a supporting call to action, so for example, if you’ve got a landing page then be sure to include calls to action such as signing up for a demo, free-consultation, or requesting additional information. A page with a video on it that’s introducing the topic and building a more emotional connection with the viewer tends to convert higher than landing pages without video.
Additionally, with today’s technology, you can add buttons, you can add custom calls to action, you can add annotations right into the videos themselves that are clickable and actionable by the viewer, so imagine watching a video and part way through, you see a little annotation come up that prompts you to go and watch another customer story or to request the demo or to sign up for a newsletter. Those things are all possible now, and it’s a great way to engage your viewers and to convert them from an unknown audience member into a known lead.
Nurturing Your New Video Leads
Now, the final piece is actually nurturing those new leads to make sure that they’re ready for sales engagement, and with a professional video, there’s lots of ways to warm people up, educate them and move them through the buying cycle, to make them a truly qualified lead for sales.
First is your email nurtures. So somebody’s come to your site, they fill out a form to do something. You’re now nurturing them with emails, but with all the junk emails people receive today your email can get lost in the shuffle. Instead, think about using video content in your emails. Emails which includes video drive higher click through rates and higher engagement and ultimately create better educated customers.
Video can be a great way to get an audiences attention, and get prospects into your funnel. So lots of different ways in which you can use video to attract more people in and get them interested in your content. When you put all this together, you discover how you can start to use video to attract more audiences into your properties, to convert them into known leads faster, and nurture them through the buyer’s journey and make them sales ready in no time.