Using Video in Social Media to Drive Web Traffic and Leads

Video matters in social media today big time!

If you aren't making use of video in your efforts to get more traffic to your website and to grow leads, you're missing out on one of the most powerful tools available today. Video is perfect for capturing the attention of your target audience and funneling people into your company's nurture marketing.

In this episode of the Halftime Mike podcast I dive into practical tactics for video use on Facebook and Instagram to drive website traffic and leads.

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Using Video in Social Media to Drive Web Traffic and Leads

A great deal of research has made it clear that video is one of the most popular forms of content for capturing and maintaining user interest, particularly on social media. Video is 12 times more likely to be viewed than text content is to be read.

[Tweet "Video is 12 times more likely to be viewed than text content is to be read! via @Mike_Gingerich"]

Here are several ways you can make effective use of video on social media, particularly Facebook and Instagram to enhance your lead generation.

CTA Videos directing to Landing pages

The ultimate purpose of a landing page is to convert a potential customer into an actual customer. Before you can even get anyone to the 'potential' stage, it's necessary to get their attention. Consider these points about your landing page video:

The whole point of your CTA (Call-to-Action) should be to engage the user in some action, such as downloading a guide or an e-book – anything that increases their commitment to your brand.  Do a quick video of less than 90 seconds (60 second max for Facebook) where you intro the opportunity, give a key nugget it provides/problem it solves, and then direct them to the landing page.  Boom, boom, boom!  Keep in snappy and simple.

High-value content

High-value content videos are educational or instructive in nature, like really quick nuggets which provide significant benefit to viewers. These videos have a powerful appeal, so it's both convenient and worthwhile to include your lead capture mechanism in the video, and direct them to something more on your website.

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  • Tips and tactics

Tips and Tactics video I did recently...

View with Auto-captions on Facebook >>

Demo videos

Some of the most popular kinds of videos are demo videos and product description videos. If used properly, these can generate an enormous amount of information about your target audience, which you can use later for lead generation.

  • Show how something is done and direct viewers to the instructions on your website (where you can also embed the video again for visitors to view!)
  • Show the setup process users would do themselves.
  • Show the product process if you are a manufacturer or kitchen/cafe/restaurant

Keep them short for use on social media, and use the full-length version on your website itself.


This is video content that introduces other new content on your website.

  • Introduce new blog posts
  • Introduce new products or events
  • Introduce new team members or other items

Facebook’s New Auto-Caption Feature

It's new, powerful, and should be used in your videos!  Plus, it's free and done by Facebook so it is not time consuming on these short videos.

  • Why use it?  Auto-play!  Videos play silently so to engage the auto-captions are important!
  • Video gets eyeballs, not all posts are equal! (More power in video reach than links or text posts)
  • Video gets engagement.

The bottom line is, video is one of the most attention-getting and persuasive forms of media you can use for lead generation. Include video in your strategic marketing initiatives!


  1. LISTEN TO THE PODCAST!  This is just a sample of the goods I deliver to help you get on track, think through the key online changes and what you need to do next year to succeed.
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Why the Halftime theme Mike? 

I’m an Indiana Hoosier native where basketball is the top sport. Every team heads to the locker room at halftime to evaluate the first half and create an updated plan for the second half. That plan includes adjustments based on reviewing what worked and what didn't. The “halftime” is a key review point where the game stops, the team pulls away to huddle in the locker room away from the fans, and they come out prepared and ready to succeed in the second half.

That’s what this podcast is all about, taking the time to pull away for a bit to evaluate, learn, and set some strategies for your business to succeed in the second half. Join me by subscribing and let me be your “business halftime” to help you find great success going forward!

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