Once you decide to start using video to generate leads, where do you go from there? What kind of campaigns do you launch? What kind of content do you produce? Who is writing the scripts?
It’s easy to get in a creative rut, but there’s no need to let it affect your sales. There is a bit of a learning curve when starting new things or launching new lead generation campaigns, and it can be a little daunting trying to master a new technology while trying to launch a campaign.
Or, maybe you need some fresh, new campaign ideas to tackle bringing in video leads!
Wherever you are in your marketing video journey, we have 4 ways to make video lead generation more successful for your brand:
1. Know your audience
First things first: you need to know the people that you are trying to reach. That sounds easy enough, but defining a target audience for your video lead generation campaign can be harder than you think. Know who they are, what they want, what they need, how they will be receiving your videos (email, social media, website, etc.), and where they are in the buying journey with your product.
Is your audience made up of first-time customers? Returning customers? Have they been with you for an extended period of time? These are all important details. You don’t want a first-time customer receiving the information that should be going to customers that have been with you for an extended period.
To fully know and understand your audience, you should invest in analytics and metrics. These numbers will tell you what different segments of your audience look like, and what they are looking for from you. Going forward with this information, you can send targeted messages to your audience that will cater specifically to their interests and will, if done correctly, drive them to make purchases with you.
2. Tell engaging stories
This is directly linked to knowing your audience! With that valuable information, you will be able to craft engaging and exciting stories that effectively capture the attention of your audience. You have the opportunity to tell emotional, well-crafted stories that resonate with the people that are following you. It tends to be harder and harder for audiences to get behind logos and corporate brands, especially when there is no focus on personalization or storytelling. People naturally gravitate towards well-told, emotionally gripping stories. Your marketing team definitely has their work cut out for them to figure out which stories resonate most with your audience, but with the right audience analytics, it is bound to be successful.
3. Leverage your sales team
Getting your marketing team to fully convert to video marketing will only provide half the desired results … half the fun. Reach out to your sales departments to find the most charismatic and exciting people who can be the face of your company and brand. Choosing the right person to be the face of your brand is crucial to ensuring that your work is represented well.
Lead generation videos can vary greatly depending on the audience need or the message you want to send:
- Create personalized introduction videos to make cold outreach a little warmer.
- Create short videos for social that highlight what makes your brand unique.
- Create instructional product videos to walk clients through various aspects of your product, step-by-step.
- Create transition videos that hand the customer off to the customer success team, introducing the next point of contact while thanking them for their time and their business.
The possibilities are endless. Boost the impact of all videos by personalizing them and scheduling for specific moments in the buyer’s journey.
4. Calls-to-action and video gates
Finally, you can implement a call-to-action (CTA) or video gate to gather data about your audience. A CTA will specifically prompt your viewers with a decision to purchase, subscribe, follow, or commit in some other way to your brand. Use both visual and verbal CTAs for a larger impact, ultimately leading your viewers to your website or wherever you want them to go after interacting with your video content.
Video gates work more specifically to get useful information on your viewers. Place a video gate at the very beginning of your video, requesting an email address to view the content. From here, you can derive what this particular audience member wants from you, what they want from the product, how they are interacting with the product, how many times they’ve viewed the content, what else they are interacting within your content lineup and countless other attributes that provide you more detailed information on who they are, what they are looking for, and if they are a qualified video lead.
Need more tips on how to make your videos generate leads more successfully? vidREACH specializes in video lead generation and audience engagement.