Video marketing can be a great way to get more leads. Some 70% of marketing professionals say that video converts better than any other medium. That’s all fine and well but how do you monetize that now? How do you become this guy?
Here we’ll show you how.
1. Get an Explainer Video
The first port of call for most businesses is getting a company explainer video. This is a short video that describes the benefits of working with your company in a clear and engaging way. Below are two examples.
2. Testimonial Video
Getting a customer to say nice things about you… it’s powerful stuff. It’s a form of social proof and it really works. They are also useful because they answer many questions that customers may themselves have. Testimonial videos help you get more leads by building trust and we’re a big believer in them.
3. Empower your Salespeople
Use video before, after and during a sales meeting. Show it at conferences. You can also make tailored videos for each salesperson.
4. Show off your Product
A product video is a great way to show your product in action. Here it’s all about the detail. The customer will already be familiar with your business, having come to your website for example, and the goal here is to get more leads by giving them information. If your product is physical then a good way to do this is through a filmed video, e.g. with a presenter demonstrating the product in use.
5. Online Video Advert
This is an ad to drive people to your website. You can’t use your company video as a video advert, it just doesn’t work. That’s because a video ad is more like a TV ad in that the audience knows nothing about you. You are reaching them cold and they were busy watching or doing something else entirely so you need to be snappy and engaging.
6. Social Video
A shareable video to be published on social media. These videos are not necessarily overtly sales-focused as the goal is to get shared with others. The video may be short (e.g. 5 seconds) or long. A key consideration is often that it needs to work when playing silently on auto-play in a user’s feed.
7. Ramp up your Content Marketing
We all know that content marketing is a way to generate inbound traffic and get more leads. Trouble is… everyone’s doing it! The world is drowning in content. It’s becoming increasingly difficult to stand out. Video is a way to make your content more engaging, convenient and useful. We predict an increase in the use of video in content marketing. Not many people are doing it yet, this is your chance!
8. Company Culture Video
This is a tool to build trust with customers, to help with recruitment and to reinforce your company culture.
9. Translated Videos
Translating your videos is a way to reach new markets. It’s sensible to do this in conjunction with other efforts, such as foreign language landing pages or sales collateral. This is a good way to make more out of your existing investment into video. See our article here about making a translated video.
10. Video in Email
The benefits of using video in email are well known. Just having the word “video” in your subject line can increase your open rate. Embedding videos in your email increases engagement with your email.
11. Onboarding Video
A video to get new customers started when using your product. This can be helpful if you have a high product churn rate or want to convert customers from a low price entry point to a higher rate.
12. Tutorial Videos
This is more of a subtle one. By teaching users about your products you keep them engaged and buying. It’s also a way to reduce your customer service wage bill.
Hot Tip #1: Go where your Audience is
We are a strong believer that the best place to start with video marketing is to upgrade your existing efforts first. Take a look at where you are already getting leads from and improve that with video. Make video for an existing audience… that way you know it will get watched! For example, if your business reaches people mainly through organic web traffic then a website explainer video can be a good option. If you reach your audience on social media then short social media clips may be right for you.
Hot Tip #2: Look at your Sales Funnel
Where is the weak point in your “funnel”? What are some of the common questions you get about your products and where in the process are you missing opportunities? Deploying video at the right place can work wonders. Do you get lots of inbound leads but struggle to convert them? A strong testimonial or sales video may be helpful here. Are people leaving your product pages without buying? A well-placed product video could be helpful. Do you struggle to convert trial users into paying users? An onboarding video may help.
What Styles Work Best?
There’s no hard and fast rule and it depends on your brand identity. Have a look at our ultimate list of explainer video styles to get some ideas.
Get More Leads… Now!
We’ve shown you some ways that forward-thinking companies are using video to get more leads. Video marketing is a field that’s evolving very quickly and the opportunity is big for savvy marketers. Are you considering an investment into video but need more information? Get in touch with us and let’s talk.