Corporate videos improve lead generation by targeting specific audiences through compelling narratives that attract viewers and convert them into trusting leads.
Lead generation is one of the most important parts of marketing, and it can be one of the most complex. This is why many companies hire corporate video service experts to help them plan and create content that gives them the greatest return on their investment.
Why Video for Lead Generation
Video is unique among media in that it engages multiple senses and exists in time. This means it can make use of the color identity of a brand, use a song that conveys their values, and create a quick narrative that demonstrates their product’s worth. No other kind of content can do all three.
Videos also have a 52% higher chance of being shared than any other type of content, meaning the success of having reached your audience holds the potential for compounding brand awareness.
Using the Lead Funnel
In order to effectively use video to improve corporate lead generation, businesses need to be targeted in their approach. It’s not enough to make a killer video and hope for the best.
No matter how good it looks or how catchy the music or how many clicks the thumbnail gets, if a video doesn’t have an intentional audience and goal, you’re unlikely to make as much on your investment as you could.
The image of a funnel is sometimes used to visualize a customer’s journey towards buying a product. It starts with them having never heard of you (the top of the funnel) and ends with them making a purchase (the bottom of the funnel). It’s often broken down into three stages:
- Awareness: At the top of the funnel is awareness, the place where your audience is learning about your brand for the first time. They likely have a problem they’re looking to solve or a need they’re looking to fulfill, but they aren’t looking for products yet.
- Consideration: This is the phase at which potential customers are actively looking for products. These are the people with twenty tabs open to various kinds of running shoes. They’re likely in a place of evaluating all their options and weighing the pros and cons of each product and company.
- Conversion: This can be the most challenging jump for brands to make. Until now, it’s all been window shopping. At the conversion phase, a customer trusts the company and has the means to make a purchase.
At any point in the funnel, a company can lose a potential client, and knowing where you’re trying to end up can help you start.
Who and Why
When you’re looking to increase brand awareness with corporate video or generate new leads, one of the first questions you should ask yourself is, “Who is our audience?”
Build a persona of that audience, compiling interests, habits, needs, and spending patterns. Use data to flesh out this character and establish how to reach them when they are at each step of the lead funnel.
Storytelling With a Spark
Once an audience has been chosen and their place in the lead funnel taken into account, companies need to shape the video’s narratives to fit those profiles. Storytelling is one of the most effective techniques for characterizing a brand while building connection and trust.
Leading Lead Generation
It would be nice if it was enough to be an expert in your field, but these days that’s rarely the case. grouphugs can help businesses turn their expertise into customers by shaping a strategy and producing quality content that generates leads.
We can also help brands adapt corporate video content for social media, making sure that every piece of content produced has a long and useful life!
