Every designer knows lead generation is a critical component in every marketing campaign, but did you know you can increase the quality and quantity of leads with video marketing?
Video marketing is commonly used to launch and grow a business, but it’s also extremely useful for capturing leads through a web form. If you’re used to capturing leads with standard, plain web forms, here’s why you should start using videos.
1. Video can influence a user on the fence
Getting visitors to a landing page with your web form is the first step. Next, you’ve got to get them to fill out the form and submit their contact information. This part isn’t so easy. There are many factors that can cause a visitor to bounce without filling out your form, including:
- A poor page design
- Misaligned page elements
- Major typos that make your site look unprofessional
- Lack of information regarding what they’re signing up to receive
All the above factors can significantly reduce the number of signups you get from your web form. Most of these issues can be resolved with better design. However, adding a video to your landing page can influence visitors who aren’t sure they want to fill out your form.
A video can tell a story that typed words can’t express. For example, Green Residential, a property management company in Round Rock, Texas, provides a quick video of less than two minutes explaining the benefits of property management. Landlords on the fence are likely to click the play button before they bounce.
2. Most people respond better to visuals
Visuals play a key role in capturing and converting leads. Studies have shown that people prefer absorbing information visually, and video conveys visual messages quickly and effortlessly.
The fact that people respond so well to visual content is why infographics go viral so quickly. However, when faced with a choice between using an infographic and a video, the video will serve you better.
3. Your visitors will absorb more information from a video
Information presented in a short video is more likely to be absorbed than a bunch of text on a website. While you could technically put an unlimited amount of information on a webpage, most people don’t have the attention span required to read long pieces of content. In fact, most people skim headlines and hardly read page content at all.
Packing important information into a quick 2-minute video gives that information a better chance of being consumed by your visitors.
4. Video is passive, which makes it effective
Videos are passive; your visitors only need to click the play button and absorb the information. They might not watch the video all the way through, but they’ll absorb more information than if they had to read a full page of text. If you create your video correctly, the information in the first ten seconds will already be working on influencing the visitor to fill out your web form.
5. You can convey your brand and personality better
Perhaps the greatest benefit of using video on your lead capture forms is the ability to convey your brand and personality better than you can with flat, plain text. For example, a video can show your customers you’re committed to their satisfaction just through your personality. This is precisely why entrepreneurs use video marketing to sell their business by branding themselves by their personality.
If you’ve got a likable demeanor and you’re obviously customer-oriented, visitors will see that in your video and will be more likely to give you their contact information.
6. Mobile users have an easier time with video
No matter how mobile-friendly your web forms are, they’re boring compared to video. Consider your mobile users. Most of them will be multitasking while viewing your website and you don’t have much time to catch their attention. Mobile users might not even read any of the content on your page, but they’ll push play when they see a video.
Keep your videos brief and to the point
While video marketing makes it possible to convey large amounts of information, remember to keep your lead capturing videos short and to the point. Most visitors won’t sit through long lectures. Any visitor who does watch a video for a long time is likely to forget about the lead capture form.
If you want your web visitors to sign up for your email list, all you need is a short video that motivates and directs them to sign up. Keep it simple and short, and you’ll generate more high-quality leads.