With a New Year beginning, the past year is brought into hindsight. Reflection is given, goals are made and everyone, public and business people alike, ask themselves what should be their focus in the New Year.
Marketers approach the New Year differently than others might. They ask themselves questions. Questions like, what marketing tactics worked? What didn’t work? Marketers analyze and answer these questions based on 365 days’ worth of data – data which gives them key insights on their marketing techniques.
Email marketing has stayed a constant and popular technique through many marketing campaigns. There are many email marketing tools available to ensure their effectiveness as a component of an email campaign; everything from testing subject lines to crafting personalized content. One technique that is becoming increasingly popular amongst email marketers in 2015 is: Video Marketing.
Video marketing brings an added value to your email campaign not achievable by simply using text or photos; it evokes emotions within viewers and provides an opportunity to show the personal side of a brand. Video marketing also increases click through rate, engagement with prospective customers and appeals to their ever-shrinking attention spans. But, how is it being accomplished? Let’s look further into the value of using video marketing, the best practices of video marketing and how email marketing and Email Lead Generation software can help you execute the most effective video marketing campaign.
The Value of Video
Video marketing has become more prominent in the last few years, not only with consumers but with executives and business men and women. Statistics show 75% of fortune 500 executives are viewing online videos at work and an astounding 70% of marketing professionals reported that video increased their lead conversion rates better than anything else. 63% of B2B marketers, based on Demand Metric’s case study, have taken advantage of the climbing trend of video marketing by implementing it within all their marketing tactics, including emails.
But what is the value of using video marketing?
Video marketing increases click through rate. And it promotes engagement. Our world is continuously changing and becoming more of a visual landscape. Recipients are less inclined to read text on a page when a photo or video is readily available. Video marketing allows businesses to produce visually engaging content that increases click through rate and engagement. Take the play button on the video for example. Using the play button as the call-to-action (CTA) is a simple, easy and clear tactic to increase engagement with your content; it doesn’t involve a tremendous amount of effort on the reader’s part to engage with the content.
Video marketing showcases the personal side of your brand. You get to tell your story. Video marketing provides you with an opportunity to show the viewer your product or service on a personal level – one human being speaking to another, sharing insights and content. Video marketing allows a brand to show its unique personality and also create content tailored to its audience. This tailored approach allows businesses to stray away from a hard sell and focus on approaching viewers on a more personal level. A video that showcases the people behind the business who understand target audiences’ needs and interests allows them to feel a personal connection.
Tips for Video Marketing:
To ensure you’re using the full potential video marketing can provide an email campaign, here are a few tips to keep in mind when producing and implementing your videos.
Choose your topic wisely. It’s important to understand your audience. Knowing what their interests are, and what sparks their curiosity, will allow you to produce relevant content that is more likely to increase engagement.
Tell your story. Personalize your brand. It isn’t always in your companies best interest to use video marketing as a typical sales pitch. Video marketing should be used as an opportunity to show the personal side of your brand. Personalization allows you to separate yourself from the competition and stay at the forefront of your audiences’ minds.
Use customer testimonials. Satisfied customers are the best tactic to validate and advocate the authenticity of your business. Customer testimonials are a guaranteed way to grab the attention of potential customers. Potential customers will listen and ask: “How is my situation similar to this satisfied customer? How can this work for me?”
Be fun, fresh and entertaining. Remember to personalize your message and show your brand’s personality. Videos should be original, and directly reflect your brands messaging; unique videos will likely be remembered over your competition. Also, it’s important to elicit an emotion in your viewers. Emotion still matters in B2B marketing and it can certainly enhance a connection between brand and potential buyer. Make your viewers feel understood, happy and confident.
ELG + Video
How can you harness the effectiveness of video marketing? With Clickback’s Email Lead Generation software. It offers various tools to help achieve your marketing goals. Tools such as EMIT, our Email Marketing Intelligence Technology, which allows businesses to gain insight on consumers’ interest and behaviors. Understanding and knowing what these insights are, allows businesses to be successful in targeting lists with personalized video content. EMIT is an incredibly powerful tool to not only create targeted content but also increase open and click through rates, driving new leads and increasing revenue for businesses.
Introducing video marketing to your email campaigns is a positive way to increase open and click through rates, as well as separate your company from the rest. Using Email Lead Generation A/B/n multivariate testing and EMIT allows businesses to succeed in video marketing and begin turning their cold contacts into warm leads.
Launch your video marketing journey with Email Lead Generation. Register for a one-on-one demo to see what we can do for you!
