Tuesday, 24 November 2015

5 reasons why you should use video for B2B lead generation

Seeing is believing, baby - or so the adage goes. What is almost certainly true is that video allows you to make a personal and emotional connection with a potential customer in a way that no other medium can. But you know that.

So why should you consider using video specifically for lead generation? Here are our top 5 reasons, though they’re not definitive. There are probably a hundred reasons you should be using video for lead gen, but for the sake of time and brevity these five should be more than enough to convince.

1 – Because what you’re doing now probably isn’t getting you the results you need.
Whatever you’re doing to generate leads today without video is probably getting you lacklustre returns at best. Even if you’re a percentage point above industry average for open rates and click throughs with your email campaigns, that’s only because those industry averages are so poor to start with. Including a ‘video thumbnail’ in an email will increase click through rates by some 4X. So you could be doing at least 4X better than you’re doing today. Why wouldn’t you want to do that?

2 - Because nothing tells a story like video.
You know the scenario. The elevator pitch. You get in to an elevator with a client and you’re going to make a pitch. You’d better be quick though because in 60 seconds they’re going to shake your hand and leave. Well, you can’t use a video in an elevator but then you can’t personally visit every possible prospect either. Video is a brilliant way to get your message across quickly and with impact as the first stage in a buying journey. Let them read all that text on your website later when they’re interested. First you’ve got to get their attention and inspire that all important next step.

3 – Because you don’t use existing videos enough.
So the product marketing team made a great video and put it on the website in the hope that people might find it. Good luck with that. Maybe the video will need shortening but you should be asking, can we use a part of it to pep up an email campaign? You really should make any available video assets earn their keep.

4 – Because even your boring slides can become beautiful videos.
Not a lot of people know that you can make serviceable infographic videos with PowerPoint. But you can. You can animate them, add music and even add a bit of narration. You won’t win an Oscar for it but people do like videos and this is a great way to pep up some key facts and figures. It’s easier than you might think.

5 - Because you can see who watched what, when and for how long.
With standard email you can see who opened it, if they clicked through to a campaign page but nothing about what they read. You’ve no idea what happened next. When you use a suitable video platform, like vCreate, you can see when they started to watch your video, where they got up to, whether they paused or not and how many times they watched it. You can even see what device they used to view it with. Which means you can assess whether they’re now a bona-fide warmed up lead or not. You can then take action to move them on to the next stage of the buying journey.


Tuesday, 3 November 2015

Lights. Camera. Call-to-Action!

By now we all know that, for most marketing challenges, video works better than just about any other medium.  It cuts through where text alone can struggle to make impact and it can make a powerful emotional connection which really inspires action. But should we be spelling out exactly what that action should be?

Video is no panacea. When shared in the right way (with the right person at the right time with the right message) it can have a stunningly positive impact on buying behaviours.  In fact, the wiley marketer will already understand that video can be used strategically throughout the buying journey a step at a time and an all-important call to action (CTA) can be the ultimate guide.

However, not all video platforms are created equal. vCreate is one of the very few that helps you  to build your video content as well as share and measure it. It’s also one of the few that allows you to add an ‘in-video’ call to action at any point during the video. That can be anything from a web-link through to a personal email address, inspiring that all important next step at exactly the right moment in the video.

So how important is it? Well, it could be absolutely critical.

Let me give you an example. Let’s say Vertua are a company selling software that simplifies complex project management and workflow. They have to get that message out to prospects quickly and clearly using an initial video campaign to present their ‘elevator pitch’. So they create a two minute video which focuses on the benefits of their software and why it’s better than anything else out there.

Now let’s say that 25% of the recipients of the campaign email watched the video. What does Vertua now realistically think might happen?  Is that enough to make a customer buy? Probably not. But they may well be interested in seeing a demo as the next step in a typical buying journey.  There is no better way to show a quick benefit-led demo than video. So maybe the CTA on the first video is to click through to a second video, which you can then track as you watch the customer make their way through the buying journey.

So 60% of the viewers of the first video liked it so much that they clicked to watch a second video – this time a demo of the product. What does Vertua expect will happen then? Again, the CTA is critical here. Perhaps it’s now time to engage with the sales teams directly. So why not link directly to an email address?  Or maybe to a campaign web page where the choice widens to include customer case studies, insights and offers.

The point is that used smartly and in short-form, video is a powerful tool in helping move customers along the buying journey. ‘In-video’ CTA’s are really critical to ensure that they don’t get lost and have to find their way to the sale themselves. Because left to their own devices they (and the sale) could quickly get lost.