3 Steps to Using Video to Drive Leads and Engagement
It seems like people are addicted to video these days. From binge watching Netflix series to consuming billions of hours of YouTube playlists, video is on the rise. Big time.
And people want more. According to HubSpot more than 50% of consumers want to see videos from brands — the preferred medium over emails, photos, and PDFs. In fact, just adding a video to your landing page will increase conversion rates by 80% and adding the word video to your email subject will increase open rates by 19%. Incredible, right?
What this means is that you can (and should… actually, must) use video for your business.
There are many types of videos: demo videos, brand videos, event videos, expert interviews, how-to videos, explainer videos, animated videos, case studies and customer testimonials, live videos, virtual reality and 360° videos, augmented reality videos, and personalized messages or video emails.
You can use any of these to increase B2B sales. Let me show you how.
In this article, I will share 3 steps to using video to drive leads and engagement.
Step #1 - Build Brand Awareness
Do people even know your company exists? Some do, but you sure want more people to know about you.
In a world saturated with images and sounds, you need to stand out and make an impact - fast.
A LinkedIn internal study in 2018 found that videos under 30 seconds reported a 200% lift in view completion rates. But a short and sweet video can increase your brand awareness big time.
Consider those quick pre-roll ads that play before a video you’re watching - they’re so short you can’t even skip them some times.
The following video, for example, keeps showing up lately in my YouTube music playlist:
A few weeks ago, I wasn’t aware about Monday.com. Now it’s on the top of my mind when anyone mentions project management. Or take a look at this other example of an even shorter video (15 seconds) that does a great job building brand awareness.
Those short video ads are very useful on social media, but you can use longer videos as well to tell your brand's story and place it on the About Us section of your website.
Your web visitors want to know more about you (that’s why they’re there) and you have a chance to put a face and a voice in front of them. Why stick to a boring mission/vision statement when you can do something like the following video by HubSpot?
Building your brand is a science in itself, involving consistent use of colors, fonts and logos as well as features or characters (think about the Old Spice guy, for example). Decide your brand’s feel and tone - funny and clever or traditional and professional? - and work with your marketing and creative teams to craft a great message. Then use video to build awareness.
Step #2 - Generate Demand
Did you know that when both video and text are available on the same page, 72% of people would rather use video to learn about a product?
That’s huge. So if you want to generate demand for your business, show a quick demo or a short clip of an event preview to convince your viewers to buy - or subscribe, or sign up, or whatever.
Help people visualize how their lives would be using your product, how companies would save time and money or increase revenue using your software or outsourcing sales with you.
Tutorials or explainer videos are great for this. In a 30-second video you can show why people should try your product as effectively as in a 1,000-word article. Check out this explainer video by Unroll.me, where they touch the pain points of their customers and show (instead of telling) the solution:
Here’s another brilliant video for Mint.com:
After watching those two videos, you’ll surely want to try their products.
Keep your explainer videos under 90 seconds and invest resources to get a high-quality production - it’ll be worth it.
You can use different styles, from talking heads to Hollywood-style dramas, whatever works for you. A popular style these days is to create animations to depict the problems of your buyer’s persona and show how your product or service provides the solution they need. That’s what Slack did in this video:
Step #3 - Keep Customers Engaged
The paradigm shift over the last few years has been going beyond customer support and into customer success. That means being proactive in educating customers about your products so they will use them well and ultimately feel satisfied, renewing and buying from you again and again.
Here’s where you can use video to keep customers engaged with your brand. Offer tutorials and educational content to your customers to keep them coming back for more.
Home Depot, for example, created a series of DIY videos that has millions of views. Here’s one of them:
Another way of engaging with your customers using video is through live video (Facebook live, for example), where you can answer questions and provide useful information. People love to share useful videos on social media. Why don’t you create such videos for your customers to share and thus attract more leads?
Technology gives you the chance to connect with your customers like never before - so use video marketing to your advantage.
Before Hitting the Record Button
As with any content marketing initiative, you should have clear goals from the start and write down an editorial calendar with the topics of your videos. Posting random videos every now and then, doesn’t work. One great way to start is to convert your current blog posts into videos and repost them on your site, just like I did in my blog.
Design a long-term strategy to use video to drive leads and engagement and stick to it. Then analyze the results (or lack of results) and adjust on the way.
Looking to generate more leads and sales: