How to generate more leads with B2B video
In the competitive B2B marketing scene, lead generation is critical for business growth. Understanding and implementing effective lead generation strategies can be the key to driving sales and maintaining a steady flow of potential clients.
Video marketing in particular has emerged as a powerful tool in this area. Using video to generate leads has several benefits, including enhanced engagement, improved conversion rates, better SEO, and greater social sharing.
But how can lead generation boost B2B business, and how can you craft a robust lead generation strategy using videos and measure the success of your efforts?
Why lead generation is important for B2B companies
Lead generation, which is the process of attracting and converting strangers into prospects, is essential for several reasons:
- Sustaining business growth
Lead generation ensures a consistent pipeline of potential clients. Without a steady stream of leads, your business may struggle to grow or even maintain its current client base. This consistency is especially crucial in the B2B sector, where the sales cycle is often longer and more complex.
- Targeted marketing
Effective lead generation allows you to target their marketing efforts at those most likely to benefit from your company’s products or services. This targeted approach not only increases the chances of conversion but also ensures a more efficient use of marketing resources.
- Building relationships
Lead generation is not just about acquiring contact information but about building relationships. By providing valuable content and engaging with prospects through various channels, you can establish trust and credibility, which are essential for long-term success.
- Measuring success
A well-defined lead generation strategy provides measurable outcomes. It allows you to track the number of leads generated, conversion rates, and the return on investment (ROI) of your marketing efforts. You can use this data-driven approach to continuously improve and optimize your marketing strategies.
How to create and keep a lead generation strategy
Creating a lead generation strategy involves several steps, from identifying your target audience to implementing tools and techniques to attract and convert leads. Incorporating video into your strategy can significantly enhance the effectiveness of your lead generation strategy.
Before you do so, however, research the different video types — explainer, live, product demo, brand, tutorial, testimonial and FAQ — to determine which type (or types) suit your business needs best.
Here’s how you can use video to boost the effectiveness of your lead generation strategy:
- Identify your target audience
Understanding your target audience is the first step in any lead generation strategy. This involves creating detailed buyer personas that include information about your ideal clients' demographics, behaviors, pain points, and decision-making processes.
- Create valuable content
Content is king in lead generation. Your content should address your target audience’s needs and challenges, and provide them with valuable insights and solutions.
Videos are particularly effective as they can be engaging and convey complex information in a digestible format. Consider creating educational videos, product demonstrations, testimonials, and case studies to meet your audience’s varying needs.
- Use a robust video player
You need a good video player to deliver a seamless viewing experience. Look for a video player that offers customization, supports various formats, and provides analytics. Features like interactive elements, call-to-action buttons, and lead capture forms can make your videos powerful lead generation tools. You can also embed videos in your landing page to improve engagement and increase conversion rates.
- Promote your videos
Once you have your videos, promote them across multiple channels. Share them on your website, social media platforms, email newsletters, and industry forums. Optimize your video titles, descriptions, and tags for search engines to increase visibility.
- Incorporate interactive elements
Interactive videos can significantly enhance viewer engagement. Use features like clickable links, quizzes, and surveys to keep viewers engaged and gather valuable information. Interactive elements can also guide viewers through the buyer’s journey, from awareness to consideration and decision.
- Use lead magnets
Offer valuable resources in exchange for contact information. Your lead magnets could take the form of e-books, whitepapers, or exclusive video content. To minimize friction, ensure your lead capture forms are simple and require minimal information.
- Nurture your leads
Lead nurturing is about building relationships with your prospects. Use email marketing, personalized content, and follow-up calls to nurture leads through the sales funnel. Segment your leads based on their engagement level and tailor your communications accordingly.
How to evaluate your lead generation strategy
Evaluating your lead generation strategy is crucial to understanding its effectiveness and identifying areas for improvement. Here are some metrics and methods to consider:
- Track lead sources
Identify where your leads are coming from — organic search, social media, email campaigns, or direct traffic. Understanding the most effective channels allows you to allocate resources more efficiently.
- Measure conversion rates
Conversion rates indicate the percentage of leads that turn into paying customers, and high conversion rates suggest that your lead generation strategy is effective. Analyze the conversion rates at different stages of the sales funnel to pinpoint where prospects may be dropping off.
- Monitor engagement metrics
Engagement metrics such as video views, watch time, click-through rates, and social shares can provide insights into how well your content resonates with your audience. Higher engagement typically correlates with a higher likelihood of conversion.
- Calculate ROI
Calculate the ROI of your lead generation efforts. This entails comparing the revenue generated from converted leads to the cost of your lead generation activities. A positive ROI indicates that your strategy is profitable.
- Use A/B testing
A/B testing involves comparing two versions of a marketing element to see which performs better. Test different video formats, call-to-action buttons, lead capture forms, and promotional strategies to determine the most effective combinations.
- Gather feedback
Collect feedback from your leads and clients to understand their experiences and preferences. Use surveys, interviews, and direct feedback to gather insights that can inform and help you develop future strategies.
Conclusion
Lead generation is the lifeblood of B2B companies, ensuring a steady flow of potential clients and driving business growth. Video marketing, with its engaging and informative nature, can be a powerful tool in your lead generation strategy.
By understanding your audience, creating valuable content, using interactive videos and continuously evaluating your efforts, you can develop a lead generation strategy that not only attracts new leads but also nurtures them through the sales funnel.
To get started, check out wide range of Kinescope’s video solutions to find out the best one for you— from customizable video player and analytics to smart search and several privacy levels, you can access a full range of features to help optimize your lead generation strategy.