When it comes to marketing, no phrase is more relevant than “to each his own.” It seems like every corner of the internet is packed with a different segment of marketers who swear that THEY (and only they) have it all figured out.
“This is the key,” they shout. “Now buy this book!”
Here at Digital Brew, we know we don’t have all the answers — we’re still learning, and we pick up new skills every day. What we do know, however, is that when it comes to conversions, video really is essential.
Buffer recently published their annual State of Social Media Report, and the results were clear: video is on the come-up, and showing no signs of slowing down. Eighty-three percent of marketers said they’d like to create more video content, if it weren’t for time and resource constraints.
We know how impactful video is to lead generation, but we want you to understand its importance, too. We’ve compiled three ways to incorporate video into your lead generation campaigns.
3 Ways To Skyrocket Lead Generation With Video
Video is 12 times more likely to be watched than text is to be read. That’s an insane boost to your lead generation campaign on its own, but there are still a few ways you can optimize your video to skyrocket conversions even more.
Insert a call-to-action
No one is better at videos than professional YouTubers, and there’s a reason they tell you to like and subscribe at the end of every video. Studies have repeatedly shown that the most successful way to get your customer to do something is to tell them to.
We call these “call-to-actions,” or CTA’s, and they come in a variety of formats: “like and subscribe,” “visit our website,” “call now.” There are a variety of ways you can implement CTA’s into your video (we’re a fan of YouTube cards) and many video-managing services even allow you to drop a newsletter CTA right in the middle of your video.
However you choose to incorporate a CTA, make sure it’s direct. No one likes a wishy-washy salesperson, after all!
Position video above the fold
If your lead generation campaign involves a landing page, chances are you know that the best place to convert is above the fold. If you’re relatively new to this whole thing, “above the fold” refers to the space on a webpage visible before any scrolling.
Incorporating video into a landing page is proven to vastly improve the number of signups. When we made this Kissmetrics explainer video, they saw over 30 percent more demo registrations with the video on their landing page than without it.
We keep our videos above the fold and to the right of our forms on our landing pages, with form submissions being the primary goal. Your campaign tactics will vary, but the more surefire idea in every case is always A/B testing until you find out what works.
Incorporate video in your drip campaigns
So someone visits your site, fills out the email form…now what?
If they haven’t converted, it’s in your best interest to incorporate them into a drip campaign, or an automated email messaging string that continues to market to them after they’ve exited the direct sales process.
At this step, the customer would be considered a cold lead, but can you guess what might be able to warm them up?
Try sending a follow-up email and incorporating video of customer testimonials, product demos or even an explainer video (if they haven’t already seen it). Oh, and be sure to include the word “video” in the subject line — research shows that just the word increases open rates by 19 percent.
Ready to get started? Let’s revolutionize your lead generation, starting with great video. Click here to schedule a call with Digital Brew.