Using videos for lead generation
Posted: Mon Dec 23, 2024 7:59 am
Video is also measurable
So much for the minimum quality requirements for a good video. How do you then use that video to realize leads? The two main applications are the use of 'lead capturing' forms and e-mail gates. Also called turnstiles . I will explain these two applications further below. You can use them to realize leads directly from your video activities.
E-mailgate
An email gate is asking for an email address before playing the video. It is a means to effectively collect leads. The viewer gets to see valuable content in exchange for his or her email address.
Also read: Video distribution: tips & tricks for smart video distribution
Usually it's about 'middle of the funnel' hospitality industry email list content like a webinar. The trick is to carefully follow up and 'nurturing' these leads.
Turnstiles for online video
Turnstiles: Example of an email gate
Are you in B2B? Then ask specifically for a 'business email address'. Qualifying in advance can't hurt.
Lead Gen Forms
Don't want to lock everything away? Then choose to convince the viewer first before asking for data. You can also collect data during or after a video, both mandatory and optional.
Figures from the video platform Wistia show that turnstiles are even more effective in the middle of the video, by means of a lead gen form. It then yields considerably more conversions: a pre-roll turnstile (email gate) has an average conversion of 8.49 percent, while this shoots up to 22.17 percent with mid-roll (during the video). Then use this mid-roll between 10 and 20 percent of the video (for example after 10 seconds in a one-minute video) for the highest conversion.
So much for the minimum quality requirements for a good video. How do you then use that video to realize leads? The two main applications are the use of 'lead capturing' forms and e-mail gates. Also called turnstiles . I will explain these two applications further below. You can use them to realize leads directly from your video activities.
E-mailgate
An email gate is asking for an email address before playing the video. It is a means to effectively collect leads. The viewer gets to see valuable content in exchange for his or her email address.
Also read: Video distribution: tips & tricks for smart video distribution
Usually it's about 'middle of the funnel' hospitality industry email list content like a webinar. The trick is to carefully follow up and 'nurturing' these leads.
Turnstiles for online video
Turnstiles: Example of an email gate
Are you in B2B? Then ask specifically for a 'business email address'. Qualifying in advance can't hurt.
Lead Gen Forms
Don't want to lock everything away? Then choose to convince the viewer first before asking for data. You can also collect data during or after a video, both mandatory and optional.
Figures from the video platform Wistia show that turnstiles are even more effective in the middle of the video, by means of a lead gen form. It then yields considerably more conversions: a pre-roll turnstile (email gate) has an average conversion of 8.49 percent, while this shoots up to 22.17 percent with mid-roll (during the video). Then use this mid-roll between 10 and 20 percent of the video (for example after 10 seconds in a one-minute video) for the highest conversion.