In our last blog we discussed how adding videos to your B2B email marketing campaign can help increase your open rates and nurture your leads with useful information. If we convinced you that using videos in your B2B emails is a great idea, you might be asking yourself, “What kind of video should I use?”
A recent study done by Email Monks shows that people respond better to videos that make their lives easier and answer their questions. When you are making your own videos, think about the problems your leads have then explain how you can solve those problems. According to their infographic, the types of videos with the best response rates are:
Training courses. There’s an old saying that says, “If you give a man a fish he will eat for a day. If you teach a man to fish, he will eat for a lifetime.” Most people would rather try to do something themselves then pay for someone else to do it. By teaching people how to do what you do, not only do you establish yourself as an expert, but once your customers see how much work it takes, they will gladly pay you to do it for them.
Product Demos and Product Promotions. Together they have a 44.1% response rate. That’s huge! This means that people want to hear about the products and services that you offer, but just talking about how great it is isn’t a good idea. Again, think about your customer and the problem, and focus on how your product makes their lives easier. Video provides you a way to do that in an entertaining and emotionally engaging way.
Customer testimonials. Customer testimonials are great because they add the human touch element to your B2B email marketing campaign. People want a human connection. Who are the people who bought your product? People want to learn more about your product, but more than that they want to know that it works. Why did your previous customers choose your product/service? Video testimonials not only let your customers tell their story, but they also show how you solved a real person’s problem.
Brand Image Messages. According to the infographic, companies that used brand image messages in their emails only had a small advantage over people who used no video at all. The lesson here is that if you have a boring video, you might as well not have a video at all. This is why we say, don’t talk too much about yourself.
It’s important to remember that your videos don’t have to be long to be effective. In fact it’s better if they are not long at all. A quick little video can be entertaining, but it can also be easier to post to your website and share on social media. It also increases the chances of your video going viral!
To generate leads from your videos, consider placing calls to action in your videos. This can be a simple shout out to your website like, “If you like what you see in this video be sure to visit our website.” Some video hosting sites will even let you place clickable buttons or interactive links in your videos.
To learn more about the benefits of using videos in your emails, check out Email Monks infographic.
If you need a little help setting up your next b2b email marketing campaign? We can help.