Increase Inbound leads with Video Marketing
How to Use Videos to Generate Inbound Leads
B2B marketing teams love inbound leads. They tend to convert better than other types of leads, which is why companies invest in producing high-value content that would increase lead acquisition.
However, generating inbound leads can be a challenge for many companies. There are no cheat codes for producing lead-generating content; however, this article will show you how to use videos to generate inbound leads. It all depends on the stage of the funnel your user currently is
Top of the Funnel Videos
Users in this stage are experiencing your brand for the first time, and they may know that you somehow relate to their problem, but they need to learn precisely how. So you need to build trust by presenting yourself and adding value to them.
Add value through educational videos.
You can add value by answering questions your audience may have or by creating educational/informational content that could help your prospect to understand his situation better and be more informed about potential solutions.
Jerry is looking to start with video marketing but does not know where to start, so Jerry Googles: Video Marketing 101.
He finds a video on a website titled: Video Marketing Crash Course, but when he clicks play, he is asked to submit his email to access the video. Since the video has the info he needs, he will input his information (this is known as gated content)
An inbound lead was generated.
Alternatively, the video could be available without the need to input any type of information and instead have a CTA at the end to submit contact details if you are interested in receiving more informational content down the line via email.
Both methods can be effective, but you’ll need to determine which one will work better for you.
Present yourself with branded videos.
A study conducted by KoMarketing showed that 52% of website visitors expect/want to see an “About us” page. This section of your website is the ideal place to show a brand explainer video that shows your audience who you are, what you do, and why you do it.
Add a CTA to get the visitors to take the actions you want them to take to become leads.
Middle of the Funnel Videos
Product Demo Video
When prospects reach this stage of the marketing funnel, they are exploring potential solutions. So they are checking out the products and services you offer and that your competitor offers.
So you need to sell it to them. How? Through product demos and explainer videos.
Product and service demo videos are a powerful way to showcase your product or service’s benefits and features. These videos give potential customers a better idea of how your product works and how it can solve their problems.
Buying for a B2B SaaS Solution usually requires getting a private demo, so the video on your website should act as a teaser. Add a CTA for your prospect to request a demo with an SDR.
Congratulations, now you got an inbound lead!
Testimonial videos are a form of social proof. ” Hey, look, Jerry bought my product and is so happy that he wants to tell you all about it.”
Of course, Jerry’s speech must sound more authentic than that. But you get the point. Showing people that you have successfully solved others’ problems can be the difference between them booking a demo with you or leaving your website.
Measuring Video Performance
Measuring the effectiveness of your video marketing efforts is crucial to improving your lead generation strategy. Here are some metrics to track:
- View count: the number of times your video has been viewed
- Engagement rate: the percentage of viewers who engaged with your video (likes, comments, shares)
- Conversion rate: the percentage of viewers who took the desired action (filled out a form, made a purchase)
By tracking these metrics, you can see what’s working and what’s not and make adjustments to improve your results.
So there you have it, use product, educational, branded, or testimonial videos to acquire more inbound leads.