You likely consume it multiple times a day, and perhaps at intervals much longer than you originally planned. Video is grabbing our attention in ways it never has before. Just like its prevalence in the recreational aspects of our lives, video has become an essential tool for businesses, too. Smart business owners and leaders are leveraging video as a tool to connect with their audience and generate leads. For professional services firms, video offers a unique opportunity to showcase your expertise, build trust, and humanize your brand. At KWSM: a digital marketing agency, we help professional services firms harness the power of video to attract, engage, and convert leads.
“I look at the traffic patterns on our clients’ websites, and hands down, the second-most visited page on a website after the Home page, is the About page,” says Jeff Soto, VP of Strategy for KWSM. “Your prospects are yearning to know who you are and why you are motivated to serve them. Clients who have videos on their About or Meet the Team pages are far more attractive to prospective clients than those sites with a team photo and a written bio.”
Benefits of Video Marketing for Professional Services
Video offers numerous benefits for professional services businesses:
- Increased Engagement: Video is more engaging than text or images alone. It can capture your audience’s attention and keep them hooked.
- Improved Understanding: Video can help explain complex concepts in a clear and concise way, making it easier for your audience to understand your services.
- Enhanced Trust: Video can help you build trust with your audience by showcasing your expertise and personality.
- Stronger Emotional Connection: Video allows you to connect with your audience on an emotional level, which can lead to increased conversions.
- Greater Reach: Video can be easily shared on social media and other platforms, expanding your reach and generating more leads.
“Video allows you to convey complex information on your website in a digestible and engaging way,” says Julia Chanterwynn, Web Designer/UX Specialist at KWSM. “This is especially valuable for professional services firms that often deal with intricate concepts and specialized knowledge.”
Types of Lead Generation Videos
There are many different types of videos you can create to generate leads for your professional services firm. Here are a few ideas:
- Client Testimonials: Showcase the positive experiences of your existing clients to build trust and credibility.
- Thought Leadership Videos: Share your expertise and insights on industry trends and challenges.
- Brand Storytelling Videos: Tell the story of your firm and what makes you unique.
- Explainer Videos: Explain your services in a clear and concise way.
- Behind-the-Scenes Videos: Give your audience a glimpse into your company culture and the people behind your brand.
“Client testimonials on a Home page or Services page are incredibly powerful,” says Angie Smith, Senior Website Designer at KWSM. “They provide social proof and build trust with potential clients. Seeing and hearing real people share their positive experiences can be very persuasive.”
Creating Effective Lead Generation Videos
To create effective lead generation videos, keep the following tips in mind:
- Keep it Short and Sweet: Attention spans are short, so keep your videos concise and to the point.
- Focus on the Value Proposition: Clearly communicate the value you offer to your audience.
- Use a Strong Call-to-Action: Encourage viewers to take the next step, such as visiting your website or scheduling a consultation.
- Optimize for Search: Use relevant keywords in your video title, description, and tags to improve your search engine ranking.
- Promote Your Videos: Share your videos on social media, embed them on your website, and include them in your email marketing campaigns.
“Videos are critical on your audience-focused pages,” says Madeleine Wood, Website Designer/Developer at KWSM. “What are their pain points? What questions do they have? Your videos should provide valuable answers and solutions, and ideally from a similar business owner or executive that can share their experience.”
Promoting Your Lead Generation Videos
Creating great videos is only half the battle. To generate leads, you need to promote your videos effectively. Here are a few strategies to consider:
- Social Media: Share your videos on all your social media channels, including LinkedIn, Twitter, Facebook, and Instagram.
- Email Marketing: Include links to your videos in your email newsletters and marketing campaigns.
- Website: Embed your videos on your website, especially on your Home page, Service pages, and blog posts.
- Paid Advertising: Use paid advertising platforms, such as YouTube Ads and LinkedIn Ads, to reach a wider audience.
Video in Action: KWSM’s Approach
At KWSM, we have extensive experience helping professional services firms create and promote lead generation videos. We work closely with our clients to develop video strategies that align with their business goals and target audience.
“Video is a powerful tool for building relationships and generating leads,” says Katie Wagner, President of KWSM. “By creating engaging and informative videos, you can connect with your audience on a deeper level and drive business growth.”
Ready to Harness the Power of Video?
Video is an essential part of any modern marketing strategy. By creating and promoting high-quality videos, you can generate more leads, build stronger relationships with your audience, and achieve your business goals.
KWSM is Ready to Help
We’re a team of brand journalists who can tell your brand’s unique story through testimonials, case studies, and other digital marketing tactics, building strong connections with your customers so you can generate more leads. Contact us today or learn more about our video marketing services.
Every engagement at KWSM starts with a digital marketing strategy. This allows us to thoroughly understand your business, your target audience, and your goals before we start creating your videos.
