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Why Video Is a Great Engagement Tool

April 16, 2018
By Paula Bernier - Executive Editor, TMC


Pictures. Audio. Enthusiasm.

Video can bring all of the above to your customers and prospects. And this engaging medium can help you forge stronger ties with your target users, convey your culture and support your brand, and even build audience trust.

So the argument for video is clear. But just in case you’re not sold, consider this:

• An initial email with video sees 96 percent higher click through.

• Eighty-two percent of Twitter (News - Alert) users watch video content on this social media platform.


More than half of marketing professionals worldwide recognize video as the medium with the best ROI.

• One-third of online activity is spent watching video.

• Social video generates 1200 percent more shares than text and images combined.

• Viewers retain 95 percent of video message content (and just 10 percent of text-only content).

But what do you need to keep in mind as you craft your videos? And what should you do with those videos once you’ve created them?

First of all, as with anything, it’s really helpful to know your audience. And pick topics that are of interest to them. Maybe it’s a video of a specific solution in which they’ve expressed an interest. But you can also build trust in the marketplace by offering educational videos about important industry trends.

Whatever your subject, keep it brief. We’re dealing in short attention span theater here. So make your point in the first 10 seconds. And keep the entire video shorter than 5 minutes.

Smile. Have fun with it. But don’t go over the top unless that’s your brand. And try to convey a consistent feel in your videos that maps with your overall positioning.

There are lots of ways you can leverage your video. You can create your own YouTube channel and share short-form video that way. LinkedIn (News - Alert) also has a native video option. This lets you meet your customers where they are, but make sure viewers know who you are from your profile pic. You can also share video on Facebook. Native videos on Facebook have 10 times higher reach compared to YouTube (News - Alert) links, according to studies.

Of course, you can also include video links in your emails. It’s a great way to followup with someone following a trade show or other meeting.




Edited by Maurice Nagle



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