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Leads are crucial for your business, regardless of the business size and the industry you belong to. All those leads are only one step closer to converting to paying customers and they keep your sales funnel full, so you can ensure your business longevity. 

That means that without them, a business will struggle to grow and expand as they don’t have a steady stream of customers.

Despite the key role that it has, generating qualified leads isn’t a piece of cake. More than 61% of marketers even rank lead generation as their number one challenge. That makes sense as today’s potential leads are provided with endless choices, so they become pickier than ever when it comes to joining a specific email list.

From any lead-generation tool, video content is found to be effective. Adding a video to your landing page can increase the conversion rate up to 80%. So, why is video so effective in capturing emails and how do you utilize ones? Let’s find out.

Videos as a Lead Generation Tool: Why Are They Effective?

The beauty of the video is that this type of content combines both audio and visual elements to break down even complex topics into smaller chunks, making it much more digestible for those who watch it. 

While potential leads are bombarded with hard-selling marketing messages on a daily basis, videos offer story-driven stories that are both educational and engaging to watch. This is what makes potential leads more likely to convert.

Not to mention that videos are highly-shareable. You can create one single lead-generation video and add it to the landing page, distribute them on YouTube, and even send them to your prospects through email marketing. All of them in a matter of minutes.

A 30-second can work the same as a 1000-word article. In the era where the human’s attention span is only getting shorter each day, this is helpful in capturing potential leads’ attention as well as improving their retention.

How to Use Videos to Generate Leads

Just like any other marketing tool, videos need to be well-used and well-placed in order to bring you the best result possible.  

Done wrong, it would not only scare your potential leads away, but also harm your online reputation as a brand. Here are the best practices you can follow to use video marketing as a lead generation tool. You might as well check the complete video marketing checklist to make sure you’re on the right track.

#1. Add Videos to Landing Pages

We’ve mentioned before that adding a video to a landing page can effectively boost the conversion rate. 

On the landing page, the visitor is only a few clicks away from converting into a lead. They need to make sure that they make a good decision by joining your email list. This is why it’s crucial to build trust and make them feel at ease so that they gain more confidence in submitting their email address to you.

There are some ideal types of videos for your landing page:

  • Customer testimonials. Those stories from your happy, satisfied clients can convince potential leads to try your product themselves.
  • Product demo videos. If a potential lead understands how to use your product at its fullest potential, they’ll have no problem converting.
  • Explainer videos. Explainer videos can introduce your brand and explain how your product works can make visitors convert into leads.

#2. Use Gated Video Content

Gated video content means that only people who submit their email addresses can have full access to your video. 

Remember that since you will have personal information in return, it means that you have to invest in in-depth, well-researched content. Well, no one wants to trade their email address or business phone number with mediocre content that they can easily find elsewhere, right?

#3. Invest in Social Videos

With more than 4.6 billion global users, social media are ideal places to generate more visitors to your website– more particularly landing pages. You create social videos to boost your social media presence, build a solid follower base, and finally convince them to visit your site and convert into leads.

However, no one in social media wants to be sold at every second of their user experience. So, make sure that the videos you create don’t try too hard to sell something. Don’t forget to add a clear call-to-action to them. That way, they know where they should go after watching the video.

Wrapping Up

Done right, videos can help you generate more qualified leads and increase your conversion rate. One thing to bear in mind here is that there’s no such thing as an overnight success when it comes to lead generation videos. You can’t expect a thousand new leads right after you post a video. It might take time, but when you commit to the strategy, it will be worth your while.

Now that you have more insights into how to use videos as a high-performing lead generation tool, you’re ready to constantly feel those sales funnels.


Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). 

Twitter: @breadnbeyond
LinkedIn: Andre Oentoro