How does video lead generation with a turnstile work?

Generating leads with video

Video gating is a revolutionary approach within video marketing. While video is proven effective at capturing attention, ROI remains difficult to measure. Turnstiles - email capture forms - solve this by converting viewers into leads. In this blog, we focus specifically on Turnstiles from our partner Wistia.

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What is a turnstile?

With Wistia's Turnstiles, you collect emails and names of viewers ín your video. This feels subtle and user-friendly, but yields valuable leads that integrate directly with your marketing tools.

How exactly does it work?

Implementation

Setting up a Turnstile is easy. In Wistia, you can customize text and timing and link to your email provider or CRM. You can even give viewers the option to skip the form.

The right time

Placement determines success.

• Pre-roll: exclusive content
• Mid-roll: longer educational videos
• Post-roll: product demos

Analysis and effectiveness

Wistia data shows that mid-roll Turnstiles yield an average of 24% conversion. This works because viewers are already invested in the content.

Gated vs Ungated content

Wistia lets you choose gated or ungated content. Gated increases leads, ungated increases engagement. Always provide value first before asking for data. Tip: increase your whitepaper conversion rates by integrating them with video.

Integrations

A big advantage is seamless interfacing with CRM or Marketing Automation Platforms. This way you automatically trigger follow-ups based on video interactions.

Conclusion

Email capture forms in videos are a powerful way to generate leads. It's all about balance between user experience and conversion, and content that adds value. With Wistia's Turnstiles, you maximize the power of video marketing - resulting in an effective and measurable strategy.