August 18, 2015

Lead Generation for Small Business Using Video Content

Using a Video as a Lead Generation Tool for Your Business

There’s a scenario I’ve seen all too often. A group of web professionals are discussing the latest promotional video they want to make for a client. They’ll discuss the look of the video. They’ll throw out jokes, lines of dialogue or other clever scenes they want to put in the video. They’ll prepare additional content to accompany the video. In short, they’ll spend all their time talking about how cool the video is going to be and how quickly it will go viral once it’s launched.

But what they don’t talk about is this: How is the video going to directly generate leads for a client?

A cool video is a great. A cool video that drives business towards the client is even greater. Here are some of my time-tested tips on using video to generate leads.

Gate the Content

Asking viewers to input their email address before giving them access to your video can be a risky move. After all, many viewers are wary about handing out their email address – especially if they’re not sure about purchasing the product or service in the first place.

Done correctly, however, an email gate can produce valuable leads.

The trick is to put the email gate mid-funnel. For instance, first you want to entice your potential customer with a variety of un-gated content. This could be content about your industry. It could even be other videos. Once the viewer has seen enough content, you can reasonably infer that he or she might be interested in what you’re selling – at least at some point in the future. That is when you can safely introduce gated content.

For instance, suppose you have a viewer who watched four of your un-gated videos and then opted-in to watch a special demo video of your product in action. By making that demo video gated, you now have that person’s contact information. Plus, you know that they’re interested in the product or service you provide.

Landing Page Gates

Another popular gate option is a Landing Page Gate. This is when any visitor to your site must first input their email or other info in order to view the entire site.

There are downsides to this type of gate, however, including:

  • Long load times
  • Lots of clicking (which might be annoying to users)
  • Ability to share information

A landing page gate isn’t the best solution for video you want to share with only a select group, such as subscribers or members. On the plus side, these types of gates are great when you want to gather more information on those who are watching your video. YouTube only shows the number of people who see a video. A gate allows you to identity your viewers. This turns each viewer into a valuable, actionable lead.

When a Call to Action is Better than a Gate

You want to forgo a gate when full visibility is your main goal. By their very nature, gates create a barrier. In some cases, you want to make your videos as accessible as possible and attempt to generate leads afterwards.

There are several ways to add a Call-to-Action to your video. Some of the ones I’ve found to be the most effective include:

  • YouTube annotations – You can add text-based annotations anywhere you like on your own videos. These annotations can be requests for subscribers, links to other content or any additional way you’d like to engage with your audience.
  • CTA contact forms – Beyond just annotated text, you can imbed forms directly into your video. This is a way to let your video be accessible to anyone but you’ll still be able to obtain contact info from potential leads

The Bottom Line

A high quality, viral video can be a powerful marketing tool. But your ultimate goal isn’t just popularity – it’s creating actionable leads for your clients. Gated content, annotations and other simple additions can help you go beyond the power of a viral video. After all, you don’t just want to get people talking. You want to get them to take action.



August 18, 2015

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