The objective of any B2B marketing campaign is to collect leads. Lots and lots of marketing qualified leads that your sales force can connect with and, hopefully, convert into customers. And the best lead generation campaigns using video, highlight their company as being a thought leader by providing valuable, educational information.
During the B2B buying process, prospects start researching how to solve their problem by jumping on the web. This is where companies need to have free whitepapers, tip sheets, ebooks, videos, and free kits (combining at least three types of free information). In terms of the video content, it can be a “How to” video, a webinar, or custom made video made around solving their Ideally, B2B marketing videos must solve a specific customer problem and then create the right support system to clearly articulate core messages. This means having calls to action and lots of interactivity.
Here is how you generate leads in B2B marketing campaigns (video or text offers):
Create a Compelling Offer
Produce free downloadable content such as a whitepaper, ebook, or video that people can learn from. It needs to be non-promotional. For example, we produced a free whitepaper on best practices for producing a training video for those interested in getting a company training video made.
Call to Action
Once a compelling offer has been created, design a Call to Action (CTA) button that can be placed on certain ideal locations on your website. It must succinctly tell people what they're going to get and provide them with a compelling reason to click for further information. For example:
Once someone clicks on a CTA, they go directly to a landing page that provides more information about what visitors are going to get and is compelling enough that it drives them to provide their details to download the report or view the video.
So using that basic formula here is one way of using video to capture leads:
A short video on YouTube
One of the frustrating issues with having your own company channel on YouTube is that your company is being promoted on another website. What you want is to get viewers to go to your website and get access to all of your lovely information (and your contact details!).
One way to leverage off the enormous amount of viewers on YouTube is to produce a short, teaser video that then requests that people visit your website for further information. Buy YouTube views help to reach a whole new audience for a successful B2B video marketing campaign.
The teaser video can give a short summary of a whitepaper, information about a quiz or research, and then direct people to go to your landing page (ideally, with an easy to remember and relevant URL). Your website page needs to provide more dedicated content. It could be a longer video with more information or a full report to download. By directing people to your website, you can get them to engage more with your brand.
Just make sure that you don't direct people to the same video on your website (not good for SEO and boring for them). You need to have something relevant but different. Entertainment companies do this with DVD's that they want to sell. They show a small clip of a say, a yoga DVD, and the direct people to their website to buy the longer version.
What success have you had with generating leads through YouTube?