How SMBs Can Turn Clicks into Customers: 5 Lead Generation Strategies That Actually Work

Video content is an incredibly powerful tool for capturing attention, building trust, and driving action.

It’s no secret that video on social media has become a gamechanger when it comes to generating leads for small businesses.

The visual appeal and storytelling potential of videos make them far more engaging than static content, and they’ve become an integral part of today’s entertainment-driven social media landscape.

The stats speak for themselves. 93% of marketers agree that video helps attract new customers, and 45% of consumers credit videos as their first introduction to a brand before making a purchase.

Platforms like Facebook, YouTube, Instagram and TikTok are particularly impactful in influencing buying decisions, with video ads now standing as the top way for customers to discover new brands.

As more businesses embrace social media video marketing, with 59% of small businesses already onboard and forecasts showing that over 80% of internet traffic will soon be video-based, there’s never been a better time to harness its power.

However, creating a video and posting it isn’t enough. To truly boost leads for your clients, your strategy needs precision and purpose. Here’s how you can make your video marketing efforts count.

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Create Content That Triggers Emotion, Solves Problems, and Drives Action

To truly generate leads, your video content must be laser-focused on what matters most to your ideal customer—their challenges, desires, and outcomes.

People don’t care about your business; they care about how you can help them.

Your messaging should immediately grab attention by addressing a frustration, solving a pain point, or unlocking an opportunity they care about.

Make it purely benefit-driven—how will this make their life easier, better, or more profitable?

Every second of your video should reinforce why they need to act now. Without this emotional and psychological connection, even the most polished video will fall flat.

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Get Your Video in Front of the Right People, at the Right Time, in the Right Way

A great video is worthless if it’s seen by the wrong audience or placed at the wrong stage of the customer journey.

To drive real business results, you must match the right video with the right moment—delivering content where your ideal customers are most engaged and ready to take action. A long-form video can be powerful, but not if it’s the first thing a potential customer sees.

At the top of the funnel, short, attention-grabbing content works best to spark interest. As they move further along, more detailed videos—case studies, testimonials, or in-depth product 

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Optimise for Different Platforms to Get More Engagement and Sales

Your audience behaves differently on each social platform—so if you’re using a one-size-fits-all approach, you’re losing potential customers.

Each platform has its own unique format, audience expectations, and best practices, and getting it right means higher engagement and more conversions. TikTok and Instagram demand quick, thumb-stopping content, while LinkedIn requires a more professional, value-driven approach.

Facebook users connect with storytelling, while YouTube allows for in-depth education.

To maximise impact, your videos must feel natural to the platform they’re on—so they stand out, grab attention, and drive action.

This isn’t just about running ads; it’s about understanding when and where your audience needs to see your message so it resonates at the right time.

When your video is strategically placed to align with the customer journey, you don’t just get views—you generate action and real conversions.

Use Retargeting to Convert Interested Viewers into Paying Customers (While Lowering Your Acquisition Costs)

Most people won’t convert after watching a single video—but that doesn’t mean they’re not interested.

Retargeting helps you stay front-of-mind, push warm leads closer to a sale, and significantly lower your cost per acquisition.

Instead of constantly paying to reach cold audiences, retargeting allows you to focus your budget on people who have already shown interest—making each dollar work harder.

If someone watches part of your video, visits your website, or engages with your ad but doesn’t take action, they’re already considering you. Now’s the time to follow up with content that removes barriers and compels them to act.

Show them a testimonial, a time-sensitive offer, or a behind-the-scenes look—whatever builds trust and creates urgency.

By targeting those who are further along in the buying journey, you not only increase conversion rates but also reduce wasted ad spend—making your campaigns more profitable.

Retargeting isn’t just about staying visible—it’s about turning interest into sales while lowering your overall lead and acquisition costs, so you get more results without increasing your budget.

Guide Customers from Interest to Purchase with a Video Funnel

One video won’t do all the heavy lifting—you need a strategic video funnel that nurtures leads through the buying journey. At the top, short, high-impact videos grab attention and spark interest.

As potential customers engage, they should see videos that educate, showcase value, and build trust—whether that’s deep dives, customer success stories, or expert insights. The key is delivering the right content at the right moment, making every interaction feel natural and persuasive.

Video sequencing ensures you’re speaking to your audience at every stage, moving them step-by-step towards taking action.

Track What Works and Scale Up Your Best Performers

If you’re not measuring results, you’re wasting money.

To turn video into a serious lead-generating tool, you need to track performance and continuously refine your strategy. Click-through rates, watch times, engagement levels, and conversions tell you exactly what’s working and what’s not. But don’t just track numbers—act on them.

Double down on high-performing videos, tweak the ones that aren’t hitting the mark, and refine your targeting so your budget is spent where it matters most. The most successful brands aren’t just making content—they’re constantly testing, optimising, and improving to drive real business growth.

Turn Video into a Lead-Generating Machine That Works 24/7

Social video marketing isn’t about just making great content—it’s about delivering the right message, to the right person, at the right time, to drive real business results.

Every part of the strategy matters—from crafting emotionally compelling content and platform-specific targeting to retargeting warm leads and optimising based on data.

When done right, video doesn’t just create engagement—it builds demand, increases sales, and keeps your pipeline full. If you’re ready to turn your video strategy into a 24/7 lead-generating machine, it’s time to make every frame count.

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At CLMG, we take it to the next level by creating tailored, data-driven campaigns, with engagement as our core focus. Our expert performance team is able to provide powerful insights into customer behaviour, tracking everything from visit frequency to engagement rates, so you can see the tangible impact of your marketing efforts - and more importantly, your ROI.

Want to make every click count? Talk to a CLMG Engagement Specialist today.

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