Over the course of the last few months I have covered a variety of topics, from corporate video costs to how to implement a video strategy, I’ve tried to shed some light on a number of areas which I am regularly questioned about.
One blog article that garnered a fair amount of attention and interaction was my explanation of what lead generation videos are. Following on from that blog, some readers wanted me to drill down a bit further on this topic, specifically about how to turn video into lead generation tools.
Don’t Forget The Gate
This is a pretty simple process; ask the viewer to enter their email address before watching the video. This essentially creates a new lead once any interest is expressed.
A note to bear in mind, when gating any piece of content, is where that content sits on the buyers funnel. Using an email gate is often suited best to a ‘mid-funnel’ video, if you gate something too early on in a buyer journey you run the risk of just alienating the viewer. Try to get the viewers interest at the top of the funnel and then once they reach the gated content they will be more likely to enter….er…..through…..the gate? (Enter their email!).
Adding The Gate
Using an email gate on a landing page, to then allow the user to be redirected to where the actual video content sits is the first option. Some marketing automation platforms (MAP) will create a profile for anyone who uses the email gate to access the content, this profile then tracks their journey across the video. As more gates are used, provided other questions are asked, the profile becomes more complete giving you a better understanding of them so you can tailor content to suit them. This in turn gives that viewer a better user experience and as you provide them with a more personalised approach.
Knowing what piece of content to add an email gate to is important, especially if you only want to maximise your exposure. A carefully used and well-placed CTA will interact with your viewers, keep them on your site longer and allow you to a create a more informed profile on them so that you can create more relevant content in the future.
Use CTA’s to drive viewers to video content or indeed, place them alongside the content to add direction to what you want the viewer to do next, after finishing the video content. A CTA displayed at the end of a piece of video makes complete sense; the viewer has just engaged with the video so why lose them at this stage? Instead, use a CTA to allow the viewer an immediate chance to act on the message in the video.
So, there we have it; a bit more of an in-depth look into using video for lead generation which hopefully answers some of the questions I've received and helped anyone looking for a bit more guidance on using video to create new business as part of their marketing content strategy.
If you want to learn a whole lot more about using video marketing, exploring wider themes and giving you industry expert advice and tips, please feel free to download our latest ebook by clicking the image below!
As founder and Managing Director of Hub, David pushes the creative possibilities of video and short film, inspiring brands and businesses to find their voice through moving pictures.