When you have a compelling story, a technical business model or when your product benefits from a hands on demonstration, videos can be your best friend when it comes to marketing. But how can you use these videos for inbound lead generation? Here’s three ways that you can integrate videos into your next inbound lead generation campaign.
Image Credit: MagnetVideo
Videos on Social Media
Last week when we talked about how inbound lead generation works, we showed that it’s all about educating your buyer persona about your company and your offerings. Social media is a great way to create interest, engage your audience and educate them all at once. Creating a video about a need that your company solves can go a long way towards engaging your audience and driving leads to your landing pages. Are you an expert on a certain subject? Are you offering a new webinar or course? Are you introducing a new product? Create a video, share it on social and drive interested persons to a landing page.
Videos on Landing Pages
Including a short video on your landing page next to the inbound lead generation form can be a great way to further prove the value of the offer and get people to sign up. Instead of just explaining the eBook, case study or other download you are offering on your landing page, create a quick video conveying what you will get when you download. Give a quick cliff notes version of the download and a few reasons why the asset is helpful to your audience. Below is an example of a landing page for CorpU which incorporates a brief snipet of one of their courses, Leading Bold Change.
Videos as Offers/Inbound Lead Generation Tools
Videos, in the form of webinars, classes, instructional videos, demos, etc., can serve as funnel offers in your inbound lead generation workflow. In addition, you can actually add email capture to your video content so that your video is collecting the leads from your inbound lead generation efforts. This allows you to even more accurately measure the success of your videos and to close the loop on your inbound lead generation. A tool called Wistia allows you to put an email collector at the beginning, middle or end of your video. You can also automatically direct the captured leads to your preferred email provider. Inbound lead generation right in your video.
Keys to Inbound Lead Generation Videos
When creating a video for inbound lead generation, there are a few things you should keep in mind:
- Make sure that the target audience, the strategy and the goals of the video are clearly laid out before you start making the video
- Keep the video to 60 seconds or less – you want to make sure you are being very specific and targeted with your messaging. After all, you don’t want to bore your audience.
- Have a strong call to action and an offer that appeals to your buyer persona!
With these things in mind, you can start using videos left and right for your inbound lead generation.