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Video Marketing Drives Immersive
Customer Journeys

So much has been written about the customer journey.  Using video to move the needle and create immersive customer journeys is the next big step in content marketing.  In this post by  Sneha Nalawade, we learn more about the importance of a video strategy to deliver content and illicit responses.

“Studies show that in 2017, 74% of the total Internet traffic will be video. There are also reports which suggest that the incorporation of the term ‘video’ in the subject line of an email, increases open rates by 19%, reduces ‘unsubscribes’ by 26%, and improves click-through rates by 65%.”

I’ve reprinted the post for your convenience.

In the last couple of years, social and digital marketers have successfully hit their stride and seen them master new and emerging technologies. So, this year will be all about ‘old dogs learning new tricks.’ As a result, there will be a massive overhaul in the business-consumer relationship.

There are a lot of ways through which brands are focusing on creating more engaging customer journeys that deliver true value. Over time video has become an integral component of marketing strategies aimed at shoring up brand recognition and loyalty. Video has evolved beyond sending a single message to all consumers, to creating one-on-one, relevant experiences that engage viewers. Studies show that in 2017, 74% of the total Internet traffic will be video. There are also reports which suggest that the incorporation of the term ‘video’ in the subject line of an email, increases open rates by 19%, reduces ‘unsubscribes’ by 26%, and improves click-through rates by 65%.

Using Videos to Drive Successful ABM Campaigns

In recent times, Account-Based Marketing (ABM) has gained widespread popularity. It has helped marketers follow individuals from targeted accounts, and then serve them with relevant information.

Inserting a video in ABM campaigns is effective for both conversion and retention. Video can also support individual sales reps by linking video analytics to account performance in the CRM. Brands can also create videos that are account-specific and upload them in the CRM system, which can later be accessed easily by the sales person.

Marketers can also provide a video to individuals from a specific target account, whenever they visit the brand website. Custom videos can be offered whenever an individual from a target account clicks through on an ad. Sales representatives can also create an individual ‘greeting’ video that consists of an interactive layer that requests downloading more information or fixing a meeting.

Leveraging Gate and Call to Actions for Effective Lead Generation

Optimized video content enables marketers to solicit more information from prospects and existing customers once their interest is hooked. The simplest way to obtain the contact information of prospective customers is by setting up an email gate. By asking viewers to provide their mailing address before being able to access a video helps in creating a new lead once the prospect shows interest. This, however, is best suited for all mid-funnel videos.

A gate can help businesses, using leading marketing automation platforms, can have their MAP create a contact record for a lead as soon as a viewer fills out the required fields. Later these platforms can also help in tracking the viewing behavior of the lead after the video has been watched.

It is not important for all content pieces to have a gate. For instance, if full visibility is the main objective for a marketer, a call to action (CTA) would be a better option than gate. Also, a properly placed CTA helps engaging a viewer with other content as well as fill in a contact form. These CTAs also enable viewers to offer their initial impression of the video, thereby eliminating any missed opportunity.

Improving Sales Leads, Conversions, and Brand Loyalty through Videos

Websites, which incorporate a video, have a face and personality that effectively help in acquiring and retaining customers. Videos on a website that are engaging, help in attracting the attention of the customer while opening up other possible channels of communication. Inclusion of a video also improves the SEO performance for keywords that are associated with the video.

Once a customer engages with a video, they have already shown a certain level of interest in the product or services the marketer has to offer. These viewers can then be easily converted into a funnel with the help of an opt-in form, registration, or download. This also helps in saving the time of a prospect, and thereby strengthening the new relationship.

Videos provide a realistic sense of scale, features, usability, and an end-to-end view that cannot be offered by text and images alone. Once the customer understands the product through a demonstration video, chances of confusion post-purchase can be reduced drastically.

Hence, it is safe to assume that video marketing is the rising star in the digital marketing landscape. This could be possible due to two main factors – intensive social integration and large investments by internet giants. As a result of the cohesion between marketing channels and video, the possibilities have become endless. It has already started gaining a vital place in the marketing strategies of leading businesses, as the information it contains is conveyed easily to customers, thereby driving traffic and engagement.


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