Lead Gen - Converting Offline Videos

Based on what you shared in your description of your problem, I'd recommend for you to consider that the problem might be the content of your videos.

Imagine this scenario:

1. You search for KWs to rank
2. Video ranks for KWs
3. Nothing happens

That seems to be the issue in a nutshell right?

If it is, then it's not the case that the KWs are wrong, so look at one of the other potential causes = the video content could be ineffective. People in your target market see the videos but aren't stirred to take action.

Maybe the videos don't aggravate the 'itch' of the problem enough?
Maybe the videos are too short?
Maybe they're too long?

Videos no doubt can be effective, however, it could be that videos aren't effective in your target market. If we were working together in a coaching capacity, these are questions I would ask you to dig deeper, and without some form of evidence to back up your answers to these and other questions, I'd ask you to go and validate your assumptions.

These may seem like obvious things to consider, but unless you've already covered these off in work you've already done to date, I'd at least invite you to consider them.

Bayo

Videos can easily convert for local searches....

The thing is, you have to do the process correctly in order to get success with video in local markets. Especially if you are not doing it directly for a company, so you can not brand the video with a real company name, address and phone number.

If you are doing well with regular web properties, why are you jumping into the crazy world of local video? Have you maxed out the conversions on your current web properties or are you just looking for a new angle?

There are almost too many factors to go into in one single post here on WF but a few quick things to take note of...Remember, you are basically creating a Commercial for the Internet. Companies spend millions in marketing budgets to get commercials that convert with tons of market tests, studies, etc....Youtube video local marketing is not much different if you want to be really successful.

You need your Title to get you the initial conversions. So just having Roofer + City will help you rank but will not help you convert. "Quality Roofer in City", "Roofer +City - Get Free Estimate", "Best Roofer In City +Number", "Friendliest Roofer In City", "Get Your Roof Fixed In City + Number". These things easily boost the conversions, plus having your number in the Title helps in some industries.

Second is the actual type of video you are creating. Slideshow, Animated, WhiteBoard, Talking Head, Interview, Etc Etc. With so many types of videos, you have to really test out which one works best for your niche. Plus since you can do even a slideshow video umpteen different ways, there is a lot of testing to do in order to get the best conversions for that local service. Things like male or female voice over, what type of music, at what point do you mention your call to action etc etc.

Third, you need to address the viewers problem with a solution in the first 15 seconds with a direct call to action by that point. If you are waiting any longer than that, you start to lose the viewers interest with a lack of attention span these days.

Fourth, if you are just saying..."Hey we are a roofer in this city, call us to fix your roof". That will not cut the mustard...You need to directly address the #1 and #2 problems in which that service solves. So "We install brand new roofs and can repair any type of roof damage on shingled, clay or even flat roofs. Call us to day for a completely free of charge estimate so we can get started right away on helping you with your roof."

Lastly....(there is a ton more but I need to go grab a bite to eat)...If you are just throwing up videos with out doing any testing, you are going to most likely fail. It usually takes me around 25-30 videos for me to really get my conversions to sky rocket for any new industry/service that I am going after. This is after having a ton of previous niches that are doing quite well and have experience from those. Every service/niche is a little different and hitting the nail on the head is not easy a lot of the time.

An aside note, if you are JUST doing video with no attached website or web property to the video. Then you need to really learn the ins and outs of regular video marketing and video creation. If you are using your current web properties and just trying to boost conversions with video, well then you an take some liberties when it comes to the whole video marketing thing, since you can send traffic back to your website to help the conversion/funnel process along.

If you are serious about video marketing for local service with lead gen, take your time, do lots of testing and understand that if video X in city A does not convert well....just create another video, rank it and see how it converts...

make effective and targeted video provide value, add a strong call of action, encourage in your video to take action .

Good luck

It's not really clear who your target market is for these lead gen videos, as this can make a big difference.

For example if your target market are the end consumer and you want to flip the Youtube videos you need shorter videos with strong CTA. Usually 45 sec. - 1:30 tops.

- Headline
- Pain Points
- Your Solution
- CTA

However if your lead gen is targeting business owners that you want sell services to your video should be quite different. The video can be longer and use lots more social proof. For example the videos that I use to attract business owners I actually splice in testimonials from clients that include specific results that I got for their business.

Thanks

Videos are targeted to homeowners or business owners looking to hire a contractor. Most of the videos I use are directly from the ones being sold on this site. They're 45 sec - 1 min videos with standard 'b roll' and a voice-over going over pain points and call of actions. Based on what I'm seeing is they are bringing in views but rarely any calls. From individuals that I spoke to on the forum, they have a completely different view on ranking YT videos instead of ranking your own video page properties.

As for ranking them, like I mentioned earlier, I do not have an issue with this. Out of everything so far this happens to be the easiest part.

I've done researching on other lead generation videos on YT and Google, most of them go with basic video animation, slideshows or text animation. I have yet to see anything high quality. Do you guys have any examples of what would be a convert-able video for any skilled trade niche?

The CTA is going to be what increases your conversions the most. Add an image toward the end of your video that is just your CTA with the phone number you want the prospect to call. I usually stretch this image for an additional 45 sec. Also during the video if I want the viewer to "click the link in the description" I will put a screen capture of the description during the video to make it very clear what action I want them to take.

Hope this helps

I too am having minimal success with getting viewer action from ranked YT videos. I do get a few calls, though not as many as I would have expected from being Number One (above the 7 pack) on Page One of Google.

What is does your call to actions say?

A few things..

I always stay away from the term "Free" when it comes to local services unless they are professional white collar like advisers, consultants, etc. This is for a few reasons, first off there is no guarantee that the client you get the leads to gives away free quotes. Second, it would much rather target the major specific problem with a solution as the call to action instead of just a general free quote. So for roofing, instead of get a free quote....it would be "Get that Leaky Roof Repaired", "Is your roof leaking, get it fixed today!", "Is your roof old and worn, get a new roof before the leaks start." as examples of more targeted calls to action.

Second, I do not like 1 800 numbers. They are perceived as call centers, impersonal and not belonging to a local business. Why would a roofer in chicago need a 1 800 number if they only service chicago, just does not seem right. I make sure that it is a local area code number and one that has repetitive numbers. The repetitive numbers has been shown in general marketing case studies to increase the number of calls.

In terms of the video title, which shows in Google. For me it is a balancing act between getting rank boost and getting CTR. So it depends on the niche I will do the simple "Keyword +City - Call #####" or I will do "Best Service +City Has to Offer", "Get the #1 Keyword(Plumber) in +City". That is to take advantage of the SEO boost.

If you can rank because it is a low competition keyword, then I will do something more LSI like "Need Your Leaky Roof Fixed - +City + State" or "Got bad shingles? Get your Roof Fixed Today"

Since I do alot of videos per niche, I normally do a few of each to see which one is going to get better conversions. Too many people that get into video marketing will do 1 video and then move to next client or niche or keyword. Instead, I do a dozen videos per keyword/service so that I can hit the nail on the head properly AND possibly get more properties on page one, plus it help so much with creating play lists, taking over YT sidrbar so you push out competition, etc etc.

If you can get the traffic viewing your videos, then you should just focus on getting the conversions up with the type of video, the style of video, the content in the video and the call to action.