With over 1 billion unique visitors each month, YouTube continues to be the leading focus of video marketers. While we often discuss the techniques and strategies behind creating an effective video marketing campaign, it’s easy to forget the most basic goal: to generate and capture leads. Though the goal of every video isn’t going to revolve around capturing a lead, knowing how to lead viewers through your sales funnel will improve the ROI of all your video marketing efforts.
Methods to generate leads on YouTube include:
Creating a custom landing page. By creating a custom landing page for your YouTube viewers, you can create a more relevant sales funnel that resonates and is thereby more effective. Be sure to link to this custom page through the description of the video and to mention it in the video itself.
Offering an irresistible deal. People love coupons and freebies. By making an exclusive offer through your video marketing, viewers will be more likely to take action and perform a transaction. Whether you want them to make a purchase, watch a 3-part video series, or download an eBook, online audiences love a good deal.
Investing in YouTube PPC. Investing in ads on YouTube is almost as powerful as investing in Google Adwords. Remember, after Google, YouTube is the second largest search engine in the world, so any marketing efforts on the video site have huge potential. This goldmine of opportunity is underutilized by many advertisers and will give you an advantage over your competitors.
Embed videos. You don’t necessarily have to generate leads on YouTube itself to create leads through YouTube. Consider making a video promoting a product or service and then embedding it on your website or blog. A thorough video can encourage a potential customer unsure about making a transaction to make their move.
Being interactive. At the end of the day, it’s important to remember that YouTube is still a social networking site. Just like any other social media platform, it’s all about interaction. Make sure that viewers leave comments, that you reply to comments as necessary, and that your channel is alive. Consistent, organic action from your channel is what will generate leads in the long run.
While these are effective strategies in boosting the effectiveness of your video marketing on YouTube, sometimes the greatest benefits come from the details. Be sure to incorporate your target keywords into your title and description as necessary, as these will help video rankings not only on YouTube but on Google as well.
Also, remember to consistently keep your YouTube channel interlinked with your entire online presence. Whether you’re linking to a custom landing page, your website, or social media pages, you want viewers of your YouTube videos to have as many interactions with your brand as possible. This increases the likelihood that they will one day engage in business with you and make a transaction. Interlinking your video content with your other sites also gives you the opportunity to craft a holistic content strategy that incorporates video, written content, and social media into a single marketing effort!