How to use video for lead generation
Video is a fun and engaging way to find sales opportunities, and it’s not just for B2C anymore. B2B companies can harness the power of movie as well. According to Janine Popick for Inc., 92 percent of B2B customers watch videos online, and 43 percent of B2B customers watch videos when researching products and services.
You don’t have to outsource a video production company to make a great video, although that’s certainly an option. You just need to create content that people want to watch. Put someone in front of a camera, and demonstrate what a font of knowledge they are. Sales reps are generally pretty dynamic individuals, so get one of them to be your spokesperson. Having a genuine employee in front of the camera will also make you appear more authentic.
Here are some tips for engaging your customers and generating leads with video:
Create awesome content
If you can’t come up with a reason to use video marketing, you probably shouldn’t do it. If you don’t have a wealth of information you’re dying to share, video is useless. However, if you have tons of ideas and need an engaging outlet to reach your audience, video is perfect.
If you need ideas, using customer intelligence analytics can help you determine what kind of information your customers really need. The best content will anticipate the problems customers have and provide them with solutions.
Make the video engaging
According to Jeff Molander in Target Marketing Magazine, many marketers fail using video because they overthink what they are saying and forget to consider how they will say it. It may be easier said than done, but in order to be successful on this channel, you need content that really says something interesting while keeping the viewer’s attention.
Try telling a story. The human brain is programmed to respond to narratives, and they tend to be more memorable than straight facts. In the Salesforce Blog, Jeff Ogden notes how popular television show The Walking Dead consistently gains more viewers than the NFL. This compelling narrative of a small group of survivors outrunning bloodthirsty zombies tells a story that is both gripping and visually engaging. Just remember, you don’t need gore to create videos that users want to watch.
Generate leads
Finish off videos with a clear call to action to find potential buyers. Once you’ve hooked users on your fantastic video channel, you can even require a user registration so that visitors have to give you an email address in order to continue. YouTube allows you to overlay ads if you are a Google Adwords advertiser, according to Popick.
