September 15, 2011


Consumers enjoy watching video that much is clear, witness the success of the magic box, also known as the television.  What consumers hate about television is the commercials.  You have probably already considered adding some video content to your website, but have you thought about adding it to your email blasts, as well?  Video is much more likely to generate a click thru than any other email content.  However, there are some things to remember about creating video marketing content for online distribution.

Keep it Informational, No Hard Sales

Consumers enjoy watching video content, but commercials are something to be endured or tolerated.  Don’t put a commercial in your email blasts; it works against your marketing efforts.  Instead, take the opportunity to teach customers about solutions that may help them.  Consumers are more interested in researching products before purchasing than ever before.  The availability of information via online sources allows consumers to make informed purchasing decisions.  You must ensure that your videos educate consumers, not only about your company or products, but about solutions to problems they experience.  Keep video content focused on customer needs, rather than company sales directives.  Video content needs to be used thoughtfully to build customer relationships.

Make an Emotional Appeal

Videos naturally trigger reactions that help develop trust, and including emotional content in the video will increase the potential impact.  Your video should talk to customers about problems they face and potential solutions.  The emotion should come out at the end, and connect with your brand.  By helping customers determine what they need or want, and by appealing to their emotions, you generate potential sales.  Including video content may not be something that you can do internally, so hiring a marketing company can help your business with the necessary production elements.

Email blasts are included in most marketing campaigns, and companies should always be on the look out for new ways to improve read rates.  Email blasts are still popular because they are cheap to produce, but they do not have the best success rate.  Many emails have a less than 10% read rate, which means that any strategy that can up that number is incredibly valuable.  Video content embedded in emails can increase read rates by up to 500%.  Make sure that your company is staying at the front of the marketing wave, so that you get the most benefit from your marketing efforts.

Thanks!

Sean

Internet Marketing Academy

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