Vimeo's 4 Tips for Generating Leads from Video
As a marketer, you’re often tasked with accomplishing two main goals: making beautiful content that builds your brand recognition and tells your story … and generating qualified leads that will help you grow your business.
Traditional marketing ethos may consider those to be two different streams of work — crafting impactful video ads, and digging up lower-funnel users — but it doesn’t have to be that way. If you’re not using video as part of your lead generation tactics, you’re missing out on a serious opportunity to create impactful content that directly translates to more leads for your business.
Megha Muchhala, Product Marketing Manager at Vimeo, shares some key insights on how to integrate your video efforts with your lead generation tactics.
Vimeo’s Tips for Generating Leads Straight from Video
We all know how useful including video on a landing page or an email campaign can be in boosting your conversion rates, but there are also optimizations you can make to your videos themselves that will give you a marketing edge.
1. Add customizable contact forms.
Rather than simply relying on CTAs to boost your follows or website traffic, marketers should utilize in-video contact forms to capture specific information from leads. This can be as simple as gathering their email, or more detailed to capture demographic information, short answers to collect personal insight, or other actionable data.
Include these forms on videos embedded throughout your digital ecosystem across your website, landing pages, and even blogs to passively build qualified leads, fast.
2. Use a multi-step format.
While you’ve probably heard of multi-step forms before, it’s possible you have yet to use one. That’s a shame, because it’s a format that’s been shown to increase form conversion by up to 52.9%.
A multi-step form is one that breaks a longer contact form up into a more digestible series of questions, which should boost user experience and, in turn, increase conversions.
Using a multi-step form reduces friction and helps you wait to ask for more user guarded information (like an email address) until the user is already a few steps into the process.
3. Optimize it for any platform.
You always want your user experience to stay tip-top no matter how they’re viewing your video content. We know you take the care to create videos in different formats and aspect ratios depending on your hosting plans, and your contact forms should be no different. Utilize a contact form that displays on mobile and desktop to ensure you’re capturing all potential leads.
4. Get creative with your placement.
There are pros and cons to dropping contact forms at any point throughout your video, and the right choice generally depends on what kind of content you’re sharing.
If you’re offering premium or long-form content, gating your video with a contact form right up front is a great way to boost leads. If you’re telling a shorter form story, placing a contact form in the middle or just before …read more
Source:: HubSpot Blog
