Top Four Ways Video Enhances Marketing Automation Efforts

The success of Marketing Automation tools like Marketo, Eloqua and Pardot have led to an explosion of communications.  Target buyers are bombarded with marketing messages meaning they are all too quick to press the delete button, often making decisions in seconds. 

So, how do digital marketers gain an edge which enables their messages to cut through the noise and gain a positive reaction?

The answer is simple: Video.

Video is an easy and powerful way to squeeze even more out of your marketing automation practices and get better results.  Video can be used to incrementally improve every stage of the marketing funnel.  

Working with Element 26, Buto has put together the top 4 ways video can further improve and enhance results from your marketing automation efforts.

Build Quality Lists

Due to the recent tightening of data protection laws, a significant challenge for marketers is sourcing and building high quality and targeted lists.  Without a target list, email marketing is all but redundant.  

Integrating in-video contact forms into videos at the start, middle or end helps feed marketing automation platforms with quality leads for future marketing through nurture campaigns.  

Improve Results from Campaigns 

With video now the preferred method for consuming content inserting video into campaigns can dramatically improve the results of digital marketing campaigns. Unbounce found including a video on a landing page increased the conversion rate by 80% and Hubspot see including a video in email campaigns leads to a 200-300% increase in click-through rates.

There are different types of video for different stages in the customer journeyCurata identified the top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%).  When it comes to getting prospects across the line, 90% of users say that product videos are helpful in the decision process (Hubspot)

Therefore video can significantly increase results of marketing automation campaigns throughout the stages of the customer journey.

Enhance Data Insight

The analytics available on video views are arguably much more granular than those for consuming written content.  For example, if a prospect downloads a PDF, marketers don’t have a view on if they have actually read any of the document.  With video, marketers get statistics on how much of the video a prospect watches. This can feed into improving video content as well as providing incredible insight into the quality of the prospect viewing the video.  Those viewing the complete video can be ‘scored’ or rated higher by the marketing automation platform than those watching under half of the video. This enhances the accuracy of lead scoring models with ‘real’ interest as opposed to ‘implied’ interest.

Video can, therefore, contribute to a more accurate lead score and an indication of interest to help personalise and tailor future marketing and sales activity.

Increase Reach 

Most successful marketing campaigns include promotion and sharing on social networks to widen the reach and access new prospects beyond known data lists. Marketing automation platforms include the ability to easily share content and monitor campaigns via in-build social media sharing buttons and shareable videos.

Using video as part of social campaigns can further improve the success of marketing campaigns with social video generating up to 12 times the shares than text and images combined.  Twitter themselves see video on Twitter as 6 x as likely to be shared than photos. Therefore, by using video in social media campaigns integrated with marketing automation platforms, digital marketers can significantly increase their reach (and track it) to a much wider audience. 

Coupled with the sophistication of a marketing automation platform, video (done well) is extremely compelling and a great way to foster engagement and yield better results from marketing campaigns through shares, click-throughs, lead generation and data insight.  

Get in touch today to unlock the power of video and enhance your marketing automation efforts with Buto.

About the Author

Joanna Roberts

Joanna Roberts runs Lead Generation and Partnerships here at Element 26.
Originally from Manchester, Jo enjoys a burning passion for video marketing and photography.

A keen traveller, Jo has visited 11 different countries in the last two years with teaching in Vietnam being a massive highlight. She loves adventure, especially skiing as it combines her love for seeking out new places and the thrill of doing something out of the ordinary.

If you wish to get in touch please contact her on

5 ways to improve your confidence on camera.


If like myself, the thought of going in front of the camera makes you wish the floor would open up and swallow you whole, this blog is probably for you. 

Communication is changing, written emails will soon be a thing of the past as personalised videos are the latest trend amongst marketers and sales advisors.

Videos get your message across in a way that will grab attention and keep people engaged. Time has become more precious, with workloads constantly increasing, meaning people want information in the quickest and most digestible way possible. 

So whether you are creating a video for your emails, social media or even your website, then follow these steps to make sure you look (and more importantly feel) like a natural. 


I know this seems pretty straight forward but you will be surprised how little you breathe when your anxiety starts to kick in.  I noticed that my best takes were when I took a minute to take a deep breathe before. It will show through in your body language and will make your viewers more relaxed. 


Run through what you want to say before. Whether that is creating a script or having a list of points that you want to include. Personally, I don’t work from a script as I find this approach much more natural. However, it is always good to have an idea of the things you want to say to make sure you don’t miss anything out. When I created my first video I found that a script helped me get comfortable speaking in front of the camera, once I felt relaxed and confident in what to say I spoke naturally. 


Find an area where you won’t be distracted. If it isn’t nerve-wracking enough going in front of a camera, it’s worse when you feel like you have all eyes on you. Once you feel more comfortable on camera it won’t bother you as much if people can see you.


.. when speaking. You’ll probably find that you start to speak really fast initially, as your natural instinct is to want to get it over and done with. However, this won’t come across well, and will actually cause you to make more mistakes. Slowing down will give you time to think about what you want to say as you are saying it, it makes you easier to watch and will engage your customers more. That being said don’t slow it down to the point it makes people impatient, the key is for it to come off as natural and relaxed as possible.


Even if this isn’t your idea of fun or it isn’t coming naturally to you. If you have fun, it will start to relax you and your energy will come through on the camera. Take my video for example, my mistakes ended up being my quality content. Once I had done a couple of takes I felt much more comfortable speaking to camera. 

Still doesn’t sound like your sort of thing? Speak to a  professional and let us do it for you. 

Get in touch today!

About the Author

Joanna Roberts

Joanna Roberts runs Lead Generation and Partnerships here at Element 26.
Originally from Manchester, Jo enjoys a burning passion for video marketing and photography.

A keen traveller, Jo has visited 11 different countries in the last two years with teaching in Vietnam being a massive highlight. She loves adventure, especially skiing as it combines her love for seeking out new places and the thrill of doing something out of the ordinary.

If you wish to get in touch please contact her on

No going back: How video is changing internal communications for good

Internal communications are the foundation of any successful business. It ensures the smooth running of work across sectors, teams and individuals, from company updates to job delegation and news sharing. 

Without internal communications, businesses would be in chaos; employees would be out of touch with their leadership teams and vice versa. No one would have any idea what was going on! Just as important as our external communications are to stakeholders, customers and the general public, our internal communications are vital to happy employees and a healthy employee life cycle.   

With technology advancements happening all the time, internal communication platforms are transforming the way businesses share messages, collaborate, learn and organise. For the last few years, the challenge has been deploying a streamlined system that doesn’t feel outdated or complicated when users start sharing content across it. 

Now businesses are waking up to the importance of using better platforms, the focus has turned to the kind of content they’re sharing on them. There’s no point spending money and time on a platform if the content isn’t engaging.

Gallup recently revealed that engaged employees are 21% more profitable. This means that in increasingly competitive and challenging markets, businesses have to engage their employees through the right mediums to ensure continued success. 

So the question is, how can you maximise employee engagement through internal communications? Do you encourage retention and compete for time against endless emails, instant messaging sites and social media platforms like LinkedIn and Instagram?

Video could be the answer.

The video revolution

Video has the potential to completely transform the way we communicate across a business, both in the office and across a global enterprise. It can be your most valuable ally for anyone interested in learning and sharing content about culture, people or projects. According to Forrester Research, employees are 75% more likely to watch a video than to read documents, emails, or web articles. 

Crucially, for employees to engage, understand and retain business information shared internally, it has to be interesting, and video is a much better medium to achieve this. Its versatility makes it ideal for delivering corporate messaging, whether for company news and updates, on-boarding, team building or learning and development.

The benefits of video


Communicate messages in seconds, rather than requiring paragraphs of reading.


You don’t have to be a literary genius to share good content. Just pick up a camera and get filming.


Using secure employee experience platforms for internal comms, you can limit access or sharing abilities as needed. 


Only 5% of users will stop watching a video after one minute. 


It’s too easy to hide behind our keyboards. Video is a great way to help us become more confident by practising speaking. It can help raise confidence for future meetings, presentations and interviews. 


Watching real people is a far more personal and human experience than reading a document. The freedom of video lets you create far more emotive content.


Detailed tracking of engagement to learn about viewer interests and preferences.  

Why video and internal communications are the ultimate power couple 

The freedom and unrestricted potential of video means it conveys a lot of information in fewer words in an engaging way. Video might not be the traditional communications method, but times are changing. With many of us sticking to emails or blog posts when we have a message to pass on. The corporate world has fallen behind personal consumer channels, with YouTube, Snapchat, FaceTime and social platforms like Facebook and Instagram using video to lead the way for social sharing. 

Email is still hugely popular, but a video is much more accessible. The combination of show and tell is simply more effective. Often emails can be ‘spammy’, with important messages diluted or completely missed. Communicating via email is still very much a part of business culture, and while you can’t easily make employees form new habits without work and commitment, video can bridge the gap to successful internal communications that users actually want to engage with. 


This blog is a guest blog supplied by Phoebe Barker of StoryShare.

StoryShare exists so employees can love their work.

StoryShare is a SaaS Communication and Learning Experience Platform optimised for mobile. The platform delivers ‘Netflix style’ communication and learning experiences to improve Employee Engagement and better equip people to do their jobs. The service can reach any employee, anytime, anywhere, on any device.

StoryShare is deployed at leading brands including Unilever, Accenture, Covestro, Renault and Upfield.

About the Author

Joanna Roberts

Joanna Roberts runs Lead Generation and Partnerships here at Element 26.
Originally from Manchester, Jo enjoys a burning passion for video marketing and photography.

A keen traveller, Jo has visited 11 different countries in the last two years with teaching in Vietnam being a massive highlight. She loves adventure, especially skiing as it combines her love for seeking out new places and the thrill of doing something out of the ordinary.

If you wish to get in touch please contact her on

Branded Marketing For B2B Businesses

Epic Creativity, Provoking storylines and an impression that will last a lifetime

If you are a marketer working in the b2b industry I’m sure you’ve seen a lot of “Market your B2B like a B2C business” floating around. As a business, this opens up the door to creating more emotionally driven, entertaining content that will build awareness and eventually convert.

When we hear the word corporate or B2B unfortunately, it all too often conjures up images of facts and figures, forgetting that the decision makers on the other side tend to respond to much more emotional language.

More often than not (and we are all guilty of it) we see b2b businesses lacking in creativity and the emotional buy-in that you would expect from any well-respected brand. Finding words like ROI and SEO plastered all over our newsfeeds quickly become pretty repetitive. Chances are if you’re bored of seeing it then everyone else probably is as well.

So it begs the question  “how do I create a better-branded marketing experience for my potential leads?” Well, I’m glad you asked…


Okay, so you’ve realised you need to add a bit of flair to your content strategy but you’re not quite sure where to begin. Regardless of whether you’re as flamboyant as Elton John dipped in glitter or as dull as a grey wall, we’ve created the following checklist of seven items to help you on your creative journey:

1. What is the purpose of creating this content?

2. What do I want the outcome to be?

3. Who is my target audience?

4. How do I want my audience to feel?

5. Which videos do I like the style of?

6. What resources do we have access to in order to create this content i.e Graphic designers, videographers, animators?

7. What is my budget?

Once you have answered all these questions, you will start to have a better understanding of what you would like to create and the purpose behind it all. This will make it easier when brainstorming ideas of the storyline, which leads us on to our next point.

Epic storyline

Your storyline is EVERYTHING. Advertising has changed a lot in the last few years, especially since the intro of smartphones and social media. Attention spans are down to 8 seconds when watching a video, so if your content isn’t gripping your audience within that time frame that’s another prospect that you could have potentially won over if you had the right storyline.

So, what makes for a compelling storyline?

1. Emotions

 Ask yourself how you want your audience to feel when watching and make it your top priority to execute it

2. Characters

 Create characters that your audience will resonate with (forget about how they look.. *Unless it’s Tom Hardy*

and focus on their mannerisms and behaviours). 

3. A crafted plot 

By this, we mean to create a storyline that isn’t expectant of your brand. For example, if you were selling baked beans you could either have a video of someone eating the product and saying how nice it tastes or you could do the unexpected and create a storyline like the one you can view here.

4. First impressions count!

So don’t blow it. People spend their lives scrolling so make your video thumbnail stand out, to make them stop and want to watch your video.

5. Clarity

 Make sure your message is relevant and easy to follow. Take this video from PlayStation, it makes no sense and it leaves you thinking “what did I just watch” 

Top Quality

Do not skimp on quality and by quality, we mean production values, ie the quality of your graphics, storyline, actors (if you have any), sound etc. So how do you guarantee quality and for the right price?

1. Hire a video production company

(i know we’re biased) but it’s true. The only way to guarantee a high-quality video that will deliver on results. You wouldn’t cut your own hair and expect the same results than if you had got it done professionally. Well, the same applies to video production.

2. Do your research

as I mentioned previously, knowing why you are creating your video and the goals you want it to achieve will help the process with creating a video that delivers on results.

3. Ask people for their opinions 

Be that your staff, friends or even customers. Include people throughout all the decision making moments and make sure that it will appeal to your target demographic.


The big one! So you have completed your video and you’re super proud of it. But now what? Where will your video work best? You could have the world’s best video but if you’re not putting it on the right platforms and in front of your target audience then the whole thing becomes mute.

It sounds pretty straight forward when you think about it,

but time and time again we see great videos not getting the results they deserve. Here are a few things you should consider…

1. Pick your social platform

 Where is this video going? What are your audience’s interests? When are they most online?

2. Behaviours of your demographic

what type of humour do they have? What gets the most engagement?

3. Paying for boosted posts/ads

 Which route will you go down? Youtube ads? Google? Facebook? Again consider the behaviour of the consumers in that targeted area, how long the videos can be on the platform and research into what ads have been successful and for what purpose.

When you have a full understanding of what you will do with your video everything else will fall into place. Don’t just assume that because you have paid all this money for a video that posting it on social media will give you the results you are after. Yes, if you have a big enough following it may work, however, give yourself the best possible chance of success by tailor making your video distribution strategy that will command the attention of your audience.

Now is the best time for B2B companies to think outside the box and push the limits of their creativity. Make a conscious effort in becoming a company that is memorable by creating a powerful storyline that captivates your audience.

Videos have a proven track record of giving companies their desired results and it can for you as well, as long as you are ready to invest your time and resources, think about your audience and what will resonate with them and more importantly think about the distribution, where you want your videos to go and why. If you follow this method then you will be on your way to creating a video that converts.

About the Author

Joanna Roberts

Joanna Roberts runs Lead Generation and Partnerships here at Element 26.
Originally from Manchester, Jo enjoys a burning passion for video marketing and photography.

A keen traveller, Jo has visited 11 different countries in the last two years with teaching in Vietnam being a massive highlight. She loves adventure, especially skiing as it combines her love for seeking out new places and the thrill of doing something out of the ordinary.

If you wish to get in touch please contact her on

10 Reasons Why Your Business Should Be Using Google Ads

Google Ads (or Google AdWords as it used to be called) has been around for nearly 20 years, but there are still lots of businesses who are wary or sceptical about using it as a way to generate leads and sales.

In this post, I’m going to look at 10 reasons why you should consider using Google Ads to promote your website and get more customers. I’m also going to provide you with a free resource to help you get started and create your first Google Ads campaign.

But first, let’s clarify what Google Ads actually is. In a nutshell, it’s an advertising platform that lets you pay to have your website listed on Google. Because it is a form of pay per click (PPC) advertising, you don’t pay for your advert to appear. Instead, you only pay if someone clicks your ad – at which point they are directed through to your website.

If you want to know more about what Google Ads is and how it works, check out this blog article, but for now let’s move on to talking about the reasons why you should be using it to promote your website.

1. Get to the very top (aka money talks)


The first four Google Ads that appear on each search results page are positioned above the organic results. Therefore, even if you do some really great SEO (search engine optimisation) and get to the top of the organic results, there could still be up to four paid-for listings above you. So if you want to get to the very top of the search results, Google Ads is the only way to do it.

2. Instant results

Whereas it can take up to six months to see results from SEO, when you advertise on Google Ads you will typically appear in the search results within a few hours of going live.

3. Get more traffic…

A 2019 survey found that 63% of people will click on an advert on Google (so don’t be put off by those people who tell you they never click on the ads), which means Google Ads is a great way to get more traffic to your website.

4. …and more conversions

People who visit your site via PPC ads are 50% more likely to purchase something that people who come to you via organic listings, according to Unbounce. And Google themselves say that, in general, businesses that use Google Ads make an average of $2 in revenue for every $1 they spend on advertising.

5. Highly targeted

If you choose your keywords carefully and use the right type of keyword matching, you can make sure your ads only appear for searches that indicate a high degree of commercial intent – e.g. “video production company” rather than “how to make a YouTube video”.

You can also restrict your ads based on the searcher’s location, their age, or their gender. So if you only want to advertise to men in their 30s who are based in Manchester and want laser eye surgery, then you can do it with Google Ads.

6. Brand protection and awareness

According to research by Google, using Google Ads can increase brand awareness by 80%.

It’s also a really effective way to protect your brand and stop competitors from stealing your business.

7. Highly measurable

It’s very easy to measure the return on investment you get from Google Ads. By using the built-in conversion tracking, or linking Google Ads to Google Analytics, you can easily see how many of your PPC visitors submit an enquiry form, make an online purchase, sign up for a webinar, or whatever your conversion goal is. You can even track how many of the people who contact you by phone found your website via Google Ads.

As well as getting details of the total number of conversions generated by Google Ads, you can also drill down to see which keywords bring you the most conversions and focus your budget on the ones that give the best return on investment.

8. Remarketing

One of the many extra features that are available to businesses that use Google Ads. Remarketing ads are text, image or video ads which appear all over the internet to encourage someone to return to a website that they have previously visited. The theory behind this is that if the person didn’t convert on their first visit to your site then they might do so if they return for a subsequent visit. The theory is borne out by the fact that remarketing has been shown to increase conversion rates by 161%.

9.Choice of ad formats

Although the main use for Google Ads is to get your website featured on page one of Google, your Ads account can also be used to advertise on third party websites that make up the Google Display Network, as well as on YouTube videos, and via promotional Gmail messages. This means the opportunities to engage with your target audience across a range of platforms and devices is huge.

10.Flexibility and control

As long as you know what you’re doing you can have a lot of control over how your advertising budget is spent on Google Ads. You can limit the amount you pay for each click and also the total spend per day so as there shouldn’t be any nasty surprises when your bill arrives.

You can also pause your advertising whenever you want (e.g. if you get too busy) and then resume it at the click of a mouse.

And you can set automatic scheduling so that your ads only appear on certain days of the week and/or at certain times of the day.

So if Google Ads is such a great system with so many benefits, why are some people still wary of using it and why do you hear horror stories from people who have spent loads of money on it and got little or nothing back in return?

Well, to put it bluntly, it’s because Google makes it very easy for a first time user to set up a Google Ads campaign but they also make it very easy for you to do it in a way which will make more money for Google than it does for you.

Fortunately, you don’t need to fall into that trap. If you want to try using Google Ads to get new customers for your business, I’ve got a free guide that will show you how to do it the right way.

To find out more about it and download your free copy just follow this link to 7 Simple Steps for a Successful Google Ads Campaign.

This blog is a guest blog supplied by David Miles of The PPC Machine.

The PPC Machine 

The PPC Machine is a tried and tested system that combines the immense traffic-generating power of Google Ads with carefully crafted value propositions and optimised landing pages which use behavioural psychology to increase conversions.

David Miles has produced this guest blog for Element 26. At Element 26 we believe in helping businesses succeed through vide. For more information about how you can using video within your Google ad campaigns, please get in touch by clicking here

About the Author

Joanna Roberts

Joanna Roberts runs Lead Generation and Partnerships here at Element 26.
Originally from Manchester, Jo enjoys a burning passion for video marketing and photography.

A keen traveller, Jo has visited 11 different countries in the last two years with teaching in Vietnam being a massive highlight. She loves adventure, especially skiing as it combines her love for seeking out new places and the thrill of doing something out of the ordinary.

If you wish to get in touch please contact her on