In one 2020 survey86% of respondents said they would like to see more videos from brands.
That statistic alone makes a case for video-based content marketing. But the trick is to create videos that align with your goals to engage your audience. Create a video marketing strategy successful Attracting potential customers requires extensive planning, strategy, and coordination.
In general, videos can be interesting . However, using them to generate demand and leads requires special effort. Here are five ideas to help.
Using #video to generate leads requires special effort, @Shane_Barker via @CMIContent said. Click to Tweet
1. Add an effective call to action
Whether you upload a short Instagram Stories or long video on Youtube , encouraging viewers to take action. It could be one of many goal-based options your – visit your website, make a purchase, subscribe to your channel, subscribe to your newsletter, etc.
Clearly state what you want them to do with Effective call to action . For example, “Download now” or “Share with your friends.”
If your video is long, add a regular CTA throughout the video. With YouTube, you can add tags and captions for specific CTAs. Make sure the CTA is relevant and timely to guide viewers on what they should do to engage with your brand.
If your #video is long, add a regular CTA throughout the video, @Shane_Barker said via @CMIContent. Click to Tweet
You can get inspiration from Business Insider's YouTube channel . At the end of each video, they post a clear CTA that stays on screen for 10 to 15 seconds – giving viewers enough time to read and act.
At the end of #videos, @BusinessInsider posts a strong call to action for 10-15 seconds, @Shane_Barker said via @CMIContent. Click to Tweet
2. Add video to landing page
Landing pages designed to generate more leads. They are optimized to attract qualified leads. To make them more engaging and informative, you can incorporate videos on them.
Video allows you to convey more information without using too much text. You can detail the main topic of your video and use the text of the page — the headline and CTA — to provide more context for the video.
Want some inspiration?
Landing page this from SharpSpring , a marketing automation company, has a video next to the lead capture form. As you can see, since there aren't any other annoying elements on the page, the video has the potential to grab the viewer's attention.
While adding the video to your landing page, place it in the center of the screen and above the fold. Don't require visitors to scroll through the page or watch your video too hard – most won't.
Place #video in the center of the screen and above the fold while adding the video to your landing page, @Shane_Barker said via @CMIContent. Click to Tweet
3. Add videos to email campaigns
Using video in inbox reach can help you featured email . You can incorporate video in all types of emails – newsletters, product launches, event invitations, etc. You can experiment and test what works best for your audience and brand. .
However, using video in email is not simple. Providers like Outlook and Gmail do not accept emails with embedded video. Even if the provider allows video embedding, the recipient's device may not.
. @Outlook and @Gmail do not accept emails with embedded #videos. Use a link or an alternative platform, @Shane_Barker says via @CMIContent. Click To Tweet
To get around this, you can add a link to your video in an email. Alternatively, you can use specialized platforms for email marketing. BombBomb , Vidyard , Hippo Videos and other software solutions with special integrations for Gmail and Outlook to make it easier to incorporate video into your email.
Use software solutions like @BombBomb, @vidyard or @thehippovideo to make it easier to integrate videos into your #emails, @Shane_Barker said via @CMIContent. Click to Tweet
Or you can create a thumbnail image – take a screenshot of the video and add a play button to the image. Want a quick trick to do it? Visit addplaybuttontoimage . You can add an image, choose a play button design, customize the size, and create an image. Download new play button image. Include the image in your email and link it to the video.
Don't forget to add the word "video" to your email subject line. That can get more subscribers to click and increase your open rate, which will increase the number of leads.
Don't forget to add the word “video” to your #email subject line to increase your open rates, says @Shane_Barker via @CMIContent. Click to Tweet
4. Use video as control content
Controlled content is a great way to generate leads for your business. For those who haven't started, visitors must provide their contact information to view the content. While white papers, case studies, and eBooks are self-serving types of content, video can work just as well.
Tutorials, demos, and how-to videos can work well for curated content because they're educational—something audiences often find valuable.
You can create a video series. The first few seasons won't have the weight to attract viewers interested in the content. Then port the remaining ones. Those who opt-in are more likely to become qualified leads.
For this strategy to work, you have to communicate the value the audience will receive. Be clear about what they're getting and how they can benefit from watching. 
5. Leverage Video SEO
Get yours videos are ranked in search engines can dramatically improve your visibility and garner more interest. To attract searchers, create a short but catchy title. To optimize your video for search, create a title that matches your main keyword naturally. Keep the title to 70 characters or less to see it all in search results.
To optimize your #videos for search, create a title that incorporates your main keyword and keep it to 70 characters or less, says @Shane_Barker via @CMIContent. Click to Tweet
It is important to create a meta description give searchers a brief idea of what they can expect. Don't stuff keywords in the meta description but incorporate them when they make sense in the context.
Since the search engine cannot scan the words spoken in the video, include the transcript below it. This gives web crawlers a better idea of what the video is about and makes them more likely to index the video.
Get started with video marketing
Video offers many opportunities to educate your audience and convince them to interact with you. By strategically incorporating videos into your content marketing, you can turn them into a demand and lead generator to grow your business. Are you ready?
Please Note: All tools included in our blog posts are recommended by the author, not the CMI editorial team. No single post can provide all the relevant tools in the . Feel free to include additional tools in the comments (from your company or the company you've used).
Cover photo by Joseph Kalinowski / Content Marketing Institute
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