How Video Marketing Can Assist in the Sales Process
Videos are a trend in marketing and branding.
Videos have at least 40% more chances of generating user interactions or clicks compared to other media.
Since lead generation is a crucial process that precedes sales, we should explore new ways to attract people interested in our brand or solution.
And even better: discovering ways to do this consistently is always welcome.
Therefore, today we’re going to teach you a strategy that will support your sales process—leveraging videos and audiovisual productions.
How to Generate More Leads Using Videos?
Video marketing is a type of lead generation strategy that can make a significant difference for your company. It’s an endless source of organic traffic for your website.
Practically speaking, these leads are generated when the audience interacts with your video and the links you associate with the publication.
Whether on Facebook or paid ads, the clicks direct the lead to a landing page defined by you and your team.
Since videos drive more interaction and engagement than articles or written material, you’ll be ahead of competitors who are not yet using this type of audiovisual strategy.
Why Use Videos to Support the Sales Process?
Have you ever heard the phrase, “Content is king?”
If you’re already familiar with it, let me reveal something: Videos are the kings of content. They are major traffic and visitor generators.
However, you can’t always rely on paid traffic and media buying. Ideally, you should alternate between paid and unpaid content strategies.
Videos and visual materials (like infographics) can guide and educate your audience, answering their questions or creating awareness about unconscious needs they might have.
Moreover, videos are easily shareable and adaptable to various social media platforms (especially if you’re using a suitable video editor).
Creating Quality, Rich Content
High-quality content keeps people coming back. In other words, visitors become leads.
If the content quality is questionable, your brand loses credibility and fails to build trust with the audience.
When creating high-quality content, you’ll be able to:
- Address your audience’s questions;
- Foster interaction between your brand and people;
- Spark discovery, as many new users will see you for the first time;
- Generate interest, as many users will realize your solution addresses a pain point they have.
Only well-crafted, high-quality content can go viral and generate hundreds of likes—or even shares.
If you’re entering the content battle, invest time and use good tools (software) to assist you.
How to Capture Leads Watching Videos?
Methods to capture and retain leads are familiar territory for digital marketing.
For those unfamiliar, here are some ways to turn your audience into potential buyers:
- Directing leads to a blog post where they can subscribe to your newsletter;
- Offering a digital incentive or reward in exchange for personal data, like email;
- Redirecting to a video or landing page that employs remarketing (a paid strategy).
Whatever strategy you choose, be creative and invest in good design.
People rarely interact with pages they distrust or that fail to capture their attention.
The Most Important: Which Video Editor to Use?
So far, we’ve discussed strategies and the advantages of using videos in your prospecting and sales processes.
But without a good video editor, the project is unlikely to materialize.
Using editors like Invideo, which enable practical video editing, allows for more frequent video and campaign production.
This tool is a shortcut for those new to editing, offering drag-and-drop functionalities for intuitive use.
A Video Editor for Any Social Media Platform
The primary goal of this type of video editor is ease and adaptability.
One of the biggest challenges in video marketing strategies is meeting format requirements while staying on schedule.
Delays in video production are common, especially when striving to maintain a predetermined frequency.
However, with online editors that allow template and format customization, your video production becomes much more efficient.
Templates and frames for different formats and social media platforms come preloaded in the editor, ready for use.
Video Publishing Strategies in Practice
Now that we’ve discussed video editing tools, let’s talk about publishing and distribution channels.
YouTube Videos
As you likely know, YouTube is the most visited website globally.
Thus, it’s advisable for you or your company to create content for this platform.
Lessons, tutorials, or debates—any topics that demonstrate your authority and knowledge—are suitable content for YouTube.
There’s a common belief that only short videos are effective, but in practice, this isn’t always true. Event footage, lectures, and presentations can generate significant leads for companies.
Keep SEO strategies in mind, as YouTube is the second-largest search engine in the world.
Generating Leads with Instagram
On Instagram, your strategy will differ slightly.
With shorter videos but eye-catching titles and colors, you’ll attract attention and gain fans.
Use effective linking and copywriting strategies to drive users to your site or landing page.
Remember that Instagram offers different formats, like feed posts and stories, each requiring distinct sizes and approaches.
The good news? Video editors like the one mentioned earlier provide templates/formats ready for use, simplifying publication.
Your Own Landing Page
A strategy widely used by infoproduct creators and software companies involves using videos for conversion.
An introductory video, usually pinned at the top of a landing page, explains your product or service to new users.
It’s also recommended to include a call-to-action in these videos to encourage users to click a button and interact with your landing page.
Increasing Conversion Rates with Videos
Sales pages featuring videos are, on average, five times more likely to convert visitors into leads.
This is due to several factors:
- Videos trigger mental cues;
- They better explain the product’s functionality;
- They lend greater authority to the landing page and the brand;
- Higher CTR (Click-Through Rate);
- Audiences retain 90% of a video’s message compared to less than 15% when it’s published as text.
Therefore, it is advisable for every bottom-of-the-funnel and purchase page to include some type of video, serving as a “user interaction magnet.”
Trends in Video Production (and Branding)
Below, we’ll discuss some trends for your audiovisual production—essentially tips and suggestions for your videos.
User-Generated Content
According to Nielsen, 90% of users trust user-generated content more than traditional advertising.
This relates to testimonials and the social proof that videos or content can provide.
Investing in videos or materials featuring real scenes filmed by users can be a true hit on your channel or webpage.
People will feel important and excited to participate in a video or advertisement for your brand.
Try it and discover what it’s like to have this kind of experience!
Videos Created by Influencers and Experts
The word of an expert or influencer plays a significant role in users’ decision-making processes.
A video review of a product or service can be a key branding tool to guide your final consumer toward your brand.
To leverage this type of strategy, you can:
- Produce your own videos;
- Partner with other channels and influencers.
The ideal scenario is for you or your brand to develop an in-house public figure who gradually educates and creates niche-focused content.
Publishing with SEO and Data Planning
As previously mentioned, YouTube is a search engine where SEO best practices coexist with content.
If you want to be found, craft titles and descriptions that align with users’ search intent.
This is the only way to generate interest in your brand, prompting users from various social networks to click on your links and explore further.
Even if you don’t intend to be on YouTube, remember that Google itself often highlights videos related to search topics.
All your content and related themes should be created based on research and data obtained from your network and leads. This includes search intent (Google Search Console) and keyword research.
Explore the World of Video Editing
Many people feel uncomfortable creating or editing videos.
However, countless companies and marketing professionals have already recognized the importance of this acquisition channel, where leads naturally find their way to your website or sales pages.
That’s why we extend this invitation: Start planning your video production strategy today.
All you need is a camera (a smartphone works), someone to present and create content, and a video editor to make cuts and adjustments.
You’ll find that becoming a YouTuber or a future influencer isn’t as difficult as it seems.
This article was a guest post by Diego Rezi, from the marketing team at Invideo. The company offers an online video editor designed for the new generation of creators who need to quickly produce videos in various media and formats.
