Video has come a long way since short clips started making their way online, shared only to those with modems fast enough to download such rich content. Online video has evolved into a powerfully engaging medium that plays a key role in marketing, but how effective is video for generating leads?

Thanks to platforms like YouTube and Vidyard, generating leads through your video content is an easy way to collect contact information from your potential customers when they are most engaged.

If a prospect is watching your product demo video, or viewing a recorded webinar, why wait for them to navigate to another page to ask for their email address, or to provide more info on your product? Vidyard gives you several different ways to generate leads through your video content. Here’s some easy ways to get more out of your video!

Email Gating

The simplest way to capture data on your prospects is an email gate. Asking users to enter their email address before viewing your video allows you to instantly create and track a new lead as soon as a prospect starts viewing your video content.

Email gates in Vidyard can be optional or required, and as soon as a viewer enters their email address, you can start tracking what videos they have watched, and how much of your content they’re consuming. Here’s an example – click play to see the email gate:

This data can be pumped directly into your marketing automation system, or your CMS to help put your viewer behavior into your marketing funnel! As a bonus, email gates will not be displayed to prospects that are already in your marketing automation database, so they won’t have to enter their email data twice.

Not using a marketing automation or CRM platform? Vidyard keeps track of individual viewer data under the Analytics tab – from here, you can see who’s watched which videos, and filter by specific email address. Our cookie starts logging data even if a prospect hasn’t filled in an email address yet, and will associate this data with their email as soon as they do.

Calls-to-Action

Offering a call-to-action (CTA) when your viewers are most engaged is a great way to provide relevant links to additional content, or collect a viewer’s contact information while discussing a specific feature.

YouTube uses annotations to connect videos to links, and a well-placed annotation links a segment of your video to more content on your YouTube channel, or draws viewers back to your website, a landing page, or blog post. Try experimenting with time-specific annotations to give viewers links to relevant content right at the point they’re looking for more!

Vidyard offers two options for setting up a CTA, allowing you to pop-out a CTA while your video is playing, and provide more content and messaging at the end of your video. The pop-out CTA is a fantastic way to ask questions from your viewers, or provide links to time-sensitive information, while the final CTA is useful for collecting contact information from viewers engaged enough to stick around until the end of your video. Our homepage video has a final CTA – you can see it if you watch all the way to the end:

Vidyard CTAs are formatted in HTML, so you can plug in your own source code, or use our handy CTA builder to add content-rich CTAs to your videos.

Why not just use a form?

Part of what makes video content so powerful is that users can re-embed and share your video in their own website, newsletter, or social media. If someone finds your product useful enough to write a review, they can embed your explainer video to provide even more data. If a client loves a product update, they can share the video on their blog, or through social media.

Unlike a static form next to your video, YouTube annotations, Vidyard email gates, and CTAs all travel with your video wherever it’s embedded online. This way, viewers can always provide their contact info when they love your content. Our Eloqua Experience follow-up video has a full HTML form built into the final CTA – just watch the video until the end to see the form:

Any time this video is embedded to another page, this form will go with it, allowing us to collect lead data from anyone who views the video to the end, no matter where it’s been posted.

Vidyard’s Results

At Vidyard, we always practice what we share, and adding a CTA to our videos helped influence our own lead generation programs.

Vidyard tested whether adding a call-to-action to the end of our home page video would affect how prospective customers signed up for trial accounts. Our findings? 18% of viewers that watched to the end went on to take the tour, and viewers that clicked on the final CTA were 3 times more likely to create a trial account.

Adding an immediate CTA to the end of our video ensured that engaged prospects who watched this far were given an opportunity to sign up for a trial right when they were most excited about what we had to say.

Jon Spenceley