How To Know Which Platform Is Right For Lead Generating Videos [Film School For Marketers Podcast, Ep. 15]
On this episode of Film School for Marketers, we discuss what you should look for when deciding on a video platform for lead generation.
Whether you're a marketer producing video content or a sales person creating one-to-one videos, if you going after leads, there are different features you should keep in mind that will enable both departments to be successful.
It’s an important consideration for any business when creating lead generating videos.
Just as it would be a big decision if you were choosing a new CRM or marketing automation platform.
It’s an investment you’re making and not something you’ll want to do on a whim.
Listen to the full episode here (or scroll down to watch the video):
How Much Does A Great Video Host Cost?
Generally speaking, if you are spending less, you should expect less if a return and if you’re spending more money, you should expect more of a return.
It doesn’t mean you have to spend a ton of money in order to get a great video platform, but if you’re looking for something truly state-of-the-art, you’re going to be making an investment.
One of the biggest differences you’ll find when it comes to cost and what you get is functionality.
If a company is developing a video software that has a wide range of features and capabilities, it’s likely going to cost more.
For example, if you’re looking for overlays, animations, personalization and other types of smart content, you’ll ultimately be spending more than if you are looking for something with basic functionality.
When you’re looking at budget, understand how many videos you’ll need to host.
Some platforms will be better for companies hosting a smaller number of videos versus a company who needs to regularly add hundreds of videos.
For example, with Wistia, at a certain threshold, you have to start paying per video you’re hosting.
There are some platforms that do have free options, which won’t give you all the features, but it’s a place to start.
Vidyard (HubSpot Video) and Wistia both have free options.
Average range for a great business video host is around $500 per month. It depends on how many videos you’re hosting and how many users you want to have access.
What Features Should I Look for in a Sales Video Host?
There are three main features you should be looking for when it comes to a platform for hosting your sales videos:
- Lead generation
- Tracking for attribution
- Tracking for sales insights
Lead generation features should be a must when you’re choosing a video platform. This feature would include things like calls-to-action and ways to capture your leads information.
If you aren’t seeing lead generation in a tool, don’t pay for it. At that point, it’s just a video player.
Tracking for Attribution
If you are doing anything in your business and you aren’t tracking, why are you doing it? You want to be able to track your videos back to revenue. You want your team to be able to say that video that Zach made for example has led to this many sales appointments and this amount of revenue. Look for integrations with video platforms to your CRM and marketing automation tool.
Tracking for Sales Insights
Video is a sales tool and if you aren’t getting insights for the sales team, it’s not the best sales tool it can be. This means the sales teams should be able to see what kind of videos a prospect is watching, who is watching, and how many times.
What Video Platform is Best for Beginners?
A free one is best.
There are some benefits for starting with paid, you’ll start with insights and a clean slate for lead generation setup, but free is easier to start getting content out on and getting people used to seeing and sharing the content.
Shortly thereafter, I'd recommend looking into a paid video host.
If you are trying to figure out if your free one should be YouTube or Vimeo, Vimeo is great if you want to embed high quality video on your site. YouTube is great for SEO and building a community around your brand or channel.
Are All Video Platforms Secure?
This is something video platforms take seriously because if they didn’t, there are a good amount of companies they wouldn’t be able to sell to.
Zach and I aren’t experts in knowing the specific security features of these video tools but if you reach out to the video platforms they’ll be able to let you know whether or not they have the level of security you need.
In conclusion, if you still have questions about what video platform is right for you we are more than happy to speak further about it and offer our recommendations based on your specific needs.
We also have a handful of helpful resources on the topic as well:
The Definitive Guide to Vidyard
Why is Choosing a Video Host Such A Big Deal?
Wistia vs. Vidyard: Which is better for you?
Getting Started with Vidyard if You Have NO Content
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