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28th April 2015 | Strategy

Video Lead Generation 02


When people talk about lead capture with premium content, you probably think about E-Books and White-papers… well we’re going to blow your mind by showing you how video can dramatically increase conversions and can be a better medium to use.

Video lets you craft a message, create a personal connection and most importantly build trust. So that the more that you engage and teach your audience, the more trust you build up. Lead capture is all about building trust. You need to trust when you give your email address to someone you’re going to get something valuable in return and that’s why if you can increase trust you almost always increase the conversion rates for your landing pages. But getting an email address is just the beginning, to have a real conversation you need people to actually open your emails and read your blog posts and then you have a chance to turn them into real customers. 
Video helps make this way easier, let’s say you got an email from me tomorrow, do you think you would be more or less likely to open that email after watching this video, well my guess would be, that if you feel some kind of connection then yes you’d probably be more likely to open that email but if I had just been the photo on the cover of an E-Book then you probably wouldn’t.


Once you start thinking of video as way of building trust it becomes much easier to focus on increasing conversions, so now let’s walk through some of the logistics of how to use video to actually increase lead conversions

Number 1 – Build a simple landing page

Build a landing page with video behind a email gate, people will have to submit an email to watch your videos, this works if you have a substantial resource to give. The downside is, if people haven’t built up trust yet then people might actually leave before they convert.

Number 2 – Create  a video landing page

To get conversion rates higher, create an intro video , produce a short un-gated video for the series, what this will do is build up trust that the quality of the content is worth paying for with an email address. It’s all about building trust so people want to get more content from you.

Number 3 – Incorporate forms directly in your video

Here is where things get interesting, instead of a landing page with a gate, you can add an email capture form directly to a video, which is called turnstile. With turnstile you can put an email form directly at the beginning of the video and treat it like a normal gate. You can also use it somewhere in the middle of your video. Maybe even give a quick intro and then ask for their email to hook-in the viewer and collect their email before they watch on. Alternatively  put a turnstile at the end of your content, treating it more like a Call to Action instead of a gate. This approach is a bit softer and will get the most amount of views to your video even if you don’t collect quite as many leads. This flexibility is a huge advantage to using video for lead capture. You can choose when and how you want to ask for an email address in a way that’s impossible with E-Books and white-papers. Decide whether you want a hard gate or a soft call to action of your video and of course split-test to find what works best for your content and your audience.

Number 4 – Focus on long term wins

Take a long term approach to building your leads, making lots of video will help you stay relevant but it will also help you build rapport over time and it’s that rapport you build up that going to help you build trust.

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