Do’s and Don’ts of Lead Generation Conversion with Video

Strategic use of video can increase engagement and conversions.

Strategic use of video can increase engagement and conversions.

There are lots of opinions out there about the pros and cons of using video on your landing pages.

It’s clear that you can significantly boost lead generation conversion with video, but that doesn’t mean you can just slap up any video and expect an increase.

Of course, at the end of the day you’ll have to find the format and style that works for you by testing various options, but let’s take a quick look at some do’s and don’ts as you create videos for your lead gen pages.

 Do: Relate Your Video Specifically to the Offer at Hand

Talk about what benefits the customer can expect to receive and include relevant details about the offer. Make sure the customer hears the essentials he needs to make a decision.

 Don’t: Use the Same Video on Every Page

Don’t create just one TV commercial and expect to increase lead generation conversion with video. Different circumstances and different audiences need different approaches. Tailor your message to the audience and to the offer for best results.

 Do: Include a Call to Action in Your Video

You can display the CTA throughout the entire video, show it only at the end, or have it appear at several strategic points. It also helps to have a directional cue like a person pointing or a voiceover that points out the call to action.

 Don’t: Assume that Autoplay Works for Every Audience

Autoplay can work in certain situations, but some customers will be annoyed by it. You can test autoplay vs. a clickable play button and use the one that works best for you.

 Do: Post Your Video in Several Places

Upload your video to YouTube or Vimeo (or both) and embed the content on your landing page. Not only will more people see it, but it can also help boost your rankings in the search engine. Make sure the content is optimized for SEO in order to get Google’s attention.

 Don’t: Assume That One Size Fits All

Some landing pages need a 30-second elevator pitch, while others need a more in-depth discussion of the product or offer. Test video length with your audience to discover which will best help you increase lead generation conversion with video.

 Do: Write a Script

Writing a script forces you to plan what you’ll say ahead of time and helps you sound more professional. The last thing you want is to turn your audience away because your video sounds thrown together.

As you work to increase lead generation conversion with video, these ideas can help you create the tests you need to make sure your audience connects with and responds to your landing page content.

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Comments

  1. Hi Marty, all great points. To my surprise I found through split-testing that autoplay actually reduced response – because in a proportion of people it produces a panic response of ‘aagh – how can I shut this down?’, I would guess.
    Robert Tyson recently posted…When Is The Best Time To Send Marketing Email?My Profile

  2. Hey Marty! This is a great list of do’s & don’t’s for video conversions. I agree with everything you say here to. On my last blog I had a special video and landing page with a video welcoming them, for instance if I placed an add on craigs list I would have that link leading them to this page where they found me on video welcoming them and leading them to the next step. This really did help my conversion rate. It is all about congruency.. Thanks for sharing Chery :)
    Chery Schmidt recently posted…Paying Attention To Yourself And Asking For The BusinessMy Profile

  3. Thanks for creating and sharing these tips Marty. I am still resisting video. I love to write. Hate to record :)

    I am one of those people who dislike the auto play feature…it usually startles me.
    Rachel Lavern recently posted…The Rippln BuzzMy Profile

    • I know what you mean about resisting video – If I’m doing screen shots – not as much of a problem – but put me in front of a camera and I’m a basket case…. Agree on the auto play – got to admit I was soooo surprised when it converted at a higher rate for one client – Shocked actually. My advice on the video – ease your way into it if you can – it’s a great medium for bloggers. Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  4. Marty—Thanks for your insight. I had used videos on both of my web pages as a quick introductory over view. My content was not right! It didn’t help me—it hurt! I appreciate your professional insight in me helping to understand how to do better next round!! Thanks Marty
    Marty recently posted…Short Sale Serendipity or God Winks?My Profile

    • Hi Marty – Usually videos need to come later in the process – the thought of committing even just a couple of minutes is too much for many people – they want to learn more about who you are and what you do and what they can expect to get out of the video before they click that play button. We’re so impatient that if it’s not either entertaining, funny, really helpful or information we feel we can’t live without – we pass over videos in favor of just scanning the page. Then if we decide that it’s worth the time – we watch the video. Everything’s got to work together though – just like you found – or you’ll lose them. Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  5. Hey Marty…….I haven’t used video on a landing page yet……but I have landed on landing pages that have video plenty of times….I have never liked auto play video…….and I don’t like auto play e-mail video either, although it is a little easier for me to accept…….You make some great suggestions on the dos’ and don’t s ……I have been thinking of using more video e-mail on leads I have already acquired…..Do you have different suggestions for that? I am open to anything that could help….Thanks Marty………….. Smokey
    Gregory Bowen recently posted…Memories Of Mr. Weller And Fishing The Lower Blue River (Part 2 Of 3)My Profile

    • Hi Smokey – Video is tricky – that’s for sure – Our experience is that you’ve just got to test it out. Unfortunately, there is no way to know what will work for your audience until you give it a try and see what happens. With email – invite them to send you their response ….”would you like more of this or would you prefer X Y or Z?” and see what they say. Same is true with the autoplay – I personally hate it and would never use it – but that’s not to say that it doesn’t work… I probably wouldn’t use it on an email either – you don’t want to take a good lead and turn them completely off – they’re too hard to get :) Good luck – let me know how it goes for you – Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  6. Great tips Marty. As a matter of fact I can tell you that I have a couple courses that I am going through now that don’t cover the tips that you have provided here. Lead generation is something that all businesses need. And now with video being the craze of the day again, there are tons of people looking to learn how to leverage it. This post should be a must read for those folks as a great starting point.
    Clint Butler recently posted…How Often Should You Blog?My Profile

  7. Videos are the most powerful thing we can use for our marketing. That’s a really useful list of dos and don’ts you have there!

    I think it’s really important to learn the script, or at least learn “important points” you want to say before doing the video. I find the best way to learn is to tape myself over and over until I have it right. That puts the script into my memory, so I can talk without any notes, if it’s a face to face video.

    Or, you can break the video up into segments, so you can cheat on your notes before the next segment. Then, join them up when producing the video.
    Julieanne van Zyl recently posted…Weird coming from me but smart phones are taking overMy Profile

    • Hi Julieanne – When you’re talking on camera – you’re absolutely correct – if you don’t have that script memorized all kinds of things can go wrong and you’re left with something you’re not proud of. a 2 minute segment can be the longest 2 minutes of your life – and do over after do over can get mighty stressful – especially when your “prefect take” has the dog barking at the mailman in the background :) – Practice does work – and you learn a lot about the process in doing it again and again….

      For our work, I do screen shots and then separately tape the audio and combine the two in Camtasia (which I love to work with) I have loads of flexibility with it and the freedom to tape the video separately from the audio is a major time saver and real relief – If I feel that I must be on screen for a portion of the video – I break it up with other images that leave me off camera – which works better for me – since I find being on camera to be very stressful :) ….. it’s like so much in life – figuring out what works the best for you and what gives you the best results. Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  8. Hi Marty,

    You have made some excellent points about video. So true it is some important to have a plan and script to get it right. Also the speed of ones voice is so important . I find some American accents and certain parts of the UK can be hard to understand on video as people can talk to quickly.

    Many thanks for sharing your tips.

    Rosemary
    Rosemary recently posted…SME’s and Local Businesses – Start Acting Like A General ?My Profile

  9. These are all important things to consider when using video for conversion, Marty.

    As you advise, the best way to know what the best form of video is for your purpose, you need to test one against the other. That’s really the key in any marketing efforts.

    We usually think we know what will work best, but a series of A/B split tests will quickly reveal what actually does work best.

    I urge marketers to take your advice, Marty, and run some split tests and see for themselves. I’ll almost guarantee they’ll be surprised.
    David Merrill 101 recently posted…Lead Magnet Creation | Video TutorialsMy Profile

    • Hi David – Testing is both exhilarating and humbling all at the same time – You can be so convinced that you’ve “got the answer” and couldn’t be more wrong – and on the other hand make what you think is a minor change and have a huge increase in views. How you title your video, the brief description, the screen image before visitors click the play button can all have an impact on your plays. Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  10. The dreaded autoplay! If the customer is in a workplace their PC may not have speakers and the video doesnt get heard… then again it might have speakers and the entire office can hear what is said… I have a real hate for the auto play :)
    Sarah Arrow recently posted…72 Places to promote your Kindle book when it’s freeMy Profile

    • Hi Sarah – I’m 100% with you – and I definitely don’t recommend it to clients. But it’s the old problem with absolutes – if it never worked we would never see auto play videos – so it it working for some people in some situations – UGG! It’s one of those really awful things on the web that I do wish we would all wise up to and as a result it would go away forever – but that’s not the case yet – Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  11. Great ‘dos and don’t’ – it’s a medium I am still finding my feet with but have to say do love it…videos are fun to make and although I don’t script in detail- I always get clear on what I want to share and the CTA… great post and good food for thought!
    Sarupa Shah recently posted…This WILL raise your money consciousness!My Profile

  12. I like well done video. I don’t like not so well done video.

    For some reason, it seems like people are still living in the James Brausch era of turning on your camera or screen recorder and adlibbing – and people will love it.

    Untrue, talking points for sure, I can’t say I always write a script, but I know what I want to cover and have a list of those points. And if I listen to my own videos and I fall asleep, out they go to start over again.

    Autoplay, I also would be astonished if it worked for anyone. I remember back when we could first embed audio on our sites and everyone was into autoplay. What a mess.

    Then when that theme came out ( I won’t name it, but its initials were OptimizePress) and one of its selling points was to force people to stay on the page until the video was done, I thought video was going to die an early death.

    Fortunately, it did not, and your tips here are wonderful for suing it’s super powers for good. :-)
    Michael Shook recently posted…Boston Marathon BombingMy Profile

  13. Hi Marty,

    Your list of do’s and don’t using videos for lead generation conversion is very helpful. I’ve used videos on my blog and landing pages. I’ve used a variety of different types of videos such as long, short, some with autoplay, and some without. Testing helps indicate what works best and ongruency is especially important. The video must match the content.

    At one time, I was under the impression that autoplay increased conversions. After trying them a few times, I think they are annoying. My mastermind group had a discussion and it was surprising that most people don’t like autoplay. A video may be embedded further into a post, and it is disruptive to begin to read a post, then interrupted by the autoplay. It can be startling too! Personally, I don’t like it. If I am interested in watching a video, I like to have the option to choose to watch it.

    I know that having a video on my blog is a great way to let people connect to me better. I used to have one, and I took it down. Your post inspired me to consider creating a new one that I like and posting it.

    Your suggestion to place your videos in more than one place is important for SEO and the best plan to optimize content. Thanks Marty!

    Raena Lynn
    Raena Lynn recently posted…Lie #2 – “It’s not selling. It’s sharing!”My Profile

    • Hi Raena – It’s so interesting to me that almost everyone I’ve ever asked about autoplay says the same thing – either “I hate it” or “I can’t wait to turn it off”…. I think it’s like focus groups – what we say and what we do must be two different things. I am completely 100% on the side of no autoplay – and my behavior matches my words 100% of the time – but there still must be a lot of people out there who say they don’t like it but let it play or convert when someone has one on their site – otherwise we would see zero instances of them – but I can’t believe the number of squeeze pages I see that still use it. I would never recommend it to anyone – but it is something you might have to test for your audience.

      A personal video for your blog could be good – you might test it also on your about us page as an alternative – it will depend on your audience. I know for our site – having a “get to know Marty & Carl” video on the blog page wouldn’t work – but it’s a great idea (and one I hadn’t really thought of) for our about us page. It could be a perfect match on your site though. On ours, the type of video that works is the How to… If I’m explaining how to do something it helps to have a video – not right at the top of the post but as you move into the interior of it. Let me know how it goes with the video on your site – I’d be interested to hear your results. Marty
      Marty Diamond recently posted…Do’s and Don’ts of Lead Generation Conversion with VideoMy Profile

  14. Marty,
    wow, you sure know about videos… I am very new at this… and so YOUR tips and the list you provided, will give me lots of courage to venture into it as soon as I get the courage, that is haha :-)
    Thanks so much again.
    nick catricala recently posted…Are you living in the first home you bought?My Profile

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