How to leverage video performance to generate more leads

July 10, 2021
Marketing

How to leverage video performance to generate more leads


After months of careful planning and preparation, the video you've been waiting for is finally done.


You are satisfied with the skyrocketing views and eager for a flood of new leads to come to you. However, for some reason, despite the high viewership, your video is not able to attract potential leads.


Your effort resulted in good brand awareness, but it didn’t bring qualified leads.



First of all, don't get frustrated and think you're the only one. In fact, it’s a familiar problem for many marketers. Even though engagement signs show some value, they don't make you understand how your video helps to generate leads.


In fact, you need more metrics (not only views) to manage your video's lead generation effect.


To know how to measure video performance to generate leads, don't skip the following article.


1. You don’t have to track every video KPI


If your video's primary goal is to lead generation, the key performance indicators (KPIs) to be followed must be very conscious. 


KPIs like view counts and social sharing are suitable to measure reach, but offer little insight into the potential of lead generation.


Select only a few measurements to provide you a good insight into how to have lead generation. Below is a couple of KPIs that fit:


The conversion rate (the percentage of viewers who perform the ideal action on your video) shows how effective your video creates content-based leads.


The engagement (a video’s watching percentage a viewer watches) helps determine the quality of a view.


The greater percentage of video a viewer watches, the more they are likely to become your leads. With some valuable tools now, you can measure this metric on a more granular level.


Playing rate is the proportion of page visitors who have clicked "play" and started watching videos. This also helps determine whether your video is positioned well on your website and whether thumbnails and descriptions are attractive.


A video placed strategically can increase the potential for lead generation.


Each of these KPIs tells another part of the story in the lead generation process. To obtain a more holistic picture of how effective your videos can bring leads, you need to examine the performance of each KPI objective.


2. Double down on factors measuring high engagement


Now that you have identified your essential KPIs, use them as a criterion to understand how your audience consumes your videos.


Firstly, you need to look at similarities between high engagement videos, play rates, and conversion rates. Are many of them impressive product demonstration videos with highlighted characteristics? 


Perhaps there are a bunch of funny brand ads mixing with lots of pop culture references?


Next, you should pay attention to all messages in your top video content. Take a look at the words that your video uses. Identify recurring narratives and subjects, which help you understand how to enhance the right message for future videos.


Besides the top-performing video content, see how video types are structured (e.g., testimonials, product demo, interviews), running time, and call to action (CTA). 


The goal is to collect as much video structure information as possible to know what your audience is looking for.


If you want to examine deeper and analyze your videos performance, you can take an A/B test. This allows you to see side by side how your audience receives and interacts with your two videos.


3. Retarget ads based on video audience behaviors


A possible customer looks at a video from your website and leaves the page. What should you do? 


You can set retargeting ads to direct them back to your brand by the information you gained from measuring video performance.


You need to link your video performance data with an ad retargeting provider (for example, conversions or engagements). 


Some platforms are integration partners with Facebook, Instagram, Google, and YouTube, this helps your ads reach the largest possible audience.


When you have successfully linked selected events with an ad retargeting provider you want, you can create customized segments based on those events. 


There are suggested segments to advertise to help you get a better idea of what audience you should target.


A viewer watching 25% or less of your video will need a different re-directed Facebook ad from ones intended to viewers watching 100% of your video.


The 25% or less segment could require an in-depth education on your product or service value, so you can use useful content resources such as blog posts and eBooks to help them more understand your product or service. 


The 100% sector already has high engagement, which can be more effective in pushing them towards a purchase.


These ads can help you to achieve greater success in your marketing funnel. Viewers of your video will begin to see your product or service ads, appearing on various channels, which direct them to your website.


4. Put your videos on your site for better benefit


Many companies use YouTube to host content, as this is the largest platform. While helping to raise brand awareness, YouTube can also reduce your efforts to generate leads because you’re sending traffic to another platform. 


You worked so hard to create all your brand videos, and your company should receive all the juicy benefits, so why would you want to send your traffic to other platforms?


Placing your videos on your website will help leads learning more about your product or service.


Starting by hosting all of your brand videos on the relevant web pages. For example, a product video should appear on a page that highlights its features. 


Viewers who watch the whole product videos are 15-20% more likely to convert than visitors who don’t.


However, you can still use other platforms to drive viewers to your site. If you promote your video in an email, design an impressive thumbnail that is clickable and direct the readers to your website rather than only play right in your email.


The same applies to social media postings; use teasers to bring people to your site. Your goal is to get the maximum number of viewers on your website.


Placing videos on your site gives viewers an easy way to access all of your videos. Unlike YouTube, placing your videos on your site guarantees your viewers are not distracted by other brands’ videos on the side.


Other notes to have high engagement videos


Creating more personalized videos 


You should implement videos strategically throughout your website to provide visitors a more personalized experience who come to your site. 


You can say a few words about who you are and what you stand for, or let knowledgeable people on the camera confidently talk about their knowledge and passion.


Tone and messages


For many marketers, it can be one of the challenges to begin a traditional content strategy. They often take weeks of research, questionnaires and wait for leadership approvals for overall messages and tone. 


It works for a variety of reasons by using video as an alternative to content questionnaires.


Plans an hour with your colleagues to sit down and ask basic questions like, "What are the most frequently asked questions during the sales cycle?" or "What advice will you give to ideal customer X about Y?"


Thanks to these basic questions, you’re inviting critical members to the content creation process to articulate their ideas, and deliver the message in a tone that they intend to communicate. 


How can the tone be wrong when it comes straight out of the mouths of the company’s leaders?


Put videos on landing pages


Don’t let your visitors skip you as they sit on your doorstep and ready to become a lead. 


Before a visitor fills up a form and receives your offering of value, that final pitch is crucial for marketers. Video is an excellent way to engage visitors in such a way that they can move forward.


Create video blogs, and add relevant videos to old blogs


Blogs are an excellent way to bring visitors to your site and improve the overall ranking of your site, but how much can you measure the success of attracting customers to those blog posts? 


Blogs that attract high traffic volumes are typically general. Surface-level content pieces only increase awareness and draw your brand's attention to customers. 


How can those top-funnel visitors be better engaged than using a custom, engaging piece of content as video?


If you have been blogging for some time, you are probably familiar with many important articles for your website. You've done your research and got the best place with Google. Now, your blog content is at the top of the line for a lot of queries. 


Make the most of the traffic on those pages by adding relevant videos from your database, or consider why someone is on that page to build a video that speaks directly to those people.


Create Facebook video ads


Facebook ads are now an outstanding means of attracting marketers, retargeting, and nurturing current market leaders with fascinating ads. 


Therefore, it’s necessary to use videos on Facebook and Instagram to increase the efficiency of your ads with the target audience. 


"71% of consumers consider Facebook video ads to be relevant or highly relevant”, a study from a 2018 Promo." 


A strategic video ad will help you get a better return from your audience.


Measure the effect with video A/B testing


How do you know whether your optimization works? You have to test it.


It’s hard to suggest a specific tactic, since not everything works in the same way. The above activities are usually successful, but you will hardly know what works best for your audience before you are creative and try different measurements for your marketing plans.


Some platforms have recently built in their video software an A/B testing feature. All you need to do is go to the A/B test tab of your software, choose both videos you want to test, and finish the other parts to compare which video is preferable.


Although iterations to the creative elements can seem like a daunting task, you can modify content that doesn’t require complicated editing skills. 


Test one variation at a time and improve your content slightly. Then watch your play rates, average engagement, and conversion growth.


Customers feedback


It's the fun section! When a customer is happy with your service, how can you take advantage of attracting more customers like them? Marketing based on references is for the highest source of customer acquisition. 


People tend to trust other people who have experienced the services over that of the business, convincing them to purchase. Although positive written reviews are reasonable, it makes much more impact to explain your happy customers' experiences in video!


To identify which customers are your evangelists, create an NPS email campaign. People who mark you as 9 or 10 are ideal ones to appear on your video. 


To motivate them to be on your video, you can create your evangelists a referral program to get a discount or something of value.


Insert videos in emails


Putting videos in email? Do you think it’s possible?


You can’t play video from an email technically; however, there is no reason not to use the highest call-to-act conversion in your email campaign, the Play button. 


You'll get more people to click on your website, by adding the picture of your video thumbnail, and by directing them to a page in your site where your video lives. This increases the number of playtimes and makes a positive user experience possible.


Don't be disappointed to find your video has a large audience, but no leads. This is a common problem that most marketers are encountering.


However, once you're armed with the video performance metrics recommended in this article, you'll be on the right way of attracting high-value viewers and driving them to your site.


Let's start with the first piece of advice: to review your metrics, pick the most important ones, and begin your journey of improving your video to reach more potential viewers.



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