Content Marketing

How to generate leads using videos

The number of businesses that adopted video marketing increased from 61% in 2016 to 86% in 2021, and 93% of marketers stated video plays a crucial role in their marketing strategy. A forecast by the Cisco VNI (Visual Networking Index) says that among the total internet traffic, the contribution of videos will be up to 80% by 2021. 

Videos work because it is a combination of both verbal and non-verbal communication channels. Scientists state that our brain processes visual information 60000 times faster than text contents. It is easy for people to remember things when they watch them instead of reading. 

With videos, you can show people exactly what they want, and videos pave the way to connect with your audience personally. If you are convinced and ready to include video into your marketing strategy, check the following underused video ideas to generate leads.

With an effective content strategy and promotion, acquiring quality leads will become an easy task. In your content strategy, you should include the following underused ideas to generate leads using video:

  • Add a compelling CTA
  • Use videos on the landing page
  • Use gated video contents
  • Add videos to your email campaigns
  • Optimize your videos for various social platforms
  • Optimize your videos for SEO

Add a compelling CTA:

I think you’ve created a fantastic video and promoted it in such a compelling way that it reaches as many people. But if you didn’t include any call-to-action(CTA) in your video, people watch your video and leave the page without moving to the next stage in your sales funnel. Because you’ve created your sales funnel, and you have to lead people through your funnel. 

If you want to promote a product or increase your follower base, whatever might be your goal, you should never ignore CTA. Try to add CTAs like ‘Download now,’ ‘Share with your friends’ or add annotations, a thumbnail to your next video, a landing page URL, and much more in your video. 

Use videos on the landing page:

Landing pages are created to present your business to first-time visitors to get a clear understanding of your business and to convert them into your customers. Add videos to your landing page to engage with the visitors in an effective way.

Nearly 96% of people watch an explainer video to get to know about the product or service. While using videos on your landing page, please keep them in a place where the visitor can access them easily.

Following are some of the video types you can use on your landing page;

  • Explainer video
  • Introductory video
  • Video case studies
  • Testimonials 

Use gated video contents:

Gate your video to generate leads. What is that, and how to do that?. It is a strategy that businesses implement to get information from prospects. 

You might have downloaded white papers, case studies, or e-books in exchange for the information they ask. Similarly, you can use video to collect data. 

So, how to do that? 

Method 1 – 

  • Place a video on the website
  • Let the visitor watch the video for some time 
  • To continue watching the complete video ask for their information 
  • While requesting the information, keep the form at the beginning, middle, or end of the video. 
  • Remember to keep the form within the first 20% of the video since this method has an astonishing conversion rate of 43%.

Method 2 – 

  • Create a video series where the first few videos are free to watch, 
  • The videos should be created in a way to entice the viewer’s interest. 
  • To view the remaining videos, the person has to provide his/her information. 

But if you want this strategy to work, you should provide a clear picture to the viewers about what they are receiving. It should be clear to the viewers about what they are receiving when they provide their information.

Add videos to your email campaigns:

Adding videos to your email marketing makes your campaigns stand out and increase the click-through rate. Adding the word ‘video’ to your mail’s subject line will increase your mails’ open rate.

You can find out which works best for your audience and your business by including videos in the newsletter, event invitations, product launches, etc. 

But adding videos to your mail has some problems, such as the providers like Gmail and Outlook has to allow the mails with embedded videos, and even if they approve, the receiver’s device should accept what you’ve sent. To overcome these difficulties, try email marketing tools to embed your videos into the emails. 

There are other exciting ways to incorporate videos into the mail. Keep a thumbnail image of the video with a link to the video or create a gif using the video and add it to the mail with a CTA like ‘Click to view the full video.’

Optimize your videos for the various social platform:

The primary purpose of posting videos on various social platforms is to increase social reach, bringing visitors to your site and brand awareness. When you post a video from your company’s social profile, it’ll lure the viewers to visit your website and make them engage with your brand. 

To implement video marketing for various social platforms, you have to use the channels correctly. Each social media platform requires different formats or types of video. For instance, youtube is good for long-form videos like tutorials and how-to videos. In Facebook and Instagram, eye-catching and useful short videos are gaining more traction. Meanwhile, Twitter has more video retweets than images.

As a business, you have to select the social media platform that works best for your business and then implement the marketing strategies in those platforms.

Optimize your videos for SEO:

I know what you guys are thinking. Yes, search engines can’t crawl the words that you use in the videos. But there are some other ways by which you can optimize your video to rank in the search results.

Create an attractive headline within 70 characters with the keywords to entice searchers to take a look at your video. The next step is to write a meta description about what a viewer wants but remember, don’t stuff keywords, instead add them when necessary.

As we have mentioned before, search engines can’t crawl the words in the video and add a transcript to the video. This process makes the crawlers better understand the video, and you’ll get a chance to index it faster.


The strategies mentioned in this article will help you create the correct video format, promotional methods and help you identify the ways to convert the viewers into quality leads for your business.

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