Video in email — including the embedding of streaming content inside email body text — has transcended previous technical obstacles, and is now ready for marketing prime time, according to video experts at ReelSEO.com.
Our previous post covers the benefits and business case for small-business video marketing, so we won’t rehash it here. But we will summarize why ReelSEO believes now — more than ever — video email deserves closer consideration:
Video email creates the same sense of engagement and excitement as on a website or landing page, while requiring just one click to deliver a brief but highly engaging presentation of:
Remember that video email is a branded communication medium. So messaging and presentation must be appropriate and relevant to your audience. The email should also: add value to the viewing experience; help achieve campaign goals; align with brand voice and image; and follow best practices for production and deliverability.
First Sip the Soup
Before diving into video email, invest a little time in learning about different formats, so that when you and your marketing services provider or team convene, you won’t glaze over when alphabet-soup terms like HTML5, .GIF, .PNG come up.
Video email is here to stay, and it may just be the difference needed to push your marketing to a whole new level.
Virtual Real Estate Transaction Coordinator
When integrated marketers think of using YouTube, they tend to think of the latest viral video sensation and how they can duplicate that success. Don’t even go there. You don’t get to decide what goes “viral”. That’s up to the viewers.
Don’t Try to Duplicate Viral Success
It’s extremely difficult to predict or duplicate viral success. For instance, in the summer of 2012 a video by Korean rapper PSY called “Gangnam Style” featured campy choreography that simulated riding a horse. Within a month of its release, the video racked up over 28 million hits on YouTube and inspired parody clips from all over the world. As of this writing, the video has over 1 billion views.
So never mind the viral part and focus instead on generating traffic back to your website. The three traffic-generating giants include Facebook, Twitter, and YouTube.
Videos Rank Highly on Google
YouTube (which is owned by Google) is the second-largest search engine after Google. YouTube is also one of the smartest marketing tools in your integrated marketing program. While it may be hard to get your website on page one of Google, videos rank highly in search results because there aren’t as many marketers using them effectively.
4 Billion Pairs of Eyes
YouTube currently receives over 4 BILLION views—every day. Now that YouTube offers its own online video editing tools, it has never been easier to create video content, share it with the world, and drive traffic back to your website.
YouTube is successful because it empowers you, the user/viewer, to become the broadcaster. You can make videos about whatever you want, and whatever your audience wants.
YouTube marketing authority James Wedmore offers these five tips for creating videos successful videos:
5 Essential Video Ingredients:
Have you started using video to market your company? We’d love to know about other companies you see using YouTube effectively. Include links of notable examples you’d like to share in the comments.
TC On Point - Transaction Coordinator Company
Internet researcher, comScore, revealed that in May, more than 180 million U.S. Internet users (84.5% of the U.S. total) watched 36.6 billion online content videos. YouTube reported more than one trillion-with-a-T views—or about 140 views for every person on earth. Staggering stats, to be sure. But isn’t entertainment, not information, the goal of most online viewers?
Hang on to your paradigm shift. Because as Invodo.com reports, consumers in record numbers are using video to inform buying behaviors:
Video turns interest into engagement:
It’s said that people buy from those they know, like and trust. Web video marketing enables companies to accelerate know-like-trust by showing off products, services or expertise in engaging and emotional ways static print materials can’t.
Take “How To,” thought-leadership or educational videos. They not only help introduce and humanize your company, they can also position you as the industry expert—just as clips of happy customers touting your methods, system or results can confer instant credibility.
Web video marketing’s SEO benefits:
Citing Google’s ever-growing link-juice (love and authority) for video, search marketing guru Bruce Clay calls video “must-have content.” “Video’s biggest element (advantage) is that it’s high engagement. Any site that wants to rank highly must use video,” Clay says.
Why aren’t SMBs all in?
Despite these advantages and opportunities, many businesses remain on the sidelines, convinced that web video marketing is too complex, costly or time-consuming. The fact is that costs are down and quality is up.
So whether you outsource the task or do it yourself in-house, creating serviceable video content has never been easier or more affordable. Linking to videos from other materials is a great way to infuse energy and momentum into a new (or flagging) integrated marketing campaign.