Video dominates as a communication medium. When used appropriately, it’s also an incredibly influential tool in achieving marketing objectives. For many businesses, these intentions revolve around lead generation. Unfortunately, the bulk of the video content found online is aimlessly produced and lacks optimization across channels thus failing to deliver satisfying results. But it doesn’t have to be that way.
Successful lead generation with video marketing doesn’t happen by chance. It typically follows a carefully crafted formula containing some or all of the following elements:
Gates are a highly efficient means of collecting leads but people tend to be apprehensive about providing their contact information unless there is some sort of compelling offer at the other end of the form. Such inclinations make it essential to carefully access video goals, determining whether or not a gate should be utilized in the first place and if so, where to situate it.
Email gates and custom data collection forms can be positioned before (pre-roll), after (post-roll), or any point in the between (mid-roll). Let’s take a look at each option.
The drawback with pre-roll is the viewer’s interest hasn’t yet been piqued. So, gates at this point should be used with caution. Maybe the user has an insatiable curiosity and they just have to know what is behind the gate but in such cases they probably aren’t qualified leads. A more beneficial means of utilizing pre-roll gates would be to generate prior interest with a compelling landing page, email, social campaign, or trailer.
The optimal choice for video gate placement is mid-roll. If the video content is captivating enough, the viewer will usually have no problem exchanging their information for the remainder of the video and, if they made it to this point, they are most likely qualified. On the other hand, care should still be taken in determining the right wording and particular placement of the gate because they may be annoyed by the interruption and it would be a digital tragedy if they dropped off when they otherwise may have made it to completion.
Technically, a post-roll email collection form is not a gate unless it restricts some other content. Still, it may be beneficial to include a form at the end if it takes the entire video to demonstrate the value and the worth to the viewer out-weighs their hesitancy to share their information.
When determining where to position the gate, consider that there may be a trade-off between placement and views or completion rates. Some folks at Wistia wanted to examine this tradeoff, so they conducted a split test to determine how gate placement affected viewership. This is what they discovered:
Gates are not for every video but EVERY video should have one (yes, just one) clear call-to-action (CTA). It isn’t enough to present a message in an entertaining way. Viewers need to be told what to do. If you didn’t opt to collect contact information through the use of a gate, this is where you need to push your viewer to call, shoot an email, or visit your website.
Many video hosting services offer the ability to add interactive CTAs within a video. While YouTube is probably best known for InVideo annotations and cards (learn how to add annotations here and cards here), other hosting services also provide such capabilities, each with their own unique benefits.
Annotations and other in-video or pop-out CTAs enable marketers to drive viewers to a specific action at any point during or after the video. These tools are usually text-based and set-up is straightforward. Bonus: most follow your video wherever it is shared and are clickable across all devices making usability easy for the viewer. And we all know, the less effort they have to put forth, the more likely they are to take action. What I’m getting at is there is absolutely no excuse to forgo CTAs in your video!
Still not sold? Vidyard conducted a split test to determine if utilizing CTAs at the end of their home page video affected the sign-up rate for their trial account. The results were a 21% conversion rate on the video with a CTA versus a 1% conversion rate on the one without.
MAPs and CRM systems
Once you’ve collected leads, it’s critical to enable your marketing and sales teams to nurture those leads until they convert into profitable clients. Video gating, CTAs, and overall viewer behavior can be tracked and analyzed using marketing automation platforms (MAPs) and customer relationship management (CRM) systems.
Such systems provide the capabilities to better segment, sending only content relevant to a particular viewer. Lead scores can be developed based on interest and action surrounding videos and other lead behaviors equipping marketing and sales teams with the knowledge and tools to generate customized content and better nurture leads. What’s more, with MAPs, campaigns can be set up to be automatically triggered once a lead reaches a designated score or performs a specific action, ensuring no lead gets missed!
So stop dilly-dallying and turn your video into a lead generation machine!