Tweet
How to create a video marketing strategy to capture quality leads
Digital video viewers are increasing year after year , and brands are using this format in their promotions more than ever, proving that developing a video marketing strategy to capture leads is one of the best things a brand can do.
Video is one of the formats that best captures audience attention in an increasingly fast-paced and instantaneous world where the most visually compelling stimuli win the day. But not only do they attract more audience attention, they also more successfully engage audiences and lead to conversions . This means that brands that use video in their strategy achieve a higher return on investment and more potential customers .
If you're also looking to develop a video marketing strategy in your company to capture higher-quality leads, this article tells you the keys to achieving it. Take note!
Want to learn the best video marketing format for each stage of the conversion funnel? Click here to download our free course.
How to create a video marketing strategy to capture quality leads-1
What is video marketing for lead capture?
Like any marketing strategy , video marketing can be used for different purposes: improving brand image, building customer loyalty, promoting a specific seasonal product... In short, it can be used at any stage of the sales funnel. In this sense, video marketing for lead capture aims to attract potential customers through audiovisual content so they can later become qualified leads. Therefore, it's an action that can be found in the first stage of the sales funnel for many companies.
In many ways, the video will direct users to a form telegram number database where they can fill out their details, so the brand can access that information to contact them later and move them forward in the sales funnel.
Video marketing for lead capture is characterized by being educational, entertaining, and motivating users to take the desired action . And it's in this last point that we see the difference between it and other types of video marketing , as the rest aren't intended to get users to take a specific action right away.
Types of videos that help capture quality leads
There are several types of videos you can use in a video marketing strategy to capture leads. You shouldn't choose one over another, as there can be several types in a single campaign. The idea is to choose the ones that best suit your style and characteristics.
Educational videos : The most popular educational videos are webinars , which serve as a hook to get leads to learn about your brand and become interested in it. In this sense, webinars aren't going to be the first video content users encounter online. Instead, they should be pre-announced with other content (in whatever format) and be an excuse for users to leave their details. In webinars, which are usually live videos, it's common for experts in a specific field to participate and share valuable content and information that will interest viewers. They're useful for conveying the idea that your brand is an expert in the sector and for increasing awareness.
Explainer videos : In this case, we're talking about videos that focus more on communicating the features and benefits of the product or service to the user, so they're more promotional than other types. However, they're very direct and appeal well to a type of lead who already has a clearer idea of what they want.
Testimonial videos : These contain experiences from customers who have already successfully tried the product or service. It's very important to highlight that these are real cases so they have a better impact. To do this, you can use real customer reviews on different channels or ask some of your best customers to tell you about their experiences .
Demo videos : These show viewers how to use your products or services. In this case, it's important to convey the idea that using your solution is easier than other competing options or that it offers more benefits.
Key strategies for capturing leads with video marketing
You already know what a video marketing strategy is for capturing leads and the different types of videos companies typically use in these situations. Now it's time to learn some key tips for boosting this type of campaign and achieving better results.
1. Include effective calls to action in your videos
When we talk about a video marketing strategy to captureleads, we're referring to a type of action that falls within the first phase of the sales funnel. Therefore, it's important to include elements that encourage the lead to move forward and move to the next phase as quickly as possible, since at this stage, potential customers have many questions and need more than ever direct phrases to help guide them along the way.
In this sense, it is crucial to include clear calls to action in your strategy, whether referring to downloading a resource, subscribing, or completing a form.
2. Use embedded forms in the video
Could there be anything more boring than filling out a form? Your leads think not. So, to encourage them to fill it out and obtain their data, a great idea might be to embed it in a video. Tools like Vimeo or Wistia allow this and are an excellent option for increasing conversions in these cases.
3. Create landing pages with videos to increase conversions
Traditionally, landing pages have only included written content and images. However, we recommend also including video content to make them even more engaging. Additionally, by including videos on your landing pages, they will also be perceived by users as much more elaborate, thus conveying a very positive brand image.
Video is one of the formats that best captures audience attention in an increasingly fast-paced and instantaneous world where the most visually compelling stimuli win the day. But not only do they attract more audience attention, they also more successfully engage audiences and lead to conversions . This means that brands that use video in their strategy achieve a higher return on investment and more potential customers .
If you're also looking to develop a video marketing strategy in your company to capture higher-quality leads, this article tells you the keys to achieving it. Take note!
Want to learn the best video marketing format for each stage of the conversion funnel? Click here to download our free course.
How to create a video marketing strategy to capture quality leads-1
What is video marketing for lead capture?
Like any marketing strategy , video marketing can be used for different purposes: improving brand image, building customer loyalty, promoting a specific seasonal product... In short, it can be used at any stage of the sales funnel. In this sense, video marketing for lead capture aims to attract potential customers through audiovisual content so they can later become qualified leads. Therefore, it's an action that can be found in the first stage of the sales funnel for many companies.
In many ways, the video will direct users to a form telegram number database where they can fill out their details, so the brand can access that information to contact them later and move them forward in the sales funnel.
Video marketing for lead capture is characterized by being educational, entertaining, and motivating users to take the desired action . And it's in this last point that we see the difference between it and other types of video marketing , as the rest aren't intended to get users to take a specific action right away.
Types of videos that help capture quality leads
There are several types of videos you can use in a video marketing strategy to capture leads. You shouldn't choose one over another, as there can be several types in a single campaign. The idea is to choose the ones that best suit your style and characteristics.
Educational videos : The most popular educational videos are webinars , which serve as a hook to get leads to learn about your brand and become interested in it. In this sense, webinars aren't going to be the first video content users encounter online. Instead, they should be pre-announced with other content (in whatever format) and be an excuse for users to leave their details. In webinars, which are usually live videos, it's common for experts in a specific field to participate and share valuable content and information that will interest viewers. They're useful for conveying the idea that your brand is an expert in the sector and for increasing awareness.
Explainer videos : In this case, we're talking about videos that focus more on communicating the features and benefits of the product or service to the user, so they're more promotional than other types. However, they're very direct and appeal well to a type of lead who already has a clearer idea of what they want.
Testimonial videos : These contain experiences from customers who have already successfully tried the product or service. It's very important to highlight that these are real cases so they have a better impact. To do this, you can use real customer reviews on different channels or ask some of your best customers to tell you about their experiences .
Demo videos : These show viewers how to use your products or services. In this case, it's important to convey the idea that using your solution is easier than other competing options or that it offers more benefits.
Key strategies for capturing leads with video marketing
You already know what a video marketing strategy is for capturing leads and the different types of videos companies typically use in these situations. Now it's time to learn some key tips for boosting this type of campaign and achieving better results.
1. Include effective calls to action in your videos
When we talk about a video marketing strategy to captureleads, we're referring to a type of action that falls within the first phase of the sales funnel. Therefore, it's important to include elements that encourage the lead to move forward and move to the next phase as quickly as possible, since at this stage, potential customers have many questions and need more than ever direct phrases to help guide them along the way.
In this sense, it is crucial to include clear calls to action in your strategy, whether referring to downloading a resource, subscribing, or completing a form.
2. Use embedded forms in the video
Could there be anything more boring than filling out a form? Your leads think not. So, to encourage them to fill it out and obtain their data, a great idea might be to embed it in a video. Tools like Vimeo or Wistia allow this and are an excellent option for increasing conversions in these cases.
3. Create landing pages with videos to increase conversions
Traditionally, landing pages have only included written content and images. However, we recommend also including video content to make them even more engaging. Additionally, by including videos on your landing pages, they will also be perceived by users as much more elaborate, thus conveying a very positive brand image.
