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Video Lead Generation


November 2009

Use video for lead generation, everyone likes video, right?

So, now that YouTube's been purchased by Google, what does that mean for the rest of us?

Well, nothing, and everything. Nothing - we really can't get in on that big pay day. Fine. Everything - video on the web is a game changing deal.

My prediction is that any company that has a website NEEDS VIDEO on their site in some way, shape, or form.

Really, it's ubiquitous. The ad dollars are there to back it up and there's no shortage of deals being done on video in the mobile space, web space, iTV space and every other corner of the mediasphere that video can possibly touch.

eMarketer Video ad spending image

Specifically, I want to see sites using video for lead gen. Even my friend's new chiropractic website has a chiropractic intro video on it. Sure, it's a 'template video', but it's sight, sound, motion and emotion that sells a hell of a lot more effectively than text!

So, I did a little digging to see who's doing this:

  • IBM is using video for their lead gen tools
  • MarketingSherpa used video via email
  • Perfect Patients  uses video as a lead gen tool.

I'm sure that there are many others but, let's look at why this is so effective:

  1. Video explains concepts in a way that no text or podcast can. You can use voice, music, pictures, screen shots, motion pictures, explain your concepts
  2. Broadband penetration makes consuming video 'just part of the Internet usage' of the average consumer
  3. Having prospects read your website for 5 minutes is a big stretch. Getting the information across in a 5 minute video isn't nearly as big a burden
  4. Video is just more engaging that blogs, or even podcasts. Seriously. I can watch the "Fox Hat" video a thousand times, and it's still engaging, and it's still funny!
  5. Puts a human face on the scene. Sure, blogs do this, but video REALLY does this. Putting the owner in podcasts seems to work, so putting the owner in video will work better, right?

There's certainly more to it than that, but video, screen casts, YouTube and everything else here is just a small piece of the growing interest...

Creating an effective 30 second video ad

An engaging 30 second video advertisement is a necessary business tool and is just as important as a business card, email address and plan for success. It can leave a lasting impression.

Storytelling is key. An effective video advertisement embeds a product in a tale of hope and transformation that entertains, delights, and persuades.

A good example of one that produced results is as follows:

"Harvesting apples on my family's orchard taught me to know which ones were too green, which ones were ripe for the picking and which ones were rotten to the core. Now I do the same when choosing stocks and commodities for my clients."

"Some say... If you can't boil it down to 30 seconds, you don't know the essence of what you're selling."
Instead of presenting a laundry list of information, this broker created a story that captured the attention of everyone she met-and eventually clients and prospects referred to her as the "pick of the crop."

The goal is to keep your video advertisement simple, which, in this world of multitasking and being everything to everyone, is far from easy. If you can't boil it down to 30 seconds, you don't know the essence of what you're selling.

When it comes to creating your video advertisement one should convey three basic elements:

A problem or need

A solution to that problem or need

The product or business name

Filtering down all that your business does into a problem and solution can be challenging, but it's essential for getting noticed.

Once you've chosen your elements, you need to channel your inner advertiser and use them to create a captivating story. One that hits home with your clients and paints a picture in their minds of why you're the person they need to call.

Before you start to put it all together, take everything you've learned about communicating in a corporate environment…and toss it out the window. Don't use big words that really don't mean anything, because people tune that out.

Use metaphors, visuals and words that speak to a benefit people can connect with-as that's what will bring anything you say to life.

Follow these guidelines for creating an effective video advertisement:

Speak in visuals; don't use words that you can't see 

Talk to people in payoff/impact terms 

Communicate as you would talk not as you would write.

Leave the list for the groceries and remember your three elements 

Don't rehearse it to death; if it's memorized instead of improvised, it will lose its spark

Most important, expect trial and error as you craft your words with care. But not using any video advertisement at all as you wait for perfection isn't recommended. Try them on to see if they fit, just like items you want to add to a wardrobe.

Leaving this tool sitting in your proverbial business toolkit means missed opportunities and little chance of generating buzz. When a video advertisement connects with people, they get it, remember it and pass it on.

Without your 30-second speech, you do not have grassroots marketing, and you do not have word of mouth working for you.

In contrast to the campaign-driven techniques that prevail in mainstream advertising, video advertisement marketers combine rigorous product development, exhaustive consumer targeting, and daily scrutiny of advertising rates to create pitches that can be refined to maximize sales. Combine that with the opportunity to boost margins by selling directly to consumers, and you can see why both entrepreneurs and name-brand firms like Land Rover and Disney are creating their own video advertisements. Last year 2,036 video advertisements ran in the United States, and of those, 714 were new shows. Fortune 1,000 firms now produce an estimated 20 percent of all new video advertisements.

Creating an effective video advertisement is hard work-about one in 60 turns a profit-but the rewards can be spectacular. Successful pitches can generate annual sales of as much as $50 million, and breakout hits become gold mines: Ron Popeil has sold $1 billion worth of Ronco rotisserie ovens, while the Tae-Bo Workout video advertisement netted $300 million in its first year. Other benefits include phenomenal brand awareness: 92 percent of consumers have heard of the Nautilus Bowflex home fitness system-about the same number of folks that recognize the Nike brand.

The typical video advertisement viewer is a mass-market consumer between the ages of 30 and 50 with some college education and an income of about $50,000 a year. Sixty percent are women. Most important, they're willing, even happy, to sit through a blatant advertisement. "Just by watching, they've raised their hands and said, 'Yes, I'm interested in your product.'

Research shows that only 30 percent of all TV viewers will buy anything sold on the tube. Just one in 100 will dial the phone number, and viewers will generally watch for 13 to 15 minutes before calling. Track every ad to get consumer feedback on what's pulling the sale.

"Without your 30 second speech, you don't have grassroots marketing, and you don't have word of mouth working for you."
By monitoring what works and what doesn't, video ad marketers zero in on the most promising consumers. Yet good video advertisements also drive traditional in-store sales. Retail revenue from a hit video advertisement (think George Foreman's ubiquitous grill) can be many times higher than actual video advertisement sales.

But not every product is right for an video advertisement. You've got to solve a common-denominator problem. That's why the most successful spots speak to universal desires: fitness and diet, health and beauty, home convenience appliances, and business opportunities. Standard formats range from in-studio demonstrations to Larry King-like sit-down interviews,
60 Minutes-style "documercials," Oprah-type "rally" shows, Tony Robbins-style stand-up lectures, and fiction-based "storymercials." But regardless of category or format, every product should feature "a magical transformation."

The bigger the change, the more dramatic the impact. And drama motivates buyers. That's why diet video advertisements feature "then" and "now" photos. It's all about action: Ron Popeil stuffs a chicken, pops it into his rotisserie oven, and carves up juicy, delicious slices. The Little Giant collapses from a 12-foot ladder to a stubby kitchen stool. Real people" testimonials, the backbone of all successful video advertisements, add credibility.

Price is another consideration. A rule of thumb: The product should sell at five times its direct cost. Whatever the final sale price, the product must seem like a bargain-all the better to trigger impulse purchases. video advertisement marketers know which consumer hot buttons to hit. Quick, easy, greed, new, fun, vanity, the video advertisement needs to keep pushing as many of these as are relevant


I looked at

You say ", I want to see sites using video for lead gen"

 Well I think you will find LBV interesting for sure.

I'd be interested in your feedback. here...

The company does websites for magazine publishers and  just rolled out a new product for video that not only streams video, but allows simultaneous PowerPoint slides alongside the video. 

YouTube Video

YouTube Video

 Just Hold Your Mouse Over One Of The Small Squares Below For A Few Seconds...

  Then Click If You Want To See The Larger Content.





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