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How to use video for lead generation

Word Cloud Lead GenerationCompanies don’t think twice about putting a case study, white paper, or other written content behind forms. They gather names, emails, phone numbers, and company names then put that information into their lead generation process. But very few companies are doing the same thing when it comes to video content.

Why?

One reason is companies don’t yet consider video just another content source. It’s often still regarded as something different, maybe even still new to them. Videos, though, are just like case studies, white papers, or blogs — only better because more people consume video than other forms of content. Or I should say they can be just like that other content. It all depends on what the videos are about.

No one is going to provide you their personal information in order to watch your latest marketing piece on how great you are – even if it is well done. But they might be willing to do it for a video interview with the creator of your Widget X where he answers all of the tough technical questions. Or a video case study showing how your ABC Service helped a company overcome a particular challenge.

Gathering the information

And just like any other content, you have options on where you put the forms, or gates, to the video. One choice is to put it at the beginning of the video so web visitors need to enter their information before watching. This approach means you’ll need to also offer something to entice the visitor to go through the trouble.

Using a teaser of the video can be effective, but you also need to be careful. A teaser should offer some complete information or value. For example you can have a one minute segment of your expert answering one question, then at the end screen offer a link or a form for access to see the complete interview. What you don’t want to do is irk your visitors by letting them see the first 30 seconds and then pop up the form before they can actually see the expert give a full answer.

If your video content doesn’t fit the teaser method you can also offer an excerpt of the transcript below the video. Again, the content should offer some value and not just be the introductory material. It needs to convince the visitor it’s worth the trouble to fill out the form. You could also write a compelling description of the video like you would for a white paper or case study. List the high points, the questions that will be answered, or a surprising statistic that they might be interested in and place that next to the form.

By putting the form before the video you are qualifying the lead the same amount you would for written collateral. You know they are interested in the subject, product, or service because they requested information.

Alternatively, you can place a form at the end of the video. The benefit to this is you’ll have a more qualified lead in the end. After all, they watched your entire video if they made it to the form where they could request more information or for a representative to call them. That kind of lead is clearly interested in what you specifically have to offer. I’ve also seen lead generation pages where the form popped up (lower on the page than the video) once the video reached a certain point. This way if someone is convinced they want more information they don’t have to make it to the end of the video. This is especially a good idea if the video is on a standalone landing page without access to your website navigation buttons.

Don’t go gate crazy

Just because you can put up forms to gate your videos, don’t start doing it to all of them. People love free content that provides them value. So it’s best to judge which ones are appropriately valuable to ask for contact information and will be most helpful in your lead generation and qualification process.

Oliver Burt

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