How to Use Video Content to Generate Leads
- Creating effective video content isn’t far from optimising blogs for SEO. With videos, things like keywords, mobile optimisation, and content quality are crucial.
- Fostering trust and credibility is essential if your video content is to generate leads for your business and enhance its reputation.
- Adding interactive elements to your videos engages viewers on another level – so don’t be shy about reaching out in innovative ways.
Videos are integral to our daily lives. For most of us, they are the preferred medium for learning new information and being entertained. As a result, businesses across most industries are leveraging the power of video content to achieve their goals, including the pursuit of effective lead generation.
The versatility of video content means it can serve a wide range of purposes. Whether it’s showcasing products, sharing customer testimonials, or providing educational content, videos can be tailored to fit the unique needs of any business.
When engaging videos are combined with attractive CTAs, businesses can attract potential customers, capture their interest, and guide them through the sales funnel. With the right strategy and execution, creators can encourage viewers to take the next step, whether it’s signing up for a newsletter, requesting more information, or making a purchase.
So, without further ado, let’s dive into our top tips for embarking on a video content strategy that generates leads:
How to create video content that generates leads
As you begin to strategise, consider these ten questions to guide your plan:
1. Who is your target audience?
Your target audience is at the heart of your strategy. As such, you need to get to know them. Think about their needs, interests, preferences, and pain points, as these will impact not only
the type of content you create, but also the channels you use to distribute it.
Learn about your target audience by:
- Conducting market research and competitor analysis
- Examining industry reports and customer feedback
- Analysing sales data and data from CRM systems
- Looking at social media insights and website analytics
- Building a buyer persona
2. What are your objectives?
Before diving headfirst into a new campaign, ask yourself what you want to get out of it.
What are your primary goals for creating video content? Here are some examples:
- I want to increase brand awareness
- I want more people to visit my website
- I want to promote my products and teach people how to use them
- I want to educate customers on my niche
- I want to build a YouTube channel
- I want to boost my social media following
- I want to grow my mailing list
Simply writing down your main objective is the perfect place to start. From there, you can figure out what it is you have to do to achieve your goal. The next thing you need to do is ask, “what action do I want users to take after watching my videos?” It could be one of the following:
- Like, share, or save my videos
- Click through to visit my site or product pages
- Follow my YouTube channel or social media account
- Subscribe to my email newsletter
The direction your strategy takes next will depend on the action you choose here. For instance, if you want your videos to be saved and shared, you should opt for funny or educational content. On the other hand, if you want users to join your mailing list, you’ll need to promote it and provide something users want to watch on a regular basis.
3. How can you make your video content engaging?
At this point, you might have a loose sketch of what you want your videos to achieve and an idea of who your audience is, but how can you ensure your videos are effective?
There are countless ways to make your videos more engaging. However, whether you go for the informative, fun, interesting, shocking, or humorous angle, you’ll still need to put work into engaging viewers.
Consider the following techniques to ensure your videos draw in the attention of your target audience:
- Hire a professional scriptwriter to craft truly compelling or funny voiceovers.
- Film in unique or interesting locations.
- Collaborate with famous faces to attract a different viewership.
- Add captions to increase the accessibility of your content.
- Hire a professional videographer to film and edit your videos effectively.
- Use storytelling techniques to make your content more memorable.
- Incorporate visual effects.
- Respond to and join in on current trends.
- Use eye-catching thumbnails and video titles.
- Ensure your openings are strong, clear, and attention-grabbing.
- Create a series of videos that keeps viewers coming back.
4. How can you optimise your calls to action (CTAs)?
Your CTA needs to be compelling, which should come easy once you’ve worked to increase video quality and meet the needs of your target audience. However, you need to make it easy for viewers to follow through.
With that in mind, you need to ensure that all the outgoing links on your video content are working correctly. Plus, any sign-up forms need to be short and simple.
Don’t forget that creators who include too many CTAs tend to overwhelm their users, leading to lower click-through rates. In addition, you don’t want to oversell them – viewers can sense neediness and can be put off by an excess of promotional material. Keep it simple and let your content’s quality shine through.
Don’t worry if your CTA isn’t perfect first time around. It’s very common for creators to test out different ones over time until they find the CTA that’s most effective.
5. How will you distribute your video content?
The answer to this question depends greatly on your audience’s preferred channel.
You’ll know from your initial research whether your target audience prefers to consume video content on Instagram, YouTube, Facebook, or TikTok. From there, you can alter your video creation process to suit the given platform.
Things like video length, format, and resolution all vary across platforms, so don’t forget to factor these into your strategy.
You might choose to release videos on several different mediums. For instance, you might publish a full, long-form video on YouTube and edit it into a one-minute clip for Instagram Reels. This is where your email newsletter comes in handy. You can use this to promote your content and drive users towards the platform they like best.
Collaborating with influencers or famous faces can do wonders to expand reach, especially when you’re just starting out. However, if this approach isn’t workable, you can always use paid advertising.
6. How will you optimise your video content?
Similarly to the SEO work we perform on blog posts, video content also needs to be optimised. This involves using target keywords in the video title, description, and tags to
improve searchability. Additionally, you’ll want to create compelling thumbnails and meta descriptions to increase click-through rates.
Don’t forget that many people will be watching on their mobile phones. With that in mind, you’ll need to ensure your videos are optimised for mobile viewing and that you test playback on various devices to ensure a smooth viewing experience.
7. Will your video content be interactive?
Interactive content has an edge over regular videos, engaging viewers on another level. You may consider adding interactive elements like clickable links, polls, or quizzes that nudge viewers towards the next stage in the sales funnel. Instagram is great for features like this, but you can make anything interactive.
One foolproof way is to create videos in response to comments and queries from viewers. Then, viewers know that their comments are a direct line to your videos, encouraging them to leave their thoughts and questions with you. This way, you can create an aspect of interaction without the need for fancy features.
8. How will you foster trust and credibility?
Credibility is so important when it comes to online content. When viewers find your content for the first time, they’re feeling you out on several fronts – one of them being your trustworthiness.
One way to foster credibility is through testimonials and social proof, but you might not want to dedicate whole videos to testimonials, although they are effective. Alternatively, you can place social proof within your regular videos.
For example, merely saying at the start of a video, “we had loads of comments asking us to do this video”, gives the impression that your content is watched and liked by lots of people.
Another way of protecting your brand’s reputation is by using quality cameras and microphones, editing your videos professionally, and sharing user-generated content (UGC) that endorses your business.
Don’t forget to maintain a consistent brand voice and style across all your videos and develop a regular posting schedule to keep the audience engaged and coming back for more.
9. How much will your video content cost?
The budget is important in any new campaign. You’ll need to determine how much you can afford and work backwards from there.
Quality is definitely more important than quantity when it comes to video content. You’ll want to meet your audience’s expectations of quality at first, even if that means releasing fewer videos initially.
The main costs you need to consider are:
- Full-time staff and freelancers
- Location hire
- Permits and licenses
- Influencer fees
Remember that you can offset costs with ads on YouTube, sponsorship deals, affiliate marketing, and branded merchandise. You can also reduce costs by repurposing some of your older content and working with influencers who are happy to forego a fee in exchange for exposure.
Don’t forget that some of the most popular video content creators started off in their childhood bedrooms. If they can create successful content in a simple way, so can you.
10. How will you maintain your video content’s performance over time?
Tracking the key performance indicators (KPIs) of your videos is essential to securing their performance over time. Keeping up to date with stats such as view count, engagement rate, conversion rate, and click-through rate will ensure you can react to dips in real time.
All video hosting and social media platforms will have insights and analytics tools built in, but you may want to use something like Google Analytics if you host videos on your website. Plus, the built-in tools tend to have less advanced features than tools like GA, Hootsuite, and HubSpot.
To ensure you get the most from your analytics tools, be sure to check your performance against that of competitors to see how you stack up. You may also want to examine the qualitative results of sentiment analysis to understand what viewers are saying about your brand.
What type of video content will you create?
Over the years, the rise of YouTube and Reels has allowed the range of video content to expand, providing users with an unlimited amount of unique and helpful content to choose from. However, that means businesses have a harder decision to make – what type of content should they create?
The following is a list of a few of the different types of video content you can create nowadays. You’ll find that there’s an audience for all of them, but only a few will be suited to your unique business:
Explainer videos: short, animated videos that explain a product or service in a simple and engaging way.
Tutorial videos: step-by-step instructional videos that teach viewers how to do something.
Product reviews: videos where a person reviews a product, discussing its features, pros, and cons.
Webinars: online seminars or workshops conducted through video conferencing.
Vlogs: video blogs where individuals share their personal experiences, thoughts, or daily life.
Interviews: videos where one person interviews another, typically about their expertise or experiences.
Documentaries: non-fictional videos that provide an in-depth look at a particular subject or issue.
Live streaming: real-time broadcasting of events or activities over the internet.
Short films: fictional videos that tell a story, typically lasting less than 40 minutes.
Animation: videos created using computer-generated imagery (CGI) or traditional animation techniques.
Commercials: short videos that promote a product, service, or brand.
News reports: videos that provide updates on current events and news stories.
Travel videos: videos that showcase travel destinations, experiences, and cultures.
Unboxing videos: videos where a person unboxes and reviews a newly purchased product.
Behind-the-scenes: videos that provide a glimpse into the making of a film, tv show, or event. Nowadays, businesses are creating behind-the-scenes videos of their company’s processes, such as packing products at warehouses.
Testimonials: videos where customers share their positive experiences with a product or service.
Virtual tours: videos that provide a virtual walkthrough of a location, such as a real estate property or museum.
Podcasts: audio or video recordings of discussions on various topics, often featuring guest speakers.
Video content is a powerful tool for generating leads and driving business growth. With the right approach and execution, video content can be a game-changer for your business,
helping you attract more leads, build stronger customer relationships, and achieve your marketing goals.
So, get started on your video content strategy today and unlock the full potential of this versatile and impactful medium.