Imagine if your business was generating sales qualified leads/prospects from your website, daily.
I mean, that’s why you invested time and resources to develop your website, right? So the right people can find your business online, learn about your products and services, and contact you.
But that’s not usually the case for most businesses. It’s ever more challenging to generate leads from your website due to the increase in noise online.
Effective marketers must find new ways to make their websites engaging, and capture leads.
For B2B service firms like an energy recruitment firm, the process of generating leads both online and offline is very complex and heavily dependent on how well you educate your target audience about your business and the value you provide.
The challenge is, how do you engage your website visitors and prospects enough for them to drop their contact information, so you can follow up with them?
There are several elements your website must have to position it to engage and generate leads. Content, lead capturing tools, offers and Call to Action (CTA) buttons are some of those critical engagement elements.
Let’s take a look at a practical example, AVA Energy. AVA Energy has mastered all but one element on their website, and we’re going to show how they (and you), can leverage on that element to generate leads.
The Most Powerful and Compelling Engagement Tool
Video content is the most critical element in engaging leads online today.
Let’s take a look at a few statistics that proof this point.
- Your average video retains 37% of viewers all the way through to the end of your video”
- A lot of executives, in fact, 59% of executives say that if both text and video are available on the same topic, they would choose video.”
- Video content drives a 157% increase in organic traffic from Search Engines like Google and Bing Result Pages (SERPs).
- Placing a video on a landing page can increase your conversions by 80% or more.
- The average Conversion Rate for websites using video is 4.8%, compared to 2.9% for those that don’t use video.
- ”Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text”.
- ”The average user spends 88% more time on a website with video”.
After combing through AVA Energy’s beautifully designed website, I didn’t find one video.
Just imagine, how much more leads they would be able to generate from their website, by including one or two videos strategically on their website.
Here are the types of videos they can produce to engage website visitors and prospective clients, and also how to place those videos for maximum engagement.
The Types of Videos To Produce For Maximum Engagement
For a B2B service firm like AVA Energy, videos that focus on educating the prospect will perform very well in engaging and generating leads.
- About Us: Executives will rather watch a video that tells them about your business, than read a lengthy and probably boring text about your company. Your About Us video should quickly run through what your business does, the value your business provides and the problem your business solves. It should also show why your business is the right choice for clients. Better to strategically place this video on your homepage and about us page.
- Product Overviews: Also known as explainer videos, product overview videos quickly explains a particular product/service, the problem that service solves for the client or the value that service provides to the client. Remember, shorter videos provide higher engagement. Better to strategically place video like this on your ”Service” pages
- Product Demos: I know what you’re thinking, ”how can I demo a service?”, ”I’m not selling a software or a product, how do you demo a service like recruitment?”. Well, simple, you how your prospects how easy it is to work with your company. Your video will run through the process of a client hiring you, and achieving their goal. This type of video is very powerful, as itgets your prospect to imagine themselves working with you and achieving their goals. Better to strategically place videos like this on your service landing pages, and also on your email autoresponders.
- Testimonials: What’s the best way to get someone to buy? To get a total stranger to endorse your service :D. That’s what testimonials do. The final push to make that sale or convert that lead. Videos are strategically placed at the end of your sales funnel, usually in your email autoresponders.
Integrating Videos in Your Sales Funnel.
We’ve discussed how you produce videos to engage a lead at every stage of your sales funnel here.
To quickly summarize how to integrate videos in your sales funnel, here are 3 tips
- For users that just got aware of your brand (awareness stage), focus on sharing educating videos like explainer videos and product overviews
- For users that are considering your business (consideration stage), product demo videos will be effective
- For users that are fully educated and are at the stage of making a purchase decision, hit them with testimonials to close the deal.
In conclusion, if you’re not using video content on your website, you’re missing out on a lot of customers. If you don’t know where to start or how to produce videos, hit us up, we can help