social media how toDo you want to attract high-quality leads with social media?

Many business owners see a drop-off in new leads because they stop thinking strategically about conversions.

One way to enhance your social media marketing is to create a short, shareable social video—and implement a strategic “mini-campaign” around it to drive opt-ins.

In this article I’ll show 3 ways to supercharge your social media marketing with video.

#1: Create a Short Social Video

Converting social media fans into actual customers starts with getting fans off your social platforms and onto your email list.

First, you must move your fans from Facebook, Twitter, YouTube and Pinterest onto your landing page.

Use a short social video. Videos are quick, they’re visual, they’re personal, they work like gangbusters across multiple platforms and they’re very share-worthy!

Here’s an example.

To get the most out of your lead generation video, stick to a short script—2 minutes or less. Try this simple formula:

  • Get real. Start with a greeting that’s true to your personality and your brand. Be brief, but be real. And engage viewers quickly with a fun question or a thought-provoking statement.
  • Get their attention with your content giveaway. Think premium—ebooks, cheat sheets, book chapters, etc. Use storytelling techniques like sharing a personal anecdote or client story to KEEP their attention.
  • Get specific. What are 3-5 reasons that your fan simply cannot miss out on this giveaway? Lay them out, step by step. Always ask: “What’s in it for them?”
  • End on a clear call to action. Just one! And take care not to make your CTA platform-specific. You’ll use this on multiple social media channels.

Hint: Outline your script in advance so you’re comfortable ad-libbing on production day.

#2: Plan a Social Media “Mini-Campaign”

A mini-campaign on social media is exactly what it sounds like: a planned marketing effort across several different social media channels for a short period of time.

A few pointers on laying out yours for the best, most consistent results:

  • Use a theme to unite ALL of your content. For example, HGTV focuses on eye-catching photos and valuable blog posts showing off architectural touches to support their “Dream Home” giveaway.
    dream home

    Create a theme around your promotion by using blog posts, images and videos as value-added content.

  • Prepare your irresistible offer (ebook, 3-part video series, teleclass, etc.) that solves one of your fans’ biggest pain points.
  • Create a professional landing page outlining benefits—the same benefits you highlighted in your video. Here’s an example of one I used:
    spotlight the benefits

    For each of my webinars, I always spotlight the benefits so my followers know what’s in it for them.

Next, you’ll want to plan an editorial calendar with two types of supporting content:

1. Indirect Content (a.k.a. value-added, “barrier-free” content)

Indirect content is all about building trust, so that when you do ask for a name and an email on your opt-in page, fans have already had a good experience with your free content—and eagerly want more!

Examples: This is the kind of content you’re already creating weekly: blog posts, short teaching videos, images for Facebook and Pinterest, etc. During your mini-campaign, craft content that keeps your theme top of mind.

For example, HGTV uses this strategy by posting helpful content that easily ties to their “Dream Home” giveaway:

hgtv how to posts

HGTV uses valuable “how-to” posts on their social media sites that do not directly highlight their “Dream Home” contest (to avoid over-promotion), but the posts always complement the “Dream Home” promotional posts.

2. Premium or Direct Content

Here’s where your lead generating video comes into play. Regularly post direct opportunities for your fans to sign up for your offer, using your video as the teaser.

Examples: Images, status updates and tweets work best when thematically tied together and implemented over a short time period. Fourteen days works great!

#3: Leverage Your Video Across Multiple Social Channels

With your video—and plan—in hand, it’s time to identify how you’re going to maximize its shareability and drive traffic to your landing page.

Here are a few specific ways to promote your video on the big four platforms:


First things first: upload your video to YouTube and optimize it with a URL (in the description), a great title and a clear call to action. Also, consider adding a video overlay that links to your landing page for extra traction. These are basically clickable banner ads.

include call to action

Make sure to include a call to action and link in the description box.


Share your video in a status update with a clear call to action. Then you can push additional traffic to it using Promoted Posts (set these up right on your post) and Page Post Ads (which also appear in the right-hand column and can be targeted to non-fans too).

Hint: With 60% of Facebook users now accessing Facebook from a mobile device, learn how to set up mobile-only ads in the Power Editor as well.


Twitter is a platform we don’t associate strongly with video yet. So tweet your YouTube link (along with a link to your opt-in page) and stand out from the crowd!

Bonus: YouTube videos display right on; no click-through is needed.

video capabilities on twitter

To stand out from all of the noise, take advantage of the video capabilities on Twitter.


Adding YouTube videos to Pinterest is a great way to spark shares. Whenever someone comes across your pinned video, the PLAY button is featured over the image, so it stands apart from all of the static images around it.

Remember: Fill in your pin’s description with a URL and call to action.

pinterest video

Many people don’t know that you can pin your videos and that they play inside the Pinterest platform. Yet another place to spread the word!

Making Your Mini-Campaign a Success

Armed with a quarterly strategic plan and premium content (your video, your giveaway, plus all the indirect content that supports both), you can convert fans into quality leads and eventually, loyal customers.

And you can continue to do so all year by focusing on new campaigns, themes and content, giving structure (and measurability) to your editorial calendar.

Now it’s your turn. What’s one list-building tip that should be part of every “mini-campaign”? Share your experience in the comment box below.

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  • Thanks Amy for those very interesting tips on video marketing! They will certainly help me a lot when I create my own video to add more people to my email list and to create my own mini campaign! You rock!

    Keep that fire going SME!

    ~John Lee Dumas

  • Amy,

    Great article. Have you been using the Website Annotation to take YouTube viewers back to a Landing Page sign-up?

    I’ve gotten some good traction from this and it’s really easy to do.

    All the best.


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  • Definitely need to hit the right spot to be successful, making just a video isn’t enough and a lot of brainstorming might be necessary to make content viral.

  • Susan Walsh

    Hi Ryan, that sounds interesting, how do you use the Website annotation? Can you point me in the right direction?

    Amy, great article! I share everything on my Google+ Personal page and my Google+ Business Page we use for our business hangouts (meetings). So, I would include posting the video up on Google+ too! It’s becoming a popular tool that is not just social media – the Hangouts are being used by the President and White House, Conan O’Brien, Google people – Webmaster Tools people, The Google Search Team, and NASA just had their first Hangout recently with 3 guys up in the Space Station and 9 people down here on earth – it was amazing! If you miss a Hangout and it was what they call a Hangout On Air, you can watch it later. Here’s the NASA hangout

  • Thanks for posting this article. I love creating video content and this is a solid list.

  • JSternburgProd

    I produce this type of video regularly and I keep hearing from clients that this is what every potential customer wants…no one reads anymore I guess:-)
    My main suggestion would be to keep your video short and simple and try to maintain the highest production value you can. Audiences are very savvy nowadays.

  • meiko

    Great info again Amy!

  • Susan, just go to the video editor in your tube channel. There you will see under the video a few buttons. One is annotations. However, you have to be a YouTube partner to be able to link back to your outside web page or pay for an ad which sends them back to your landing page.

  • Great post Amy! Thanks for including me in there! Such an honor and pleasure to be an example for everyone. 🙂

  • Hi, Greg! My pleasure – I think you do great work and more of us need to know how to use mobile in our marketing!

  • Thank you so much for taking the time to read it!

  • I agree – the minute I started to produce better quality videos, I saw an increase in opt-ins. Funny how that works 🙂

  • Hey, Chris! So glad you liked it!

  • Yes – I think there is a lot of planning that goes into a solid video marketing strategy. But many people struggle to make that first video, so I tell them to JUST DO IT and it can only get better from there 🙂

  • I just started to play around with is and I LOVE IT. For anyone wanting to learn how to use this AWESOME new YouTube feature, here’s my favorite “how-to” video:

  • Hi! I just posted a link to it, but it might need to get approved first. Google “James Wedmore” and “annotations” and you will find a great video talking all about this new external links annotations feature!

  • Hey there Johnny Boy 🙂 Great to see your face here! Thanks for taking the time to read my post – I appreciate it!

  • Jane Frankland

    Great post Amy! I love video marketing through YouTube. I’ve found it to be really useful in shortening my sales cycles. Video builds connections fast. I’ve now had 84,000 views in 8 months & I’ve been using many tips you & James Wedmore advcate e.g the overlays.

  • Thank you very much. I just follow your lead but with mobile awesomness. 🙂

  • Thanks so much for the tips. One of my goals in the coming month is to produce more videos.

  • Short videos are more likely to get huge exposure than longer videos (5 mins+), as we all lack time so it’s important to tell within limited time in your video.

  • MikeB

    Hidden gems, glad I decided to read this after so many months of just saving it for later reference. So much more than the basic crap that is being fed by many so called guru’s. Thanks again

  • Ken Fisher

    Ain’t that the truth…DO IT. It may look fugly when you look back on it, but you got started.

  • Thanks for the information, Amy! Any suggestions on camera or video editing software, to get up and running?

  • I take the time to read/watch everything you post Amy…it always holds INCREDIBLE value!

  • Stephanie

    Great post Amy! Thanks so much for all the information. I especially liked the section on a mini-campaign. It’s a great way to support multiple efforts and leaves a ton of room for creativity!

    Thanks again!

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  • Thanks for the great tips, Amy. I’ve got a question for you related to the background music. Do you see an impact of having music v. not? E.g., do people watch longer with music playing (or not); do you get requests to “turn music off”; etc.

  • Thanks for the tips. I’m looking at building a list from video marketing so thanks for the help. Any advice on how to build a list with a Web TV Show where I have 30 – 45 minute interviews?

  • Hi Amy,
    great article! Thanks you for the info.
    I’ve been ‘dabbling’ in videos and enjoy hearing from others how they work for them.We see a lot of traffic from them – specially in our how-to series for our products.

  • Great post Amy. I’m planning to increase my video marketing this year and I have learned a lot from this article and from your videos.

  • Taswir Haider

    Great article.I especially liked the section on a mini-campaign. It’s a great way to
    support multiple efforts and leaves a ton of room for creativity!

  • Todd_Rivalhost

    Agreed!! Integrating video’s that are informative and fun is the way to go!! @jsternburgprod:disqus I also agree with you, people don’t read like they used to so keeping it fresh and up to date with some short and simple vid’s to get the customers wanting more.

  • Great post, other tool that I really like to convert video into leads is welcome gate, lead player and lead pages! Just amazing stuff!

  • Don’t forget about millions of deaf and hard of hearing people for whom videos mean nothing if they are not accessible via good quality captions. Also, captioned videos increase 40% viewership –

  • I smiled when I read “always ask ‘what’s in it for them?'” – WIIFM is one of my kicks, always focus on the audience, target stakeholders. Good point about leveraging content across different networks; video isn’t just for YouTube, it can be shared anywhere.

    Which brings me to my “one tip” for a mini-campaign:I caution against thinking of social sites as ‘channels’ – info and communication do not just flow through a pipeline, guaranteed delivery, understanding.

    These are different networks and within that, often different audiences. Yes content and collateral can be reused, but it should be tailored to fit – right message, right audience, right network. For example: HGTV might have some pretty pics that work great for Twitter and FB but for YT or certainly Pinterest, tweak it to give a little more of what they want – how-to achieve that look for their home. FWIW.

  • Awesome article, especially the point of keeping videos short. I’ve learned that at work as well as my own site.

    The one consistent knock on videos that I’ve noticed, is that you can’t scan them for information, lets say if you’re watching it for the second time or if it’s a screencast tutorial or something.

    I’ve been experimenting on my site with transcribing videos and then linking timestamps to specific points in the videos, so that people can jump right to what they want to see.

    Just throwing that out there for anyone who is doing longer form videos like tutorials.

    Again awesome, informative article.

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  • Appreciate the love AP!!

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  • Glad I’m in a mastermind with the mobile master. Now that I’m in Marie Forleo’s B-School under Amy, I’m all set with my mobile strategy right? 🙂

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