Lead Gen Blog

Your video marketing strategy sucks! How to seriously use videos that drive sales

By Britt Laeger | No Comments | 8th March 2018

You can hardly go anywhere on the internet right now without running into video. It’s easy to find in your newsfeed, blogs, websites and news stories. And while there is no question that video drives views, can it actually help you convert more leads?

The short answer is yes, it absolutely can. But that doesn’t mean you can just publish any video anywhere you want and expect the leads to just start flowing in. Building a video marketing strategy is an essential piece of any successful marketing plan in 2018.

So here’s a quick guide to help you learn how to use video to convert leads and customers.

1. Boost Landing Page Conversion (And Increase Engagement)

A good landing page is the foundation to a successful lead generation strategy. In order to convert leads, it’s essential that your landing pages communicate the value of your offer, establish trust with the viewer and reduce any barriers your ideal audience might have about submitting the form.

While all these things can be accomplished with great copywriting, there is no better way to break down barriers than video. In fact, according to a study by eyeviewdigital.com, video has been shown to increase landing page conversion by as much as 80%.

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Adding video to a landing page allows viewers to take in all the same information as text, but it also gives them a sense of your proficiency and trustworthiness in a way that words just can’t. Plus, video will encourage your visitors to stay engaged with your content and stay on your site longer.

As consumers, we have a hard time skipping past that enticing play button. This video from ZenCash is played by 74% of the viewers that visit this page!

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Embed a short video above the fold on your landing page. Don’t forget to communicate the benefits they should expect to see and what problems your offer will help them solve.

Pro Tip: Plan out a series of short videos for your most prominent landing pages and record a series of videos for each one. Make sure to do an A/B test of your landing pages to see how well they perform with video added.

2. Increase Webinar Registrations and Attendance

Webinars are a great resource for people trying to learn something online. However, they are a large investment of time, both for you and for your audience.

Much like landing page videos, webinar promotion videos can showcase the webinar presenter and help the viewer understand what they might take away from the content.
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Think of these videos like a tease for a news story or radio segment. They will work really well if you outline what you will be talking about but keep the reader guessing at what the answer might be. Make sure to promise something of value and you’re more likely to bring them along for the ride.

Use statements that pique interest and leave viewers wanting more, such as:

  • You won’t want to miss the number one tactic I use to increase conversions!
  • Don’t forget to stay to the end of the webinar to get a copy of our exclusive resource.
  • We’ll reveal the results of our recent study on this topics, and I think you’ll be surprised by the results.

Video has a unique way of hooking people into your story. Think about how you can leverage the most interest pieces to drive people to your events and webinars.

3. Utilize Lead Capture Forms from Your Video Player

Lead capture capability is not just for landing pages. When you are ready for a video hosting platform, it might be wise to look at alternatives to YouTube. One of the major benefits of other hosting platforms, like Wistia, Brightcove or Vidyard is that they have the ability to capture leads right in the video player.

This functionality allows you to gate a video at a certain point and require an email to continue. So how can use this feature to drive new leads?
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Have a webinar recording, video of a live presentation, product demo or case study video? Allow your viewer to watch the first 15% of the video and then ask for an email to continue watching.

This tactic allows your watchers to get a flavor for your content before you ask for their information! Usually between 30-60 seconds is the sweet spot for this kind of lead capture.

4. Explain and Showcase the Benefits of Your Products

Some products and services are just harder to understand. If your website doesn’t do a good job of explaining to visitors why they should care about what you have to offer, you could be losing leads (and revenue) like crazy.

Explainer videos are the perfect way to introduce new visitors to your business in quick, efficient and visual way that helps communicate how their lives could be better with your product.

As marketers and business owners, it’s easy to get lost in our industry jargon and company-oriented terms. So don’t underestimate the power of a simple, clear video that communicates value!

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In fact, this explainer video created by Demo Duck for Crazy Egg increased conversion rates by 64% and resulted in an additional $21,000 in monthly revenue. Whoa, talk about a great investment.

5. Help Your Sales Team Book More Demos and Appointments

Have you ever gotten one of those cold emails from a company trying to sell you on their great new product? They “just need 10 minutes of your time,” but they don’t do anything to show you that they know about your company or your pain points.

Now, imagine instead that you get an email from that same salesperson, but instead of salesy text, you see a video screenshot that’s showcasing your website’s homepage.

Of course you have to click on the video, and when you watch it you find that the salesperson has recorded a really thoughtful video about your business and your website.

This is an amazing tactic that your sales team can use to connect with more prospects. This kind of one-to-one video isn’t going to go viral, but we don’t always need viral content. Sometimes we just need really effective content.

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Your team can leverage tools like Soapbox from Wistia or even your online meeting software (GoToMeeting, Zoom) to record a video that they can send to their high-priority prospects.

Don’t forget to test CTAs (calls to action) at the end of your videos to drive users to book a time on your salesperson’s calendar!


Ultimately, video is so much more than pretty picture on your website. It’s a really powerful way to communicate a message and help move your visitors through the buyer’s journey.

With a lot of planning, a bit of strategy and a little luck, you can create a landing page that will drive real, measurable revenue for your business.

Britt Laeger

Britt Laeger is the Marketing Manager at StoryTeller Media + Communications, and she enjoys presenting for webinars, creating new processes and spending time with her co-workers. She spends her commutes to the office listening to marketing podcasts and dreaming up new ideas and strategies. Connect, Tweet or Follow Britt, she’d love to chat!

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