As a marketer, you aren’t often tasked with accomplishing two main goals: producing beautiful content that creates your brand recognition and tells your story… and generating qualified leads that will assist you grow your business.
Traditional advertising ethos may consider all those to be two different channels of work — crafting impactful video ads, plus digging up lower-funnel users — but it doesn’t have to become that way. If you’re not using video as part of your lead generation strategies, you’re missing out on a serious opportunity to create impactful content that directly translates to more qualified prospects for your business.
Megha Muchhala, Product Marketing Manager with Vimeo, shares some important insights on how to integrate your own video efforts with your leads tactics.
Vimeo’s Tips for Generating Leads Straight from Video
Everybody knows how useful including video clip on a landing page or an email campaign can be in increasing your conversion rates, but you can find also optimizations you can make to your videos by themselves that will provide you with a marketing edge.
1 . Include customizable contact forms.
Rather than simply relying on CTAs to boost your follows or site traffic, marketers should utilize in-video contact forms to capture specific information from potential clients. This can be as simple as gathering their email, or more detailed to capture demographic information, short answers to collect personal insight, or other actionable data.
Include these forms on video clips embedded throughout your electronic ecosystem across your website, landing pages, and even blogs to passively build qualified potential clients, fast.
2 . Use the multi-step format.
While you’ve probably heard of multi-step forms prior to, it’s possible you have yet to utilize one. That’s a shame, due to the fact it’s a format that’s been proven to increase form conversion simply by up to 52. 9%.
A multi-step form is one that breaks a longer contact page up into a more digestible series of questions, which should increase user experience and, subsequently, increase conversions.
Using a multi-step form reduces friction and helps you wait to ask for a lot more user guarded information (like an email address) until the user is already a few steps into the procedure.
3. Optimize it for every platform.
You always want your user experience to remain tip-top no matter how they’re observing your video content. We know you take the care to produce videos in different formats plus aspect ratios depending on your hosting plans, and your contact forms should be no various. Utilize a contact form that displays on mobile and desktop to ensure you’re capturing most of potential leads.
4. Obtain creative with your placement.
There are pros and cons to dropping get in touch with forms at any point throughout your own video, and the right choice generally depends on what kind of content you’re sharing.
If you’re offering premium or long-form articles, gating your video with a contact form right up front is a great way to boost leads. In case you are telling a shorter type story, placing a contact form in the middle or just before the climax can be incredibly effective in terms of incentivizing information discussing.
And while placing your contact form at the end of the video can be dangerous (considerin g 50 percent of viewers stop viewing a video after one minute ), it can also generate one of the most qualified leads: those who’ve watched all the way to the finish are the most likely to be engaged along with your brand or story anyhow. Whatever you choose, we recommend setting up a few A/B tests to determine the best placement. A little testing can go a long way!
Plus speaking of placement, consider your own video distribution when deciding your form messaging plus placement. Audiences watching a video on your blog are likely far more invested (and thus likely to share some honest details and opinions) than those getting a video on your homepage. Alter your messaging accordingly!
Several Final Tips
Now that you know about the joys of in-video lead capture, let’s review some final tips to take full advantage of your tactics.
1 . Can not ask for too much too early.
Be sure to consider the sales funnel whenever optimizing your contact forms. If you know video is your primary acquisition tool (meaning, the very first piece of your brand consumers see before becoming fans), know that they might not be therefore willing to share lots of details with you upfront.
Customize your asks as they relate to steps in the funnel: users that are brand loyalists are a great deal quicker to give up info than patients who’ve just spotted you via a sponsored ad.
2 . Remember to nurture your qualified prospects.
Leads are great, but if you don’t engage them, they’re pretty much useless. When capturing potential clients via contact forms, sync them to your email provider to make it easy to nurture them. (Just so you know: Vimeo users can automatically synchronize their leads directly into their HubSpot account, making it simpler than ever to connect with your potential customers. ) Then, place them engaged! Develop follow-up email promotions around specific prominent demographics and use your gleaned information to make them even more engaging. Even better, further increase your click-through by embedding GIFs of your videos in your follow-up email campaigns to stand out and get observed by leads.
3. Always keep SEO in-mind.
Your ability to generate leads in your video doesn’t mean a whole lot when no one watches your content. SEO can be a massively helpful organic discovery tool to send customers to your business. Take the additional time to optimize your website, squeeze page, and video itself meant for maximum discoverability.