Source: Vidyard Online video content has become the best way to tell your story, but it’s also become the most effective way to generate new leads a
Online video content has become the best way to tell your story, but it’s also become the most effective way to generate new leads and to qualify your prospects. My name is Tyler Lessard, and in this Chalk Talk, we’ll explore how you can use video across your marketing programs to generate more leads and to accelerate your prospects through the buyer’s journey faster than ever:
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When it comes to generating new leads, there are three different steps that you need to think about. The first is attracting audiences into your website and into your digital properties. The second is once they’ve come inbound, identifying those leads and offering them something that they’re willing to give up their information for, and finally, once they’re a known, identified lead, is nurturing and educating them to get them ready to be handed off to sales. So let’s look at how video can help you in each one of these stages of the lead generation life cycle, to generate better results for your demand gen programs.
First, let’s talk about attracting new prospects. There are lots of different ways in which video can help you drive more inbound traffic to your website. First and foremost is using video across your site to drive better SEO results. Search engine optimization is so key for all of us marketers, and with video, you can rank better with Google as well as use all that rich information within your videos as part of your metadata and use your keywords within your pages to generate more inbound traffic on the topics you’re talking about.
Pages with videos tend to convert higher from an SEO perspective than pages without, and Google prefers them and will rank them higher because of that video content. You can also use video as part of your online advertising strategy, whether that be YouTube pre-roll ads, advertisements on Facebook and Twitter or through display and banner ads. Video ads, again, tend to convert higher than do static images, and can be used effectively in both B-to-C and B-to-B marketing.
The secondary is social and using video on your Facebook, Twitter, and social channels to get the eyeballs, get people leaning in, and then to convert them back onto your site, where you can identify and work them through the cycles, and finally, is using video as part of your outbound sales methodology. Are your sales reps doing outbound cold calling? Are they connecting with people on LinkedIn to prospect and see if they’re interested in?
Video can be a great way to get their attention, and again, get them into your funnel. So lots of different ways in which you can use video to attract more people in and get them interested in your content.
Now, let’s move to the next step, which is perhaps the most important, is identifying who those anonymous people are. Once they’re on your site, there’s lots of different ways you can use video to help identify those audiences….
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