Over the last decade, there have been considerable changes in the marketing field. While companies used to rely on traditional and offline marketing techniques, more and more emphasis has been put on digital marketing.
This is due to several factors, such as the popularity of smartphones, the continually increasing reliance on the internet, the rise of social media, and websites becoming more accessible than ever.
Digital marketing has brought on some new trends, one of such being video marketing. Not only has video marketing exploded in the past few years, but it is also one form of content that the vast majority of consumers enjoy.
Tons of websites are using video marketing as part of their overall marketing strategy. Not only is video marketing used to bring customers in, but it’s also used to keep customers around. Certain businesses like e-commerce can use video marketing to their advantage, building up sales, and retargeting past customers.
That’s why videos can play an integral role in customer retention and re-engagement. Below, we’re going to examine eight different ways the videos can be used to increase your company’s customer retention and re-engagement rate.
Personalized Messages
You probably have retargeting campaigns and ads set up as part of your broader marketing strategy, to give consumers a more custom approach. If you have plenty of people visit your website to check out a particular product, you can retarget them through social media advertising as part of your omnichannel strategy.
Videos can also be incorporated as part of those personalized ads or messages. Instead of having a colorful ad, put out a 10-second video meant for them. When they purchase a product, send them a thank you message via video.
Customers, above all, want to feel like they’re being appreciated consistently.
Run Video Ad Campaigns
Check your social pages for the video content that got the best engagement. Modify the video to plug your business in and run ad campaigns across different platforms. Make sure you track the performance of these ads and optimize them according to the trends you see.
You can use tools like Wordstream that help you track ad campaigns across different platforms. Their Free Google Ads Performance Grader is a particularly handy tool. It helps you track your Google Ads performance and optimize them so that you can make the most of your ads by spending the least amount of money on them.
You will just need to connect your Google Ads account and the tool will provide you with valuable information regarding how your ads are performing and where you can improve your ads. This way you can run campaigns without spending too much time or money on running ads.
Call-to-Action
Call-to-action, or CTA, is an ideal way to encourage consumers to visit your page. By informing them of a limited-time promotion or offer, you can help them to take action by making a purchase or promoting a referral program.
If you find your customers abandoning their carts before purchase, you can use short videos to promote free shipping or a bundled offer. You can send this out through email or social media.
Make Your Videos Informative
Everyone wants to feel smart. It’s always fun to know the right answer at trivia or dazzle someone with a cold fact or tidbit of information.
The majority of people on the planet are visual learners, meaning that they’re more likely to remember something they can see. Pictures and infographics are all great and fun, but videos can do the trick.
How you make those videos is up to you. It can be stats about your niche market, fresh videos about how to use your product, or something completely different. Make them informative and interesting.
Add Interactive Content With a Microsite
Did you ever read one of those choose your adventure books? They were pretty impressive, as you could read through multiple parts to get the result you wanted. With microsites, you can afford a bit more freedom with your domain name, so it’s time to get creative.
Microsites are websites connected to your primary business website but are usually used for a standalone marketing campaign. These microsites serve one specific purpose, like advertising about a new product or encouraging consumers to perform a particular action.
With this website, you can add an intro video on your main page. You can have users click through a set of videos or follow a short story.
Make a Video Email Campaign
The average consumer receives dozens of marketing emails per week, so how you make yours stand out? When it comes to content choices, video can be much more powerful than the written word.
Email marketing campaigns that feature videos see a 96% click-through rate, which is incredibly high. Make sure you’re taking advantage of this trend by making tutorials, product reviews or reviews, interviews, infographic videos, and so on.
Remember when making videos that it’s essential they’re optimized for mobile phone use. More and more people are turning to their mobile phones to make purchases. The best option would be to host your video on YouTube and embed it on your website. You can find more details here.
Social Media Videos
If you had the task of finding ten people with a social media account in one hour, you’d probably have better luck running a marathon with a full-size horse strapped to your back.
Even if you’re putting your videos on your website, microsite, or email marketing campaigns, you can still share your videos via social media. Videos are much easier to see and interact with than those long-form marketing or influencer videos you regularly see.
You want to make sure your videos are relatable and easy to read. After all, many people are often scrolling through social media as a way of passing the time. Creating some complicated title or having an extra-lengthy video is a surefire way of assuring people will ignore your video and move on quickly.
Show off Customer Testimonials
Think about the last time you looked for a restaurant. You headed online and checked out the customer reviews and made sure there were enough stars to make it worth it.
People do check out the reviews and ratings online, meaning they can be vital lifeblood for your business. What’s better is if you put a human face to those reviews.
Include a set of customers in a video about how your products or services have helped them. Give them a chance to think about what they want to say, but make sure their story is theirs. It may take some time to warm up to the spotlight, but it can work wonders for your business.
Video Announcements
If you’re launching your website or releasing a new product, then you’re going to want to make sure everyone hears you loud and proud.
One way to build up tension and make sure people are clicking on your content is by releasing announcement videos or send promotions in the form of coupon codes. It could be about a website redesign, a brand new promotion, or a new market launch.
Videos are also much easier to share and spread, helping you reach a broader audience. For your past customers, you can make sure they have access to this new content first as a way to build up brand loyalty.
