There are many ways to generate leads online, such as paid advertising on Facebook and Google, or organic marketing on Instagram and Twitter. One platform that has gained popularity in recent years for lead generation is YouTube.
Take a look at these helpful tips from Daniel at Tubefluence and start generating leads through YouTube today. However, there are some distinct differences between YouTube and other platforms. Failure to acknowledge these differences will result in poor results.
To generate leads through YouTube, you must:
Let’s go over these things in more detail.
A big mistake businesses make when trying to generate leads from YouTube is not defining their target audience. This causes them to struggle to get people to opt-in to their list, attend their webinar, etc.
It makes sense when you think about it. How can a business generate leads if they don’t know who they’re targeting? Not having a defined target audience makes it impossible to craft a compelling marketing message.
Target audiences must be defined clearly. For example, instead of a target audience being “dog owners”, it should be “golden retriever owners”. Defined target audiences are much easier to create marketing messages for.
Think about it this way- would a fan of the Toronto Maple Leafs rather opt-in to an email list for “hockey fans” or for “Toronto Maple Leaf’s fans”? Odds are, the more targeted offer would result in a higher opt-in rate.
Businesses must give potential leads a reason to opt-in. The easiest way to do this is to create a valuable lead magnet. No matter what it is, whether it’s a webinar or eBook, providing value must be at the forefront.
Creating a valuable lead magnet is as simple as determining what the selected target audience would find valuable and providing that value to them. Depending on the audience, the value might best be delivered through the form of a consulting call, video course, or something else.
The focus must be put on the target audience when creating a lead magnet, not on the business. Meaning, even if it might be better financially for a business to provide a certain type of lead magnet, the best option for the audience should be used.
Something else that must be kept in mind is that a certain type of lead magnet might be ideal for a certain traffic source. For example, leads generated through YouTube might prefer a video-focused product to a written eBook.
If 1,000 potential leads land on a capture page but don’t opt-in, they won’t become leads. Knowing this, it’s important to maximize the opt-in rate of a lead capture page by using attractive headlines, colors, and layouts.
Every lead capture page must feature:
The headline and sub-headline must be relevant to the target audience. Also, the call-to-action must be written in a way that the audience will be likely to respond to. Everything must be designed and written with the target audience in mind.
Also, lead capture pages must be consistent with the marketing message. An audience that is directed to an eBook offer must not land on a landing page for a free video course. When this happens, opt-in rates decline even further.
It doesn’t matter how perfectly crafted a marketing message is or how good a lead capture page looks, if potential leads do not end up on the capture page, they will not convert. For this reason, it’s important to have a strong call-to-action present to encourage people to visit the capture page.
As with everything else, the CTA must be relevant to the target audience. An irrelevant CTA will not convince people to visit a lead capture page, and this will lead to a low conversion rate.
Specifically, when it comes to YouTube, it’s important for a call-to-action to be spoken verbally in videos. Many businesses simply place a link in their video descriptions and call it a day. This will not result in a high opt-in percentage.
A CTA should be crafted in a way that speaks to every person individually. What will they get by opting in, and what benefits will the lead magnet product provide them with? This messaging must be crystal-clear.
If used correctly, YouTube can be a great platform for generating leads. Defining a target audience, creating a valuable lead magnet, designing an attractive lead capture page, and having a strong call-to-action are all essential to success. Any business looking to generate leads through YouTube must implement these things into their marketing strategy.
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