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How to Use Video Marketing to Boost Lead Conversion

lead conversion

Are you harnessing the power of video in your marketing strategy?

I recently watched a webinar entitled “Using Video to Boost Lead Conversion” presented by Kathleen Booth, CEO of Quintain, a video marketing company and Wistia Agency Partner.

During the webinar, I learned a lot of great information about this form of marketing and how to use this powerful type of content to boost lead conversion.

Here are some important stats and the do’s and don’ts of creating videos.

The Stats

First off, here are some video marketing statistics that will help you better understand the power of video. 

  • Video now appears in 70% of the top 100 search results listings
  • On-site video increases web traffic by 200-300%
  • On-site video doubles a visitor’s time on a website
  • Viewers are 64-85% more likely to buy after watching a product video
  • 51.9% of marketing professionals worldwide name video as the type of content with the best ROI
  • Including the word “video” in an email subject line increases open rates by 19%, click through rates by 65%, and reduces unsubscribe rates by 26%
  • As we mentioned in our post “10 Sales Email Subject Line Best Practices,” embedding video in an email generates an average conversion rate 21% higher than emails containing a static image 

Now that you know how much of an impact video can have, let’s take a closer look at how to harness it for you and your business.

The Do’s & Don’ts of Video Marketing

First of all, it’s important to know what you do and don’t want when it comes to video content. Let’s start off with what you should avoid.

The Don’ts 

You don’t want what Kathleen calls “vanity videos”. This is when you spend a lot of money (we’re talking thousands of dollars) on production, editing, design, and more simply for the sake of having a video on your website.

The problem with having a video just to have a video is the “set it and forget it” mindset, meaning there’s no strategy behind it. Without a strategy, you’ll have no indication of how well your video is performing and no feedback for improvement or iteration (Is it having an impact? Is it generating page views?). This means it will also be a failure when it comes to generating leads and achieving lead conversion. 

The Do’s 

What you need to do is stop and think about how the video itself fits into your overall marketing strategy. 

Kathleen suggests that instead of asking “Where [on the website] should the video live?” you should ask, “Where will it have the biggest impact?” 

One thing to consider when answering this question is the buyer’s journey: Which stage do you want to focus on?

Last but not least, you want to determine your goals for the video. Is its primary purpose to help with brand building, or increase engagement, traffic, leads or sales? 

Once you’ve determined your goal, here’s what type of video content Kathleen recommends for each target: 

  • Brand building: Blog videos and social videos
  • Engagement: Blog videos, video testimonials, and recorded webinars
  • Traffic: Social videos and recorded webinars
  • Leads: Recorded webinars, inbound content and event videos
  • Sales: Video testimonials, sales videos and product videos

Video marketing can help improve your current marketing strategy and lead to an increase in page views, session duration, engagement, and lead conversion.

When getting started, just remember to focus on what you want your video to achieve rather than simply what you want it to look like and/or how you want it to function. This will help you get started on the right foot and more easily incorporate your video content into the other components of your overall strategy.

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Lolly Spindler


Lolly Spindler

Lolly Spindler is the Content Marketing Manager at xoombi. A writer by trade, Lolly loves to make the written word work for clients by delivering high quality, engaging content to their audiences. She leads the xoombi content marketing team in executing demand generation, SEO, and copy editing strategies. Lolly is a graduate of Boston University.


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