Did you know 63 percent of marketers say generating traffic and leads is their top challenge? If your brand is struggling to bring in new customers and leads, you’re not alone. Lead generation is a challenge for every business size.
As a marketer or salesperson, you need to keep in mind that lead generation is often tricky because it doesn’t work on every consumer. You also don’t want to spend money or time capturing a consumer who will never convert to purchasing your product or who won’t be an evangelist about your brand. Qualified leads come from a quality (qualified) audience.
However, what happens if you have been deploying all of the recommended lead generation tactics and they are helping drive sales and brand awareness, but you want to move the needle even further? How do you take your lead generation to the next level?
One tactic that you should have in your arsenal is: VIDEO.
Video: The Magic Lead Generation Tactic
So, why is video the secret sauce? Well, for starters, 90 percent of customers say video helps them make buying decisions and 64 percent of customers say that seeing a video makes them more likely to buy. Also, using video on a landing page can increase conversion by as much as 86 percent.
Those numbers speak for themselves: video is where it’s at.
Video is how people communicate with one another, whether it’s through Snapchat, Instagram stories, Youtube, or Tik Tok — our current culture is obsessed with video. We are so used to constantly viewing videos that we trust it and we have a sense of comfort from videos. It’s just part of our natural daily routine.
Here’s How To Implement Video for Demand Generation:
Clean House & Make Room for Video Lead Generation: In order to take your lead generation to the next level, you need to first evaluate how your current lead generation strategies have been working for you. Dive into the data to see how social media, landing pages, content downloads and email marketing perform. Then clean shop of the lead generation initiatives that have not performed as well as you would have liked. This can free up some budget to deploy video and therefore take your lead generation to the next level.
Research What Video Topics Will Drive Leads: Conduct keyword research and evaluate the top content on your blog. Then create a matching intent video. Figure out what lead generation content performs the best for your brand today and then create a matching video for it.
Determine Tools or Styles that Will Keep Budgets Down: Videos can be expensive, and high costs drive up your cost per lead. Do you want kinetic text videos, animated videos, timelapse videos, hand-drawn illustrated videos? What style will be the most affordable for you? Can you find a video creator on Fiverr to keep costs down? Can you use new tools like Promo or Biteable to create "short" videos using a template? These are all things that you need to determine and set budgets for.
Determine What Platforms You're Going to Use: Evaluate what platforms let you capture leads, and not just have users view your video without any followup. Options are Snapchat, IGTV, YouTube, TikTok.
Make the Most of Your Video: The great thing about videos is you can embed them in most places. For example, you should embed videoes on landing pages on your website. You can do so by using tools like BrightCove, Vidyard or Wistia to take your video lead generation tactics to the next level by tracking how much of your video website visitors view (where do they drop off — is this before your Call to Action?) These tools also let you embed videos into your emails, making lead generation nurture emails more personable and effective.
Introduce A/B Testing: Consider introducing A/B testing into your overall lead generation video plan since this will provide insight into multiple approaches and see which one you should stick with and which one you should optimize or get rid of. What are some things that you may want to consider testing? Test landing pages with and without your videos. Test emails with and without videos, etc. Just because statistics online says it works doesn’t mean it will work for your brand. Make sure you test to ensure videos are what your audience wants to see.
Make an "After Video" Plan: Now that people have watched your video and converted as a lead, what’s next? Make sure you have a plan to move them down the lead funnel from top to middle to bottom (purchase). After all, a lead is a waste of money unless they purchase.
Play Around With Your Lead Generation
Lead generation can appear intimidating but it can also be a fun way to play around with different tactics and approaches to figure out what works for your business and your consumers. Introduce video, see how that performs for you, and then start playing around with it.
Eighty percent of marketers say their lead generation efforts are only slightly or somewhat effective. This frightens us. Video is one way to take your lead generation to the next level. But, you should also look at what tactics you’re using to generate leads and review some of our ideas we used to build 10,000 leads in six months.
If you're ready to jump-start your inbound marketing or lead generation, contact us so we can determine a strategy that will work best for your business to generate a bazillion and one leads (okay maybe not a bazillion, but we’ll try as hard as we can to bring in the catch).