Generating Leads with Video
Video marketing is working – and it’s getting bigger every day. You can include videos on your landing page (which is shown to increase conversions by 90%). Or include them in your email marketing which can double or triple click-through rates.
Video has gone long past engagement – or “please like, share or comment.” Videos help seal the deal. One study says that, for 64% of consumers, watching a video on Facebook influenced them to make a purchase. According to other research, 90% of consumers say that videos help them make product decisions.
Brief videos are easy to make and easy to share, but how do you begin? To launch or fine-tune your video marketing strategy, start with the stories you want to tell. An explainer video can talk about who your company is and what it does (it’s sort of a video “about” page). Interviews with staff help humanize your company.
Product or service videos go directly to what you sell. As a general rule, you’ll want these to be focused on people. An engaging, on-camera personality highlighting the benefits customers receive goes over better than a close-up of new equipment. However, if you’re producing a how-to video, you can balance equipment close-ups and action steps with a professional voiceover that keeps your script interesting. Education videos present a lot of opportunity. You can show people how to use or maintain a product – or how to get the most out of its hidden features.
Generally, the briefer, the better. Education videos could go longer because people have shown an interest in this subject. However, for most marketing videos, keep it short. About 7 out of 10 viewers watch videos to the end, but there’s no reason to be one of the three that bores them away.
It’s important to remember not to wrap up your video by fading to black. Promote your call to action. Prompt your viewers to take their next step.