Updated: Aug 6
Video has taken over social media. I do not need to convince you of that because it is obvious. What I do want to tell you is most companies are not taking full advantage of video marketing. Your audience is online and interacting with video content daily, if not hourly. As a business, you should be vying to capture those views.
According to a report from HubSpot Research, more than 50% of consumers want to see videos from brands … more than any other type of content.
Maybe you tried video, and "it didn't work." If you simply slapped your video on Youtube, then that is why. The video should be worked into your current marketing practices to boost your current lead generation. Putting your brand's video content in front of the right customers has never been easier. Here are 7 ways you can implement video into your lead generation practices.
If you already have an email list, then you're in a strong position to start using video. Instead of typing out your next email blast, record yourself talking to a camera. Wistia offers a free webcam and screen recording platform called Soapbox just for this. It's been proven that emails with "Video" in the subject have a higher open rate than those without.
HubSpot got creative with their video marketing and created a video to be sent to anyone who unsubscribes from their email list. It's a basic video that captures your attention and makes you consider re-subscribing. Think of ways you can implement ideas like this into your business.
Social Media Posts
Instead of posting text posts every week, post some videos. Videos are shared by 1200% more than links and text combined. Take one of your marketing messages and think about how you can break it down into a short, digestible chunk.
The SPCA did a fantastic job of this with the video, "Adorable Kittens Recreate Classic Horror Films." The video doesn't appear to be a marketing video at first, just a video of cute kitties. When you get to the end of the video it prompts a strong message… "The Real Horror is Too Many Cats Need a Home." This is an excellent example of mixing social media with video for lead generation.
Cold email introductions can be awkward and difficult. It can be hard to build a personal relationship with potential clients when you are limited to text on a page. A recent trend called "Video Voicemails" is hoping to break that. A video voicemail is a brief :30-:60 video that the salesman can email to a potential client to introduce himself and build a rapport with the prospect. Businesses who used the videos found a higher open rate and response rate.
Chocolate Bar Studios Landing Page Video
Automating your marketing funnels is becoming a hot topic in the entrepreneurial space. Using this technique, you can change your communication with customers from a 1 to 1 method to a 1 to many without a considerable time investment. Video can be included in your marketing automation to deliver valuable content or create a personal connection. Examples of relevant content would be how-to videos that your audience would find helpful. Examples of a personal connection video would be an informal video with you talking to camera and telling a relevant story.
Use your video content to leverage your customer's email address. A well developed instructional course or video series can act as a strong lead magnet for capturing potential customers. The video will draw your audience in and collect their information for your sales team or enter them in your marketing automation.
Holiday cards and fruitcakes are no longer an appropriate way to connect with your customers unless you plan on not working with them anymore. Use video to build a personal connection with your audience. Whether it's a holiday video or a video congratulating them on signing up for your services. The more personal your video is, the more you can expect it to build a connection with your audience and humanize your brand.
When a new prospect visits your website, they're probably comparing you to all your competitors, and you need a way to stand out. A landing page video or homepage video is a fast and effective way to pitch your services. It is a one to two-minute video that speaks on the pain you solve and the next steps the customer can take.
These are only a few ways to integrate video into your marketing. The possibilities are endless. With platforms such as Wistia and Zapier, you can connect your videos into virtually any CRM or marketing platform. I recommend you start creating some video content. Grab your camera and start experimenting with video in your marketing funnel.