How to use video for lead gen [An actually actionable article]

Before I start writing a blog article, I usually google the target keywords and skim what currently ranks. Most results for “video for lead gen” were particularly low quality and not useful. 

The biggest problem with most of them is that they didn’t have much actionable advice. They mostly devolved into a discussion of different types of video, such as explainers or testimonials. Ultimately, there isn’t one type of video content that is magically better at lead gen than another type.  

Here’s what you really need to know about using video for lead gen: Video is a great tool for driving traffic to your website. Traffic can convert to leads. 

But what prospects do when they get to your website is beyond the reach of the video. You must optimize landing pages to encourage people to fill out a form with an enticing offer or a great product. When the goal is lead gen, think holistically about the prospect’s path.

What to think about when creating video for lead gen

If you are creating video content with the main goal of lead gen, then remember that this is typically a cold or colder audience. Awareness and top-of-funnel (I refuse to call it TOFU) rules apply:

• Keep it short
• Focus on the problem and how you can solve it
• Don’t include too many details just yet
• Save reassuring content like testimonials or long demos for late-stage prospects

As stated above, the video can’t magically bring in leads. Create an easy journey for your prospect to guide them from watching the video to filling out a form. 

To curate your journey:

Step 1: Decide where the video will live. Social media? Paid or organic?

Step 2: Make sure you have a clear offer accompanying the video to encourage the viewer to click. This needs to be in the video title and description. Alternatively, experiment with forms on native video platforms like LinkedIn and Vimeo to get that lead without having them leave the platform. Reduce friction, as the kids say.

Step 3: Create a landing page that makes the offer clear. What are these leads getting in exchange for their information? Are they signing up for a webinar? Getting a demo? Getting on a product waitlist? 

Step 4: Nurture your leads! Video can support this stage of the process too. CampaignMonitor found that emails with video boost click-through rates by 65%. 

Optimize your existing videos for lead gen 

If you’re looking to increase leads without creating new content, start with optimizing your current video content.

My unscientific and completely biased opinion is that the majority of B2B companies are wasting their videos on YouTube by not optimizing them. You invested in quality video assets. Help people find and watch them!

To optimize your videos on YouTube for lead gen, make sure you:

• Have end cards that encourage people to subscribe or watch related videos
• Have detailed descriptions optimized for search with helpful links - prioritizing links to landing pages if lead gen is your goal
• Use video titles that reflect what top-of-funnel people are actually searching for

Don’t be afraid to edit your YouTube descriptions over time. Periodically check that all links work, especially if you are directing traffic to a campaign landing page. 

A note on gated content

If your goal is lead gen, then gated content is generally recommended. Like any other marketing asset, video can be gated. 

Online courses or webinars can be easily placed behind a gate on your website. Platforms like Marketo and Wistia allow you to force video viewers to hand over an email after 20-30 seconds to continue watching. Depending on your views on gated content, then this can be a useful tool.

Our general opinion is that it’s better to get the full video view with a positive brand impression than to slam interested viewers with a gate. While this will get email addresses, they may not be qualified or real, and lots of viewers will simply bounce. 

Conclusion

To get leads, you need to get prospects to your website or other form. Video can be a powerful tool to entice that click, but it doesn’t work on its own. Combine a video with an intriguing offer and a clear and enticing landing page to create a powerful lead gen package.