A Guide to Launching Your First Video Campaign

A Guide to Launching Your First Video Campaign

Video campaigns are incredibly effective communication tools. Consider that 90% of the information humans take in is done visually and remembered 40% more reliably. When both audio and visual senses are stimulated, as is the case with video content, that rate of recall jumps to 68%. Video is also an excellent medium for driving emotional engagement and forming lasting brand-customer connections.

And the good news is that people like video content – it accounts for 82% of all internet traffic.

If it sounds impressive, it really is. But it doesn’t have to be complicated.

In fact, video marketing campaigns work best when they’re simple, and we’re here to help you organise your ideas, set clear goals, make some fantastic videos and then launch them in the most effective way possible. So, let’s jump right into this guide to your first video marketing campaign, shall we?

Set SIMPLE Goals

You may be familiar with the saying, “A goal without a plan is just a wish.” Well, when it comes to video marketing, a plan without a goal is a waste of time…and a plan with the wrong goal is a nightmare.

The downside of setting the wrong goals:

  • You’ll ruin team motivation
  • You’re working with no gauge of success
  • It can result in overcorrecting or not correcting problems
  • You’re basically flying blind

Establishing clear and attainable goals are crucial for gauging campaign success. We suggest following the “S.I.M.P.L.E.” acronym:

Set clear goals 

Identify the data required to complete these goals 

Moderate your data requirements. Ask yourself if all the identified data is indeed required to accomplish your goals. 

Personal, not Personally Identifiable. When using personalised elements, avoid last names, account numbers, and other individually identifiable information to eliminate legal hurdles and ensure a swifter launch. Be sensitive about how familiar you act with your customers. 

Lower barriers to launch. Don’t let perfect be the enemy of good. 

Evolve over time. Apply the MVP (Minimal Viable Product) philosophy to your marketing campaign: Go to market with a simplified version and gradually enrich it.

Get Creative with your Creative

The creative you select for your video has the power to drive an emotional connection with your viewers. When viewers connect with your message, they’re more inclined to click, share, learn more and begin forming a lasting brand relationship.

It’s for this reason that the importance of an emotional connection should not go understated. Ask yourself what you want your consumers to feel when they think of your brand, service or product. Surprise? Familiarity? Excitement? Empathy? Be specific and make sure the emotions you pinpoint reflect your core brand values. Ideally these will be emotions that come in to play time and time again, not just in one campaign.

The success of your campaign goals largely rests on the success of your creative. Before you decide you’re finished, run through this list of quality-assurance questions:

  • Does your video clearly convey the emotions you intended?
  • Does your video feel trustworthy?
  • Are you being annoying?
  • Is your creative adaptive to all the platforms it will be operating on?

 

Videos to Create Throughout the Funnel

We all know that timing is everything, but it’s especially true when you’re nurturing customers through a sales funnel. Send an introduction too late and you risk losing a lead to a competitor, send a policy renewal prompt too early and it’ll be forgotten once it comes time to renew.

When you’re developing a video marketing drip campaign to correspond to your sales funnel, it’s crucial to know what messaging to send at what time. Here are some key points in your funnel where sending a video can help strengthen the brand relationship.

  • Nurturing Leads
  • Product Review (For Retail) or Testimonials (For Services)
  • Welcoming and Onboarding
  • Cross-Selling and Up-Selling
  • Policy or Plan Renewals (For Services)

 

Creating Customer Loyalty Through Video Marketing

Psychologist Albert Mehrabian found that 93% of communication pertaining to feelings and attitudes is done nonverbally. So when someone’s raving about a product or service they feel strongly about, anyone listening is going find more meaning in their body language (55%) and tone of voice (38%) than the literal meaning of their words (7%).

Through your video communications, you have the opportunity not only to present information in a visual and easy-to-understand format, you can humanize your brand by applying the power of gesture, tone and by giving your brand a literal face for customers to become familiar with.

Speaking to your customers on a 1:1 conversational level is ultimately what’s going to drive the highest levels of trust and engagement, which are the two cornerstones of customer loyalty.

Looking Ahead to Long-Term Retention

Loyal customers are the best customers. But it takes effort to keep loyal customers engaged for the long-term, and a marketer’s job is never done when it comes to engagement. Kind of like those cute couples who renew their vows after 30 years of marriage, you’ve got to win the hearts of your customers again and again throughout the relationship.

Whether you’re touching base to share new products and promotions, sharing a “behind the scenes” view of company culture or simply reminding customers that you’re always there to help – video is a great way renew connections and reinvigorate a customer’s interest.

In Review

 

  • Set SIMPLE Goals
  • Your brand is pretty great. Make sure your creative reflects that greatness by using only the highest quality visuals, engaging viewers with a clear emotional message and by testing and retesting and testing your video some more.
  • Video isn’t a one hit wonder. Use video throughout all stages of your sales funnel!
  • Don’t underestimate the power of customer loyalty. Every video marketing move you make should either offer a solution or add value to the customer experience. This is how you drive trust and deepen engagement.
  • Be creative with how you keep customers with you for the long haul. Humanize your brand through video so customers feel connected to your values as much as your products or services.

If you’re curious to learn more, we’ve created an infographic “Why video is the secret to satisfying the ROI obsessed client”. In the inforgaphic we pull the curtain back on the effectiveness of video as a communication tool. Click below to download it.

Download

Explore More Content

Generic selectors
Exact matches only
Search in title
Search in content
Post Type Selectors
post

Explore More Content

Subscribe to Our Newsletter

Email * Enter Email

Related Articles

AI and Email Personalisation: The Pen Pal Approach to Email Marketing

AI and Email Personalisation: The Pen Pal Approach to Email Marketing

There was a time when the highlight of someone’s week was a well-crafted, handwritten letter in the mailbox. Today, it’s an anomaly. Your physical mailbox has a stack of junk mail and your email inbox is an infinite well of promotions. When you stumble upon a tailored, meaningful and personalized email — it’s a showstopper. It’s a far cry from the impersonal, mass-produced emails that make customers feel like just another number. People want to feel valued, not targeted. But how can you do that at scale? Look to artificial intelligence (AI) as a clever assistant that speeds up your processes and makes your job easier. Email personalization in marketing uses subscriber data to deliver content that resonates with each reader. Thanks to AI and personalized content, it’s like blending the charm of a handwritten letter with the speed of digital. How Personalized Emails Get Noticed (and How AI Can

Read More
6 Ways Your Brand Can Benefit From Hyper-Personalisation

6 Ways Your Brand Can Benefit From Hyper-Personalisation

From being touted as the “next big thing in business” to the “future of customer experience”, hyper-personalization is quickly becoming a must-know strategy for brands looking to elevate their CX and marketing efforts. But why is it such a big deal? Simply put, customer expectations have risen. Generic marketing messages no longer cut it, with consumers wanting interactions that are relevant, timely and address their specific needs. Hyper-personalization offers brands a way to do exactly that. Leveraging advanced data analytics, automation, artificial intelligence and machine learning, hyper-personalization takes traditional personalization up a notch to deliver individualized experiences to each customer. This strategy helps businesses stand out by delivering the right message at the right time through the right channel. Those who embrace hyper-personalization strategies can expect all kinds of advantages. From boosting customer engagement to strengthening loyalty, here are 6 benefits of hyper-personalization. 1. Enhanced Customer Experience The first and

Read More
What Is Hyper-Personalization and Why Should Marketers Care

What Is Hyper-Personalisation and Why Should Marketers Care?

Did you know that 73% of consumers are willing to share their data with brands if it means a personalized experience? According to our latest State of Video Technology report, more and more people — particularly Gen Z and high earners — are placing high value on personalization. According to them, this is because: It simplifies things and is easier to understand. It makes them feel valued as an individual. It saves them time because the information is relevant. It enables them to discover new things of interest. In short, personalization improves and elevates the customer experience. But don’t think it’s just about slapping a customer’s name onto a generic email. We’re talking about hyper-personalization — the next level of tailored experiences that goes beyond basic data. According to Deloitte, when done right, “hyper-personalization can deliver 8x the return on investment on marketing spend and lift sales by 10% or

Read More

Request a Call

Leave your details below, and we’ll be in touch to show you what Personalised and Interactive Video can do for you.