You’re probably pretty familiar with brand awareness videos. They usually look a little something like this:
Don’t get me wrong; brand awareness videos are super important for humanizing your brand, nurturing prospects and helping to get the word out about your company. Ultimately, however, they aren’t usually the best videos to tie directly to lead generation. There are some exceptions to this, but for the most part, brand awareness business videos aren’t created with the goal of getting a ton of new leads.
Because brand awareness videos are sometimes seen as "just fluff about your business," many companies with limited marketing dollars are deciding to avoid videos like these altogether which is a HUGE mistake in today’s visually demanding social landscape. Or they are finding a way to use this preferred medium in a way that DOES translate into a more clear ROI for their business.
Here’s how the video-savvy companies are using video for lead generation:
Webinars With Landing Pages
For the most part, it’s not a best practice to put landing pages or “gates” in front of videos - unless they are longer than 3-5 minutes. Creating an informational webinar that addresses the biggest pain points your primary persona faces can be a great way to create a longer video that delivers real value to your potential customers. In order to download the webinar or participate in the live event, the viewer must provide you with their email address, resulting in a nice-looking lead for you.
Want to see the full version of that webinar? Get it right here on our webinar landing page.
Product Demo’s or Service Showcase
If you have a product or service that is visual or you have some way to showcase it - do it! A video can be a simple way to get a prospect to understand the product or service you have and how it can be of benefit to their business. Here’s one we did for a lead nurturing service ManoByte provides to one of our clients
Landing Page Videos
Add a video to entice your prospects to download another resource guide like your eBooks or whitepapers. Sometimes people just need a little nudge, and a video can do just that. Check out how to do it right here.
And Please, Finish Strong
At the end of the video, be sure to add something of value. Think about it, if the viewer has watched it all the way to the end, they are engaged enough that they will likely want whatever it is you have to offer next for them. Put a well-written CTA slide at the end of the video that precisely aligns with the next thing they should do to move them further along through the buyer’s journey.
Good luck producing lots of video's that work FOR your business! And if you want to learn a lot more about how to use video for more than brand awareness, click the CTA the blue box below and download the full webinar.