Eight out of 10 companies report they have posted videos to their Website in an effort to provide information about the company and its products and services. Thirty-four percent of survey respondents saying they track the number of video views as a measure of success.
However, even more respondents (42 percent) to a survey by Interactive Media Strategies (InteractiveMediaStrategies.com), indicated their organizations were measuring the number of sales leads generated from video content on their Website.
This finding reveals a couple of interesting insights and points to consider. First of all, the capability to be able to track and measure the number of sales leads generated requires a certain amount of technology and analytics that cannot be achieved by simply creating a video and posting it on YouTube. Effective sales lead generation requires the ability to:
• Garner the attention of a prospect and keep them engaged for a sufficient amount of time to get the desired point across
• Motivate them to take some type of action to provide a means to follow up with them such as by providing their phone number or email address.
Video content that can be presented in a manner that engages and motivates prospects to request more information or to enable some form of follow up by the company presenting it is exactly the type of content that is required for truly effective sales lead generation efforts.
