Top Four Ways Video Enhances Marketing Automation Efforts

Marketing automation is the process of creating alignment between businesses and their customers using software. That email you received after completing a form on a businesses site… that was likely from a marketing automation tool. That text message you receive to let you know how far away your package is… again, likely produced from marketing automation software.

The success of Marketing Automation tools like Marketo, Eloqua, Hubspot and Pardot have led to an explosion of communication.  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 combine video with their marketing automation software to cut through the noise and build a positive rapport?

The answer is simple: Video.

Video is an easy and powerful way to squeeze even more bang 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

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Why LinkedIn’s Video Updates Are A Major Leap Forward For The B2B Platform

LinkedIn embraced video for the first time last year by allowing users to post native videos. Now it has gone a step, in fact, two steps further. The B2B platform has launched two updates that will allow in-feed video ads and video on company pages.

LinkedIn says nearly half of B2B advertisers surveyed by it said one of their top challenges was finding the right environment in which to run video campaigns. LinkedIn believes it is the answer as it tries to head off competition from other platforms, such as Facebook, who are trying to muscle into the B2B space. 

Even though their native video capability was only launched last year, according to LinkedIn’s Peter Roybal when people watch a video on the platform they are 20 times more likely to share it than any other type of post.

We're seeing videos being shared 20 times more than any other type of content across LinkedIn

Peter Roybal

I can’t help thinking this is excellent timing from LinkedIn. If you are anything like you me, you are suffering from GDPR opt-in fatigue as businesses race to make their email lists compliant before the May deadline. There’s no doubt the new GDPR rules are going to have a negative impact on B2B email video marketing. For many businesses, LinkedIn will be an indispensable alternative.

Video ads

 LinkedIn sees video ads as an evolution of their sponsored content. Video for Sponsored Content (as they are calling it) sits on news feeds as a standalone post. This can be used to build brand awareness, collect high-quality leads and drive qualified traffic to your website.

LinkedIn’s big selling point, (and it’s massive), is that its targeting abilities allow you to identify:

  • A defined audience by reference to job title, company name, seniority, skills, etc.
  • Specific accounts using account based marketing campaigns.

LinkedIn has high hopes for the new service and says data from beta trials of 700 advertisers shows that members spend three times more time watching video ads compared to static sponsored content.

This is all well and good, but the key is whether it delivers greater ROI. LinkedIn believes its integrated Conversion Tracking tool gives advertisers the metrics they need to find out, such as leads, website visits, and detail about the types of people watching and engaging with the content. 

Company page video

It was only a matter of time before LinkedIn extended video from members to company pages. Interestingly, from our point of view, LinkedIn’s marketing blurb talks about how you can use video on company pages to show a company’s:

  • Culture
  • Products
  • News
  • Events

This covers much of what we talk about in our White Paper, and the importance of having video content for each step of the sales funnel. Data from LinkedIn’s beta programme shows that video on a company page is five times more likely than other content to start a conversation between members.

LinkedIn started as a recruitment website and I believe videos showing a company’s culture and values will be especially effective on the platform. 

To discuss using video on LinkedIn for your B2B marketing, contact us now.

About the Author

Nathan Haines

Nathan is the managing director of Element 26 and an expert in video production and video marketing. Nathan enjoys supporting companies to grow their businesses using video. Get in touch on Twitter @element26uk