Do you know how to go about finding an audience and turning them into customers?
Most people would say the way to get more people to their business is through successful lead generation. But not everyone truly understands what the term lead generation means.
Lead generation is the marketing process of creating and capturing a targeted audience’s interest in a product or service for the business’ purpose of developing a sales pipeline.
Lead generation comes in many forms from the traditional cold calling via the telephone, email introductions to recent times where lead generation has undergone a major transformation due to the rise of the digital and social media techniques available.
What many don’t realise is that lead generation doesn’t happen quickly. It is a time consuming and ongoing process. It’s not a set it and forget it situation. You need to constantly work at it, where building trust, nurturing the relationships and thought leadership in the markets in which you sell are vital to creating, qualifying and converting that lead.
Video is a powerful way to generate leads
But not just any leads, higher quality, sales-qualified leads! Your videos must have a clear call to action (CTA). A good call to action in your video is highly specific, very relevant to the particular audience and always links to a landing page or mentions where the offer can be found for purchase or downloaded.
Know your entire customer cycle
It’s important you understand what your customer journey is and their buying cycle for your business, within your industry, based on what you offer and what your customer’s buying habits are. If you have a deep understanding of your customers and their buying cycle, this gives you a more defined, and targeted reach, resulting in stronger leads, converting to sales.
Understand where your audience hangs online
An extension of knowing your customer is understanding their online behaviours and habits. You must know where your target audience congregates online to generate quality leads. Once you know, get involved, post your videos in a way that will attract and engage your audience.
Producing relevant and current video content is key
Always ensure your videos match your audience’s reasons for watching your video. The better the content you create, the more engaged they are likely to be. In turn, you will have them wanting to watch more of your videos, which is a critical step in creating a very hot lead.
Link your videos to your website
This is such an easy platform to generate leads, not to mention drive traffic to your website. Be clear in the video on the call to action, and of your website address. Don’t forget your website is easy to navigate, to keep the people there for as long as possible. Make sure you target traffic to specific pages of your site like your products and services. Traffic building is what all sites need, but even more so your site must be set up to generate leads.
Search engine optimisation (SEO), is all about lead generation as well
How? Your targeted customer base is searching for niche-specific keywords when they are doing a ‘search’ for you. If you’re including the right keywords within your video titles and the scripts then you’re bound to appear on their list of searches, which can potentially generate a lead. Understanding SEO does take time, but it’s a process that you should get to know and try and work on developing and integrating it within your video marketing.
Lead generation is vital to building a solid sales pipeline. A lacklustre pipeline is detrimental to the revenue stream for the business. There are so many ways in which leads can be generated, as mentioned above video is proven to be the strongest form of lead generation.
It would be naïve to think you can ignore video, and it’ll go away. It’s been proven that video is one of your most powerful marketing and sales tools. If your company is struggling to attract the quality leads it requires to build a healthy sales pipeline. Nor do you have the capabilities within your business to produce videos, consider partnering with VevaMEDIA. Learn more about how you can benefit from this partnership.