How to Convert Cold B2B Video Viewers Into Warm Leads

You’ve created a brilliant video, promoted it through social media and newsletters and have managed to earn an impressive number of views. However, these views fail to translate into leads and you’re stuck wondering what the return from this whole exercise was.

The ideal ROI for a video should be acceleration in lead numbers. Having said that, creating a remarkable video simply isn’t enough. The B2B purchase cycle is becoming increasingly complex as buyers tend to make the journey themselves without any external facilitation. To eliminate any missed opportunities, marketers should strive to engage prospects immediately after making an impression via video advertising efforts. Below are a few ways you can do so:

Insert videos with a play button in your newsletters

Replace your old-school, text-ridden newsletters with rich media that allows viewers to take in vast amount of information in a short amount of time. You will be able to track viewer behavior which can help you devise an optimal lead nurturing strategy.

Use an email gate to collect viewers’ contact information

You can insert an email gate at the beginning of the video that will collect a viewer’s contact information. If you’re using marketing automation software, the contact will be added directly to your system allowing you to track the lead’s movement thereafter. These leads can be nurtured based on their post-viewing behavior.

Include calls-to-action (CTAs)

Use CTAs to prompt viewer behavior before or after a video. Encourage viewers to share the video on social media or subscribe to your channel; you could even direct viewers to a contact form to increase your chance of generating new leads.

Use annotations to promote other videos

Insert annotations throughout the video that link to your channel, website, additional videos or other relevant landing pages. In this case, the viewer won’t have to wait until the end of the video to take action. Obviously, it’s beneficial to give prospects the option of engaging with more content from your company.

What video marketing tips do you have up your sleeve? Let us know in the comments section!

Babla Sharan is the Senior Vice President, Global Operations at Regalix and focuses on bringing innovation, predictability, quality and scale to the organization worldwide – by integrating technology, people and process perspectives. He brings over 23 years of experience across a varied spectrum viz. digital marketing, Information Technology, Mobility Solutions, Value Added Services, Social Enterprise and Micro-product Distribution.

About Babla Sharan

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