3 Ways to Break Through the Noise and Boost Response with Video

Marketing Response Video

You may have heard this quote from Dr. James McQuivey, principal analyst serving marketing professionals at Forrester: “1.8 Million words is the value of one minute of video.”

This doesn’t mean we should stop communicating via the written word—but to stop and listen: we should give video a place in our communications if we want to engage our audience and boost response to our marketing messages.

Video: A Powerful Communicator
Why do we—as marketers and consumers—love video? Get ready for an onslaught of statistics, because there’s a whole lotta data to back-up the power of video on modern direct response marketing communications:

Videos are engaging:

  • The average internet user spends 88% more time on a website with video. (CodeFuel)

Videos are sharable:

  • 92% of mobile video consumers share videos with others. (Hubspot)
  • 54% of senior executives share work-related videos with colleagues weekly. (Forbes)

Videos drive action:

  • 64% of consumers are more likely to buy a product after watching a video about it. (comScore)
  • Using video on landing pages can increase conversion by 80%. (Eyeview Digital)

Are You Ready to Use Video in your Direct Response Marketing?

According to the Content Marketing Institute, nearly 80% of B2B companies are using some form of video in their content marketing. And marketers use videos most consistently at the top of the funnel to:

  • Create brand and/or product awareness (77%)
  • Promote social media/community engagement (63%)
  • Communicate brand story (58%)
  • Generate leads (51%)

Video is effective because it combines the audio and visual, thus engaging two of our senses. It can make an emotional and intellectual connection faster than, say, simply reading words next to static images. Plus, videos are relatively easier to consume (just sit back and relax). And let’s face it: videos are entertaining!

Let’s focus on 3 ways you can use video to enhance or supplement media channels you’re already using:

1. Add a Video to a Landing Page
If you’re running an online ad or driving prospects to your website from a call-to-action as part of a direct mail or e-mail campaign, put a video on the dedicated landing page. The video can either be used to demonstrate the product, explain the offer or BE the offer. In the latter case, the video is exclusive content that likely teaches your prospect about something that’s important to them while demonstrating your company’s expertise.

A landing page may also be a great place to showcase customer testimonial videos. Prospects may appreciate this content while they’re exploring their solution options and determining whether or not your solutions are a good fit.

2. Link to a Video in an Email
Most of us don’t open emails eager to sit and read pages of information. Video is a way to get the point across quickly and in an interesting way. The way you use a video in your email depends on your audience and offer. If you’re communicating with new customers, you can share a video providing instructions on how to set up or use your product.

Keep in mind that some email clients may block messages with embedded videos; be on the safe side and use an image file and embed a link to it instead.

3. Feature Video in a Social Media Post
Social media is ideal for video. Think “share!” Social media posts featuring an image or video grab our attention and communicate information without your audience having to “click-through” to an outside website.

For more ideas don’t hesitate to contact us.