Does your company implement video marketing as one of its central lead generation techniques?

More specifically does your company use videos to generate leads among other businesses and brands? If the answer is no, then you may be missing out on one of the most fruitful lead generation techniques that exists.

lead generation techniquesIf you don’t believe it, simply consider some of these statistics. According to a survey taken by Forbes, 72 percent of all executives watch business-related videos on business-related websites, at least once a week. This is an incredible opportunity for B2B outreach! Even more astonishing: The same survey finds that 65 percent of these executives visit the marketer’s website after viewing the videos!

The bottom line: Producing and uploading a compelling and informative video is an incredible way to get your foot in the door with other businesses; indeed, as far as lead generation techniques are concerned, video marketing is all but essential. The question is, how can a company launch a sound, effective video marketing campaign—one with B2B lead generation as its primary goal?

Start with a Plan

This is one of those marketing truisms that everyone seems to agree with, but many fail to properly employ. The truth is that simply starting to make and upload videos, without any real plan, can lead to woeful inefficiencies. Before you even begin your video marketing campaign, then, it is critical to think through these questions:

  • Who are you trying to reach with your videos? Videos targeted toward lay people and videos targeted at C-level executives will likely employ different language and different approaches.
  • What benefits can these targeted viewers glean from your video? If you have no benefits to offer, then it is unlikely that many will view your videos or follow up on them!
  • What action do you want viewers to take after watching your video? Do you want them to visit your website? To sign up for your e-mail list?
  • What format makes the most sense for your videos? Are you going to film yourself talking to the camera? Are you going to use animation, or simply offer a product demonstration?

Then, Make Your Video!

Thinking through these important questions provides you with a foundation for actually producing your video. There are many ways to go about this: You can hire a professional production company, or you can simply film it via your iPhone. (For smaller companies, or those just getting their feet wet in the world of viral video marketing, the iPhone method works just fine!) Regardless of your approach, keep these pointers in mind:

  • Remember to keep things short—because, while Forbes may indicate that executives like to watch videos, it is equally true that executives and business owners are very busy, and likely do not have the time or the interest to spend 10 or even five minutes with your marketing video. The rule of thumb is 30 seconds to two full minutes.
  • Ensure good sound quality—because poor sound quality is a sure sign of a less-than-professional video. If there is a lot of background noise in the video, you may need to re-shoot it in a less busy locale.
  • Because this is a lead generation technique, you should include your company logo at the beginning and end of the video. This does not mean you should give a hard sell or make the video overly promotional—indeed, this should probably be avoided—but you do need to make sure your viewers associate the content with your brand.

The Finishing Touches

The last step is to upload the video. Including it on YouTube and perhaps on your company website is a must; uploading it to a few social networks also helps. However, as far as B2B lead generation techniques go, it is also recommended that you sent the video to all of the executives on your e-mail list. Just think about how glued to their inbox most executives tend to be; this is an avenue you absolutely cannot pass up!

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