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Video marketing can be a tremendous way to generate leads for e-commerce businesses. Not only because this engaging type of content is shiny and new, but because it's an effective way to get your e-commerce business' message across to your target audience.
Internet users are getting more and more fickle every day; they're always one click away from skipping over to the next thing. Therefore, to keep up with this behavior, you need to provide them with quick and straightforward content. In this case, videos definitely fit the bill.
It should come as no surprise that more and more businesses are including video marketing campaigns in their business' overall strategy. Many of them rely on explainer videos, product demos, or testimonials to boost awareness, increase sales, and of course, generate more leads, which is one of the toughest challenges for most marketers out there.
At this point, you might be wondering; why exactly are videos so effective in generating leads, and how do you use them as a lead-generating tool?
Let's find out!
Video Marketing and Lead Generation
First of all, let's ask ourselves "Why do videos work for lead generation?"
Here's a simple answer: videos break down even the most complex and complicated topics into smaller chunks, making it easier for viewers to retain the message.
Studies also show that most of us are visual learners. The human brain processes video nearly 60,000 times faster than text. So, when it comes to absorbing information, internet users not only prefer visuals to text, they have an easier time processing them, too. That's why most internet users (including your potential buyers) are attracted to online videos.
As your potential buyers retain information better through videos, including video creation into your e-commerce strategy can boost the level of engagement you have with your audience. This, in turn, makes them trust your brand faster.
Do you know what happens after they trust your online store? They can make an informed decision faster with more confidence. In other words, you can convert those chunks of viewers into high-quality leads. That's how video marketing can help your e-commerce business generate more leads seamlessly.
5 tips to use videos as a lead acquisition strategy
So, if you're a marketer who's looking for effective ways to turn more prospects into leads, we’re going to show you how to do it using videos.
There are many ways to use online videos as your lead generation tool, but we can help you by narrowing down those tips and only mention the actionable yet essential ones. So, here you go:
#1. Create gated content
One of the most popular ways of using video marketing to generate leads is creating gated content. What is gated content exactly?
Gated content means that the viewers can access the full content only after they submit their data or information. Making your video as a gated content can help you collect potential buyers' personal information in no-time.
One thing you need to keep in mind is that you have to make sure that the content you offer them is valuable. Making a promising teaser about the content is a smart way to spark their curiosity, but fulfilling that promise is even more important. Otherwise, you will end up losing their trust!
#2. Place videos on landing pages
Landing pages are a crucial part of your e-commerce website. It's where your potential buyers make their final decision -- whether they decide to continue their buyer's journey, keep products in the cart, or just click away.
Creating landing pages to offer downloadable content (e.g. e-books, infographics, whitepapers, etc.) is a great way to get your audience into the “awareness stage” of the sales funnel.
By placing a video on your landing page that communicates what they’ll get in the offer, they’ll be more likely to download the special content you’ve created for them (and fill in that all-important form!)
Make sure your videos are clear and concise. The clearer your content, the better. The reason is that you want to make sure your converted leads are getting what they expect from the content you offer them.
#3. Include obvious Calls-to-Action (CTAs)
Calls-to-action play such an important role in generating leads with all forms of content, and video marketing is no exception.
No matter how brilliant your content is, if you don't include any clear CTAs, then what's the point? You’ll leave your potential buyers hanging, and they won't know what to do after they finish watching your video.
To avoid this situation, it's important to include clear CTAs in your marketing videos -- yes, each of them. What do you want your potential buyers to do? Do you want them to click a link to your landing page? Or do you want them to sign up for a newsletter?
A study from Vidyard found that there was a conversion rate of 21% for viewers who clicked on a CTA at the end of marketing videos. So, how can you afford to miss out on that?
#4. Use Annotations and End-Cards
If you utilise YouTube to generate leads, then annotations and end-cards can really come in handy. These two amazing features that YouTube provides can help you direct your YouTube viewers to your external website.
You can upload informative, thought-provoking video content that your potential buyers would be interested in. Thus, include an end-card that links the viewers to your landing page where they could enter their data to sign up for more content like your videos.
You can also take advantage of the description box by adding your CTA and a link to your lead magnet or landing page.
#5. Use Different Type of Videos
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During the customer journey, your potential buyers have different preferences and needs. These needs vary at the beginning of the journey, in the middle, and at the end. Therefore, you need to tailor your video content to each stage of the funnel.
Meanwhile, lead generation is a process of identifying and attracting potential buyers. It's the beginning stage of the funnel process. So, it would always be better to produce video content that can show off your brand image and personality.
This way, your videos can help you to connect with your potential buyers on a more personal level. Once you connect with them, it'd be much easier for you to make them trust your online store and submit their information for your lead generation.
Recommended reading:
Creating YouTube Videos for Your Online Shop on a Budget
3 types of high-performing videos for lead generation
Speaking of different types of video, what are the different kinds of videos that you can use for your e-commerce lead generation campaigns?
Here are three essential types of high-converting videos for you to consider using:
Explainer videos
The beauty of explainer videos is that it's short and straightforward. Animations are often included, making the explanation more fun, which can help you reach a broader audience.
Here is an example from Trusted Shops:
Demo videos
Demo videos help you to showcase your product or incentives and how they benefit your potential buyers. By demonstrating these points, viewers should have no problem trusting your e-commerce business -- and that will mean that they can give you their information with confidence.
This can also make salespeople's jobs easier. When a potential lead has a decent understanding of your product before a sales call, it will be easier to close the deal!
Recommended reading:
The Relationship Between Unboxing Experiences and Customer Retention
Testimonial videos
Testimonial videos show potential buyers the previous clients that you've worked with. It also helps you gain trust from the viewers, making them enthusiastic about signing up for your content.
Testimonial videos also work as a kind of social proof - much in the same way that customer reviews do. When a third party is willing to go out of their way to talk about how much your product helped them, it can be a real conversion booster!
Wrapping Up
With today’s consumer demands for more video content, video marketing makes generating leads much easier. However, one thing you need to bear in mind: don’t scare away leads by asking for too much information. When it comes to generating leads, less is more. It's always important to ask your potential buyers only for the information you really need. And naturally, pay attention to your local laws.
