Must-Use Lead Conversion Tactics for Video Marketing

On SnapChat the other day, one of the live feeds featured was “Farm Life.” Because I have a friend who is building a business in the ag arena, I thought this would be a great opportunity to get the word out about his video production company. It’s free to upload a photo or video to the stream and gets viewed by countless SnapChat users; approximately 16.5 million people look at SnapChat every day. As we discussed options for creating awareness via SnapChat, there was one question that surfaced to the top, “How can we convert leads using SnapChat video?” 

videoVideo isn’t “the next big thing” in marketing. Video is now! If it’s not in your marketing strategy, it needs to be. One article projects that by 2017, videos will account for 67% of all consumer internet traffic. That’s huge, considering the many other ways consumers can consume information on the internet.

Videos make consuming information easy, which is why they are such a hit with consumers. You can get a ton of information into a shorter amount of time, no one has to read anything and the imagination needed is truly minimal. It’s the laziest way to soak in information. Let’s take advantage of the fact that our consumers want their information in the easiest way possible!

There are tons of good articles about how to make videos appealing. Video marketing is another form of content marketing; similar to writing good content, the better and more valuable your video is the more people will watch it.

So back to the question. What is the best way to convert leads using video on SnapChat, Instagram, Vine, or any platform that allows video? How can we take advantage of the fact that customers want to consume our message via video?

So I did some research and came up with six ways that you can steer prospects into leads by using video, to send them to your website or a landing page, or even your social media sites. (Note: Not all of these tactics will work with every medium.) Ready?

Here they are:

1. Create a custom end card

You’ve watched videos where at the end it says, “If you liked this video, subscribe to my YouTube channel.” Now take that idea and instead, have them like your brand on Facebook, follow you on Twitter, or better yet, send them to a landing page to download a free eBook or checklist – where you directly capture their contact information.

2. Include a verbal call to action

You’re making the video, your customers are watching the video, you have their attention, why not use this time to tell them where they can connect with you further? Video is a great way to gain your audience’s trust for you and your brand, so use this trust to further your relationship and engagements. Chances are, if they find you hilarious, intriguing or valuable, they’ll want to follow you for more hilarious, intriguing or valuable updates.

3. Insert the link in the video description

On most platforms where you’re uploading a video, you’re going to have the option to enter a description. Use this space to tell the story of your video and why they should click your link to further connect with your brand. Just posting the link probably isn’t enough to get prospects to click through, but if you add descriptive copy and your video is valuable, this is as good a spot as any to capture your leads.

4. Use an email gate

Capture names and email addresses directly from your video with an email gate. This is the most direct way to capture leads from video marketing. Rather than leading a customer to a page or form, you actually require their contact information before they can watch the video – or before they can see a certain portion of the video.

5. Place the video directly on a landing page

This lead capture tactic doesn’t use a third party to publish your video but instead relies on the fact that your viewer is already on your landing page. Now, the video is simply used to make the push to fill out the lead capture form. This, paired with the verbal call to action, can be a very effective way to use video for lead capture!

6. Use annotations within your videos

For YouTube users, you may notice that some videos you watch have pop-ups throughout the video. They may make comments about the video, add facts or valuable information, or even provide updates to an old version of the video. Use these annotations to push leads to your social media sites, website or landing page! You can add a link with a caption, directions to check out the link in the description or even a phone number to call. This tactic requires no extra effort by the viewer to see how to connect more, much like the verbal call to action, and can be a very effective way to connect with viewers!

Video marketing isn’t new; you’ve been watching commercials on television for decades. Videos on the web aren’t even new, but they are becoming easier to make and more accessible and shareable than ever before. The possibilities with video are endless and sometimes overwhelming. If you use one or many of the above lead capture and call to action tactics above, you can use video to drive in hot leads and quickly grow your business pipeline!

Do you use video currently? Are there any other lead capture tactics you’d recommend using?

IMG_2750Kala Linck is the Community and Content Manager at Duct Tape Marketing. You can find her blogging her travels and tweeting about marketing, coffee, and cats @tadasunshine.

How Wedding Planning Taught Me How to Nurture Social Media Leads

As a marketer, sometimes it ‘s hard to stop thinking about marketing and remind myself that I am also a customer. I’ll find myself during commercial breaks on TV analyzing the scripts and how I would change the copy. I hear ads on the radio offering free content, and I immediately think about the strategy and commend them for using content to market their business. It is hard to turn it off.

Lately, I’ve gotten a nice little reminder of what it is like being a customer with not enough information. It has come during one of the most daunting events of many people’s lives: Wedding planning.

Table set for an event party or wedding reception


For those who have been here in the past, you can probably attest to the daunting nature of wedding planning. Not only is getting married a major step in life, but there are also plenty of venues and options to choose from. Each has their own rules, regulations and offerings and sometimes it is difficult to grasp all of those options. To me, this can make the decision scary. What if I miss something? To make it even more terrifying, this is probably the first decision you must make.

That’s why one morning while answering emails and scheduling venue tours, I tweeted about my planning. To my pleasant surprise, a venue I hadn’t even found replied.


This got me thinking about how businesses should be using social media. I’ve written about listening posts in the past, and how you can use social media to identify potential customers. But it takes effort to reach out to potential customers, effort that is easily recognized by your customers.

Seeking out Social Media Leads

To identify me as a promising social lead, the venue had to search for people tweeting about wedding venues, and had to narrow the search to only those in the Kansas City area using the “Near Me” tag. Luckily, there aren’t that many people tweeting looking for wedding planning advice at any one time. These select few are your prime candidates and are deliberately looking for someone to trust. Why not reach out? If it takes 5 minutes to identify and reach out to these customers, all it takes is one conversion to make this worth your time.

I may not rent out this potential venue, but I wouldn’t have even known about them if they hadn’t have reached out. With a simple 140-character tweet, they took me through several steps of the customer journey. They introduced their venue to me while getting me to like and trust them just because of the effort they gave to reach me. Now, I have scheduled a venue tour, bringing me up to the try level of the customer journey.

What you can learn

More importantly, they have some insight about my frustrations searching for a wedding venue long before the tour. As any salesperson can attest, the more you know about your potential buyers, the easier it is to relate to them and prove your product will solve their problems, and the easier it is to make the sale.

Social media is not meant to be a place to broadcast your message. You’re not going to convert people or gain followers and influence by simply sending out un-engaging messages. What makes social media special is that it offers a direct channel your customers and potential customers. If you want the most from your social media marketing, you must take advantage of this, reach out to your customers and nurture those social media leads.

Have you ever searched for or reached out to potential customers individually on social media? Or has someone sought you out to any success? Let me know in the comments below.

Alex-Boyer-Photo-150x150-e1420769709443Alex Boyer is a Community Manager and Content Ninja for Duct Tape Marketing. You can connect with him on Twitter @AlexBoyerKC

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