As a marketer, you are often tasked with accomplishing two main goals: creating engaging content that builds your brand awareness and tells your story … and generating qualified leads that will help you grow your business. The traditional marketing ethos may think of these as two different workflows – creating impactful video ads and digging up users from the bottom funnel – but it doesn’t have to be. If you’re not using video as part of your lead generation tactics, you’re missing out on a great opportunity to create impactful content that directly translates to more leads for your business. Megha Muchhala, Director of Product Marketing at Vimeo, share some key ideas on how to integrate your video efforts with your lead generation tactics.
Vimeo tips for generating leads directly from a video
We all know how useful embedding a video on a landing page or email campaign can be in increasing your conversion rates, but there are also optimizations you can make on your own videos that will give you a marketing edge.
1. Add customizable contact forms.
Instead of simply relying on calls to action to increase their followers or website traffic, marketers should use video contact forms to capture specific information from potential customers. This can be as simple as collecting your email or more detailed to capture demographic information, short responses to collect personal information, or other actionable data. Embed these forms into embedded videos throughout your digital ecosystem on your website, landing pages, and even blogs to passively generate qualified leads, fast.
2. Use a multi-step format.
While you’ve probably heard of multi-step forms before, you may not have used one yet. It’s a shame, because it is a format that has been shown increase form conversion up to 52.9%. A multi-step form is one that breaks a longer contact form into a series of more digestible questions, which should improve the user experience and, in turn, increase conversions. Using a multi-step form reduces friction and helps you wait to request more user-protected information (such as an email address) until the user has already started a few steps in the process.
3. Optimize it for any platform.
You always want your user experience to be great, no matter how they are viewing your video content. We know that you worry about creating videos in different formats and proportions depending on your hosting plans, and your contact forms should be no different. Use a contact form that is displayed on mobile devices and desktop computers to ensure that you are capturing all leads.
4. Get creative with your location.
There are pros and cons to removing contact forms at any point in the video, and the correct choice usually depends on the type of content you are sharing. If you’re offering premium or long-form content, including a contact form in your video early on is a great way to drive leads. If you’re telling a shorter story, placing a contact form in the middle of or just before a climax can be incredibly effective in terms of incentivizing information sharing. And while placing your contact form at the end of the video can be risky (considering 50% of viewers stop watching a video after one minute), it can also generate the most qualified leads – those who have watched it up to the minute. final. They are the ones most likely to commit to your brand or story anyway. Whatever you choose, we recommend that you set up some A / B tests to determine the best location. A little testing can go a long way! And speaking of location, keep your video layout in mind when deciding on your form message and location. Audiences who watch a video on your blog are likely to be much more interested (and therefore likely to share honest information and opinions) than those who watch a video on your home page. Please modify your message accordingly!
Some final tips
Now that you know the joys of capturing leads on video, let’s go over some final tips to get the most out of your tactics.
1. Don’t ask too much too soon.
Make sure to consider the sales funnel when optimizing your contact forms. If you know that video is your main acquisition tool (that is, the first piece of your brand that consumers see before they become fans), know that they may not be as willing to share a lot of information with you in advance. Customize your questions as they relate to the steps in the funnel: Users who are loyal to the brand are much quicker to deliver information than those who have just seen you through a sponsored ad.
2. Remember to nurture your leads.
Leads are great, but if you don’t engage them, they’re pretty much useless. When capturing leads through contact forms, sync them with your email service provider to make it easier to nurture them. (Just so you know: Vimeo users can automatically sync their leads directly to their HubSpot account, making it easier than ever to connect with your potential customers).So, keep them engaged! Build follow-up email campaigns around specific featured demographics and use the collected data to make it even more engaging. Even better, increase your clicks even more by incorporating GIFs from your videos into your follow-up email campaigns to stand out and get noticed by potential customers.
3. Always keep SEO in mind.
Your ability to generate leads on your video doesn’t mean much if no one is watching your content. SEO can be a hugely useful organic discovery tool for sending users to your business. Take the extra time to optimize your website, landing page, and video itself for maximum visibility.