Is your video content marketing strategy producing leads? Most B-to-B marketers are generating views, clicks, shares and likes, but netting few leads. Don’t be one of them. Generating leads and sales with video isn’t difficult if you get back to basics. The trick is publishing videos that create self-confidence in your viewers. This is a faster, easier way to create engaging discussion—and ultimately trust in you.
What Does Confidence Have to Do With It?
Don’t let any gurus convince you that “social selling” is somehow mystical, new or different.
In video marketing, trust is rarely earned by what you say in videos or how you say it. Trust is earned by what your videos DO for prospects that gets them confident in themselves as buyers.
For example, have you ever watched and taken action on a short video? Maybe it was a direct TV infomercial where you saw a product demo. You probably didn’t need what was being sold, but you took action anyway. Why?
Even if it’s purely novel, after watching a product demo humans are “hard wired” to react. But only if we witness a transfer of confidence—from seller to buyer. Or from “the converted” to the skeptic.
If written, shot, edited and distributed correctly, videos of various lengths can produce leads consistently. These exceptional videos succeed because they do one thing better than others.
Why Confidence Works So Well
You might think going viral is the key, but it’s not. Videos that create leads work because they demonstrate raw, credible, believable confidence in action.
Videos that generate leads tap into skepticism, fear, annoyance and ambition—and put it to work for the seller. Again, think in terms of infomercials: from kitchen gadgets (skepticism) to fear (financial and medical) or ambition (college, weight loss).
Effective video “brings to life” the benefits of the emotional end goal of everyone on planet earth: confidence. No, not the functional benefits of the product, the emotional end benefit in its most raw state.
Where to Start: How to Create Confidence
Effective videos grab attention. They have a title that is simply irresistible and relates to a fear, ambition, goal or problem. Effective titles make a promise. An effective video content marketing strategy delivers that promise in a way that either:
- transfers confidence from someone on camera to the viewer or
- manufactures confidence by giving tips, actionable advice or “better ways.”
The best way to get started is a video treatment—a rough concept of how your video will flow. The easiest kind of video to produce is one that increases the success rate of prospects.
Right now, think about something you know that most customers don’t. What danger, risk or hidden opportunity do you know about that they don’t, right now. What would really move prospects’ needles if you had 60 seconds to tell them? Jot down your ideas.
Create a video treatment that demonstrates a better way, shows steps to solve a problem or provokes an emotional reaction (fear, excitement) in the viewer. Don’t be shy.
For example, ask a question customers need answered in a way that might scare viewers a bit. Then answer it in a way that leaves them wanting more details.
When and How to Make a Call to Action
The goal of your B-to-B video content marketing strategy is to get prospects so confident in themselves they take action. Everything else is wasting time. Forget about trying to influence prospects. Get viewers to act.
If you followed the above formula, you’re on track. Now we need to nudge viewers with a call to action. This nudge capitalizes on the momentary confidence you just created or transferred to the viewer.
At this point, customers should be starting to feel a sense of trust in your words. You’ve proven yourself to be bold, have something to say, ask the tough questions or give out “tough love” advice. Will they trust you enough to buy from you? Maybe, maybe not.
Prospects will, however, be willing to trade their contact information in exchange for more of that confidence you just gave them.
They’ll be more willing to become a lead. All they need is that call to action. Make it easy for prospects to act on that impulse you just created.
Effective Video Content Marketing Makes Prospects Crave More
Content that creates leads makes prospects think, “Gosh, I wonder what else the author of this article knows that I need to know!” or “Wow, I see the opportunity more clearly now; how can I get access to more of this kind of thinking?”
Maybe your offer will be to teach customers a new skill or go deeper into solving a problem for them. You might offer a multi-part video tutorial, ebook or stream of email tips that guide and motivate prospects each week.
There are a handful of options. The idea is to use a call to action to get viewers off your video and onto a lead nurturing process.
Remember: Trust is earned by what your videos do for prospects that gets them confident in themselves. If you follow these simple guidelines you’ll be making videos that sell for you. You’ll have an effective video content marketing strategy.