The next steps to building your strategy for using video in email marketing requires learning the best practices of this type of initiative. After all, you need to be able to go beyond the basics and deliver quality to your audience, if you wish to a reach your goals.
Here are the best practices you should follow when working with video in email marketing.
Know your audience
No matter what kind of content you are creating and sending through email marketing, you must know what your target audience needs and wants. This will help you come up with the most effective client communication that can generate the highest conversion rates for your brand.
This also applies to video in email marketing. Try to create the best content that will be interesting to the audience you are reaching. Also, make sure to use the right mental triggers to convince them to press play.
Use clear CTAs
Whenever you use video in email ivory coast phone number dat marketing, it must be part of a broader strategy to lead your potential customer somewhere. This is done with good CTAs, as they need to be direct, easy to notice, and speak in your audience’s language.
Make sure your videos themselves also have effective CTAs that lead your potential customer to the next stage of the buying process. Never create any piece of content that does not have a clear next step for the audience to follow.
Keep your videos short
An email is an expressway of communication. Most with coupons transactional emails online payments people read like in-between daily tasks. Because of that, it is important to remember not to make your video too long, if you expect your audience to engage with it via email marketing.
People can justify spending a couple of minutes watching a video, which is essential to increase your engagement rate. Be careful not to ask for more of their attention that they are willing to give.
Create anticipation for your videos
You can greatly increase the interest in your emails with video by creating anticipation among your recipients. Such expectations will make sure they do china numbers not miss your next piece and will even look forward to it.
This can be accomplished in several ways, one of which is the creation of a series. F the following days. Brand it like an actual series and enjoy the benefits.
The use of video in email marketing is just one example of how employing the right piece of content can make a whole difference to your results. You can broaden your horizons in that sense by working with visual content that can positively affect your audience and help you reach your goals.
Mapping Content to the Buyer Journey
Once you have identified your buyer personas and defined which stages of their buyer journeys are relevant for your Content Marketing model, the natural next question is: how do they prefer to consume content? And whichll they use?
It’s time to map the content you can deliver throughout the journeys to move people closer to your goals.
Your messaging for each stage will vary. You might also want to associate content distribution channels (social media, search, email newsletter) to each stage.
That way, you’ll define “where” in addition to “what” content is consumed.
A few tips for each stage:
Awareness Stage
Focus content on buyers’ pain points — not your product or brand. Educational and inspirational content like blog posts, guides, and industry reports, is going to be critical.
Also, prioritize SEO: once your buyers realize that they have a particular problem, they’ll turn to Google to research.
Consideration Stage
When creating content for this stage, I recommend that B2B brands speak the language of the C-suite.
This is the stage where executives will need to approve business cases and budget. The amount of time B2C buyers will spend in this stage will vary, depending on the business.
Some products, like packaged food or inexpensive clothing, require little consideration. Others, like cars and pricey vacations, demand more time.
Either way, B2C brands can benefit from nurturing consumers with engaging content.
Decision Stage
It’s time to get brand-specific with your content. Product features and demos, customer testimonials.
Also, you might want to simplify payment methods for prospects ready to buy.
A few additional tips to keep in mind: be consistent with your messaging and content over time. Don’t go with more than one message per audience type. And refresh your personas from time to time.
her your Content Marketing program is targeted to B2B or B2C audiences, one thing will ring true when it comes to old assumptions: your audience, like your strategy, could be undergoing its own continual shifts, evolutions, and transformations, as well. This can certainly affect the buy personas you have created in the past.”
