What is Video Email Marketing?

When you incorporate video into email marketing, you have two mediums that exist in beautiful harmony to help you achieve marketing and sales goals and improve the user experience. Emails help video gain exposure, and video improves click-through rates on your emails and increases audience engagement.

4 Advantages of Using Video in Email Marketing

As you market a product, you want to show the target audience the benefits of your products and services. Before you begin transforming your email marketing, you want to understand the benefits of incorporating video.

  1. Improved Click-Through Rate. Regardless of the email type--newsletter, follow-up with prospects, automated alert--an email that mentions a video gets 3-4 times more click-throughs than ones that don't.
  2. Increased engagement. Getting people to your site is nice. Getting them to stay and engage in your content is better. Those who click through to a video spend substantially more time on your site than regular web traffic.
  3. Finding the right message. Tracking which videos your audience watches and which part they watch will help you deliver better content. If for example, the data shows your target audience prefers how-to videos instead of videos showing the benefits of your products and services, you know what types of videos to do to increase engagement.
  4. Better insight. The more data you collect, the more effective marketer you will become. Video allows you to collect better data. For example, if the only information you receive is who clicks through, then everyone who clicks through is equal. If, however, the data you receive identifies who clicks through, who clicks through and watches a video, and who clicks through and watches a video multiple times, then you have insight into who in your audience should be given the most attention.

Building an Audience through Email and Video

Before beginning or altering any marketing campaign or method, it is important to have specific, measurable goals, so you know whether the campaign wins or loses. Regardless of specific goals, all marketing campaigns carry the mandate to grow and build engagement with the target audience.

Here are five simple steps using video and email that will grow your audience.

  1. Compose an email that includes an attractive link to a video on your website
  2. Send the email to your email subscriber list
  3. Your audience shares the video or forwards the email
  4. New viewers discover your engaging content
  5. Your audience grows

These steps are, of course, contingent on a couple of very important factors. The most important consists of creating engaging, valuable content. If the content is not relevant and engaging to your target audience, then it will not matter how many people you send it to. The second important factor consists of having at least a small engaged email list to send it to, a list that has been created by offering valuable, engaging content to your target audience.

Identifying the Goal of Your Email  

What exactly are you trying to do with the email? The most common purpose is to get people to visit your site, consume content, and share content with their sphere of influencers.

If your goal is expanding your audience and encouraging conversions, certain email and video tactics work better than others.

  1. Tell recipients there's a video. You can mention the video in the email subject line, in the text of the email, or with a video thumbnail that includes a play button. The easier it is for the recipient to see there's a video, the more likely they will engage and click through.
  2. Choose an enticing thumbnail from the video to show in the email. Friendly faces entice clicks.
  3. Link the thumbnail to a page on your website. You should have a play button on your thumbnail. The play button will get viewers to click. Clicking on the thumbnail should not play the video. Instead, it should link to a page on your website that contains the video. Unlike a video playing within an email (which can encounter all sorts of technical issues), a video playing on a company website is surrounded by complementary elements that strengthen the company's brand.
  4. Keep the number of calls-to-action limited. You have a high-quality, engaging video. Your goal is to get people to click on it and watch. Stay focused.

HARNESS is a team of digital marketing innovators with a unique focus on inbound marketing combined with video marketing. Whether as a complement to your content marketing team or as your entire marketing department, HARNESS consistently generates leads and drives sales through engaging marketing content.


Video Marketing - Top Reasons Why It's Highly Effective

It is projected that global Internet traffic from videos will make up a whopping 80% of all Internet traffic by 2019. Additionally, 78% of people watch videos online every week while 55% do daily (Source: Hubspot). These numbers illustrate the growing trend of video marketing, and the importance of leveraging video in your business strategy.

You see, if you do not currently have a video marketing strategy in motion for your website and social media, you are missing a grand opportunity to reach and engage with your audience. Videos are incredibly effective in capturing attention, maintaining engagement, building relationships and getting viewers to take action. These are key metrics to any effective digital marketing plan.  

In fact, here are the top six reasons why video marketing is so effective and the significance of honing this strategy in your inbound marketing.

#1 Consumers Vote Video over Text

Did you know that four times as many consumers prefer to watch a video about a product versus reading about it? Videos allow prospects to see your product in action, getting a full grasp on how it works, the features and its benefits. They can digest the information easier and faster when it is demonstrated through video.

Your customers are better positioned to make an informed decision quickly by watching your video than reading a blog article or social media post. Therefore, give the people what they want by implementing more product, how-tos and demonstration videos in your content marketing strategy.

#2 Moves Viewers to Action Quickly!

After watching a video, 64% of users are more likely to buy a product online. When optimized for conversions, videos are incredibly compelling in moving viewers to follow directions and take action quickly. You can bolster your lead generation and sales tremendously by giving a clear call-to-action in your videos that direct your audience to the proper link.

#3 Increases Brand Awareness

Video marketing is also effective in creating more awareness about your brand. From telling your story, sharing customer testimonials, to answering common questions relevant to your industry, your video strategy is the ideal tactic to increasing exposure and expanding your reach online.

With YouTube being the second largest search engine, building your channel with valuable video content is huge towards growing your presence, boosting visibility and getting in front of your target audience.

#4 Live-Streaming Videos Generate Tons of Engagement

People are spending three times longer watching live video on social media versus those that have been prerecorded. Live-streaming apps like Facebook Live, Instagram Stories and Periscope are generating crazy engagement on social media and brands and are taking full advantage.

The beauty about live-streaming is that it allows your followers to join you in real-time. You will quickly build the know, like and trust factor with your audience with these “at the moment” experiences. Whether you are hosting a live Q&A session, taking your followers behind-the-scenes to an event, or reporting breaking news, live-streaming is an excellent way to keep your social audience in the know and connected to your brand.

#5 Highlights Your Brand’s Personality and Culture

Videos have an amazing way of drawing your audience into your brand’s culture, giving them a taste of your personality and passion for what you do. It further humanizes your brand, making you relatable and reachable. People are craving authenticity and transparency, and your video strategy allows you to do both which significantly builds trust with your viewers.

#6 Positions You as an Expert

At the heart of inbound marketing likes sharing valuable content that solves problems, educates and inspires your intended audience. As a result, you will bolster your thought-leadership and position your brand as an authority in your industry. Your video marketing strategy serves as the perfect platform for showcasing your expertise, giving solid advice and tips, and addressing common issues that concern your audience. It is the best way to building credibility fast in your niche.

 

Video marketing is highly effective in boosting brand awareness, generating leads, increasing sales and connecting with your audience. With more consumers leveraging video, it is crucial to begin implementing a video marketing strategy to get in front of your audience. Doing so will yield positive returns for your business.

Much success.

Ready to use video to drive sales? Reach out to us here and discover how we can help you create a solid plan that gets your videos in front of your audience.


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How to Sell Video Marketing To a Skeptic

Although you may be hard-pressed to find someone unfamiliar with YouTube, that is no guarantee that the majority of people realize the value of video. If you want to know how to sell video marketing to a skeptic, you need to know the surprising statistics associated with the power of the strategy. Share the numbers, and you are sure to win over any skeptic.

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The Numbers

An industry study released data this year that is incredibly compelling for the power of video marketing:

  • 1200% - That is how many more times a video is shared compared to text and image only ads.
  • 403% - Increase in inquiries for real estate listings with a video.
  • 200-300% - Ratio of growth for click-through rates in email leads featuring video.
  • 157% - Organic traffic increase to a site from search engine results when sites feature video.
  • 100% - Rate of annual video consumption rising for YouTube.
  • 92% - How many consumers share mobile videos.
  • 80% - Conversion rate increase when featuring a video on your site's landing page.

Who's On Board With Video?

Once you have gotten the skeptic's attention with those phenomenal numbers, you may still have another hurdle to clear. They may not yet be convinced that their particular industry can benefit with video marketing. That is when you reveal that everyone is using video.

  • 96% - That is how many B2B organizations use video marketing campaigns.
  • 86% - That is how many institutes of higher learning have a YouTube presence.
  • 80% - Expected amount of all consumer traffic to be video traffic by 2019.

Particular to B2B video advertising:

  • 50% - How many executives prefer reviewing product or service information through video ads.
  • 65% - Of executives who view video ads, this is how many follow through with a visit to the website marketed through the video.
  • 39% - The number of executives that call a vendor after viewing their video ad.

The Effects Of Videos

The final word should always be about the audience. If nothing else gets a skeptic's attention, revealing just how many consumers care about video should. It is time to share the data of how video ads affect the consumer experience.

  • 139% - The increase in brand association with consumers because of video ads.
  • 92% - That is how many consumers are sharing videos through mobile devices.
  • 90% - That is how many viewers use video in making a purchasing decision.
  • 80% - That is how many consumers recall a particular video watched within the last month.
  • 75% - Out of all video users, that is how many interacted with video ads.

Videos To Dollars

By now, you should have captured the skeptic's interest. It is time to seal the deal with a recap of how all of this video marketing data can translate into revenue.

  • 144% - Increase in product purchases for e-commerce sites featuring video advertising.
  • 77% - Consumers who become convinced to buy a product or service after watching a video ad.
  • 75.5% - Number of marketers and small business owners who report a direct impact on the bottom line by video ad campaigns.
  • 73% - That is how many companies report a positive ROI on video marketing campaigns.
  • 64% - Number of video consumers who are likely to purchase a product after viewing an ad.
  • 49% - Growth rate increase annually for businesses using video marketing strategies.
  • 4.8% - Conversion rate for websites with video ads, which is nearly double the conversion rate for sites featuring no video (2.9%).

Videos That Sell

The skeptic should now be convinced and asking the question, "What are the elements of a great video ad?" The good news is that the same studies that reported these impressive numbers included that information as well:

  • 97% - The degree by which consumers' purchase intent increases as a result of a video ad that is a pleasure to watch.
  • 80% - Number of viewers who stay engaged in video ads less than one minute long.
  • 80% - Number of viewers who click away should a video stall or take too long to load.
  • 60% - Number of consumers who stop watching a video after 2 minutes.

Moreover, if the skeptic thinks that it is impossible to convey all the wonderful things about their brand in a one minute message, you have the skill to leap that hurdle as well. According to experts, a one minute video can contain the equivalent information of about 1.8 million words.

The final question from a marketing professional to a skeptic is, "When do you want to start production?" If you are ready to get started, please contact us to get equipped with the latest tools and innovative methods to maximize the marketing potential of your video campaign strategy.

 

 


5 Important Aspects Your Video Marketing Campaign Should Include

Are you using video marketing the right way? Video Marketing is an effective way to reach out to customers while keeping them engaged and interested in your material. Customers can get all of the information they need through a video in just seconds. So how do you optimize video marketing to make your campaign even better? Here are five methods:

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Schedule your Videos

As you may have discovered, scheduling your social media is an effective way to release posts consistently and at the optimal time for engagement. You should do the same thing with your videos. Be creative with it. Instead of releasing unrelated videos, come up with a topic and put together a series of related videos that will tell a story to you customers. Remember, you can also utilize this tactic to lead up to a big announcement, launch or event.

Take Advantage of Micro-videos

Micro-videos are all the rage right now on social media. Making small videos through apps is a smart way to promote your product on social media as customers scroll through their social media feeds. Consider using Vine or Instagram to make videos. Make them entertaining so your audience will want to watch them.

Tutorial and Tips: Implementing tutorials in your video marketing campaign is a way to keep customers coming back to your site. Some may think that providing tutorials and tips is giving away your company’s secrets, but in actuality it makes customers look for you as a point of reference. This will also keep customers coming back because they will look for more videos hoping that there are a series of tutorials.

User-generated Content: Let your customers be on camera sometimes. This allows customers to be involved with your brands and give genuine thoughts on something related to your brands. Instead of making a script, customers can come up with their material. You can even incentivize users to create content by awarding the best video. This will show people how passionate others are about your product.

Call-to-Action: Tell your users what to do after watching. Provide a description of next steps in your video. Without this, your customers will have no idea what to do after watching. An example of a call-to-action can be a coupon code, or you can even offer a discount to customers who mention your video on their social media. Another method is to utilize a “turnstile” to capture emails to view the video if the content is particularly valuable. Finally, a call-to-action button, such as a “buy now” or “learn more” button, can be utilized to drive traffic to a landing page to drive traffic and increase conversions.

Now that you’ve learned how to optimize your video marketing campaign, you can stand out from other products or marketing companies. For more information on video, marketing stays in touch with Harness on our Facebook, Twitter, and Instagram.


Why Social Video Is Way More Important Than TV To Generation Z

Why Social Video Is More Important Than TV To Generation Z?

Generation Z uses social video as not only a way to pass time but a way to stay connected to family and friends. By understanding this, you may better understand why social video is such a vital part of your video marketing campaign, and whether or not your audience will react well to social video.

Who’s watching social videos?

According to a study done by Defy, 13-24-year-olds were watching YouTube more than TV. These people were able to identify better with YouTube stars than celebrities on television. Video is now actually going beyond entertainment. Instead, it is educating today’s young adults, acting as a stress reliever, and keeps young people connected with their peers. Interestingly, 85% of young adults watch video via YouTube.

Young people and video consumption

Think of your video marketing campaign along with the videos you plan to produce and read these facts about how much video young people consume. Ask yourself if you’re putting out enough video and it you’re using the right platforms:

  • The average young person consumes 12.1 hours of free digital video per week. 
  • Many young people consume an additional 8.8 hours of subscription digital video.
  • Young people watch about 8.2 hours of television per week. However, there are fewer 13-24-year-olds watching TV compared to digital video.

Considering how young people are watching videos, this validates that a video marketing campaign is an excellent way to get your brand’s message out, especially to Generation Z. 

The videos that Generation Z is watching excludes any video made by family or friends. This is because Generation Z is watching digital stars or people they don’t necessarily know personally.

Are you utilizing social video to the best of your ability?

Create social videos that become a reliable source for Generation Z. The philosophy behind this is that young people look up to digital celebrities and understand how advertising can help their content. If you can make your content appealing and trustworthy to youth, then you can get a loyal “fanbase” or audience.

About 62% of youth can’t live without YouTube, 52% can’t live without Netflix, and 48% can’t live without social media. Consider these platforms and how effective they can be in your video marketing campaign in reaching out to both Generation Z and other generations.

 

Read more about YouTube and how it will help you in your video marketing campaign in our book, “The Video Marketing Roadmap.”

 


Inbound Marketing to Ensure Customers Find Your SaaS Business (Part 2)

As the developer of a Software as a Service company, you obviously have put a great deal of thought into your product or products. Even before development began, you thought about what kind of service you could provide, what kinds of companies you could serve, why your product(s) is best for those potential customers.

Now, you need to figure out how you can best reach those potential customers and convince them your SaaS company is the best solution to their needs.

That's where the services of an inbound marketing company can come to your assistance. This is the second part of a two-part blog on how inbound marketing can ensure customers find you in the burgeoning SaaS business. In the first blog, we offered you a primer on inbound marketing that you can find here. In the second part, we will explain how all that hard work you did in development can lead directly to a successful inbound marketing program for your SaaS company.

Who Are Your Potential Customers?

As we explained in the primer, inbound marketing targets potential customers who turn to the Internet looking for your service, generally to solve a need or problem they are encountering in their lives or business. In the marketing field, we refer to this as their "pain point" and address how your product can ease their pain.

The first step in identifying these potential customers is to develop a "persona" so you can target the communication to the appropriate level.

Do you have an accounting software package you'd like to sell to Fortune 500 companies? Or do you have an accounting package you'd like to sell to a mom and pop retail store? Or maybe it's an accounting package you'd like to sell to farmers who spend their days in giant tractors, tilling thousands of acres. Each of these "personas" will respond to different forms and levels of communication.

What if your SaaS idea is something completely different? Maybe you've developed a program that can point avid readers to authors who write similar works and you get a share from each book you recommend through an online bookseller. Or maybe it's obscure documentary films. Or Japanese anime. Again, you are targeting very different "personas" so you need your language to appeal to each of these targets as they search for answers.

The more you know about your potential customer, the better your inbound marketing effort can succeed.

What Are Their Pain Points?

Before you ever developed your software, you had a vision for what it could do and why it could appeal to your customers. You already were thinking about how you could relieve their pain points, whether you thought of it that way or not.

Putting that thought into language that will attract potential customers is the next step to a successful inbound marketing effort. Knowing the language of your potential customers is vital to successfully meeting the ever-changing demands of Internet search engines.

If you're promoting that accounting software to Fortune 500 companies, their CFO is not going to search for "accounting software". She is more likely to search for "ASC 606 compliance" to deal with her latest pain point. Understanding how your best potential customers will speak and search boosts your chances of reaching them in the first place.

Drawing Your Customers into the Funnel

Video Marketing for your Sales Funnel

If you remember from the primer, we talked about how inbound marketing casts a wide net through search engine optimization to ensure your company appears highly in search results. The next step is to make those searches pay off into customers who enter your funnel and become paying customers.

Research now is pointing to the absolute necessity to feature video on your website and in any marketing effort. HubSpot reports that 59 percent of executives would rather watch video than read text; while individual consumers are four times as likely to watch a video as read text about a product, Small Business Trends reports.

The same report from Small Business Trends notes that 50 percent of executives are likely to seek more information about a product or service after watching a video. The same research found 65 percent will visit a marketer's site and 39 percent will call a vendor after seeing a product or service video.

As you can see, you've already done much of the hard work necessary to launch an inbound marketing effort for your SaaS company in identifying your potential customers and their pain points. Contact us to learn how to take the next step in developing a marketing program that will make your company stand out in the crowded field of cloud computing.


Should You Post Video on Social Media?

As we have mentioned in the past, by 2020 around 80% of Internet traffic will consist of video views. So, when this question arises, it is a little surprising. Wistia broke this query down very nicely with a graphic:

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Yes. Yes, you should.

WISTIA

Wistia, in their usual awesome way, goes on to explain that even small businesses with a single (or no) marketing team should be thinking about social video. They discuss which channels work best for a given situation. We usually recommend to our clients that they use an omnichannel approach to video marketing. Facebook, Youtube, Instagram, Linkedin, Snapchat (sometimes, depending on the brand), and Wistia for hosting videos on the client's site.

Why Wistia? The answer is relatively straightforward: Wistia is a subscription platform that doesn't rely on ad revenue as its business model. So what does that matter? Well consider that Youtube is interested in serving you ads and keeping you on Youtube. That is how they make money. That's why they continue to suggest additional videos to you, so you keep watching cat videos for as long as possible. The longer you stay, the more ads they can serve.

YOUTUBE

However, Youtube has its place in your video marketing mix. Consider Youtube as a top-of-the-funnel channel. You can utilize it for educating your market and reaching new viewers. By answering questions that your future customers are asking through educational and entertaining video, you are likely to gain trust while building authority in their perception of your brand. You then have an opportunity to drive that viewer to your site and continue the relationship through lead generation tools.

FACEBOOK

Facebook is similar in being ad supported. Facebook has become the ever-present social network in most of our lives. Video views make up more than half of Facebook use, so it is a no-brainer to publish your videos there. Similar to Youtube, you may consider Facebook a top-of-the-funnel channel. However, Facebook is unique in that once you gain a follower, you can continue to nurture that relationship through social interaction. So the social network can work throughout the sales funnel, but you should always focus on driving traffic to your site. Your goal is to own the interactions and move prospects through your funnel with videos that target viewers at each stage of their buyer's journey.

If you have questions about how to use video at each stage of your sales process, please drop us a line. We are happy to help!


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16 Video Marketing Production Statistics for 2016

Forbes, Entrepreneur, and Inc. have made it clear and the fact is undeniable - Video has changed the way we interact with the world and market our businesses. We share links across social media and upload 6 billion hours of video to Youtube every month. That number doubles each year as we consume more and more video.

Video Marketing Statistics 2016

So what does that mean to you as a business owner, salesperson, or marketer? Let’s take a look: e video marketing statistics for 2016:

Video Marketing Statistics For 2016:

  1. Forrester, an authority on marketing data, published a report that states that video marketing has been proven to increase click-through rates in email by 300%
  2. Including video on your landing page will increase conversions by as much as 80%
  3. YouTube has reported that viewership has doubled every year
  4. The top 100 YouTube channels increased views by 110% in the past year reaching 14.7bn views in January alone
  5. Do you sell products online? 90% of customers find that video is a key factor in their decision process
  6. Do you focus on b2b marketing? 75% of c-suite execs watch work-related videos weekly
  7. 92% of video viewers share videos on mobile
  8. The Online Publishers Association has shown that 46% of viewers take an action after watching video - compare that with your current conversion rates
  9. 500 hours of video are uploaded to YouTube every minute
  10. YouTube has over a billion users, ⅓ of people on the Internet
  11. The average YouTube viewing session on mobile is over 40 minutes
  12. More than 50% of video views come from mobile devices
  13. The first video uploaded (watch video below) to YouTube was Me At the Zoo, garnering 33,456,515 views as of this post
  14. ReelSEO reports that 76% of b2b marketers report a positive ROI on video
  15. Forbes states that 50% of execs seek more information after learning about a product or service through video
  16. Looking to increase time on site? Visitors that watch video spend twice as much time each session onsite

Video marketing production can be a difficult task because it requires technical skills and expensive equipment, but by creating a strategy and through concerted effort, many businesses have managed to create successful videos in-house. If you are interested in creating your own videos, check out our Video Marketing Roadmap.

Get the video marketing road map

HARNESS offers a unique approach to video marketing services and analytics. From video ads on social to unique videos for each stage of your sales funnel, we create a custom strategy, produce results-driven videos based on your target verticals and goals.  It does not stop there as it does with many video production companies. We also optimize and manage content distribution with deep analytics to guide your decision-making process.


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Video Marketing and Marketing Automation

Making sense of marketing: focus on the basics of communication.

When companies begin to consider the process of creating and nurturing new business relationships, they are often bombarded with endless offerings from various software providers, agencies, and other outlets that throw around jargon such as CRM, automation, CPA, CAC - the list goes on and on. The truth is, however, business remains relatively simple when you remember one basic thing - people still buy from people even in our technology-driven culture. 

People buy from people.

Whether you are focused on a digital campaign or outside sales, there are individual humans at each company that are making the decisions about which products and services will best solve their problems.  You simply need to figure out the best way to reach those individuals and let them get to know you as a fellow human.  What makes you special and how should you communicate that in the most efficient and effective manner?

If you are marketing to a large list of prospects, it can be daunting to consider how to go about developing and nurturing relationships with each person at the end of each email address.  However, there are tools that allow you to do that in a way that is still very human with one-to-one communication.  Which tools you ask? The answer: marketing automation combined with video.

The importance of results-driven video

Video marketing has an immeasurable impact on marketing initiatives. In fact, Forbes named it #1 of the Top 7 Online Marketing Trends that Will Dominate 2016. A few of the numerous major benefits of video are:of

  • SEO - Having unique video on your site makes it 50x more likely to appear on top of Google search results
  • Email Marketing - Click-through rates increased as much as 300%
  • Conversions - Prospects that watch video on your site are 64% more likely to make a purchase

If you are not already convinced that the critical nature of video playing a key role in your marketing efforts, be sure to watch the video above.

What is marketing automation?

The power of marketing automation is rooted in an ability to tailor a specific solution for a business based on the business’s unique sales model, marketing funnel, products and/or services sold and the unique behaviors of each lead.  Automation allows companies to optimize and grow their business through nurturing leads from initial awareness through all stages of the sales funnel at substantially reduced marketing costs.  According to Forrester Research, companies that utilize this technology are able to generate 50% more qualified leads at a 33% reduced cost - that is certainly worth noting.

As we have mentioned in other articles such as Email Marketing Refined, email is still a very viable marketing channel if utilized properly.  This is important to realize because email plays a vital role in marketing automation especially when combined with video.  By utilizing results-driven videos, we have seen our clients increase their click-through rates in email marketing by as much as 300%! We try to use video in nearly every email campaign - it just works.

Where do you start? At the finish Line!

So now that you have decided to utilize marketing automation with video, where do you begin? The answer: start at your goal and work your way back. Are you hoping to generate new leads, increase traffic to your site, or increase conversions on your e-commerce platform? Once you identify your ideal result, you can establish the metrics needed to reach that target.

One simple example of these metrics would be to use video analytics such as engagement rate or rewatches in order to score your leads and segment your list.  In doing so, you can send subsequent touch points to each list based on their engagement levels.  For instance, if a person watched 100% of the video, then they are exhibiting deeper interest than a person who bounced after 30 seconds.  These individuals should receive different marketing materials to nurture the respective relationships.

We like to use video heat maps to see areas where individuals watch, rewind, fast-forward, and rewatch to segment our targets.  If a person rewatches an area of the video that is focused on a particular product or service, we can automatically send them subsequent emails that focus on that service.

An example: one of our clients manufactures a men's luxury clothing line.  We sent out a video promoting a new Autumn clothing collection. We created a follow-up touch points around each of the products highlighted in the video in advance of sending the first video campaign.  That way, if a user watched or rewatched a section of the video that highlighted a type of pants, we had an automated workflow to send follow up emails illustrating additional features, advantages, and benefits of those products.  

Using video to create new leads

Video can also be used to create new leads by utilizing a signup form inside the video player to capture email addresses of viewers. If users are interested and want to keep in contact, they can provide contact info, which is then synced with our customer relationship management software as a new account. From there, we are able to cultivate the relationship over time with appropriate materials.

Nurturing with video: awareness, consideration, & decision stages

How do you nurture that new relationship with video? We build our video marketing campaigns over time to cater to each step of the funnel as the individual continues to search for a solution to his or her problem or need.  From broad awareness style videos to more precise videos highlighting an individual value proposition, we walk buyers through the sales funnel from awareness to decision and then later with after-sale service videos.

Further, our automation software will allow us to place the individual accounts into a visual funnel so we know precisely where each buyer is in that process. Most leads fall into the awareness or consideration stage, and may stay there for a short time or longer depending on your particular sales cycle.  The important part is knowing where they are on that journey so that you can send them timely, relevant information to assist them in making the best decision possible.

Awareness

In the awareness stage, we send our leads more broad educational content about the features advantages and benefits of our services.  Who we are, what we do, how we do it, and what makes us so special compared to others. Those are the basics to build that awareness and establish credibility.

Consideration

Once a buyer moves into the consideration stage, we work to build a deeper relationship with them.  Let them get to know you a bit. This still stays high-level, but gives them more depth into how we can help them solve their problem by answering questions they have about our solutions.

Decision

In the decision stage, we like to leverage the selling power of our current clients by letting them speak for us.  We like to use testimonials and case studies to really paint a picture for our prospects and allow them to see how our relationship will take shape if they work with us.

Scoring leads

Another important aspect is lead scoring, which is another way for us to identify the quality of the lead and their position in the buyer’s journey. A quick example - we assign 20 points to a lead that fills out the form on our site to receive our emails.  We give 50 points to someone that watches our first video in our video marketing series.  We assign 50 points for each subsequent video they watch in the series.  If someone completes all of the videos, we consider them to be in the decision stage and market to them differently than we would a brand new subscriber.

Bring it all together

Another important aspect is lead scoring, which is another way for us to identify the quality of the lead and their position in the buyer’s journey. A quick example - we assign 20 points to a lead that fills out the form on our site to receive our emails.  We give 50 points to someone that watches our first video in our video marketing series.  We assign 50 points for each subsequent video they watch in the series.  If someone completes all of the videos, we consider them to be in the decision stage and market to them differently than we would a brand new subscriber.

Marketing automation has been around for a few years.  As mentioned above, it can have a profound impact on generating and building relationships. Internet video has been around for several years as well and has become critical for any successful marketing campaign.  By combining these two technologies, we are able to help our clients build substantially deeper relationships that allow us to anticipate needs and create recurring revenue from repeat buyers.


outdoor retailer video marketing

Outdoor Retailer: Video Marketing

You don’t have to look very hard these days to find marketing professionals and academics puzzling over the millennial consumer market. According to Outside magazine, outdoor retailers are especially struggling to get a foothold on the millennial money mountain. As Outside and most current wisdom suggest inbound and video marketing is the way to go when it comes to reaching prospective outdoor recreation customers, under the age of 35.Read more