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


Building Relationships with Video Marketing

The key point to why video marketing is successful is the familiarity principle. The familiarity principle is when people are repeatedly exposed to certain stimuli, and then those people develop a preference for that product.

An issue that marketers are coming across is overexposure. In 2016, we are constantly exposed to images of the goods and advertisements. Now it’s important to do things that will stand out. There are two ways to keep in mind when brainstorming ideas that will set you apart from all of the noise:

1. Build a personal connection with video marketing

There are some ways that your company can make a connection with your consumers. Choose the best way your product is going to connect with your audience. For example, General Mills takes advantage of placing cereal at the height of their target demographic, which are children. The reason for putting their product at a child’s height is for their target demographic to ask their parents to buy them cereal.

Another helpful tip to keep in mind for building a personal connection is that eye contact improves the chances of making a connection. Creating eye contact cuts through all of the other exposure your target audience experiences and encourages them to focus on your product.

2. Scale the personal connection with video marketing

While sending out thank you notes or calling to check up on consumers are nice, it’s not easy to continue this over time. Video allows consumers to feel and see human emotions and allows the opportunity to explain things in detail. With video, you can see whether or not a customer is intrigued with your product by tracking minutes watched, where viewers stopped and where they click through. It will help you to comprehend what you’re doing right and wrong.

Keep in mind that video marketing is a successful way to keep your target audience connected to your business and brand. It keeps your viewers feeling connected, and benefits you as well because you can track how often your audience is viewing your material. Video marketing creates human connections, which will help both you and your audience.

Read a more in-depth discussion here: http://wistia.com/blog/video-familiarity


Video Marketing for Restaurants

Video Marketing - Can they find your restaurant?

Your restaurant offers mouth-watering food, a warm, inviting atmosphere, and top-notch customer service, but how will you build awareness and reach new customers?  Is your restaurant using the latest methods to bring customers in?

Kous Kous Moroccan Bistro is a Moroccan restaurant whose owner and executive chef, Moumen Nouri, themed after his hometown, Marrakech, Morocco. Initially, the restaurant’s marketing strategy was focused on the restaurant itself. While Kous Kous is an amazing oasis where guests can step out of San Diego and into a home in Marrakech, with an inspired decor, delicious food, and a staff that makes guests feel like family, the restaurant had not reached its full potential according to Chef Moumen. When he approached Harness to initiate a marketing campaign, he described his vision for the future and we established shared goals for our work together.

Harness Consulting introduced video marketing to Kous Kous as part of a larger integrated marketing campaign, which led to dramatically increased sales in just 2 months.

"I am trying to share the experience of growing up in Morocco and bring that to our guests."

- Chef Moumen Nouri