Videos are just another format of content that can be used to generate leads, the same way mobile is just another vehicle for viewing content.
Video IS popular with business people - whether you like it or not - it's what your prospects want, and it's not going anywhere.
In fact, 72 hours of video are uploaded to YouTube every minute (that's more than 1 hour of video every second!), and according to research conducted by Forbes:
Video is everywhere, and our ever-shortening attention spans are partly to blame. We don't have enough time to go through web content with a fine-tooth comb anymore.
Online, there's just too many things that are vying for our attention, competing for our retweets, likes, and social shares. It's much easier to sit back and let the visuals and audio do the work.
So how can B2B marketers begin to use video for lead generation? Here are our 3 steps:
Whilst this may seem obvious, there are a few things you need to decide from the outset:
What goals is your video going to achieve? Who is your target audience? How is your video useful to them? What course of action do you want them to take after viewing it? How will you measure ROI?
Is it a casual phone-recorded video, or does it need to be more professional, using animation or a green room studio? Obviously if you're strapped for cash you'd have to go the DIY route, but the cost of video is falling rapidly and you might be surprised at how affordable some of the other options are.
You can't wing it! What's the story you're telling? Write it down. Read it out loud and measure how long it takes for you to complete the script. Know when you're going to cue visual aids. It has to flow like a narrative.
Gather the visual aids that help you illustrate points, like slides (if you're using a green room), or props (for example, a whiteboard). Make sure that they actually add value, and aren't there just to fill up space.
In post-production of your video, remember to...
The length of your video should be 30 to 120 seconds max! People have short attention spans. Leaving them wanting more (getting them to click through) is better than having them drop off before you even get a chance to tell them where to go next.
Bad sound quality is unprofessional. Do you have a good microphone? Is there minimal background noise? You need the audio to be crystal clear so it doesn't damage the value of your great video.
You're doing this for lead generation, so it's a marketing exercise! To get them to identify with your brand, introduce yourself at the beginning of the video, and remind your viewers at the end of the video.
This is an absolute must-have for lead generation. Give them somewhere to go if they've stuck around to the end of your video. The fact that they even watched it to the end is a good indicator of interest, and you don't want to let that conversion opportunity go to waste!
Unfortunately, the previous steps are only half the work. Distribution is the hard(er) part. Besides having it up on your website, like on your blog, you also have to get your video out there to the people that matter: your prospects. Otherwise, you won't be able to generate any leads.
At the very least, you should:
YouTube is a non-negotiable MUST. When uploading your videos, remember to...
Email is lead generation's best friend, especially in the B2B space.
Why?
How?
To get videos playing in email you can use HTML5. All iOS devices and most web browsers are compatible. You can also use an awesome program called LiveClicker which automatically adapts to the email client it's sending the email to, so that if the video can't be opened by the email client, it will deliver the asset that works (like an animated .gif or animated .png silent video).
The .gif format is great because it renders quickly (as long as it's under 30 seconds).
There's also something called the cinematograph (see some examples here). The little bit of movement is surprising, unexpected, and eye-catching.
So there you have it! For more information, please download our free ebook on using video for B2B lead generation: