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In a previous post, we mentioned how YouTube isn’t just the most popular destination for video content; it’s also one of the most visited sites in the world, second only to Google. This kind of stat makes it important for any business to be on the platform.
The trick is reaching your target audience amid the 2 billion users that log in each month and generating quality leads. We have 5 ways for you to do that.
How to get more leads from YouTube:
1. Be Detailed With Your Video Descriptions
Your YouTube video description is prime real estate to include keywords that remain at the heart and soul of Google and YouTube Search, but you can’t just throw words together. Instead, write an in-depth description where relevant keywords and different keyword combinations just fit in.
This will improve your discoverability on both YouTube and the search engines, and the longer the description, the better your chances of ranking for possible related searches. Just make sure the content is interesting enough to grab attention, especially the part that appears above the cut.
You also want your content to be in bite-size paragraphs. This is because people are on YouTube to watch videos and not read essays, and that also makes it easier to include hashtags and links to specific landing pages.
2. Use an Interactive Element as CTA
Businesses that only ask viewers to subscribe at the end of a video are missing out on an amazing YouTube lead generation opportunity. You should be driving that traffic to where you can capture their contact information and convert them into qualified leads. You can do this in one of two ways:
You can use them to feature a video, playlist, channel or link, and they add a level of interactivity to your videos. For example, let’s say a viewer is watching your video. Cards show up at a time you designate to link to another video, playlist or merchandise site.
You also have the option to use multiple cards on a single video; In this case, viewers can discover more of your content by scroll through the cards while the video plays.
Like YouTube cards, YouTube end screens are great to end your videos with a CTA and not have your viewers switch to another channel. They can be added to the last 5 to 20 seconds of any video that’s at least 25 seconds long.
The different elements you can add to your end screen include a video, playlist, call to subscribe or links to an approved merchandise site, and together they make for your end screen template. Each element can be customized in terms of timing and placement, and this is also a great way to include links to your other social media accounts.
3. Consider A Giveaway
Whether you like them or not, giveaways are powerful lead collection tools so no matter the nature of your business, find a way to offer one with your YouTube content. These allow you to capture data that can come in handy after. Like a birthday field on a form, which can later help you send yearly discounts and coupons, or a question aimed at helping you assess the quality of the lead you’re capturing.
The trick is designing a giveaway that attracts qualified leads. For example, let’s say your giveaway prize is an instant win that appeals to anyone who comes across it; You run the risk of collecting a massive list of unqualified leads. At the same time, if your giveaway is too complex, appealing to only a select few, you could ruin your chances of reaching as many people.
In short, there is a delicate balance here that you can only strike if you invest your time and strategize. Many people find that balance in complimentary samples of any featured products.
4. Use Teasers To Hint At Something Bigger
Another great way to capture leads is using YouTube videos as teasers, showing just a little of what a product or service can do but not the whole thing. The second component only comes after the viewer clicks through, and this can be a live event or webinar.
For example, consider a weight loss program. A YouTube video sharing a few success stories would be a great way to get viewers interested in learning more…like a primer for anything that later showcases what the weight loss program actually entails. And this tactic would work with anything, from an online course to a lifestyle book or a self-help tutorial. Once you get the signups, you have a list you can market to.
5. Call Ads And Lead Form Extensions
And finally, in August 2020, Google announced new features to make it easier for businesses to generate leads from YouTube ads: call ads and lead form extensions. Call ads are just what they sound like…a new lead-focused ad format that lets people call your business in a seamless flow. This type of ad only appears on devices that can make calls.
The other feature is a lead form extension that you can add to your YouTube campaigns. The forms let businesses collect leads right on their ads rather than sending viewers to dedicated landing pages. When creating your campaign, you can also specify the type of leads you want to capture, be it higher intent or more volume, and the fields you want to include.
Higher intent aims to put you in front of people interested in your product; More volume makes you reach the maximum number of people.
And there you have it: 5 ways you can use YouTube for lead generation. In the next post, we talk about building a local audience with Twitter ads. Stay tuned!
