{"id":4928,"date":"2015-08-27T17:07:00","date_gmt":"2023-10-18T17:07:13","guid":{"rendered":"https:\/\/www.salesforce.com\/?p=4928"},"modified":"2023-10-18T17:36:02","modified_gmt":"2023-10-18T17:36:02","slug":"beyond-brand-awareness","status":"publish","type":"post","link":"https:\/\/www.salesforce.com\/ca\/blog\/beyond-brand-awareness\/","title":{"rendered":"Beyond Brand Awareness: Using Video for Lead Generation and Qualification"},"content":{"rendered":"\n<p>Many marketers see a huge opportunity in using video for brand awareness\u2014Especially for those who have massive marketing <a href=\"https:\/\/www.vidyard.com\/blog\/how-to-plan-a-video-budget-template\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">budgets<\/a> and a team to create \u2018viral sensations.\u2019 When we say video marketing, we so frequently think of this:<\/p>\n<p><iframe loading=\"lazy\" width=\"640\" height=\"360\" frameborder=\"0\" allowtransparency=\"true\" scrolling=\"no\" src=\"\/\/play.vidyard.com\/00dTYjydy9HhdYYc19Yf8w.html?v=3.1.1\">&amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;amp;nbsp;<\/iframe><\/p>\n<p>And while most of us don\u2019t have the budgets to create something that magnificent, the assumption often exists that this is video\u2019s sweet spot: pure brand awareness. So what\u2019s left for the rest of us?!<\/p>\n<p>In reality, video actually excels as a demand gen tool, too. Want proof? Here are just a few:<\/p>\n<ul>\n<li>Using video in email drives 2-3 times higher click-through rates (Forrester)<\/li>\n<li>Adding a video to a landing page can increase conversions by 80% (Eyeview Digital)<\/li>\n<li>Video marketers see 20% lower cost-per-lead (Aberdeen)<\/li>\n<\/ul>\n<p>There are four common ways to generate leads with video.<\/p>\n<h2>Email Gates<\/h2>\n<p>A gate that sits before your video content is known as an email gate. These are generally reserved for high-value content pieces because you\u2019re asking prospects for their information up front. As a result, it\u2019s important to communicate the value of the video through the copy on-page or in the video\u2019s description. This will help encourage form completions.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/beyondbrand1.png?strip=all&#038;quality=95\"><\/img><\/p>\n<h2>Pop-out, Mid-video Forms<\/h2>\n<p>This type of form pops out from the side of your video while the video continues playing. These are generally used when you\u2019re explaining something of value in the middle of your video and want the prospect to have the opportunity to act without interrupting their experience.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/beyondbrand2.png?strip=all&#038;quality=95\"><\/img><\/p>\n<h2>In-video, Final Forms<\/h2>\n<p>Putting a form at the end of your video allows your audience to consume an entire video-worth of content before being asked to provide anything in return. However, the risk of this is if people are making it to the end of your video, they won\u2019t see the form! So use this one wisely.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/beyondbrand3.png?strip=all&#038;quality=95\"><\/img><\/p>\n<h2>CTAs for Continuing Journeys<\/h2>\n<p>An alternative to in-video forms is to use your videos as more of a promotional tool that directs a prospect to an on-page form. For example, you might use this in a campaign offering a downloadable guide. The final CTA could send the prospect to a landing page with more details on the guide and a form for download.<\/p>\n<p><img decoding=\"async\" src=\"https:\/\/www.salesforce.com\/ca\/blog\/wp-content\/uploads\/sites\/12\/2023\/10\/beyondbrand4.png?strip=all&#038;quality=95\"><\/img><\/p>\n<p>So now you know! When you publish your next video, switch your watchful eye from the view counter to the lead number!<\/p>\n<p>And in addition (yes, there\u2019s more!), after watching these leads climb, you can then <a href=\"https:\/\/www.vidyard.com\/blog\/how-to-video-engage-qualify-leads\/\" target=\"_blank\" adhocenable=\"false\" rel=\"noopener\">qualify<\/a> them in more detail with the information you can collect from video consumption. Since video is linear in nature, it\u2019s easy to measure not only which videos a prospect has viewed, but also how much of it they watched, and even if they re-watched or skipped portions.<\/p>\n<p>This is, without a doubt, more detailed consumption behavior than you can gather from any of your text assets.<\/p>\n<p>All of this means that you can better understand your prospects\u2019 interests, nurture them more effectively, and have stronger insight for when they need to be passed over to sales!<\/p>\n<p>Capture those leads, video!<\/p>\n<p> <span id=\"authorRoot\" path=\"\/content\/blogs\/ca\/en\/authors\/\"><\/span> <\/p>\n","protected":false},"excerpt":{"rendered":"<p>Many marketers see a huge opportunity in using video for brand awareness\u2014Especially for those who have massive marketing budgets and a team to create \u2018viral sensations.\u2019<\/p>\n","protected":false},"author":1,"featured_media":4930,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"sf_justforyou_enable_alt":true,"optimizely_content_id":"","post_meta_title":"","ai_synopsis":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"sf_topic":[3],"sf_content_type":[],"coauthors":[164],"class_list":["post-4928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","sf_topic-marketing"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.2 (Yoast SEO v27.2) - 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