For a business with limited budgets, online video can be a highly successful and cost-effective lead generation tool. Here are five tips for creating lead generation videos:
1. Start with the outcome
Planning your video in great detail is key to ensuring it achieves your desired result of increased sales. Start by thinking of the action you want the viewer to take. Do you want them to look at your website, pick up the phone, purchase online…? Whatever your desired outcome, it should be stated clearly, at the end of the video.
2. Make your content relevant
Then think of an interesting story that will get you to that outcome, for example the answer to a specific business problem. It should be something that touches your desired audience. Try to stick to just a couple of key messages that can be incorporated into your story.
3. Less is more
Research shows viewers start to lose interest after just one minute. If you want your video to be shown anywhere other than your company website, make sure it is less than three minutes long. We speak at a speed of about three words a second so you can actually communicate a lot of information in that time. To keep viewers’ interest, try to introduce some sort of device around the minute mark – be it a change in visuals, or music, or an editing effect.
4. Visual and music effects are highly effective
Your business video, like anything you might watch on YouTube, needs to be visually engaging to ensure viewers don’t switch off. Creating eye-catching graphics that match your company’s branding is a good way to do this. Your video reflects your business, and well produced graphics are going to create a better impression than a hastily slapped-on title or two. Equally a bed of up-beat music can really lift a video, drawing attention to key points in the content.
5. Share the love
Once you’ve created your great lead-generating video tool, you then need to use it! The most effective way do this is to share it as widely as possible. Don’t just limit this activity to LinkedIn, twitter and Facebook, but make sure you include bloggers, relevant online publications and forums. However, do remember that these media are editorially independent, so might request a non-branded version of your video if they want to use it.