Video Marketing Tips for Branding and Awareness: Direct Marketing
Branding and Awareness
As I have been repeating in this series of blogs on video marketing no matter who you are or what you are offering you need to make people aware of what it is you do and the value of what you offer to them. It is a challenge to get the world beating a path to your door and you need to make sure that all your activities work together to make sure you are attracting the right sort of business, in the right numbers, in the right quality, at the right time and to distinguish you from the competition.
Whatever you need to do you also need to consider the amount of messages that are out there and how your message is going to get through.
Video Marketing and Direct Marketing
Direct marketing must involve a measurable response to take the waste out of the marketing efforts. Ideally it is a two way communication between supplier and customer encouraging and developing a relationship. The responses could be anything that you as a business require, from purchase to relationship building.
Here are some tips for video marketing and direct marketing:
1. Use video marketing to elicit a response
Click through rates (CTR) for email are significantly higher (as much as 20%) when including video in the email. The reason for this is down to curiosity, value and information. By using video marketing, in an established context, you are enticing the recipient to take a peek at the video. Our perception of video is of a high value media which takes some effort to put together, so the expectation is that the video must be of some value and encourages the reader to watch. Finally, the fact that video can convey a great deal of information in a short space of time means that the chances of ‘wasting time’ or ‘straining’ for the viewer are quite low.
2. Use video to measure response on a deeper level
By using video within another medium such as email or social media you can compare the results between the CTR and the engagement. Clicks measure quantitative data but video allows you to look at the qualitative experience of the viewer.
3. Reuse video marketing content in an email campaign
You have the content so use it to make your emails more engaging. It doesn’t necessarily have to relate to the direct marketing message but give some insight behind the company and its people.
4. Don’t think leaflet, think DVD
As many of the tips relate to email lets go ‘old school’, the direct marketing leaflet. Why does this end up in the recycling bin almost immediately? Because it is perceived as cheap and mass produced. It probably doesn’t even get much of a look. By using a fully printed DVD in a shiny case, the video marketing has more value to it, less likely to end up in the bin, more likely to be put on the desk and more likely to be viewed. The amount of content that can be included can be immense and the journey through the content can be targeted at specific audiences.