In an article published on August 30, Frenchweb.fr covered a presentation made by Vidyard, a platform dedicated to marketing through video. The latter touched upon the five techniques that marketing professionals can use to identify potential customers through video content.
In 2019, it is expected that 80% of the content published on the web will be in video form – according to Edelman, a leading global communications marketing firm. It would therefore be wise for marketing companies to put this knowledge to good use. Especially as the industry experts who adopted this method of digging up prospects (leads) saw their costs reduced by 19 % per lead …
However, it isn’t enough to only project a video and expect it to work miracles. It is important to charm one’s audience by applying those specific methods. Here they are:
1. The pre-roll
Once the prospect clicks on Play on your video, a window opens on the screen to ask his name, first name and email address. The video stops dead if the person does not insert his contact information in the form. However, this method is to be used only if the user is already convinced of the excellent quality of your video and that he isn’t wasting his time. Otherwise, he could just close your video and go elsewhere.
2. The trailer
This allows you to seduce your prospect with a clip aiming to be a foretaste of the full video. This method is useful when the value of a video is easier to understand when you extract a portion of it first. For example, before posting a lengthy webinar, it is prudent to have an introduction from the speaker in a separate shorter clip where he explains the scope of his web conferencing.
3. The post-roll
This insert is placed as soon as the main content of your video is played. It encourages the viewer to take further action without leaving your clip. For example, you can come up with an option for the user to sign up for a demo or register to an event in the last seconds of the video.
4. The parallel
This option is less mean as it lets the prospect play the video even if he doesn’t immediately complete the form that appears beside the clip. This is particularly useful when the first video is a lure to draw the prospect towards a second clip.
5. The re-direct
This technique involves diverting the viewer to another area of the home page or on a totally different page where a video awaits him, for example a promotional clip. In addition, this method will help him spend more time on your site and thus reduce the dreaded drop-off rate.