Video Tactics to Generate Qualified Leads
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It has never been more important to leverage the power of video. Videos take up more than 82% of online content. Consumers are 90% more likely to watch a video on a product than read about it, and are significantly more likely to convert because of a video on social media. And then there’s the SEO benefits of including video on your website as well.
Simply put, no longer can we look at brands who use video enviously yet helplessly. We have to figure out a way to make video if we want to survive. Take a videography class – Hire a freelancer if that’s what it takes. Every brand needs video content.
But you’re no award-winning film producer. And honestly, you don’t care to be. All you want to do is generate more qualified leads for your business.
The good news is, you don’t need to turn your office into a Hollywood Studio to take advantage of video content that generates leads. These five simple tactics can increase your brand reach and awareness without taking too much time away from what you do best.
1. Introduce Your Team
It’s okay to be human. More than ever, our customers want to learn about who we are as people – even see what our daily lives look like. Authenticity is still a trend, so why not just be you? You know those team members you have who do a lot of work behind the scenes, but rarely get noticed? Feature them on your social media accounts – get them on camera talking about why they love their job, sure, but also their families, dogs, favorite hockey team, whatever – have fun with it!
Do you really think another call or email reminding them who you are will push them over the edge and into conversion? Maybe, or it might push them over the edge into the “I’ve had enough of you” stage. Social media account takeovers are great ways to incorporate content featuring your employees. Remember, stories and reels are especially effective here. A good rule of thumb to remember is that if you’re enjoying creating it – your audience will most likely enjoy watching it.
You do need to be sure to not take this strategy too far, of course. Sound marketing practices remind us that talking about ourselves is not always content our audience will care about. After all, we need to provide value to consumers. However, touching a little on the human side with introduction and employee spotlight videos are a good supplement to your everyday content. They bring the human side out a little, and we all love to see that.
2. Personalized Lead Generation
You’re relentlessly chasing your hot leads – convert them with personalized videos! You know you’re close with a lead – they’re very interested…. but they’re dragging their feet. Sound familiar?
Personalized videos are a great way to convert a lead who is near the bottom of the sales funnel. It doesn’t have to take an overwhelming amount of time or effort, and we suggest you have a template of sorts already saved. Provide a value proposition, present your pitch in a condensed way that forms a brief video, and begin to show why what you’re providing will work.
Sending a video that your lead knows was created specifically for them will absolutely get their attention in the midst of the constant stream of marketing calls and emails their getting daily.
3. User Generated Content
It sounds too good to be true for marketers who don’t want to spend a lot of time creating video. Video that’s created for you – it’s as simple as that!
User Generated Content is extremely shareable on social media. It is also minimal time and effort on your end. Focusing your social media strategy on sharing content rather than creating it is one way to engage with other social media users as well as keep your feeds fresh and interesting.
There’s a fine line here. You don’t want to just share everything and not have any content unique to your brand. However, what you can do it put others to work FOR your brand.
One of the best ways to do this is to solicit testimonial videos. Much like you ask for Google Reviews, identify some of your most satisfied clients and ask them to record a quick (doesn’t have to be longer than 20-30 seconds) testimonial video on their phone. Take that video, place some branding over it such as your logo or other information, and there you go! An efficient way to leverage your clients to create content for you that is also original to you.
4. Record Video at Every Company Gathering
Similar to our first tactic, giving your brand a personality and identity also scores you points in the authenticity game. Another simple way to take advantage of this trend is to record video at every office event. Having a company party? Doing community service together? It all brands you as a fun loving, giving company. (Within reason of course – don’t share anything that won’t make you proud of who you are or is off brand)
The benefits here include not only company branding but also saving your time and effort. You’re having the party anyway, so there’s no set up. If you don’t have the equipment or don’t feel proficient recording video on your phone, take some pictures and make a slideshow at the very least.
Don’t let another company event go by without taking advantage of the postable moments.
5. Link Everything Together
Videos don’t ultimately put money in your pocket. (Unless that’s your business, of course) However, a video is an engine to the next step in the funnel. So, make it as easy for your viewer as possible.
One effective way to do this is by placing a clickable link in your lead generation or pitch video to your sales rep’s calendar. While you cannot embed clickable links in .MOV or .MP4 files, you can through YouTube or on your social media channels.
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