7 Ways to Use Video to Drive More Marketing Qualified Leads

By Trenton Reed

It’s a fascinating time to be a marketer. As technology begins to catch up with creativity, now more than ever, marketers can deploy interactive solutions to drive results. Plus, the accessibility and availability of video marketing makes it so that nearly any organization can create progressive campaigns.

When executed properly, however, video does more than deliver a message. It drives results. More than 70 percent of marketing professionals claimed that video converts better than any other type of content. And simply adding a video to an email campaign can boost click-through rates by up to 96 percent.

It’s no surprise that video has emerged as an influential medium. Despite this, some marketers are still unsure of how to use video to their advantage. To help illustrate, here are seven ways to drive more marketing qualified leads (MQLs).

1. Video Chats

Getting traffic to your site is one thing; converting this traffic into MQLs is another.

In the past, companies could use chat features to engage with prospects one-on-one. Engaging leads with social media chat platforms—Twitter chat, Google Hangouts, LinkedIn Messenger—was effective. These days, chat features can wind up being counterproductive, as they can be interpreted as impersonal.

This is where video steps in.

Leveraging video chat helps create customized communication. Much like webinars or product demos, live video chats can be personalized. Through direct interaction, your sales reps easily interact with and educate potential customers. In fact, 44 percent of consumers say that having questions answered by a real person in the middle of an online purchase is one of the most important features a website can offer.

2. Video Blogs

By now, you probably know that blogs are a foundation of content marketing. And while we could throw statistics at you—such as the fact that B2B companies who regularly blog receive up to 67 percent more leads every month—it’s also important to point out that 43 percent of people admit to skimming blog posts.

What does this mean? That the format of your blog posts can, and should, be reconsidered. Consider offering some visual appeal.

Unlike their written counterparts, video blogs help you build connections with your viewers. Not only do blogs with visuals get 94 percent more views, Cisco even projects that by 2019, 80 percent of all internet traffic will be from video. Take advantage of this and revitalize your blogs with video content.

3. Lead Collection Forms

Perhaps you’ve utilized gated content. As one of the most common methods that inbound marketers use to generate leads, gated content requires users to enter some sort of personal information—first name, last name, and an email address at the minimum—in exchange for a piece of premium content.

For websites, the “gate” is generally manifested as a landing page or pop-up modal. However, email gates and lead collection that are linked to video content allow marketers to track fresh leads that are interested in your content. By connecting this information to your marketing automation platform, you now have MQLs that you can tie back to Go to the full article.

Source:: Business 2 Community

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