5 Easy Ways You Can Use Video to Capture Leads

Learn how you can use the power of video to generate leads from your website and turn your visitors into subscribers or customers.

Video lead generation

Lead generation is such an important part of running a business – maybe even the most important part, and, when video is set to account for more than 80% of all web traffic in 2018, it’s a no-brainer to capture your audience with visuals.

Video sharing trends

Why Use Video as a Lead Generation Tool?

In order to see how effective video is for lead generation, we just have to look at the customer buying process.

According to research, almost half of consumers view 30 minutes or more of video while researching, while 72% of B2B buyers watch videos throughout their entire path to purchase, which shows just how important this key technique is in the sales funnel.

What’s more, video builds trust and loyalty amongst your audience, making them more likely to hand over their details to you and, eventually buy from you.

And, from the business side, marketers who use video for lead generation see a 19% lower cost per lead than those who don’t.

Generated revenue from video

So how can you start capturing those all-important leads with video?

1. Video Case Studies

Showing off your expertise and authority within your industry is a quick and easy way to build an audience and generate a following.

Once you solidify your expertise and can show people that you know your stuff, they will start recommending you to their friends, family, and colleagues – and if you didn’t know, word of mouth is still the most valuable form of marketing.

How to Use Video Case Studies:

Put together stories from previous buyers and share them in a video format – whether that’s via animation or a talking-head shot.

WatchGuard video case series
WatchGuard offers video case studies from past clients

How Video Case Studies Generate Leads:

People want proof before they sign up or buy from you. By sharing case studies with them, you’re giving them that peace of mind, especially if they can see how well your product helped someone else who was in a similar position as them at one point.

2. Webinars and Live Workshops

Webinars are a great tool for lead generation for several reasons.

Firstly, they allow you to really get to know your audience as you interact with them live and, secondly, they allow your audience to engage with you in real-time and ask questions. Again, this boosts your authority, shows your authenticity, and solidifies that connection.

eLearning Guild video webinar
The eLearning Guild use Webinars to educate their audience

How to Use Webinars:

Come up with a key topic that your audience might want to know more about or struggle with, and put together an hour-long workshop or training that gives them some tools and actions.

This acts as an introduction to your paid offering, which you can pitch at the end of your webinar.

How Webinars Generate Leads:

Besides the fact that people love free live training's, a webinar also acts as a live-action stage in your funnel.

Remember the customer process we talked about earlier?

A webinar ticks off a number of stages in that process. It creates awareness of your topic, introduces a cold audience to you in a warm way, and feeds them authentically into a pitch for your paid offering.

3. Video Course

Video courses give you the chance to share information about your industry with your audience in a way that leads seamlessly into a sales pitch. But, in order to generate leads with them, you need to gate your videos behind a sign-up offer.

When people get the other side (a.k.a. after they’ve given you their details), they’ll be greeted with excellent value in a course or challenge.

How to Use Video Courses:

Create between three and five video lessons that solve a key problem your audience face in your industry. Promote the course on your site, social media, and anywhere else your audience hangs out, and put together a designated landing page for people to sign up on.

How Video Courses Generate Leads:

Again, people love free, valuable content that solves a problem they have. If your video course has enough value, the right people will sign up to hear more from you.

4. Add Video to Your Landing Page

Landing pages were created specifically to drive conversions, but first you have to grab the reader’s attention – difficult when there’s so much eye-catching content out there already, right?

Cue the trusty video.

Videos are 12 times more likely to be watched than text is to be read, making them the perfect, attractive addition to your landing page.

CrazyEgg video landing page example
CrazyEgg uses a video on one of its landing pages

How to Use Video on Your Landing Page:

You don’t have to explain in detail what your offer is in the video. It simply needs to provide an engaging introduction to your brand and product and share why the viewer should be interested.

The key here is to attract, engage, and keep them from clicking away.

How Adding Video to Your Landing Page Generates Leads:

Once you’ve captured the attention of your audience with an engaging video, you can throw a specific call-to-action (CTA) at them at the end. This will invite them to take the next step, like sign up, download something, or buy from you.

There are excellent tools to create explainer videos. Examples are Vyond, Renderforest and Animaker. All three offer reasonable prices (the latter two even feature free plans) and lots of modern templates. You can also find detailed tutorials to get started.

5. Use Video on Social Media

Over the past couple of years, all the big guns in social media have added video to their arsenal.

YouTube, Facebook, Periscope, Snapchat, and Instagram all have in-built video options, including both live and non-live alternatives. These build trust with your audience because you’re in-person, speaking to them in the moment, or offering them a more human side to your business.

How to Use Video on Social Media:

Keep things short and authentic. People have short attention spans these days and they can smell a highly-polished marketing message a mile off.

For best results, share a video from behind the scenes in your business, or simply do a face-to-camera episode on something you’ve been working on, like a new offer.

Example of posting video on social media
Benefit Cosmetics regularly host live videos on Facebook

How Video on Social Media Generates Leads:

At the end of your live videos or short, authentic shows on social media, invite people to sign up or encourage them to take a specific action. People are more likely to take action after watching a video, so make the most of that tactic.


As you can see, there are a number of key ways you can incorporate video into your lead generation process. And, as we move towards a more video-inclined future, it seems like this is the best way to drive leads and turn cold leads into buyers.

About the author

  • Lizzie Davey
  • Lizzie Davey is a professional marketing and business writer who helps start-up tech brands and digital marketing companies create content that converts. When she’s not experimenting with the latest lead generation technique or researching new marketing trends, you can find her exploring new cities or attempting to write the next bestseller (usually with a cup of coffee in hand).
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