8 Ways SMBs Can Use Video Marketing To Get More Customers

Video has come a long way in the last few decades. For many years the only way video made companies any money was through pricey TV ad campaigns that only the big players could afford. Now it’s far more accessible, with anyone being able to record on their smartphone and quickly upload to the internet.

Studies have shown that video is twice as effective at selling then text, making it a sales medium you don’t want to ignore. It can gain you new leads through things like CTAs, gated content, and many other forms of optimisation.

So how can you use video to get more potential customers?

Add A Call To Action To Your Video

Call to actions (CTAs) are arguably the most important aspect of creating a video that generates leads.

Why? Because if you don’t conclude your video with a CTA, it’s up to your viewers to decide what to do next. That could be anything from clicking on to another video (that isn’t one of yours), clicking back, or going on to do something totally different that has nothing to do with becoming your customer.

CTAs tell your viewers what you want them to do next. Leaving it up to them probably won’t result in them taking the action you want, because the viewer has no clue what you want them to do.

A study from Vidyard concluded that a video ending with a CTA saw a 20% increase in conversions compared to a video with no CTA.

CTAs can come in different forms. If you’re a fan of watching Youtube videos, you may notice creators asking viewers to like, comment, or subscribe at some point during their videos. When viewers engage with their videos like this, it helps their video be shown to more people in places like the Youtube homepage, or suggested videos.

You can include vocal CTAs like this in your videos, but you can also make use of annotations or end cards.

Annotations allow you to add text to your videos at specific time stamps. This can be anything from a note, to linking to a landing page on your website. For example, if you talk about your service or product at 1:15 of your video, at that time you can include an annotated link to your related landing page.

Youtube videos also allow end cards. These are thumbnails that appear at the end of your video. They can be to some of your other related video content, or to a page on your website that talks more about the topic of your video.

Whatever method you use, make sure your videos have clear CTAs if you want them to generate leads for your business.

Create A Video For Your Landing Page

If you read our last article about using Google Ads to generate leads, you’ll know why landing pages are so important. It’s the place that you’ll make most of your conversions from visitors to potential customers.

You can supercharge your landing pages by adding video to them.

A video is 12 times more likely to be watched than text is to be read. So even if your landing page has amazing sales copy, including a video makes it more likely that the visitor will receive the message you want. Video can add a visual sales pitch that text can’t convey in the same way.

For example, you can try:

  • An introductory video. Use this as a chance to introduce your brand, your message, how your product or service can help the viewer, and so on.
  • A video explaining an aspect of your business, service, or product.
  • Product demos can show visitors exactly how to use the product your landing page is about.
  • Video testimonials showing past customers talking about their positive experience with your product or service.

You can verbally direct people to certain parts of the landing page to carry out specific actions. Ask them to contact you with any questions using the contact form to the right, or scroll down to see a map of the areas you cover.

Using videos on your landing pages can give their converting power a welcome boost and help you land more leads.

Gate Your Content

Gating your content puts it behind a metaphorical gate where an action needs to be taken first to open the gate. Generally, the action required will be filling out a form, entering your email address, something that equates to you gaining a lead.

You can use video as part of gated content in three ways:

  • The video is the gated content, so people will have to enter their information to access the video. This can be a one-off video tutorial, a 12 part video course, or something similar of value.
  • The video is persuading the viewer to submit their information to get access to the gated content.
  • A hybrid of the two, where the “gate” is part way through the video, and to view the rest of it the viewer will need to enter their information.

You can use certain tools to insert forms into your video, making the video itself a lead generator. Research shows that having a required form at 20-30%, or 60-70% of the way through the video results in the most conversions.

Required forms also produce roughly 20% better conversion rates as opposed to optional forms.

If your video is going to be the gatekeeper rather than the gated content, here are some ideas of what you can offer in return for the viewer’s information:

  • Content upgrades. These can be things to use on top of some ungated content you already provide. Think checklists, specific examples of how to do something, video walkthroughs, etc.
  • White Papers and eBooks. Dive deep into a topic that viewers can read and learn all about. This can be especially powerful in establishing yourself as an industry expert.
  • Access to groups and online communities. These can be communities headed by experts that the viewer will want to gain insight from. As these communities grow, the users can begin to help each other out and give their own input. Think Facebook groups and Slack channels.
  • Webinars. As mentioned before, webinars and courses explaining a topic.
  • A series of emails. These can take the form of step by step walkthroughs delivered straight to people’s inboxes. They can slowly release in-depth content.

The information you require to open the “gate” will depend on what you’re offering. The most common requirement would be an email address to gain access, or first name and email.

Get To The Point

We live in an instant age. No one wants to wait for anything, and everyone wants it right now. So with this in mind, don’t make people wait for what they came for.

Things like long title screens or super long introductions can have a massive effect on drop off rates.

Imagine if you’re searching for a video review on a pair of headphones. You click on a video, and the person in it spends the first 3 minutes of the video telling you about how their favourite pair of headphones broke, so they spent ages looking for a replacement. The longer it takes to get to the point of the video, the more likely the viewer will skip forwards until they find the information they want, or stop watching entirely to go and find a more concise video.

Long introductions and title screens can be frustrating to the viewer, so it’s best to avoid them. Start to deliver on the video topic quickly to avoid losing interest.

Add Subtitles To Your Videos

In the UK approximately 19% of the population is deaf or hearing impaired. Many of these some 9 million are internet users.

When you are hearing impaired, certain aspects of the internet can become hard to access, or even completely inaccessible. Don’t let your videos be included.

Adding subtitles or closed captions to your videos means that you open up your content to more potential viewers and leads. In August 2015, Ofcom carried out research that suggested 7.5 million people use closed captioning services in the UK. That’s a large number of people that may not otherwise be able to consume your video content.

Adding subtitles also allows people to watch your videos in situations when they can’t turn on the sound.

Optimise Video Descriptions

If you’re uploading your video to a platform like Youtube, you can optimise your video description to make sure more people can find it. Optimising the description works for Youtube searches as well as Google searches, so you want to make the most of it.

Start by writing an in-depth description. Explain what your video is about and roughly what it covers, or what viewers can expect to learn about. Writing a detailed description will allow you to add keywords, making your video more discoverable. Just as with standard SEO practice, don’t stuff keywords into the description, but instead include them naturally.

You don’t need to transcribe the whole video, but a couple of helpful paragraphs should be more than enough. Don’t forget to fit the important information in before the “show more” drop-down button.

You’ll also want to split your text up into bite-sized pieces so they’re easier to read. No one wants to be faced with a wall of text, and if they are, they probably won’t read it.

You can use your description to direct people to landing pages and social pages to follow you on.

The more discoverable your video is, the more viewers there will be to potentially turn into new leads.

Push Your Video Out Over Social Media

You’ve just created an impressive piece of video content for your business, and now’s the time to share it with the world.

Initially, you may have intended to only put your video on a landing page, but take another look at it. Can you share this video on social media too?

As we’ve discussed, video is a powerful conversion tool as it grabs attention, so you might be missing out on views and potential leads by not using it on social media too. We already know that social media has billions of users, so there’s massive potential.

Your first port of call should be Youtube, but you can also share your video on Facebook, LinkedIn, Twitter, and Instagram.

You can also think about how you can incorporate your new video into your social sales funnels.

The point is, if you’ve made some great content, you should be trying to get as many eyes on it as possible to become potential leads, and social media is an effective way to do so.

Repurpose Your Content

Creating engaging content can seem like a never-ending battle for business owners. Sometimes it can be challenging to come up with the next idea, or the next 10.

Repurposing your content is a great way to make it work harder, and you can do this with your new video. By doing so, you can increase the lead generation potential from the same piece of content in various different forms.

There’s a whole host of ways to tackle this, but here are some ideas to get you started:

  • Turn the subject of your video into a blog post or series of blog posts. If your video answers a lot of questions, you can turn each question into its own blog post topic to discuss.
  • Convert the video into a podcast episode. If the video content doesn’t rely highly on the imagery included, you can upload the audio onto various platforms like iTunes or Spotify.
  • Take quotes from your video and turn them into images for social media posts.
  • Cut the video into smaller clips to use in marketing content and create intrigue.

However you decide to repurpose your content, make sure each way is working hard and includes CTAs. The point of spreading it over more platforms is to increase its lead generation power to win you even more potential customers for your business.

Capture More Leads With Video

The world of video has a massive potential to generate more leads for your business; you just need to tap into it first.

Filming your video need not be difficult as many recent smartphones have good video quality capabilities.

A quick tip: When filming your video, make sure you film it in landscape format. Most platforms are arranged to properly display landscape videos, whereas not many cater to portrait videos.

Once you’ve got your video filmed, make sure you put the above methods into action to truly harness its lead gen potential.

Posted By
Emma White