As the second half of 2023 unfurls at Purely Imagined, we find ourselves focusing on the potential of video content as a lead generation tool.
What is Lead Generation?
Lead generation is the process of identifying and cultivating potential customers for a business's products or services. It's a vital cog in the digital marketing machine that fuels the sales pipeline. Lead generation captures the interest of prospective clients in your product or service and nurtures them through the customer journey. A well-devised lead generation strategy can propel your business toward success.
However, it is essential to note that not all leads are created equal. The quest for lead generation must not be a haphazard pursuit of numbers but a focused endeavor to attract quality leads – those genuinely interested in your offering and more likely to convert into paying customers. This highlights the importance of understanding your target audience and aligning your strategies accordingly.
5 Reasons Lead Generation Fails
Lead generation strategies may fall short due to a variety of reasons. These are some of the most common causes:
Targeting the Wrong Audience: If your content fails to resonate with your intended viewers, it's as ineffective as hosting a party where no one shows up. It's critical to accurately identify your audience and tailor your content to match their preferences.
Focusing on Wrong Pain Points: Misunderstanding your customer's problems and trying to provide solutions to non-existent issues can swiftly derail your lead generation efforts.
Wrong Customer Profile: A mismatch in the customer profile and content, for instance, being overly technical with a non-technical audience, can result in a loss of potential leads.
Low-Quality Content: Poor visuals, bad audio quality, or lackluster content can result in your lead generation strategies falling flat. In an age of 4k resolution and high-quality audio, subpar content doesn't cut it.
No Call-to-Action: A lead generation strategy without a clear call-to-action is like a compass without a needle. Your audience must know what the next step is – whether it's to sign up for a newsletter, download a whitepaper, or request a demo.
Benefits of Using Video for Lead Generation
For 90% of marketers, video marketing has helped them generate leads. Why? Videos are visually engaging and can simplify complex information. This is particularly effective when offering a high-tech product or software service that may be challenging to explain through text alone.
Videos enhance your SEO efforts. Search engines favor content that engages users, and videos can significantly decrease your site’s bounce rate. Videos also humanize your brand, foster trust, and build a deeper connection with your audience, increasing the likelihood of conversion.
How do you use a Video as a Lead Generation tool?
Animated videos are powerful storytelling mediums that offer a compelling way to engage your audience. There are numerous ways to drive lead generation with video. Here are the five ways to incorporate video into your lead generation strategy:
Websites and Landing Pages
Use videos on your landing pages to offer detailed insights about your product or service. Videos provide potential leads with an immersive, more engaging experience than text or still images.
We’ve said before videos are excellent tools for grabbing attention at trade shows. They are used to showcase your product, provide demos, or explain your service in an engaging way.
Social Media Marketing
Platforms like LinkedIn and Instagram offer excellent opportunities to share your videos, increasing their visibility and reach. Make sure to format the video for each platform properly.
Embedding videos in your emails can significantly increase your click-through rates, driving more traffic to your website and generating more leads.
Types of lead generation videos
When it comes to lead generation, a one-size-fits-all approach doesn't work. Each format serves a distinct purpose and can be utilized based on your marketing objectives. Here are some types of videos you can use depending on your marketing objectives:
Explainer videos are an incredibly versatile tool in video marketing. They simplify complex concepts into easily digestible, engaging content. These videos typically weave a narrative that positions your product or service as the solution to your customer's problems. When dealing with tech-heavy products or services, explainer videos are particularly effective. By utilizing animation, either 2D or 3D, you can vividly represent the benefits of your product, making abstract concepts more tangible and relatable for your target audience.
Product demo videos illustrate a particular feature or set of features within your software or product. The primary purpose of these videos is to show the customer how your product operates and how it can resolve their specific issues. These are usually quite practical and to-the-point, providing a step-by-step guide on how to utilize the highlighted feature.
3D Product Renders
3D product renders present an opportunity to showcase your product or service on a grand scale, attracting a wide audience. Especially beneficial for Consumer Packaged Goods (CPG) brands, these videos can present your product in a visually stunning, detailed way. With 3D rendering, you can manipulate lighting, texture, and perspective to make your product look as appealing as possible. This form of representation is particularly beneficial when physical prototyping is costly or impractical.
Social Media Videos
In the age of digital connectivity, social media videos have gained paramount importance. They increase your online visibility, foster engagement, and are excellent tools for building your brand identity. Given the dynamic nature of social media platforms, these videos are typically shorter, more energetic, and designed to grab attention. Animation is a powerful medium in this context, given its ability to create visually striking, memorable content. Animated social media videos can drive more shares, likes, and comments, thereby boosting your reach and lead generation efforts.
Example of a great lead generation video
To understand the power of a lead generation video, let's look at the animated explainer video we created for Terpli. Terpli is an AI recommender for retailers to help customers find the right product online. Their explainer video, a blend of 3D and 2D animation, articulates the benefits customers and retailers can derive from Terpli. It provides a walk-through of how the app works, effectively addressing the needs of potential users and inviting them to try the product.
Creating videos that convert with Purely Imagined
Our video creation approach delivers a product that effectively captures your brand's vision and converts leads into customers. Here's an overview of our process:
A well-constructed script is the foundation of a successful video. It shapes the narrative, defines the message, and sets the tone for the rest of the production process. Our team of experienced writers will work closely with you to craft a script that captures the essence of your brand, your product or service, and the core message you want to convey.
Designing a Storyboard
Once the script is finalized, we move to the next step: designing a storyboard. This stage involves visualizing the script in a series of sketches or digital illustrations. The storyboard serves as a visual guide for the subsequent animation process. It illustrates the sequence of events, the layout of each scene, and the interaction between characters and elements within the scenes.
After the storyboard is approved, we dive into animation. Our talented animators bring the storyboard to life, creating a visual narrative that captures your audience's attention and keeps them engaged. Whether it's 2D or 3D animation, we use state-of-the-art software to ensure high-quality, fluid, and engaging animations that align with your brand's aesthetics and vision.
The final step in our process is audio editing. Audio elements such as voiceovers, background music, and sound effects play a crucial role in enhancing the overall impact of the video. Our team ensures that these elements are woven into the animation, complementing the visual narrative and heightening the audience's emotional engagement.
Through this comprehensive process, we strive to create lead generation videos that tell your brand's story, spark interest, and motivate viewers to take action.
How long does it take to generate leads?
Lead generation is a marathon, not a sprint. Typically, it can take 6-9 months to start seeing the fruits of your lead generation strategy. However, you can expedite this timeline with a well-structured video marketing campaign. By offering potential customers an immersive visual experience, you are likely to fast-track the decision-making process, leading to quicker conversions.
More Tips to generate quality leads
Creating video content for lead generation can be a game-changer for your business. Here are some tips to consider:
Include a Clear Call-to-Action: Always guide your viewers toward the next step they should take after watching your video.
Focus on Customer's Needs and Pain Points: Your videos should solve a problem for your customer. Understand what they need and tailor your content accordingly.
Stay on Brand: Consistency in branding across all your videos helps create a strong brand image.
Shorter is Better: Keep your videos concise and engaging. An ideal length is around 1 minute.
Make it Interesting: Use animation to make your videos more engaging and visually appealing.
Follow Up with Leads: Regular engagement with your leads keeps you at the forefront of their minds, increasing the likelihood of conversion.
Ready to generate more quality leads?
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