As per industry reports, the top three ways to engage consumer attention are: video, video and… wait for it, video! (Reports say that up to 74% of the content on the internet will be consumed in video format by 2017.) Now, video production is not really an inexpensive affair. And since you are going to provide an outlay in terms of money and time, you must ensure that it gives you back an appropriate ROI.
If done correctly, video marketing can push conversions through the roof and can have a massive, positive impact on your bottom line.In fact, with the use of email gates and calls-to-action (CTAs), it’s a prime medium for lead generation! Here’s a small intro into each of these methods which can help you start building your lead flow.
We’re all familiar with the concept of gating assets – asking for lead information before offering a high-value asset. Some gates are simple—they may only ask for an email address, while others are more complex,requesting name, company, email, and phone number. The acquisition of this contact information means you can now start conversing with your potential clients through an email, nurturing program, or maybe even a sales call.Video gating works in the same way as the text-based content you’re familiar with. Generally used on high-value video content like webinars,these gates ask for contact information before the video can be watched.
You’re probably already putting calls-to-action to use throughout your website. Why? Because you’ve been taught that if you don’t ask,you won’t get. And video is no different.Uploading a video to your site and letting the screen fade to black is a big no-no and a massive missed opportunity.If a buyer made it to the end of the video, you’ll want to capture that interest and direct him/her toward the next logical step.
Video CTAs generally come in three forms:
1. Annotations: An annotation is a way to add text and links over the top of your videos on YouTube. You can have them conveniently pop up at any point during the video. Use annotations to get viewers to subscribe to your channel, or link them to other video content you want them to view.You often see these on a YouTube video.
2. Pop-Out CTAs: Annotations are limited in design, so if you want more creative control over your video CTAs, try using a pop-out CTA or form that encourages further action and collects contact information.
3. End-of-Video CTAs: End-of-video CTAs are essentially the same as pop-out CTAs in their ultimate goal, but they show up at the end of your video inside the player window. Utilize these to direct a viewer towards your desired next step or try embedding a contact form and offering a download in return.
One of the world’s leading video marketing platforms used a split test to determine whether adding a call-to-action to the end of their home page video would affect how prospective customers signed up for trial accounts. The findings? Viewers who received the CTA at the end of the video converted to trials at a rate of 21% versus 1% of viewers who didn’t get the CTA. That’s a huge difference! The simple yet effective inclusion of an end-of-video CTA will clearly make an impact on your company’s marketing efforts.