All marketers should have a comprehensive video marketing strategy in place. With consumers watching more video content than ever before, businesses recognize the unique ability of video to drive tangible results.
Your video marketing strategy should address two crucial questions:
- Where should my video content be available to provide my audience with compelling experiences?
- What actions do I want viewers to take after they’ve watched my video?
Brightcove Gallery, our video experience publishing module, offers beautiful templates and marketing tools to help marketers achieve measurable results. Gallery’s user-friendly publishing tools enable you to create internal and external video experiences in minutes—no technical expertise required.
Here are four ways Gallery helps convert video viewers into leads.
1. ON-PAGE CALLS TO ACTION
The conversion rate of calls to action (CTAs) is a key measure of any marketing campaign’s success, and video is no exception. After watching your video, your audience is primed to act—so why not make it easy for them? Brightcove allows you to embed CTA buttons directly on your Gallery page. For example, the Detroit Symphony Orchestra uses CTAs to encourage viewers to donate without interrupting their experience. Remember, as marketers, it’s our job to ensure awesome videos drive meaningful results.
2. CUSTOM END SCREENS
What happens after your video ends? If the answer is “a blank screen,” you’re missing a critical opportunity to engage viewers. Brightcove lets you create custom end screens to guide viewers to their next action. Options include a “Thank you” message with your logo, a prompt to share the video on social media, or fully branded buttons for additional engagement. Whatever action you want to encourage—sharing, exploring, or purchasing—Brightcove makes it possible.
3. LEAD FORMS
Grow your database and qualify your audience with customizable lead forms. These forms can be displayed before, during, or after a video, capturing crucial information such as names, email addresses, and company details. Brightcove’s custom lead forms allow you to configure when and how they appear, ensuring you gather insights while maintaining a seamless viewing experience. Captured data integrates directly into your MAP or CRM system, turning viewers into qualified leads and increasing conversion rates.
4. RELATED LINKS
As marketers, it’s our job to guide prospects and customers through the entire lifecycle: awareness, engagement, conversion, retention, and advocacy. Related links are an effective way to direct viewers to content relevant to their interests, strengthening their connection to your brand. For instance, if a viewer watches a video about a specific product, you can include a link to the product page for more information or purchasing options. Related links not only guide viewers toward desired actions but also reinforce brand perception.
TURN VIEWERS INTO LEADS
Incorporating these features into your video marketing campaigns can significantly enhance viewer engagement and conversion rates. The next time you create a marketing campaign with a video experience, use Brightcove Gallery’s call-to-action features to turn your video viewers into leads and achieve measurable success.
