As a marketer, you are often tasked with achieving two main goals: creating beautiful content that boosts your brand recognition and tells your story … and generate qualified leads that will help you grow your business.
Traditional marketing ethics may think of them as two different workflows – creating impactful video ads and digging users up from the bottom of the funnel – but they don’t have to be. If you aren’t using video as part of your lead generation tactics, you’re missing out on a serious opportunity to create impactful content that directly translates into more leads for your business.
Megha Muchhala, Product Marketing Manager at Vimeo, shares some key insights on how to integrate your video efforts into your lead generation tactics.
Vimeo’s Tips for Generating Leads Directly from Video
We all know how useful including a video on a landing page or an email campaign can be in increasing your conversion rates, but you can also make optimizations to your videos. itself this will give you a marketing advantage.
1. Add customizable contact forms.
Rather than just relying on CTAs to increase your following or your website traffic, marketers should use video contact forms to capture specific information from leads. It can be as simple as gathering their email, or more detailed to capture demographic information, short responses to collect personal information, or other actionable data.
Include these forms on videos integrated into your digital ecosystem on your website, landing pages, and even blogs to passively create qualified leads, quickly.
2. Use a multi-step format.
While you’ve probably heard of multi-step forms, you may not have used one yet. It’s a shame, because it’s a format that has increase form conversion up to 52.9%.
A multi-step form is one that splits a longer contact form into a series of more understandable questions, which should improve the user experience and, in turn, increase conversions.
Using a multistep form reduces friction and helps you wait to request more user-protected information (like an email address) until the user is already a few steps away of the process.
3. Optimize it for any platform.
You always want your user experience to stay on top no matter how they view your video content. We know you take the care to create videos in different formats and proportions depending on your hosting plans, and your contact forms shouldn’t be any different. Use a contact form that displays on mobile and office to ensure you capture all potential leads.
4. Be creative with your placement.
There are pros and cons to removing contact forms from your video anytime, and the right choice usually depends on the type of content you’re sharing.
If you offer premium or long-lasting content, blocking your video with a contact form up front is a great way to increase leads. If you’re telling a shorter story, placing a contact form in the middle or just before a climax can be incredibly effective in terms of encouraging information sharing.
And while placing your contact form at the end of the video can be risky (considerg 50% of viewers stop watching a video after one minute), it can also generate the most qualified leads: those who saw through are the most likely to be engaged with your brand or story anyway. Whichever you choose, we recommend that you set up a few A / B tests to determine the best placement. A little test can go a long way!
And speaking of placement, consider your video distribution when deciding on messaging and placement of your form. Viewers who watch a video on your blog are probably much more invested (and therefore likely to share honest information and opinions) than those who watch a video on your homepage. Change your messaging accordingly!
Some final tips
Now that you know the joys of capturing video leads, let’s go over some final tips for getting the most out of your tactics.
1. Don’t ask too early.
Make sure to take the sales funnel into account when optimizing your contact forms. If you know video is your primary acquisition tool (i.e. the first element of your brand that consumers see before they become fans), you might not be so willing to share a lot of information with you from the start.
Personalize your requests based on the funnel stages: Brand-loyal users are much faster to give up information than those who just spotted you through a sponsored ad.
2. Remember to nurture your prospects.
Leads are great, but if you don’t engage them, they’re pretty much useless. When capturing leads through contact forms, sync them with your email service provider to facilitate their development. (Just so you know: Vimeo users can automatically sync their leads directly into their HubSpot account, making it easier than ever to connect with your potential customers.)Then keep them engaged! Develop follow-up email campaigns around specific demographics and use your gleaned data to make it even more engaging. Better yet, increase your click-through rate even further by incorporating GIFs of your videos into your email tracking campaigns to stand out and get noticed by prospects.
3. Always keep SEO in mind.
Your ability to generate leads in your video doesn’t mean much if no one is watching your content. SEO can be an extremely useful organic discovery tool for sending users to your business. Take the time to optimize your website, landing page, and the video itself for maximum visibility.