Find your Teachable Moments.

How to generate leads with educational videos by Bakerbuilt Works
From an educational series produced for Fluke Networks YouTube Channel

In this post, we’ll share how to generate leads with educational videos. If your products are highly technical and/or higher priced, it’s in your best interest to be the go-to information hub for your industry. It’s easier than you might think to build a library of short, informative videos. Check out this free eBook on video strategy. You can use these to create a video FAQ page, on social media, and on eCommerce sites. 

Today, I’d like to talk about how we turn those videos into lead generators for your products.

How to generate leads with educational videos

A video explaining your product and how it works is a great tool for the middle or end of the buying cycle, when people know basically what they want but they’re looking for the “best” option. But what about first contact? If all you have, though, is a list of new emails from a convention, you’re not going to win hearts and minds with a sales pitch.

When we created this video series for Fluke Networks, the focus was originally on the products themselves. The gentleman we were talking with was a true Subject Matter Expert and when you have that in your company, you have a great asset. (We have Travis, here, who is fully capable of making the average person’s eyes glaze over when he gets started on motion graphics and editing techniques. We’re lucky to have him.) Having a SME on hand who was comfortable on camera gave us the opportunity to expand the project into a longer series of educational videos. We decided to go beyond addressing those issues they’d been seeing in the technical assistance center. 

We kept the videos short and, hopefully, genuinely helpful. They answered some questions about the product niche and what to look for when shopping for similar. In doing so, we reinforce the client’s position as experts in their field and offer real value to shoppers.

These videos can be used to reach out to industry professionals who may not really understand the product itself outside of knowing that they need it. Going forward, there are a couple of ways we could take advantage of this:

YouTube Annotations

If we decide to simply throw the videos up on YouTube, we could take the next step of adding a Call to Action and a path to get viewers over to the company website and a landing page with a form to collect more info.

Gate the Videos

If it’s believed that this content is valuable to a pretty specific audience, we could put it behind a form. This lets us secure a little more information about our viewers as a trade-off. Of course, it also creates a barrier and we may lose some viewers because of that.

Create an Inbound Campaign

Using a minimal contact list one could send out an enticing email with an invitation to watch the video series. Emails with video are statistically more likely to be opened and get clicked through, so it could be a winning first touch.

In truth, you could apply a combination of all three. We may end up giving the first video away as part of the inbound campaign, but tucking the rest of the series behind a form. This would follow the give-to-get theory of a lot of marketing nowadays. Ultimately, we’re looking for high-quality leads, not just quantity. Some barrier to content could turn out to be a bonus. After the initial campaign, we could make the entire series available on YouTube with built-in CTA’s and links to the products.

Plan before Execution

Whatever we do, we will have a plan in place! The point is, if you’re going through the time and expense of making a video, you should try to make something of value to your customer. Then, have a plan of attack for distribution. If you need help or have any questions about video or strategy contact us. Or check out this video from Sierra Media.