How IT Companies Should Use Video Content To Get More Leads - An In-Depth Analysis

In addition to established businesses, thousands of new players around the world enter the IT market each year. Gaining leads is crucial to maximizing the investment in your digital marketing strategy, but the level of competition makes achieving it hard for tech companies. 

The good news is that using video in your content marketing can help turn viewers into leads by demonstrating how your innovative solution can help users in a compelling and interesting way. 

That’s why, in this article, we’ll tackle how the IT industry can effectively leverage marketing videos and break down some examples for you to learn from. Lastly, we’ll go over a few platforms you'll want to get into to distribute your videos.

Why IT Companies Should Use Video Content 

Video marketing is a practice that has been around for some time, but there are unique benefits to using videos to improve your lead generation, especially for tech-focused businesses and their products’ unique characteristics. 

Let’s go over some of them!

Attract Your Target Audience

With hundreds of companies offering similar solutions to yours, one of the hardest tasks is to draw your viewer’s attention. In order to get customers interested and eager to learn more about your solution, reaching them in a format that’s appealing to them is crucial.

Statistics show that the average netizen watches an average of 14 minutes and 6 seconds of video content daily, meaning that video is a preferred format for most users. As visual elements are easier for the human brain to process and understand than a piece of text, it’s no surprise they find videos so appealing and entertaining.

Build Relationships

Oftentimes, clients in the IT industry are looking for long-term solutions to their needs, but you need to gain their trust in the lead generation process to convince them you’re the right choice.

With videos, you can easily connect and build relationships with potential leads by showing the human side of your brand. A video with your CEO discussing your latest update will always feel more personal than a piece of text doing the same. That’s why putting a face to your company is such an effective way to connect with potential clients and pique their interest.

Increase Your Conversions

It’s been proven that adding videos to your product pages helps boost your sales. That’s because, compared to written descriptions, videos help people quickly understand a product's benefits and features, giving them a better sense of what you’re offering. 

So, by creating videos that show off your products and demonstrate how to use them, or displaying testimonials from happy customers, you can convince undecided leads to do business with you.

Types of Video Content IT Companies Can Use 

Now, here are some of the best types of video IT companies can use, along with the benefits each one can bring to your marketing efforts.

Branding Videos

These videos help you introduce your brand in order to convince your audience that your business is worth their time. You can share your brand’s mission, showcase your personality, and tell viewers the story of how your company came to be. 

By conveying your company’s core values, you stand out from the competition while appealing to an audience that really connects with you and is more likely to trust in what you have to offer. 

Client Testimonials

Many tech companies offer products with similar features, and most times you can only determine the quality of one after purchasing their product. That’s why tech users rely heavily on reviews and feedback before making a purchase decision. 

Placing a testimonial video on your website can reassure prospects and fill information gaps they may still have while providing the peer-to-peer endorsement that they need.

Explainer Videos

In the IT industry, oftentimes you’ll find yourself needing to convey complex, overly technical information to a customer that may, or may not, be well-versed on the topic. Explainer videos can convey all this information in a light and engaging way and in under 2 minutes, making it more likely for viewers to watch it through to the end and retain your message. 

The key to creating explainers like a pro is to give out just enough information for your viewers to get a clear picture of your product without leaving any crucial points for them to ponder later.

Examples of Successful Video Marketing Campaigns in the IT Industry 

Now’s the time to see what a video marketing campaign for IT industries looks like in practice. Here are some high-quality video examples that do particularly well in meeting specific marketing objectives:

Showcase New Features

The following Bolt ad shows us a unique way of announcing your latest added features:  trying them out yourself. The video highlights all of the various services their app provides by measuring the unique ways that customers have used it. Meanwhile, the smooth transitions and upbeat background music give the piece a cheerful and entertaining vibe.

What draws leads in are the specific benefits that only your service can provide, so make sure to focus your marketing efforts on promoting them properly.

Make it Fun

Using humor is a very effective way to increase your reach, gain leads, and grow your business in an organic way. That’s why, New Relic created a series of “music videos” where a recurring character sings IT-related raps.

With catchy rhythms and funny lyrics, the video addresses subjects that tech professionals can easily relate to. At the same time, using the same character consistently gives a human face to the company, making it easier for viewers to connect with the message.

Just because you're an IT company doesn't mean that your videos can be overly-technical and dry!

Share Customer Success Stories

If your leads are in the cold stage of the sales funnel, sharing success stories that show the full landscape of your client’s story can be the push they need to advance.

This example starts with the customer’s goal: to make Formula 1 a fan company. The video shows us how the data analysis provided by Salesforce allowed them to create unique digital experiences that adapt to their new fan base and satisfy their clients' needs.

As you can see, customer success stories allow you to showcase your features in a way that resonates with prospects and draws attention to your products’ truly distinguishable qualities.

Video Distribution Channels Recommended for IT Companies

When it’s time to share your content, choosing the proper channel is key. While Youtube and personal websites are two of the most well-known video distribution platforms, there are other channels you can take advantage of to reach your ideal audience.

Social Media

You may think that an IT company’s target audience won’t be on social media, but that’s a common misconception. Company CEOs and tech geeks still use Facebook, and being there can help you reach them in a casual way that doesn’t feel like you’re selling them something.

The key to social media is interacting with people. By sharing your videos online, you can work towards building a community around your brand. Opening the door to conversations on your account will build your online presence, provide insightful feedback from customers, and attract potential leads that also want to join the dialogue.

Video also works very well for LinkedIn outreach, because many people prefer to watch a short video instead of jumping right into a meeting.

Newsletters

Did you know that the average email open rate in the software industry is around 27%? That’s well above the industry median! Potential customers value and want information when they first discover new solutions and establishing a newsletter can be a great way for you to provide it to them.

Email marketing offers a unique channel for IT companies to develop good-quality leads and nurture them to advance on the sales funnel. You can create and share videos educating your audience about your offer, how it can benefit them, and why your solution is the best choice.

Paid Ads

Sometimes, IT products can offer very specific solutions to a very small segment of potential clients. Luckily, when you pay to reach your audience, you can select exactly who you want to see your content.

Instead of relying solely on content marketing and SEO to generate leads, you can create paid campaigns using systems like Google Ads or social media platforms. Advertising your videos will give you a bigger margin of control over who watches your content, so you can reach the best audiences for your product and gain a stable flow of potential leads.

Wrapping Up

With the thousands of tools available to generate leads nowadays, you’d think that it’d be easy to get started. However, competition is fierce, and users are no longer attracted by traditional outbound marketing efforts. That’s why using videos can be the strategy you need to increase both the quality and quantity of the potential customers you reach.

You don’t have to create an Oscar-worthy masterpiece. As long as you provide relevant and compelling content that attracts the specific audience you’re looking for and showcases your product’s value, you will attract leads.