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

Guest Post

At element26.tv, we love sharing the voices of the businesses we know, love, respect and admire. Some of the contributors we are partnered with, others are not. This guest blog was carefully chosen as we feel the author brings incredible value and we hope you agree with this assessment too.

If you have any questions or concerns about this post feel to get in touch with us via our contact form on elementwentysix.com/contact

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. 

BREATHE 

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. 

PRACTICE 

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. 

ISOLATE 

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.

TAKE YOUR TIME

.. 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.

HAVE FUN 

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

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