Video Marketing Minute: How to Generate Leads through Video

The world of a B2B marketer revolves around engaging prospects and generating leads. And any tool that can amplify capturing context can be instrumental in helping teams achieve their goals. Video is a powerful tool that can be effective at turning viewers into context and moving them down the funnel into an eventual conversion. That's why we're sharing four ways to generate leads through video. First, add video to landing pages. We found in our own data that the addition of videos on landing pages increases click through rates by as much as 300%. How? Videos are eye-catching, easy to digest, and humanize your content. Including a video on a landing page will help keep your viewers' attention, increasing the chances of capturing context through a form on the page. Next, gate your content through in-player collectors. You can capture leads in exchange for the content your company has created, such as a white paper, ebook, or webinar. In our state of online video report, we found that 59% of conversions happen before a video plays, while only 22% of conversions happen while the video is playing. Therefore, placing the collector before the video and customizing the form will help viewers understand why they should share their info in exchange for your content. For example, companies like Branch and Universal Robots used 23's in-player collector to generate leads. Through this, Universal Robots saw an increase in lead gen by 49%. Include calls to action throughout your videos. Doing so creates an opportunity to drive desired movements from the user watching your video. Linking to other web content or similar videos through CTAs is an effective way to keep your viewers engaged and move prospects down sales and marketing funnels. An example of an effective yet simple CTA is adding a subscription button to your videos. Last, create a video series, including content such as high profile interviews, speeches, or thought leadership. And share the content with those who subscribe. A promise of regularly receiving content that is of interest to your prospects is an effective way to capture leads and measure how they're engaging with what you share with them. What creative way does your team use video to generate leads? Tweet us at 23.