Video marketing is taking center stage in this digital era. As a business owner in acoworking space industry, video marketing can be such a robust tool to showcase your awesome coworking office spaces.
Not to mention that this engaging marketing strategy is proven to increase website traffic, improve your brand perception, and attract more customers. No matter how eloquently you describe your space with beautiful and thought-provoking words or how beautifully you photograph it, a video will always do it better.
Gone are the days when you had to post flyers or cards at coffee shops or supermarkets in your area just to get more potential leads. A well-planned video marketing campaign will make it much easier for your customers to understand your spaces in just a few clicks within a few minutes.
And the more they learn about your spaces effectively, the more they will be interested in seeing what your next offering is. This, in turn, will tempt them to join your email leads and become your leads.
Now, the question is, how can you generate more leads using video marketing for your coworking space brand?Let’s find out!
Before we get into the nitty-gritty details about how you can use video marketing to generate more leads, it’s crucial to understand why your coworking space brand needs a video marketing strategy in the first place.
The main reason is actually so simple: your potential customers are highly visuals. And when it comes to choosing coworking space brands, they want to make sure that they make a good deal.
They can spend hours, even days (if not weeks!) just browsing the brochure you give them, trying to understand what you offer in your coworking space. In this case, providing them with high-quality or splashy images is, of course, not enough to help them understand faster and make a better decision.
That’s where video marketing comes in handy.
Using video content, you can show what your offer is in action (and not just static images). Therefore, potential customers will understand the space much better. They can set a clearer expectation from your space before considering renting it.
This, in turn, will help you generate more trust from your potential customers. And you must know that the better they understand, the higher your chances to convince them to rent or buy your spaces.
In other words, video marketing provides you a light-hearted way to showcase your space and entice potential customers (freelancers, developers, sole proprietors, designers, and mini-startups) to rent desks, offices, or meeting rooms.
Also, video marketing can help you to stay relevant and searchable in the years to come. Today, more than 85% of potential customers expect to see videos in property marketing. Moreover, at least 96% of people admit that a stunning marketing video helps to make a better purchasing decision in no time.
However, a poorly-created marketing video can only harm your brand reputation than profiting. So, if you have zero experience in creating marketing videos, you might want to consider working with professional video production companies.
Now that you understand the importance of video marketing for your coworking space business, it’s time to break down how you can generate more leads with it.
Leads play such an important role in your business. You can say that today’s lead is your tomorrow’s customer. And that’s why you need to generate qualified, relevant leads to boost your coworking space conversion rates.
Here are some handy ways you can do to generate more leads and get more people through the doors using a high-performing video marketing strategy.
One of the most common ones is by gating your video content. In this case, you can provide valuable information about coworking space in general that your prospects might find informative and educational.
To allow potential customers full access to the content, you can ask for their personal information, such as email addresses, names, or locations. So, only those who submit their personal data can download or use the information you offer them through the video.
Since they submitted their personal information, they always want good stuff in return. In this case, you have to make sure that your video content is a result of original and well-researched information.
Avoid talking about your coworking space too much since the aim here is purely to educate your potential customers about the coworking space industry in general so that you can do lead prospecting seamlessly.
Landing pages are crucial places on your website where your potential customers are only a few clicks away from converting. It’s crucial to address their common questions and show your brand’s unique selling points — what makes your spaces different from your competitors.
Videos can be a great addition to your landing pages. It quickly captures attention, delivers a clear message, and encourages your potential customers to take action . Thus, generating leads and bump up your conversion rates.
Here are some high-performing video ideas you can consider creating and adding to your landing pages:
If you don’t conclude your video with a call-to-action, you’ll lose an opportunity to convert your potential customers into leads.
You can say that creating marketing videos without any calls to action is just like fishing without a hook.
CTA aims to give your potential customers guidance on what they need to do next after they watch your video. In other words, it concludes your video. This way, potential customers should have no problem understanding your purpose in providing them a video.
Since you want to use the video to generate more leads, make sure you write an enticing CTA copy and show it to your video or descriptions. Tell your potential customers why you should invest in your coworking space in a couple of sentences.
Taking a further step might sound like a chore for some potential customers. Therefore, you can also include a customized, clickable link to help them perform the next action within a single click.
A person who clicks on your video doesn’t always mean ready to lease your workplace or buy a membership. Sometimes, they just want to know about your brand and the coworking space industry in general. Using video that shows values and less hard-selling is a great way to create top-in-mind awareness.
When more people find your video content informative and helpful, they tend to keep coming back for more and even sticking around your brand. This, in turn, will make them convinced to subscribe to your email lists, download your resources, and more. And that’s how you can generate leads.
If you want to get the maximum video exposure, you need to go beyond your website. Try to utilize social network platforms such as YouTube, LinkedIn, Facebook, Twitter, or Instagram to host your marketing videos.
The more people see your video, the higher chances you’ll get to generate more leads.
On YouTube, you can use YouTube or cards to create highly specific CTAs during key moments of your video. You might also want to write a clear description of your video and convince the viewers to become your leads and what advantages they will get by doing so.
One thing to keep in mind here is that no social network platforms are created the same. You need to optimize your video to different formats and aspect ratios depending on the platform you choose.
Your contact forms should be no different. Utilize a contact form that displays on mobile and desktop to ensure you're reaching out to broader audiences.
Video marketing is an ideal and engaging way to introduce your coworking space business to potential customers. Much more than that, though. It’s also powerful in helping you generate leads.
With those five essential ways above, now you have a solid understanding of how to use video marketing strategies to keep the marketing funnel full.
Remember, try to always focus on quality rather than quantity of your video content. High-quality videos will attract prospective customers and retain new leads to stay longer on your leads and even become a customer.
Need more guidance on workspace promotion? Check out 9 simple marketing tricks that make a lasting effect.
The article was written by Andre Oentoro. Andre is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).