A Turnaround Idea for Slow 4Q Sales

Only about 30 days or so are left in the holiday season for 2013. Black Friday and Cyber Monday are around the corner. And if you’re looking at your early Fourth Quarter results and can see you need a jolt of energy to turn things around, keep reading. Today we reflect on a shopping trend that began a year ago, and we you offer an idea you can implement

Only about 30 days or so are left in the holiday season for 2013. Black Friday and Cyber Monday are around the corner. And if you’re looking at your early Fourth Quarter results and can see you need a jolt of energy to turn things around, keep reading. Today we reflect on a shopping trend that began a year ago and we you offer an idea you can implement yet this season.

A year ago, early online holiday shopping broke sales records. While forecasts for this year appear to show modest overall growth over last year, there will be winners—most likely online direct marketers ready for the growing number of consumers who purchase via mobile devices. Even if you didn’t plan for mobile marketing, it’s not too late to move into action to help your organization take its place in the winner’s column.

The migration of online shopping will most likely continue its shift from desktops to mobile. Last year it was the Apple iPad making headlines. Consumers used iPads by a factor of nine-to-one over any other mobile device, doubling the year before. With Apple’s 52 percent market share, their users accounted for 88 percent of online shopping traffic, according to IBM’s Digital Analytics Benchmark Report.

Of course, that was then, and this is now. Recent data tells us 170 million iPads have been sold. A substantial number of people have them, and use them.

As direct marketers, you have an opportunity to take advantage of the sheer number of iPads, and the trend toward using it for shopping, by optimizing your website for mobile applications (if you haven’t done that, make it a 2014 priority). In addition, when you use tools that work well on iPads and hold your prospective customer to the screen longer, your odds for success improve.

One of tool that works great on iPads, and has proven to lift sales, is online video.

Consider these stats:

  • Video is a driver of consumer confidence. Consumers are willing to watch videos 60 percent of the time they are found, and 52 percent of consumers report that they are less likely to return a product after viewing a video (Website Magazine).
  • 52 percent of consumers say that watching product videos makes them more confident in their online purchase decisions. When a video is information-intensive, 66 percent of consumers will watch the video two or more times. (Internet Retailer).
  • Shoppers who viewed video on product pages were 144 percent more likely to add to cart than other shoppers (Internet Retailer).
  • Shoppers who viewed video were 174 percent more likely to purchase than viewers who did not (Retail Touchpoints).
  • Looking for higher email click-through rates? Link to a video. About half of marketers who use video in email campaigns see increased clickthrough rates, time spent reading the email, and more sharing and forwarding. (eMarketer).

So what do you do today to test online video in the remaining days of this shopping season?

  1. Conduct a competitive analysis of what your competition is doing with online video. Look at competitor websites for video, search on YouTube and social media. Check the length, and examine their format.
  2. If you don’t have a video, record one (or more)! If you don’t have expertise inside your organization, there are multitudes of creative resources that can help you out. The fact is, an inexpensive camera, and someone with editing skills, can create a video for you in no time. While a bootstrap approach may not be ideal long-term, it’s a place to start.
  3. Load the video on YouTube (10 ways to optimize for search here and 12 overlooked ways to help your video rank higher here). Place it on your website or a landing page.
  4. Send an email to your customer list to promote it. Use the word “video” in your subject line—testing shows your open rate will increase. Since we’re talking mobile here, make sure your HTML emails are using responsive design. If they aren’t, readability on smartphones is challenging, so readership and clickthrough rates go down. Most email portals—e.g., ConstantContact, iContact, Mailchimp, and others—offer responsive design email templates.
  5. Include a link to your video on social media. After about 24 hours, check your social media metrics and you should see a spike in engagement with your followers.
  6. Mail a postcard. You have time. Make it graphically obvious on the postcard you have an important video (story/product demonstration/testimonial) and direct your customers to your landing page. Use an oversized “Play” symbol on a thumbnail that you create of your video. Use a QR code or a PURL to more closely track response.
  7. After bringing prospects to your landing page, you’ve got them started at the top of your sales funnel. Now it’s time for marketing automation software to takeover (more about this topic in a future blog) and convert the lead to a customer before the books close for 2013.

If you haven’t tried video, especially when it’s proven that customers love mobile devices like iPads, now is your time. It’s proven that consumers watch videos, confidence is lifted, and they’re more likely to add a product to a cart and purchase after watching a video. Now is the time to test your organization’s ability to be an agile direct marketer.

The Direct Marketing, iPad and Video Holiday Shopping Link

Consumers are shopping this holiday season with their iPads more than those with Android devices. And now, online video is being credited with closing more sales and getting higher conversions from mobile shoppers. Today we link the reasons why consumers are choosing to shop on iPads, how video influences consumer behavior, and reasons why direct marketers

Consumers are shopping this holiday season with their iPads more than those with Android tablets. And now, online video is being credited with closing more sales and getting higher conversions from mobile shoppers. Today we link the reasons why consumers are choosing to shop on iPads, how video influences consumer behavior, and reasons why direct marketers need to hop on this bandwagon now.

So why do we think consumers are using iPads over Android tablets?

First, not all mobile is created visually equal and with the same ease of use. And second, not all media are created equal. We explain why in today’s video.

Next, we recommend three action items you can take now:

  1. Conduct a competitive analysis of what your competition is doing with online video. If they’re already there, it’s costing you business.
  2. You have an opportunity to be your category leader by repositioning your marketing strategy to include online video. (We also share with you the increase in email open rates you can get by putting the word “video” in your subject line).
  3. A/B test your current approach, or control, with video. Even better: test video formats, length, offers, and call-to-actions.

These are all best-practice approaches that will take your direct marketing and online video marketing initiatives, to a new, higher level, especially on iPads and other mobile devices. And if you think it’s too late to do something this season, challenge yourself and your team to think again. Create a simple video. You don’t need much time to produce it. Then test it next week, with an email alert to your customers, so you can read the results and be ready for 2013. And please comment below with your experience this season with online video.

(If the video isn’t just above this line, click here to view it.)

Should the iPad be in Your Channel Mix?

The iPad launch has been manna to procrastinators everywhere, between all those endearing toddler/house pet and iPad videos, the countless tweets and retweets, and a guaranteed handful of daily news articles and blog posts (add this one to the count). Beyond a source for personal amusement, the iPad has turned out to be a surprising gift to the marketing community. I’ll get to that later, but let’s start with a dose of reality.

Or, you might already be in it and not even know it yet …

The iPad launch has been manna to procrastinators everywhere, between all those endearing toddler/house pet and iPad videos, the countless tweets and retweets, and a guaranteed handful of daily news articles and blog posts (add this one to the count). Beyond a source for personal amusement, the iPad has turned out to be a surprising gift to the marketing community. I’ll get to that later, but let’s start with a dose of reality.

It’s imperfect. It’s no secret, the iPad is flawed. It’s expensive, it’s awkward to hold, it’s heavy and its most compelling feature — streaming videos — limps along or not at all when you try to use it out of Wi-Fi range. And let’s not even get started on the lack of Flash support. But despite all its faults, it’s a device worth paying attention to.

Does the iPad change everything? At the recent “All Things D” conference, Steve Jobs described the iPad as a revolutionary device that’s nothing short of “magical,” while Steve Ballmer countered at the same event that the device is “just another PC.” In a way, Ballmer’s right. The iPad is “just another PC” in that it, too, is a container — a vehicle for content delivery. But how that content experience comes to life is raising the bar and making us rethink existing paradigms.

Blurring the lines. Until now, the idea of “lean-forward” versus “lean-back” media consumption has been a useful shorthand to delineate the active, more engaged nature of internet usage versus the laid-back, take-it-in mode of watching TV. However, this framework doesn’t neatly apply to the iPad. Steve Jobs alludes to this key difference when he describes a more “direct and intimate” nature of media consumption, and that with the iPad “it’s like some intermediate thing has been removed and stripped away.”

Spectacipation. You heard it here first. What the iPad offers is an experience that resides between that of spectator and participant. The perfect example is a well executed magazine on the iPad. Among the early crop of iPad-enabled publications, Wired stands out. First of all, the issue loads in its entirety locally, and is accessible even when you’re not online. You can be lazily flipping through the latest issue much as you would the print version. As you’re reading an article, you can effortlessly listen to a related audio clip or view a video montage with a tap of your finger.

It’s not about the apps.
If you’re a marketer, it’s not iPad apps you should be thinking about; it’s the iPad-enabled magazines and newspapers. With the iPad, and unlike the iPhone, you have a way to fast-track your presence through these publishers. In addition to Wired, other iPad-enabled monthly titles include Men’s Health, Popular Science, Vanity Fair and Time, with many more publishers planning their debut over the next few months.

If you advertise in print, chances are — whether you know it or not — you’re heading to the iPad. Take advantage of the opportunity; instead of merely embedding your 15-second ad, think about the “ideal” experience. Make it entertaining, make it fun, make it unexpected. In short, make it worth the reader’s effort to shift from spectator to participatory mode.

Should the iPad be in your channel mix? Likely, it already is.