Creating meaningful content to support your products and grow your business is vital to successful marketing. Video is now widely accepted as a strong medium for marketing content, and many businesses are using it as part of their campaign strategy.
You may want to consider using video for the following reasons:
- To provide customers with a better understanding of what your product is.
- To demonstrate your expertise.
- To show how your product can be used.
- To establish yourself as a thought leader in your industry.
- To entertain or inform via storytelling.
- To engage users and build credibility.
Whatever your reasons, you can use video in your Squarespace email marketing to create a more engaging experience for your subscribers. This blog post will discuss how to embed video in Squarespace email marketing so you can take full advantage of this powerful medium.
The Basics Of Video In Email Marketing
You may be wondering how to best utilize video in your email marketing campaigns, and what are the latest trends in video marketing. Let’s dive into the basics of video in email marketing.
First, consider the size of your target audience when planning your video content strategy. Larger audiences will require more strategic thinking, but you can still use the basics of video in your email marketing to create an appealing experience for your audience. If you’re new to video in email marketing, start with short explainer videos to get the most out of your content.
Thought Leadership Video
Every industry thinks they’re the best in the world, and they all have an opinion on everything. It’s likely that your product or service fits into at least one of these categories. Thinking you have something special to offer is great. To support this opinion, you can use video to show customers your unique expertise in your industry. This can be through showing them how to use your product or service effectively or innovating on the platform itself.
The main aim of this type of video is to establish yourself as an expert in your industry. To achieve this, you’ll need to perform well in the following ways:
- You’ll need to provide a valuable insight into your subject matter.
- You’ll need to include educational information alongside demonstrating your expertise.
- You’ll need to offer advice without being too promotional.
- You’ll need to create entertaining content for your audience.
- You’ll need to use metrics to determine the effectiveness of your content.
- You’ll need to stay consistent to build your audience.
If you want to create thought leadership video for your business, consider using tools like Chomp which can automatically transcribe and translate your audio into a written word transcript paired with an avatar. This is a great tool for customers who are not familiar with your industry and want to learn more about your niche or business.
Pro-Tip: Use case studies and visual aids
To flesh out the benefits of your product or service, you can use case studies, real-life stories, or videos to provide evidence for your claims. The key is to find a way to make the information presented as interesting and easy to understand as possible.
If you want to use case studies in your digital marketing, you can use tools like Xero which can pull in case studies from hundreds of different industries and pair them with powerful analytical tools. With a single click, you can perform all sorts of comparisons and analyses to determine your product’s or service’s effectiveness in a given scenario.
Consider using videos to demonstrate how your product or service can be used effectively. These types of videos can also be used to show how others in your industry use your product or service. This can be a great tool for establishing trust with your audience because they can see you’re speaking from experience and not just trying to sell them something.
When you’re marketing a subscription-based model, you’ll need to make sure your customers know why they should subscribe and continue to pay for your content. One tactic you can use to gain trust with your audience is to offer a free trial or demo of your product or service. By giving away some of your content for free, you’ll show your audience you’re not a fraud and you’re willing to put your money where your mouth is. You can also use the trial-for-free strategy to demonstrate the value of your product or service to potential customers.
If you want to create a more educational-style video for your business, consider using tools like Chomp which can automatically transcribe and translate your audio into a written word transcript paired with an avatar. This is a great tool for customers who are not familiar with your industry and want to learn more about your niche or business.
Video Content Should Serve A Function
Depending on the type of content you’re creating, you may want to consider using video in your email marketing. For example, if you’re designing an e-commerce store or product page, you may want to use video content to drive sales. If your product is used in a different way or serves a different purpose, consider using video to illustrate this point. You can use video guides to walk your subscribers through the features of your product or service. If your product is a bit complicated to use, consider using a demo video to show how it works in practice. A great demo video can make or break a product’s success.
If you want to embed video content in your website, the best place to put it is at the top of the page, next to the header image. This is called the “hero shot” and it’s one of the most effective areas to include video content because it draws the eye immediately to your video. To see what else Google does to gain trust with their audience, visit their Web Analytics dashboard where you can find detailed reports and analysis of your website traffic. You can find the hero shot for any given page on your site by clicking the “edit page” button on your site’s dashboard then searching for the “hero shot” in the suggested box.
Vary Your Video Content
Keeping things interesting is key to keeping your audience interested. To do this, you can add an element of surprise or variation to your videos. For example, did you know that some businesses vary the length of their video content to keep audiences interested? If you want to keep your viewers engaged, consider using a technique called “lean storytelling”.
Lean storytelling is a technique where you use brief video content to tell a story and engage your audience. To make your content more entertaining, you can use the “lean” in lean storytelling to vary the length of your videos. If you want to make your video content more valuable, consider using a technique called “case-study publishing” to show how other businesses use your product or service. The main aim of case-study publishing is to show how others use your product or service in the real world.
If you want to use video in your email marketing, you need to set the right pace. Your audience may have different expectations for how quickly you should deliver your content. Knowing when to pause, zoom, or slow down your video content can help make the content more effective. For example, if you want to tell a story about your product or service, use a technique called “cut-aways” where you zoom out to reveal key points as they relate to the story. This technique can help your potential customers remember what you’re telling them while keeping them engaged in your content.
Use Anchor Text
One of the most important things to consider when creating video content is the use of anchor text in your headlines and descriptions. Just like with any other type of content, the better your anchor text the more likely your content will be found by your target audience.
Every day, people search the web using their mobile devices. To drive more traffic to your content, consider using metrics like CTR (Click-Through Rate) and CVR (Conversion Rate) to determine the effectiveness of your content. You can then use this data to inform future content creation. To learn more, visit Google’s Keyword Planner.
Video Can Be A Powerful Asset To Have In Your Digital Marketing Toolbox
As you can see, video is a powerful asset to have in your digital marketing toolbox. The main appeal of video is that it can be used to target specific groups of people rather than just the general public. If you’re looking to gain trust with your potential customers or establish yourself as an industry expert, then video is a valuable tool to have in your toolbox.