Video Marketing and Lead Capture: Part 2

By November 18, 2013 web video One Comment

This is the second part in our 3-part series on video marketing and lead capture. In the previous episode we discussed how you can start a relationship with your client, by gaining their permission to send them information via a mailing list. In this episode, we’ll discuss how you can solidify your relationship with video.

After gaining permission to send them interesting, relevant information via email, your client is interested and wants to know more. You can use video to display your expertise and demonstrate exactly what you can do for them which will build trust.

Here are a few great ways that you can achieve this:

1. Thought Leadership Videos

This style of video puts a team-member or the business owner on screen to deliver some interesting and important information. This will help your clients differentiate you from your competitors, it will demonstrate your knowledge and expertise and it will also help humanise your business. By giving this personal touch, your clients will feel like they are developing a relationship with people, not just a brand.

It’s also a good idea to keep these videos entertaining, as it will help keep you top of mind. It’s also a great conversation starter when you next contact your prospective clients.

2. Testimonial Videos

Another powerful style of video is the testimonial or case study video. With this style, you are showing your audience examples of clients, just like them, who had a similar problem that you were able to solve. It’s engaging for your leads to see actual examples of how you and your product can solve the challenge that they may be facing.

A still from one of the Thought Leadership web videos we've shot.

A still from one of the Thought Leadership web videos we’ve shot.

3. Documentary Video

This style of video is particularly effective for the lead nurture stage. By having a short piece that shows the behind the scenes of your business, your viewers will feel like they get to know you. By showing what your values are, what gets you excited and what you’re like to work with, the barrier between your business and prospective clients is significantly eased.

 4. Automated Marketing Tools

Once your video marketing strategy has been developed, you can use powerful automated marketing tools to deliver content to your clients for you. Infusionsoft or Office Autopilot allows you to come up with a sales funnel that will deliver specific videos to your client depending on where they are in the process. When creating videos for this process, imagine you are having a dialogue with your clients, rather than a monologue. Figure out what information and video style they would most appreciate and be interested in, as well as what questions might need answering.

Delivering a series of videos that build and develop over time is a very effective way to build your relationship with clients. You can do this without and automated system, but this is just one way to streamline your lead nurture process without having to manually stay on top of it in the background.

The next step in the series will focus on lead conversion. You’ll find out how to use video as a conversion tool by driving an action, such as purchasing a product or contacting you directly.

So: are you ready to get started? Contact us today!

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