In the current digital age with consumers having instant access to high-speed wireless internet in the palm of their hands, video has taken over as the most powerful tool relied on to help businesses of all kinds expand and grow. Videos engage customers and potential customers in ways that no other medium can possibly match.
Video has become more than a fringe option for garnering attention for businesses. Video production is now an essential, required element for an effective digital marketing plan designed to generate website traffic and increase revenue. Businesses use video presentations to introduce their company to the marketplace or target audience, for explaining a product or service, teach customers about their business and create exposure, awareness, and trust in their brand.
The enormous digital video warehousing site YouTube is now the second-largest search engine behind Google, with users viewing more than 1 billion hours of video every day. Some startling statistics serve to prove just how much video consumption has taken over the world of advertising and marketing:
- Users’ consumption of video on mobile devices is increasing 100 percent every year
- The average person is expected to spend over 100 minutes watching videos online every day in 2021
- Viewers will retain up to 95 percent of the information presented in a video format, and only 10 percent when reading it
- Websites are 53 times more likely to climb to the first page on a Google search if it the site includes video content
- Conversion rates can increase up to 80 percent when a landing page includes some sort of video presentation
Setting Goals for Video Productions
Not all videos are the same or meant for the same groups of people. One of the advantages of using video for digital marketing purposes is that you control video production cost, the content, the message, and can frame the message for a specific target audience group.
The options for the types and styles of videos available are nearly limitless and dictated by the goals you have for producing them. Once goals are clearly defined, the parameters and elements of the video can begin to take shape.
Common goals that businesses look to videos to achieve include:
- Increase sales, revenue
- Introduction of business, product, or service
- Education of customers
- Building trust in your brand
- Increasing exposure, consumer engagement
- Explanation of product or service
Types of Videos
There are different ways of approaching each goal you may have for producing video content.
Injecting humor into a promotional or advertising video will make the content more memorable and shed a positive light on your business. Comedy allows you to present your message in a light-hearted way and increase the chances that viewers will like and share the video on social media, expanding its reach and impact to a wider group of potential customers or clients.
Sample Direct TV – https://youtu.be/5v-JuG6YMqI
With the popularity of streaming services and digital video recorders (DVR), businesses are shifting focus from traditional television commercials to online and social media outlets as the prime format for digital marketing campaigns. Posting commercial advertising video content on social media properties allows for the targeting of audiences to specific groups of potential customers.
Sample Old Spice – https://www.youtube.com/watch?v=owGykVbfgUE
Brand identification and awareness is a crucial element in the ongoing success of any business’ sales and marketing efforts. Introducing and promoting your brand through dynamic, informative marketing and sales videos is an effective method to present your company and the products and services you provide.
Sample – Quest – https://vimeo.com/314328142
Video is a great way to connect with your customers by showing off the culture of your company and how you do business. Using real employees in actual work situations will make viewers feel like they are a part of the culture and can also be used to attract quality employees.
Sample – First American – https://vimeo.com/237960388
Interviewing a real customer or employee provides an air of authenticity. Viewers will be more trusting of the information and message when delivered by a real person as opposed to an actor reading the words without the actual experience behind them.
Sample – Entrepreneur- https://vimeo.com/31939452
Producing a video to make a major announcement regarding your business adds significance and importance to the message. Create a press conference atmosphere to announce changes in the company’s personnel or management, or produce an attention-grabbing video to introduce a new product line or service area.
Sample – Victra https://www.youtube.com/watch?v=8Uzu3vzaxyk
“Top 10” and “Best of” videos are effective ways to present comparative information within your product line and in relation to your competitors. Viewing time increases when the content is presented in list form, as users stay on the video and retain the information longer.
Sample – SF Restaurants – https://youtu.be/upYrpWC8v7M
FAQ or Q&A Video
Get ahead of the most common questions your customers may have regarding your products or services. A Frequently Asked Questions (FAQ) or Question & Answer video can be used as archival content that can be referred to when needed and linked with other content when appropriate.
Sample MOMA – https://youtu.be/OxS8X_V6TCU
Show potential and future customers the process of your successes through the stories of real people who have benefitted from the product or services your business provides. Real customers can demonstrate their satisfaction in your company and the people they work with.
Sample Data Gear – https://www.youtube.com/watch?v=oTeA2U2LozI
A third-party reviewer of your products or services will add credibility and authenticity to the message. When possible, using influencers with large audiences will help to expand your brand into new potential customer clusters.
Sample – Birchbox – https://youtu.be/738YGcKb-AI
There is not a better way to build up trust and confidence in your company than by having a real customer provide a sincere testimonial of their experiences. Satisfied customers are typically happy to sing your praises and encourage others to do business with you.
Sample – Calm CBD – https://www.youtube.com/watch?v=eecyP4-L-xY
Take your customers and clients into your inner circle with a behind-the-scenes video of your operation. Make them feel like a valued part of your company by showing them how your business works. Customers will feel more invested and loyal to your business and your brand.
Sample – Everything Kitchens – https://www.youtube.com/watch?v=fZb3Hq2fu-o
Increased Exposure, Customer Engagement
Put one of your most knowledgeable and articulate employees in front of the camera and hit record. An ongoing video blog, or vlog, opens a window for your customers into the day-to-day operation of your business. A video blogger can update customers and prospective customers with the latest news at your company, as well as covering topics related to your business and industry.
Sample Gary Vee – https://youtu.be/WTTuj8Ynrn0
Live streaming will take events such as building or product unveilings, conferences, or awards ceremonies to another level of customer engagement. React live to customer questions or comments while you bring them into a special event or announcement.
Sample – Gary Vee – https://www.youtube.com/watch?v=BC-r8ogrBIU
Adding a video to an email newsletter or ad campaign significantly increases the chances of them being opened and clicked through. A video presentation in an email takes your email campaigns to another level of customer engagement.
Sample – Dubb is a great platform record and embed videos into your emails and communications – https://dubb.com/?ref=torreytayenaka
Product, Service Explanation
For products or services that are especially detailed or involved, a webinar video can break it down into digestible segments and provide reference material for future use. Webinars can be live-streamed to allow for feedback and questions and then can be archived and used for future viewing.
Sample- Trend Watching – https://www.youtube.com/watch?v=yu6Y7Xj0qQoSample- Trend Watching – https://www.youtube.com/watch?v=yu6Y7Xj0qQo
You are the expert for the items you sell and your customers should be able to turn to you to show them how to maximize the benefits of the items you sell. Videos allow you to take the time needed to teach your audience about specific aspects and elements of your products or services, or other industry-related processes.
Sample – Her Imports – https://vimeo.com/389305952
A video product tour allows customers to fully inspect the uses, benefits, and features of your product to provide a complete understanding of what they are purchasing.
Sample – Corvel Care MC – https://vimeo.com/405219318
Videos are Essential for Digital Marketing Campaigns
Videos are no longer a luxury accessory to advertise products and services. Any effective digital marketing plan must include some video elements to have a chance at grabbing the attention of today’s consumer.
High quality, highly effective video presentations will increase your brand awareness, generate website page views, and ultimately increase sales and revenue.
How to Better Communicate With Your Audience Through Email Marketing
You’ve probably heard several people say that email marketing is dead. Since instant messaging apps and social media platforms have entered the picture, people may easily believe this false claim. But, if you’re a business owner who’s on a never-ending quest to improve customer engagement, you should know that email marketing remains an incredibly effective practice.
With over 3.9 billion email users worldwide, it’s not an exaggeration to say that over half of the world’s population can be reached through this channel. As an all-in-one tool, email marketing can perform various functions, such as influencing purchasing decisions, widening brand awareness, and improving one’s sales.
To show you how vital it is, HubSpot has found that over 80% of businesses heavily rely on the channel for their customer acquisition and retention. If you haven’t hopped into the email bandwagon, you should get on board as soon as possible. Statistics show that for every dollar you spend on a campaign, you can potentially acquire $38 in return.
If you’ve already implemented an email strategy but did not get the results you want, you might be wondering how you can improve the performance of your email marketing campaigns. To steer your business in the right direction, the guide below will teach you how in four simple steps.
1. Segment Your Audience
Writing a marketing email is no different than writing a letter to a friend. With this analogy in mind, the first thing you should do is determine whom you’re talking to and why.
Nowadays, there’s no such thing as the average consumer. Given that the market has become more competitive, customer demands have evolved and are now more specific than ever. If you simply send out generic emails that don’t provide any form of value, chances are you won’t capture the interest of your leads.
Before you start sending out promotions, you need to characterize and segment your audience. Even though each customer has his/her own unique characteristics, you can group them all into a specific mailing list. Here are some factors that help marketers establish buyer personas:
- Job Title
- Demographics: Age, Gender, and Location
- Purchasing Capabilities
- Online Behavioral Patterns
- Email Clickthrough Rates
By figuring out the different kinds of people who buy your products, it’ll be a lot easier for you to deliver the right messages to the right set of eyes.
2. Personalize Your Messages
Did you know that including the recipient’s name in an email’s subject line can increase its open rate by 16%? Personalization is a vital component in creating the ideal customer experience, yet many companies fail to do it properly.
When it comes to email marketing, personalization can be done in several ways. Other than including the customer’s name in your email, you can deliver and customize messages based on a subscriber’s characteristics. If a specific customer is in the consideration stage of the buyer’s journey, sending out an email that can help them decide on a solution will increase the likelihood of a transaction.
It’s no secret that customers greatly value the experience they get from a brand. If you were able to segment your audience accordingly, sending out timely and relevant messages should be a breeze. Apart from sending out specialized promos and discounts, your customers will greatly appreciate it if you regularly send important updates or let them know that your business provides email support.
3. Share Your Story
Your customers don’t just want to transact with your brand; they want to build a relationship, as well. Enticing your leads to convert should always be your goal, but this doesn’t mean that you should only bombard your subscribers with promotions. Aside from advertising your products and services, you should also use email marketing to pave the way for valuable engagements.
Email is a direct and intimate channel that allows your audience to learn more about your business. Now that consumers are more socially conscious, they take a company’s values and beliefs into account before closing in on a business deal.
Sharing stories on how your business began or letting them know your stance on particular issues lets your audience see the human side of your brand and eventually strengthens your online reputation in the long run.
4. Let Data Serve As Your Map
Just like any other discipline under the digital marketing umbrella, your email strategy should be fueled by data. Taking note of important metrics such as your clickthrough rate and overall return on investment primarily lets you see how successful your campaign is. At the same time, harnessing these statistics also lets you identify bottlenecks and enables you to make the right adjustments.
Similar to optimizing your landing pages, email marketing is not a one-and-done task. Complacency is the number one enemy of any brand, and this is why marketers should make it a point to test their email templates periodically. But now, you may be wondering, “Which components of my email campaign should I test exactly?”
Aside from your subject lines, your email’s design, length, and button placement can greatly influence the success of your campaign. People react differently to certain templates, and A/B Testing allows you to see which variation delivers the best results.
Harness the Power of Email
No matter what industry you may be operating in, there’s no denying that nothing grows your business more than customer loyalty. Luckily, advancements in technology have given brands many opportunities for valuable engagements. But, in this fast-paced digital world, it’s easy for business owners to prefer popular channels such as social media and disregard email-marketing entirely.
While it may seem like an old-fashioned way of communicating with your audience, at the end of the day, email marketing still gets the job done. As an all-in-one tool, investing in an email marketing campaign will do more than just optimize your conversion rate.
Just like any other marketing practice, there’s a right way to do things. With the tips above in mind, you’ll be able to take your campaign to the next level and drive your business forward.
About the author
Eliza Espino is an Online PR Specialist for Spiralytics. She recently began her professional career in digital marketing and is continuously learning about the field. One of her goals is to help grow businesses from different industries. Eliza spends her free time exploring films and series that can make her smile, think, laugh, or cry.
How to Increase Your Email Open Rates in 2020
To grow your brand online, you need to market it effectively. This requires you to leverage various forms of marketing.
One of the most reliable forms of marketing is email marketing. There are over 4 billion email users around the world and that makes it a great medium to reach out to a massive audience.
However, for your email marketing campaigns to be effective, you need to ensure that your audience not only receives your emails but also opens them. It’s only then that you can get them to take your desired actions and convert.
Thus, your email open rate is critical for conversion rate optimization. If you can’t achieve a high open-rate, the chances are that your email marketing campaign will not be successful.
So, how can you increase your email open rate?
Let’s find out.
How to Boost Your Email Open Rates
Here’s how you can increase your email open rates.
1. Short Subject Lines
Email subject lines are perhaps the most important part of any email marketing campaign. If you don’t get them right, the chances are that your receivers may never open your email. This would mean that all of the other content of your email will be wasted.
The subject lines need to catch the attention of your receivers and should prompt them to click on your email to open it.
So, here’s a trick – the email subject line also needs to be short.
Because many of your receivers may check their emails on their smartphones. In fact, about 42% of all email opens are on mobiles.
Image via Litmus
Owing to their smaller screen size, smartphones tend to display shorter subject lines. So, if you write a long subject line, the chances are that the receivers may not be able to read it completely. This may reduce the possibility of them opening your email.
That’s why about 82% of experts prefer to use short email subject lines that are less than 60 characters long.
The above-mentioned study also found that the average length of email subject lines is just 43.85 characters.
Yet another reason for keeping your subject lines short is that email apps stop displaying lines longer than 30-40 characters.
2. Subject Line Content
Length isn’t everything, however. The content of your subject line is also important.
While the copywriting has to be on point, you can improve the chances of your receivers spotting your subject lines by adding emojis to them. They can make your subject lines appear unique as only about 6.9% of email subject lines have emojis in them.
To test the efficiency of the subject lines, you can use tracking tools and figure out the impact of the emojis on your subject lines.
Image via AWeber
You could also try to vary the capitalization of your email subject lines to make it appear more unique.
The most common case used is sentence-case with about 60% of subject lines using it. However, only 6% of them are written in lowercase completely. This strategy might come in handy and could help you boost your open rates.
These strategies, of course, don’t apply to transactional emails which may be opened by your customers regardless of the subject line.
3. Segment Your List
One of the most important things you can do to improve your open rate is keeping your email list fresh and segmenting it well. A fresh and well-segmented email list means that only those who’re interested in receiving your emails will get them.
Segmentation means that you can personalize your subject lines and emails for each segment separately. As a result, the emails will seem more relevant to them. Due to this, they’ll be more likely to open your emails to check them out, hence improving your open rates.
Segmentation can be done based on their purchase behavior, demographics, locations, and interests. For instance, you can send emails depending upon the types of products that they’ve purchased from you and suggest similar products to them.
Improving your open rate is crucial for the success of your email marketing campaigns. To get your subscribers to take action, you need to get them to open your emails. For this, you can come up with crisp and attractive subject lines.
You can also add emojis to your subject lines and change their case to make them more unique. Lastly, you should keep your email list fresh by removing inactive accounts and segment it so that you can send out more personalized emails to your subscribers. You can also increase your email subscribers by combining your email marketing with social media marketing strategies using social media marketing tools.
Do you have any questions about the tips above or need help boosting your email open rate? Let me know in the comments.
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