The Expert's Guide to Using Video for Lead Generation

Today's marketing generation relies a great deal on a harmonious combination of text and visualcontent in acquiring quality B2B leads.

Is there anything else we don't know?

Apparently, there is since video is a new thing, and marketers need to understand a lot more aboutusing it to full advantage.

So, here is Vidyard Content Marketing Manager Kimbe MacMaster with the nine practical uses ofvideo marketing for lead generation.

o Increase Opens and CTRs on Emails

Video has been known to increase CTRs on emails by 2-3x. And adding "video" to the subject linealone can increase open rates by 13%. So add 'er in there! But since most email clients won't play avideo directly in the email, add the thumbnail and play button to encourage prospects to click

through and watch!

oGrab and Hold Attention on Landing Pages

The optimal layout, copy, CTAs, and just about everything else for landing pages is a great debate,but one thing's for sure: if you can't capture attention, you won't be getting any further action fromprospects. This is where video comes in (particularly if you've sent people to this page expecting one... duh).

But really, try using a catchy, funny campaign video to grab your audience's attention. Once youhave it, ask them to do what you want them to: watch the next video, download an ebook, learn moreabout a new feature ... it's your call!

o Drive More Shares with Sharing Screens

This one's pretty simple. If you are creating a higher level, brand awareness campaign (like, say - aculture video) and your main goal is to spread the word and drive shares, make it easy!

o Simplify Lead Capture with Downloads in-Video

Fewer steps to conversion means fewer opportunities for drop-off. So eliminate some steps andallow viewers to download your content from right within the video player. Salesforce does thisswimmingly.

o Increase Site Traffic with Linkbacks

If you're posting on YouTube, you'll want to drive viewers back to your site where you own all thecontent and have a little more control over the journey they take. A "Learn More" CTA in yourYouTube video is a perfect example, just like FedEx does.

o Keep the Conversation Going with Subscriptions

The more opportunities you have to continue communicating with prospects, the better. So keepthem engaged and connected with a simple YouTube subscribe.

o Generate more Leads with Video Gates

If your video content is really valuable, consider adding a gate in front of it. A webinar or reallyhelpful how-to content warrants a gate and offers another place to capture leads.

Source: 9 Examples of B2B Video Demand Generation

Belinda Summers works as a Business Development Consultant for CallboxInc. She helps businessesimprove and maximize their marketing campaigns by providing expert advice on lead generation andappointment setting. She provides tips and trainings on telemarketing, email, social media, andother marketing strategies.

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