Video has been available on the Web for years and with YouTube it is simple for anyone to create and post a video online.
However, a legitimate criticism of video (especially from B2B marketers) has been that it is tough to do lead generation. Sure you can have a URL mention at the end of a video or you can embed a video within a landing page with some lead offers, but that's not fully integrated.
My friends at VisibleGains have developed a video application that solves this problem. Here is an example program we created from the four videos I shot at GM a few weeks ago.
The VisibleGains application makes it easy to include links and offers as part of the video experience. Best of all, the links at the bottom of the video player to the Twitter feeds and blogs of me and the GM people speaking in the interviews are non-intrusive and can be ignored if you're not interested.
Did you notice the link near the end that points you to see the complete footage of the interview I had with Fritz Henderson, CEO of GM? These are welcome and valuable ways to offer additional content yet not in any way annoying. And notice how the video pauses when you click on a link.
Of course, these links could easily have gone to offers for lead generation purposes (such as to sign up for a Webinar). Also notice the simple form at the end of the video for people interested in learning more (in this case about VisibleGains services.
Brand Journalism becomes lead generation
I've frequently said how great online video interviews are as brand journalism. They are so darned easy to do. Any organization can shoot an interview with a customer or partner or analyst or author or someone else within a market space and become a thought leader. I use my Flip video to shoot interviews nearly every week and it’s so easy!
Now you can make those videos interactive and use them to generate leads. How cool is that?
Imagine your organization producing a regular interview show that combines brand journalism with lead generation. I'm sure you can think of subjects for shows.
Thanks to VisibleGains for turning nearly an hour of video I shot at General Motors into a compelling 4 minute video and then putting it into their player so I can share it with you.
What do you think?
Are you a marketer using video as brand journalism?
Do you have other ways of generating leads from those videos?
Please share your thoughts.
UPDATE: Shortly after I posted this, Matt Shaw tweeted and commented that video players similar to the one from VisibleGains have been around for years. I commented back to Matt. I also removed the word "Finally" from the posts title. The original post was called "Finally! Online video as lead generation." Thanks Matt.