12 Reasons to Fuse Direct Marketing and Video Marketing Now (Part 2)

Direct marketing formulas applied to video sell products, generate leads and raise money for non-profits. The leap to online video is exploding, and if you keep up with what’s hot today, you know it’s video. But too often, the video effort doesn’t bring in responders because of the lack of structure and call-to-actions

Direct marketing formulas applied to video sell products, generate leads and raise money for non-profits. The leap to online video is exploding, and if you keep up with what’s hot today, you know it’s video. But too often, the video effort doesn’t bring in responders because of the lack of structure and call-to-actions that a disciplined direct marketer includes. That’s why, if you’re a direct marketer, video can be profitable for you because you’re not afraid to sell, you know how to test, and you track the analytics.

12 Reasons to Integrate DM and Online Video (Part 2 in a 2-Part Series)
In our last blog post, we outlined the first of six reasons to fuse direct marketing techniques with the reach of online video marketing. We continue today with the final six reasons on the list:

7. Video can go viral. But don’t count on it. Your chances of a video going viral are about like that of getting struck by lightening. A recent example of a successful new product launch for what we as direct marketers would consider a classic DM continuity program is the Dollar Shave Club. You’ve probably heard about it. Thousands of orders, small start-up cost, everything you admire if you’re a marketer. But consider this: a few years ago it was impossible to make money selling a $1 a month (plus S&H) continuity program. The marketing cost was too high. The Deep Dive: With effective online marketing, marketing costs are slashed and you can make money selling a commodity product via a continuity program using a low price point.

8. Use a short video on your website to convince someone to opt-in to the rest of the story in another, more in-depth video delivered immediately. You can set up an intriguing premise, reveal a little of the story, and importantly, you bring people into your sales funnel when you capture an email address. The Deep Dive: if selling your product doesn’t typically happen on impulse, and you must first build trust, you can tell your story over short, strategically sequenced video clips, delivered via email autoresponders over time.

9. You can bring a complicated story to life. Imagine trying to describe the inner workings of your artery and heart using video footage! Suddenly, what was difficult to show in print can be brought to life in a video and the viewer is engaged. Using the opt-in strategy as identified in #8, over a few doses of video, you engage the viewer more so that they salivate at the idea of getting your product. This is a good strategy for selling products that require more explanation. The Deep Dive: Video can shortcut the visualization-and engagement-of a complex concept that words on a page can’t accomplish quickly enough before the reader loses interest. The willing suspension of disbelief can magically transform your viewer to a place unachievable with still photos and words.

10. Video can describe products that appear in a catalog. Catalog-browsing apps on mobile devices are now commonplace, but soon that could be replaced with short videos that can be watched on a tablet. By 2014, it’s predicted that more Internet content will be viewed on mobile devices than desktop/laptops. The Deep Dive: Watch the mobile space and video closely. Convergence of technologies will enable consumers to be entertained while using a mobile device, giving you opportunity to prompt intrigue and build a relationship.

11. Non-profits can save an enormous amount of fundraising cost by moving online and creating compelling video for constituents. Interview people you’ve touched. State your case. Engage. You bring your non-profit to life online and at a fraction of the cost of other media. The Deep Dive: If you’re a non-profit, get your advocates and supporters on video and let them tell your story for you. It’s more credible, and it builds community.

12. Integrate social media with online video and encourage comments, recommendations, and shares. It’s easy to add the feature for people to post their comments and share your video with Facebook plug-ins. Its costs you virtually nothing and is the most powerful way to get your word out. The Deep Dive: you can no longer afford a silo approach to marketing. You must integrate outbound, inbound, social media, search, text, video, desktop, mobile, and so on.

In a future blog, we’re going to illustrate how to convert a successful direct mail letter that has been mailed to millions of consumers, could be converted into a direct marketing video. When that blog appears, you’ll see how using direct response copywriting techniques in video script writing can work. In the meantime, comment below and tell us your video marketing successes or what you’d like to read in future blog posts.

Author: Gary Hennerberg

Reinventing Direct is for the direct marketer seeking guidance in the evolving world of online marketing. Gary Hennerberg is a mind code marketing strategist, based on the template from his new book, "Crack the Customer Mind Code." He is recognized as a leading direct marketing consultant and copywriter. He weaves in how to identify a unique selling proposition to position, or reposition, products and services using online and offline marketing approaches, and copywriting sales techniques. He is sought-after for his integration of direct mail, catalogs, email marketing, websites, content marketing, search marketing, retargeting and more. His identification of USPs and copywriting for clients has resulted in sales increases of 15 percent, 35 percent, and even as high as 60 percent. Today he integrates both online and offline media strategies, and proven copywriting techniques, to get clients results. Email him or follow Gary on LinkedIn. Co-authoring this blog is Perry Alexander of ACM Initiatives. Follow Perry on LinkedIn.

3 thoughts on “12 Reasons to Fuse Direct Marketing and Video Marketing Now (Part 2)”

  1. Hello, Joe–

    This is Perry Alexander, co-author of this blog. There are many important steps, strategies, and decisions that should be considered, well ahead of actual video production.

    Unique Selling Proposition? What’s your end-game? How will it be integrated with your print strategy? How will you promote it online? Will this be a series of promotions–more of a campaign? And many more.

    As a parallel to print advertising, video production might be compared to your printer. Video distribution (email lists, SEO, YouTube ads, etc.) is akin to your direct mail list provider and lettershop.

    Everything–including the video production–needs to be designed and work in concert to leverage your impact in your market. You may be equipped to figure all this out on your own, and just bring in certain resources you’re not comfortable with yourself. If not, however, find a turnkey resource that has demonstrated success in this end-to-end process, with whom you feel you can have a good relationship, so you can concentrate on your business.

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