Online marketing specialists like to say that the same basic techniques can work for promoting any kind of business, but this simply isn’t true. If your business relies on securing leads in your community and following up on them with an active sales process, you need distinctly different marketing strategies than, say, an online-only storefront that sells to a global clientele. Fortunately, video marketing is a particularly potent tool for collecting local leads.
The Special Considerations Of Lead Generation
When your primary interest is in collecting potential customers’ contact information, the good news is that you have an extremely clear metric for judging the success of your marketing campaign. More contacts equals successful marketing. The bad news as you can already guess is that most people are extremely skittish about offering up their contact information online.
Videos are great for drumming up local leads because they give you the opportunity to make a face-to-face connection with your customers. This will make it easier for them to trust you with their contact info. Remember to make your value proposition clear. You should be offering your viewers something of value above and beyond the opportunity to become a customer at a later date. Educational content or videos that entertain can fulfill this role, but you may also want to combine your video with some additional incentive (e.g. free ebooks, special sales offers).
Retail Vs. B2B/Professional Videos: Tailoring Your Message
There are two different types of local lead generation you can do with video marketing and the division between them has to do with the type of customer you are looking for. If you want to make one-off product sales to retail customers, you need to take a different approach than if you are trying to set up a contract for long-term service.
Videos for retail lead generation should be heavily slanted towards entertainment. You want your video to stick in your viewers’ minds, setting you apart from your competition and priming them for a later purchase. These videos should be short, sweet, and memorable.
Videos intended for B2B lead generation or those collecting leads for professional services do better when they are slanted towards the educational end of the spectrum. You should put your value proposition up front and you can spend a greater amount of time explaining the benefits of doing business with your company.
Making Video An Integrated Part Of A Campaign
Local lead generation can be especially challenging because consumers who are searching for local businesses don’t always want to invest the time required to watch a video. They may only be looking for basic NAP (name, address, phone number) information. You can still get plenty of mileage out of marketing videos by keeping your video to an absolute minimum length.
An intelligently designed marketing video can actually be cut and recut for use in different situations. A useful habit to get into is to organize your video so that you can extract an effective snippet (ideally 30 seconds or less) that still explains your value proposition and delivers your call to action.
It is important to note that those two key principles (your value proposition and CTA) should not be exclusive to your video. Use the same terminology in video marketing that you do in your other marketing materials. This makes your video work better when combined with written copy and it ensures that you get a shot at capturing leads even from potential customers who don’t watch your video.
You should not be cut off from the vast potential benefits of online marketing because your business model relies on lead generation. As long as you pick the right tools, you can still make the internet a potent weapon in your marketing arsenal. Marketing videos are prime examples of tools that can be enormously powerful when they are composed correctly.
Thomas Gunner is a successful entrepreneur and business owner. He operates ReviewFilter.com, which is a cloud based tool for Hotel And Restaurant operators that engages with recent customers via email or SMS and invites them to give feedback on their recent experience of your business.