If email marketing is the lifeblood of successful campaigns, then content is the heart that pumps it. But what kind of content gets good conversions and ROI?
We’ve previously looked at the key components to create an email that gets opened. Relevant content presented in short compelling snapshots designed to get your audience clicking through to website where there is more space to present content with depth.
That content can take many forms, and perhaps none have the cut-through of video given the web is such a visual medium.
- 51% of marketing professionals worldwide said video content has the best ROI.
- Marketers who use video grow revenue 49% faster than non-video users.
- 64% of consumers buy after watching branded social videos.
- 59% of executives agree they’ll prefer to consume video over text on the same topic.
What makes video so successful for marketing? In a word; shareability. Your audience gets excited, shares your video and provides your brand with exposure to new customers.
Understanding this element will be the key to making video a success for your marketing goals. While it’s important to create goals that align with your Brand mission, it is going to be more effective to give videos that your audience may be looking for.
First steps: Strategy
- Set goals eg: Create awareness about new service
- Define your target audience
- Do a search on YouTube for videos that are relevant to your business
- Note the types of text ads and video ads that are presented
- Make a list of ways your business could take advantage of these opportunities
For example, if you’re a local self-defence school and you have a website where you take bookings for a trial class, you have two options:
Make a step-by-step video showing how to do simple techniques against common problems.
Advertise on other martial arts, gymnastics, dance, and fitness related videos and direct viewers to your website, or even tell them about your service in the video Ad.
With video advertising, you can select certain types of videos, or even specific videos, where you’d like to advertise. You could pick someone else’s channel on self-defence, or a specific video about dealing with bag snatches and advertise there.
Second Steps: Ideas and Planning
Identify the types of content your target audience will be most likely to view.
For example, if you run say a local self-defence school, it’s likely the potential audience will love websites about the latest training trends and demonstration videos.
Your strategy would be to use video on your site to get potential clients interested in booking a trial class with you. The plan would involve using video to showcase your training style and increase your social media followers and email newsletter subscriber base. You could:
- Demonstrate a series of techniques in one video
- Show footage from a class
- Give tips for flexibility, mobility, healthy eating
- Interviews with clients about outcomes
- Interviews with Subject Matter Experts on niche or topical subject
By planning ahead, you can shoot several videos at a time to save on time and resources.
Third Steps: Creating Videos
- Plan the video release schedule
- Storyboard the video content
- Decide on a location and source props
- Find a video crew and film the videos
- Edit then upload the videos
Use a simple spreadsheet and map out a video content release schedule. It can be part of an ongoing content marketing calendar or tied to specific campaign release dates.
Use storyboards to outline the content for each video. Storyboards are visual plans of your story that show what will happen scene-by-scene, including action and dialogue.
Getting props, a location and crew will need to be scheduled ahead of the release date, with adequate time for editing built into the process. The tighter the storyboard preparation, the smoother this process will be.
Fourth Steps: Sharing and Promotion
Upload your videos to a popular video sharing site like YouTube:
- Use accurate titles
- Relevant keywords
- Create detailed descriptions of each video’s content when you upload (this helps viewers know what to expect, PLUS helps your videos appear in search results on Google and YouTube)
- Include Calls-To-Action in the video description to encourage viewers to take the next step. Some examples of video CTAs:
– Ask viewers to share the video
– Visit your website
– Subscribe to your email newsletter
– Write a comment
- The next place to post videos is your own website. You could place your technique demo videos on pages that correspond to a certain type of problem scenario.
Keep your content fresh by uploading new videos frequently. Archive or remove outdated videos such as a promotion for a special seminar that has already taken place.
After people watch your videos, encourage them to spend more time on your site by showing previews to other videos, and making it easy to find them.
- Group videos based on their purpose, such as technique demos or class descriptions. Youtube offers a Playlist function to easily categorise videos.
- Sharing video through email marketing and social media is another effective way to engage and grow your audience.
Keep in mind that many popular email programs don’t support video playback, so you are best advised to stick to good email marketing principles and direct people to your site rather than embed video directly into an email. You can insert a still shot of your video that links to a page on your site where the video can be viewed.
On social media sites like Facebook or Twitter, post videos that people might want to share with friends, family, and followers.
- Use hashtags. Adding hashtags to your posts can improve your visibility on certain social sites. For an exercise blog, you might use hashtags like #selfdefence or #martialarts, or even use newsjacking principles and lean into topical events such as #metoo. Be clever about this or you can risk alienating your brand as being exploitative. It’s not hard, you just need to be authentic.
Fifth Steps: Audit, Create, Update
- Audit your current website pages and social media profiles
- Create a list of pages and topics where adding videos might be useful and engaging for your target audience
- If you have any video content already created, assess the titles, tags, keywords and descriptions
- List which videos are most popular
- List the average length of time people watch your videos to inform future creation
Sixth Step: Measurement
Video analytics reveal a lot about the people who watch your videos, including their age, gender and location. Gathering data points such as these helps paint a picture of your audience so you can create video content they’re most interested in watching.
WHAT they view: tells you what to do more like
Total Views, Shares, Likes, Comments are good indicators of engagement.
For example, the local self defence school that creates videos with technique demos in locations around your city can see in their analytics where most of the audience lives in Sydney, and also that the most popular videos feature attacks in a park.
To increase traffic to their site, they might create more videos and content for these viewers, say a new demo of dealing with a potential assault at night and an interview with a police officer or local councillor talking about the most common crime in the area.
WHERE they view: shows you where to focus Promotion efforts
With your videos posted in different digital properties such as your website, Facebook and LinkedIn Business Pages, and YouTube channel, analytics on each site will show you where people are watching your videos the most.
Knowing where people watch your videos is key to promoting your content. If most of your audience watches your videos on YouTube, then focus on uploading more fresh content to that distribution channel.
WHEN they view: tells you when to upload fresh content
Analytics will also show you what day and time people are most likely to watch your videos. So if most people watch on weekends, this lets you know to schedule fresh content for upload on Friday nights.
When measuring the performance of your videos, you can find out if people watch your videos start to finish. The length of your video may depend on the content.
In most cases, short videos work best. You can increase the likelihood that people will play your videos and watch them to the end by keeping them brief.
Top Tips for video marketing from Analytics:
If people only watch the first few seconds of a video, it might not be meeting their expectations. Consider:
- Updating your preview images
- Updating video titles or descriptions so that people have a better idea of what they’re about to watch.
- Look at the average length of video viewed. If most people spend only a minute watching your demos, try creating videos that are 60 seconds or less.
- Other common indicators of your videos’ performance are: likes & dislikes and shares. This information from viewers provides insightful feedback.
So jump into using video for your marketing. It provides your email marketing campaigns with strong content with excellent engagement and ROI.
Like all good content, you don’t need to include your video marketing content inside the actual email. Good email marketing provides a brief teaser and then sends people to your digital properties such as web sites, social channels or YouTube channel with a call-to-action. You can include a still image from the video in your email template, which clicks through to where you’ve determined is the best channel.
Remember to have a goal and make sure your video content is something your audience wants. You can’t go wrong with education, inspiration and entertainment-based content, but above all, it must be relevant to the audience needs.
About Traction Digital
Traction Digital are experts in acquisition and engagement, streamlining the execution of cross-channel marketing campaigns, including lifecycle email, abandoned cart, promotions and ROI tracking.