If you’re going to use videos in marketing collateral, think outside the proverbial box…especially if you run an ecommerce or retail operation. I have a few ideas to increase your customer engagement now and especially around the holidays. Considering that 75% of viewers visit a company’s website after watching a video (Digital Marketing Sherpa, 2014), it makes sense to get a little creative with video messaging.
Let’s face it…we’re all on the clock, and we have to find the most efficient way of doing things. The best way to use videos in marketing (in my opinion anyway) is to start by segmenting your customers. Of course, you should apply this to all marketing strategies. But start with grouping customers into product categories based on previous purchases. Most of your customers will be on my lists. By now, you should have data that tells you what your customers are buying and when. Use it when segmenting. Have as many segmented lists as needed.
Once you have your segmented lists, add specific products. Take advantage of your CRM to keep data in one place. Easy enough. So for a gal like me, you’ll have me in the baby/toddler category. So you would probably add products like winter clothes, toddler toys, etc.
Create Those Snazzy Videos
Now the fun begins. You actually get to create the videos to showcase these products for your segmented lists. You can go the professional route, but honestly, I like the more organic, homegrown videos. It’s more personable, especially coming from a small to medium sized operation. Surely there are other shoppers who like feeling connected to where I shop…where everyone knows my name and “get me.” So, my advice, don’t spend thousands doing this unless you have a really talented person on staff. Then go for it.
There are several types of videos you could use.
· Slideshows of pictures you’ve taken of the product. Those are good and pretty easy to create.
· Shooting custom message with videos on location. This is my favorite because it is more personal. Get a team member (preferably the manager or owner of your operation) to go on camera talking about the products, next to the products. You’re connected “one-on-one” with the viewer, but you’re also showing customers (if you have a brick and mortar), where the product is in store!
Ready, Set, Go!
Now you’re ready to put it all together and actually send a video newsletter. You could use your email provider, or you could go with the pros at Inviter. They specialize in mass video newsletters. Sign up (three pricing options for businesses), upload your segmented lists, create an event (your newsletter for each segment), upload your video, schedule, and you’re done. It’s that easy.
Parting Words: Frequency
My last bit of advice on this. Do this as often as you want, but for sure during the upcoming holiday season. Start planning for Black Friday and Cyber Monday now. I would send promotional video newsletters Thanksgiving Day (and eve for that matter) and several weeks right before Christmas. Then use your judgment on sales cycles throughout the rest of year.