The Case for Adding Video to Your Emails and Landing Pages

Video has become an essential part of inbound marketing. That’s certainly no secret. What is a secret to many businesses, however, is how to integrate video into existing marketing strategies. Over the last three or four years, video has made amazing strides, overtaking static emails and blog posts with the attention-grabbing entertainment consumers prefer. According to HubSpot, “more than 50% of consumers want to see video from brands…more than any other type of content.”

That means emails and landing pages, as well as social media and blogs.

What does that mean for you? Well, if you’re already using videos, you’re on the right track, but if you’re not using this medium at all—or if you’re not utilizing it in your emails and landing pages—you’re missing out on a lot of attention that could otherwise bring people right to your front door.

The Bottom Line: Video Improves Conversion

For starters, 90% of internet users say product videos are helpful in the decision process, according to a round-up of stats by Forbes. The article also cites the fact that conversion rates can increase by 80% when a video is included on a landing page. If you’re wondering why marketers would use videos in emails and landing pages, you can answer the question with two simple words: it works.

Here’s another thing to consider: your competitors are very likely using video in their emails and on their landing pages. According to Wyzowl, 87% of businesses now use video as a marketing tool, a sharp rise from 63% just a couple years ago. In other words, if you’re not utilizing the power of video in your marketing efforts, you’re among a very small percentage of businesses that isn’t catering to consumers’ demands. Result: your audience is going to your competitors.

The Benefits of Adding Video to Emails and Landing Pages

Nobody writes an email or creates a landing page for the fun of it. Both of those elements are specifically designed to increase brand awareness, obtain vital contact information, and convert visitors into customers. When done correctly—and when you adhere to today’s consumer expectations—you’ll check those boxes and fulfill other points in your overall inbound marketing strategy, as well.

In a fascinating case involving personalization, video marketing company, Vidyard, helped PortoBay Hotels and Resorts politely ask their customers to opt in to further communication using a video that speaks specifically to the person viewing it. It must’ve gone over well because:

  • 28% more people opened their emails
  • 11% more people clicked on the emails
  • 22,000 more people opted in

While this example is specific to email, the same notion holds true for landing pages. The task is to grab the attention of the audience and make them want to click, subscribe, download, or engage on a more intimate level. Video opens the channels of communication unlike anything static pages have ever been able to do.

How to Integrate Video Into Your Email Marketing and Landing Pages

Now that you know the importance of video from a numbers perspective, let’s look at how you can utilize this medium to engage your customers and prospects.

1. Education
Let’s say you have a fairly complex product, or maybe you’re a SaaS company that needs to provide demos in order for your users to get the full benefits from your brand. Videos on your landing pages and in emails can help walk potential customers through frequently asked questions, fun tidbits, and easy ways to navigate the system. When people see products and services being used in real time, they’re far more likely to continue showing interest, rather than backing away when something feels unfamiliar or overwhelming.

2. Spicing Up “Boring” Industries
Not everybody can sell vacations to faraway exotic places. Insurance sales, HVAC maintenance, and vacuum cleaner repair, for example, don’t always provide for the most titillating content. This is where video can really make a difference. You can spice up your landing pages and email campaigns with dozens of different videos, including interviews with your staff, testimonials from your clients, and examples.

3. Eliciting Emotion
People respond positively to emotional cues, which means they’re prime for signing up for your services, downloading your eBook, or subscribing to your newsletter if you can find a way to entertain them. One of the biggest challenges with written content is eliciting the type of emotional response you want your readers to have. After all, everybody reads words with their own inflection and tone of voice. With video, you can tell the reader exactly what you want to say, distributing the type of inflection and emotion you’ve designed your script to provide.

Do you need help integrating videos into your current marketing strategy? Perhaps you need help building a comprehensive inbound marketing strategy? In either case, The Weinstein Organization is here to help you. Reach out to our team to schedule an initial consultation today.