In this video, we’re going to walk you through a step by step process to create an awesome, high-converting lead magnet using video.
The best-performing websites these days have great copy and an explainer video above the fold. The combo works great, and the video should help improve the site’s SEO and conversion rate.
However, I still think that there’s a huge, missed opportunity here. Though it doesn’t work for every business, of course.
What if, instead of an explainer video, next to your compelling copy, you had an educational video that’s 3 to 4 minutes long?
Now let’s back up a bit. Videos that are that long are anathema these days. Everyone says attention spans are getting shorter by the day, and it’s true. So you need a very short video, right? Well, yes and no. Yes if your video is an explainer, you want to make it short and sweet. But if you’re educating, you can go much longer, and it still works great.
The idea here is to add value. An explainer video doesn’t really add value. It tries to sell. An educational video adds pure value.
So what if you picked a really hot topic that your audience cares about, and you shot a 3-minute video and put it above the fold. Here’s the cool part. Once your visitors have watched about 1 minute or so, you “gate” your video. That means that a pop-up comes up and asks for their email. Not in exchange for watching the rest of the video, that would be disingenuous and frustrating. Ask for the email so you can send them a helpful guide, or a cheatsheet… again something that adds value.
Those who engage with your video and share their email are highly qualified prospects. Now that you’ve added so much value without asking for anything in return you’ve already built goodwill with them. Start following up with more emails that demonstrate your thought leadership, perhaps sharing more educational videos.
The goal is to establish yourself as a trusted guide to help them succeed. You want to be top of mind. And when they need your solution, they won’t do research because they already know the expert. And the discussion is no longer about how cheap can you offer your services for. It’s how can you help me, and price becomes secondary because there’s trust already built into the relationship.
Btw, if you’d like to learn more about the technical aspects of “gating” your video, platforms like Wistia and Vimeo can help, or use the contact form on boardstudios.com and someone from my team will send you resources and help you out.