Marketing videos can be an effective tool for qualifying sales leads, meaning not just the act of producing a lead, but also letting the lead know they are in the right place. In the case where someone is not a real lead for you, the idea is to let them know that, so they can move on and not waste their time or yours. In this article, we’ll discuss the benefits of using marketing videos to self-qualify leads, and provide some tips for creating effective marketing videos that will help you generate more qualified leads.

Marketing videos can be a great way to build trust and credibility with potential customers in a small way, without taking that next big step just yet. By providing a visual representation of your product or service in action, you can help potential customers see the value that you can offer, and give them a better understanding of how your company operates. A bite size portion of your value, before they dive in for the full engagement.  Additionally, by including customer testimonials or case studies in your videos, you can demonstrate the results that other customers have achieved through your products or services.

These videos can be easily shared and distributed across a wide range of platforms and channels, but many choose to send them to a prospect to view before a meeting. Or put them on a landing page from a lead magnet. Again, the idea is let them see if they are a real fit before lots of time is invested.

When creating self-qualifying videos, it’s important to keep in mind that the goal is to qualify leads, not just to generate views. You’ll want to keep the following tips in mind:

  • Start with a clear goal: This goal should be to remove a barrier to sales. Refute a common objection, or educate about a recurring misunderstanding about what you do. 
  • Keep it short and sweet: Attention spans are short, so it’s important to keep your video concise and to the point. Aim for a video that’s 1-2 minutes long, and focus on delivering the most important information in the first 30 seconds to keep viewers engaged.
  • Use visuals and sound to tell a story: Use visuals and sound to tell a story about your product or service, and how it can help potential customers achieve their goals. Show the product or service in action, and use customer testimonials and case studies to help demonstrate the value that you can offer.
  • Include a call-to-action: At the end of your video, include a clear call-to-action that encourages potential customers to take the next step, whether it be visiting your website, signing up for a free trial, or scheduling a consultation.
  • Optimize for the right platforms: Make sure that your video is optimized for the platforms and channels where you’ll be sharing it. This includes making sure that it’s the right size and resolution, and that it has the right aspect ratio for different platforms, such as mobile or web

In conclusion, using marketing videos to self-qualify leads can be an effective way to engage potential customers faster and keep your sales team busy talking to the right people. Wasting a sales team’s time is extremely expensive and frustrating. When an unqualified lead finds out they’re not a fit faster, everybody wins.

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