How Video Fits Into Your Direct Response Goals
It’s getting harder than ever to capture consumers’ attention, and that goes doubly for advertising and direct response campaigns. Consumers are leery about clicking, reading, or viewing anything that appears to be advertising, and so we’re left wondering:
How can we connect with consumers in meaningful and fruitful ways?
One channel that continues to deliver results is video. With a new slew of video advertising options, meeting direct response goals is getting a lot easier. Let’s look at a few ways that video can be an effective part of your marketing strategy to help you increase sales.
Email + Video = Winning Combination
While the efficacy of email marketing may be dwindling slightly the more newsletters and promotions that fill a consumer’s inbox, video is actually helping email make a comeback.
In fact, videos in emails can see an increase in clickthrough rates as much as 200-300%. Because video brings your brand to life, it’s hard for subscribers to resist clicking on the play button. Videos help humanize your brand, and make your emails stand out from the crowded inbox.
Marie Forleo, a business coach who helps people start and grow businesses, has the video email thing down pat. From the first email you receive from her, you get access to her witty videos, and her emails are helping drive her YouTube subscriber numbers to over 370,000.
Social Media: A Natural Partner for Video
Video is a natural extension for social media: because the nature of social media is to share, videos reap the benefits. In fact, social videos get 1,200% more shares than text and images combined. The more people who view your video, the more potential customers you reach.
Additionally, videos stand out in a social media feed, causing users who are scrolling down to stop to click to view them.
Snapchat was one of the first social channels to really embrace video, and its Stories feature, which has contributed to the 10 billion daily views on the app, is so popular that it’s been mimicked by both Instagram and Facebook.
Cedar Point Amusement Park in Ohio found a clever way to leverage video in Snapchat when it launched a ghost-hunting competition. Snapchat users would play a video and then screenshot the video when a ghost appeared in between scenes. Often players watched the video several times in an effort to capture the fast-moving ghost. The brand saw a 233% higher engagement rate than with its other social platforms.
Video Ads: Clicks to Conversions
Even a well-targeted pay-per-click ad may not result in conversions to sales, but video is changing that. Video ads are increasing paid search conversions as much as 57%, which is quite significant.
Given that PPC ads continue to hike up in price as competition drives demand, Google video ads are impressively affordable, at around 6 cents per click. Ads are shown on YouTube in search results, as well as before, during, and after videos play. Facebook video ads, too, are rising in popularity, given the captured audience of nearly 2 billion monthly users. These play in the middle of a user’s social feed, and are identified as sponsored content.
Because viewers are already in the mindset to watch videos, they’re more likely to click to play (or at least not stop an autoplay ad from rolling) and get exposed to a new brand or product.
Veeroll, a company specializing in video ads, proved its mettle with a recent Facebook ads campaign. The brand tested several videos in a 2-week ad campaign promoting a webinar, spending $2,500. The result? An additional $11,000 in monthly subscription revenue. Not a bad ROI.
Adding Video into Your Direct Response Campaigns
Each of these examples shows that video can enhance what you’re already doing. If you haven’t yet started using video, first record in detail the results you’re currently getting with a given marketing channel. You’ll want to use this as a benchmark to measure against once video comes into the picture.
Add video into a channel in a meaningful way. That means that you need to spend time planning what your video should be about, assessing how it can best help you connect with potential customers. Would they embrace a product review? Tips on how to use the product in innovative ways? An interview? A behind-the-scenes look at your company? You can test all of these video types out, but just do so one at a time so you can measure results to understand what’s appealing to your audience.
Remember: video isn’t a fix-it-all solution, but rather one that works well with other channels like email, blogs, advertising, and social media. Just like with any marketing campaign, you should set goals for your video marketing campaign and promote the video across multiple channels to maximize results.