10 Tips for Adding Video to Your Digital Marketing Mix 1 Integrating video content into email, social media and other digital channels can pay off big for marketers. Not only are more people engaging with video, but these video interactions are helping drive increased revenue:
• More people watching: Video views on Facebook doubled from 4 billion in April 2015 to 8 billion in November 2015.1 • Mobile explodes: “Watch time” on mobile devices doubled from 2014 to 2015; it grew 60 percent overall in that same time.2 • Higher subject line CTR: Emails with “video” in the subject line generated an average 65 percent higher click-through rate.3 • Video content outperforms: Email campaigns with video content can drive up to a 200-percent higher CTR that similar campaigns without video.3 Video is also a low-barrier program. All you need at first is a smartphone that shoots good-quality video, although top-quality equipment will make your messages look polished and professional. More importantly, if you want to build a video-marketing program that drives awareness, engagement and revenue, you’ll need a well-thought-out plan that integrates with your company’s interests and business goals. The 10 tips below will get you on the right path, whether you just shot your first video with your iPhone or have a library of videos on YouTube already. © Copyright IBM Corporation 2016
Map the customer journey first.
Mapping your customer journey will help you understand the stages in your customer relationships, including research, consideration, purchase, postpurchase and loyalty. Along the way you’ll identify touch points where your customers come in contact with your company and brands, as well as uncovering obstacles that prevent them from moving forward in their journey. Look for opportunities where different messaging sources – email, video, website, social media, direct mail – can move your customer down the path to purchase. For more details on the journey mapping process, please see our white paper, “Customer Journey Maps and Buyer Personas: The Modern Tool Kit for Marketers.”
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Identify how video can enhance the customer journey.
As you identify touch points, you’ll begin to see where video can tell a story, answer questions or create excitement. You might find gaps in messaging that a well-timed demonstration or behindthe-scenes video (live action or animation) could fill better than an email message or straight web copy. Similarly, you might discover places in the journey where contacts frequently stall – perhaps a strategically positioned video might help nudge them along more effectively than your existing touch point?
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