It’s only getting more and more crowded in the eCommerce industry out there. Online shopping has always been popular — but since the pandemic strike, now it’s become people’s favorite way to buy things they need.

Today, at least 2.14 billion people shop online (equivalent to 27.2% of the world’s population). And more than 24 million eCommerce sites are leaving no stone unturned to attract more customers and make them spend their money on the products.

Now that the competition is getting bigger and your potential customers are getting pickier, how can you make your online store stand out from the crowd?

One of the best ways to stay ahead of the competition is to optimize your online store. Yes, Your eCommerce business needs to take an SEO-friendly approach to sit on the top pages of search engine results pages.

It might sound daunting. But, there is one SEO-friendly, engaging medium that can help you improve your eCommerce search rankings hassle-free: video content.

So, how can you use videos to optimize your eCommerce website? Here are all the basics you need to know.

E-Commerce Video: Why Do You Need It?

Not only are videos well-known for their power to convey messages succinctly, but they are also a powerful tool to boost a website’s rank on search engines. According to the stats, a website with a video is 53 times more likely to reach the front page of Google.

The reason?

Because Google itself thinks that video is a unique multimedia format, it should come as no surprise that the world’s largest search engine loves this format and is much quicker to index it than the 1000-word text you write on your eCommerce website.

Of course, the perk of using videos for your eCommerce marketing and optimization is so much more than that. Here are some other reasons why you should incorporate videos into your eCommerce website:

Set the Customers Expectations

Simply looking at product images and reading the text-heavy product descriptions are not enough to help them understand what to expect. In this case, videos can show your potential customers what your products look like in real life, making it easier for you to educate them about your product.

Videos allow the potential customer to take a closer look at your products from different angles. Therefore, they should have a better knowledge of what your product is all about and avoid any surprises (or potential disappointment) in the future.

Show the Products’ Fullest Potential

Videos are an ideal medium to show how your products work and how potential customers can benefit from them. You can create explainer videos or product videos for your products to guide them using your product to its fullest potential.

No more plain, underwhelming text-based descriptions. You can rely on videos to convey the essence of the products you sell on your eCommerce website.

Make the Customers Stay Longer

You can also use videos to make your potential customers spend more time on your online store. It helps you increase dwell time. And the higher dwell time you have, the higher your chances you will get to boost your eCommerce website ranking.

Videos are so much more engaging and entertaining compared to other types of content. All the potential customers need to do is to click on the play button, and the video will deliver snackable messages to them effortlessly.

Address Any Product-Related Concerns

Videos also offer you a light-hearted way to generate more trust. It shows off the products in a typical box and demonstrates your value proposition. Therefore, the potential customers can be more convinced to purchase from you.

By watching a video, potential customers can find the most answers to their questions. Therefore, they can have reasons why they need your product.

How to Boost Your eCommerce Rank with Videos?

Not all eCommerce videos bring and help you reap all the benefits mentioned above. You need to invest more time and effort to optimize the videos.

Here are some handy and actionable ways to boost your eCommerce website rank with videos. This way, it would be much easier for potential customers to find your online stores.

Do an In-Depth Keyword Research

Just like a regular SEO practice, you will need keyword-based titles and descriptions for your eCommerce videos. Many eCommerce websites embed their videos from social media platforms like YouTube or other video hosting sites. This is where keyword-based titles and descriptions are needed.

Make sure to choose the keyword that has low competition and a quite decent amount of volume. You can also opt for long-tail keywords to reach more specific, highly-targeted potential customers.

Here’s an example of a keyword-based eCommerce video from Love Hair. They use “pure coconut oil” as a target keyword.

Keep Them Short and Crispy

Make sure you keep your eCommerce videos short and straightforward. Long-duration videos can only make your potential overwhelmed and lose interest in watching it.

After all, no one wants to see a 10-minute video of a brand bragging about their products, right? This will lead to a higher bounce rate and harm your eCommerce SEO ranking.

Eight seconds. That’s the time you have to grab your potential customer’s attention with your videos before you can engage them. That is why it’s crucial to include only information that brings value to your target customers.

The sweet spot for eCommerce videos is around 2 minutes. After two minutes, potential customers tend to get distracted and move on to the next thing.

See how Essie can give their potential customers a 1-minute how-to video to encourage them to buy their products:

Optimize Videos for Mobile Users

Do you know that younger generations (i.e., Generation X and Millennials shop online more often than older generations? Millennials make at least 60% of their purchases online. And that group age now makes more than 36% of their total purchases using mobile devices.

Those staggering numbers are quite obvious since younger generations are mostly digital natives. In this situation, you need to make sure that your eCommerce videos are accessible for hand-held users.

Mobile-friendly videos will help you expand your reach as it caters to mobile users. The more people click on your eCommerce website, the more likely you will gain more authority in your industry. And you know that Google will prioritize a website with high authority.

See how Nine Line Apparel nailed their mobile responsive eCommerce video on their About Us page.

Create Eye-Catching Thumbnails

The thumbnail is the first thing your potential customers see when they find your video on your eCommerce website or search engine results. It’s a big deciding factor whether or not they click on your video. So, the more you create them eye-catchingly, the more people will click them.

Video thumbnails have a direct impact on your eCommerce organic search visibility and click-through. It helps you to spark potential customers’ curiosity and even may transform their expectations of what the target URL is about.

This key here is to give a more professional look to your video and make it more appealing to click. Make sure to make it clear and convey the content in the most effective way.

You don’t have to go all fancy just to create catchy thumbnails. You can simply use your professionally-taken product photos just like what Bliss did for all of their product videos.

Make the Content Engaging

SEO can only get your eCommerce video to appear on your potential customers’ screen. But, it’s actually up to you to keep them engaged with your brand and move them through to the sales funnel.

You need good, related content for this. The best way to do this is to put yourself in your potential customers’ shoes so you can think and behave like them towards the eCommerce website.

Ask yourself, “what kind of content do I want to watch and make me spend money on the products?”

For instance, if you want to create a product video, always make sure to highlight the benefits instead of bragging about your awesome features. And if you aim to make a brand history video for your About Us page, it’s always better to include your beginning and where you are now — avoid including any fluff and any unnecessary moments whenever possible.

Not only will an engaging eCommerce video optimize your online store, but it will also make those potential customers come back for your content.

See the eye-capturing and engaging video from ESQIDO. It demonstrates the easiest way of applying false lashes to get visitors’ attention and engage them right off the bat.

Final Thoughts
Video can be a powerful addition to your eCommerce website. One of the perks of having them on your online store is that it can boost your website presence, making it much easier for target customers to find you through the organic search for relevant keyword searches.

When you optimize your online store, it would be much easier for you to drive more traffic to your website. This, as a result, will lead to an increase in conversion rate and revenue. After all, the more traffic you drive, the more chances you will get to convert them into paying customers, right?

Author

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order).

Lead generation is a top priority for every organization. Cold emails have been an excellent avenue for lead generation for several brands.

Using the right cold emailing formula, this form of lead generation can generate desired results. 

Are you someone hoping to find the right formula to generate leads through cold emailing? 

When you craft the perfect message and include all the elements needed, a successful cold email campaign will be your result. From warm to hot leads, results are almost guaranteed when cold emailing is undertaken in the right manner! 

What is cold emailing? 

The act of ‘cold emailing’ is best described as contacting a recipient without having any prior contact with the intent of converting them into paying customers. 

Cold emailing has been around for decades and has proven to generate beneficial results for several reasons. While some might argue, cold emails are a shot in the dark; when done right, cold emailing can result in qualified leads and eventually conversions. 

But how does one guarantee cold emails will land in the prospects’ inbox? How can one say with assurance that the email won’t get lost in a sea of existing emails? 

Marketers and salespeople need to keep in mind that their prospects are individuals with feelings and their own set of challenges in life. If they view their prospects as more than just mere numbers, the results of cold emailing can be magnificent. Introducing empathy in your cold email outreach campaign is essentially what it all boils down to. 

Writing the perfect cold email with the right structure and an effective subject line can in fact aid your organization in locking in on a prospect. 

Despite its intrusive nature, cold emailing holds a number of benefits. Here are 5 reasons why you should absolutely invest your time and efforts in cold emailing: 

• Cold Emails Reach Prospects At Favorable Timings: Everyone checks their emails daily, especially working individuals. With advanced email tracking tools, you can get notified as soon as someone opens your email. This can help you formulate a plan to send emails at the right time to recipients thus increasing your chances of visibility. 
• Personalized Reach: Cold emails are highly targeted and can be tailored to each and every individual. When recipients read emails crafted specifically for them (various tools are available that allow mass personalization), the chance of a conversion is far greater than an impersonal email. 
• Scalability: This is probably the most important advantage cold emails have to offer. While cold calling is effective for creating immediate, personal connections, cold emailing stands out in its ability to scale outreach efficiently across large prospect lists. You can reach a large number of prospects in one go as compared to cold calling. Various email tools are available to help you reach mass recipients all in one go. 

• Cold Emails Are Persistent: Some folks probably don’t view this as an advantage. But from the POV of a sales or marketing manager, persistency is advantageous. With several follow-ups beyond the primary email, prospects can be persuaded a number of times. 
• Brand Awareness: Every email sent out to a prospect is an opportunity for potential conversion. Cold emails act as an avenue for brand awareness. Even if the prospect does not require the product/service you are offering at the time they will still be made aware of your brand and will remember it for the future. 

According to Clearbit, the average cold email response rate is as low as 1%. It makes one question the effectiveness of cold emailing. As mentioned earlier, if cold emailing is undertaken meticulously, it can achieve wonderful results. 

Lead generation is the first step in any kind of sales form. Using the art of cold emailing, sales managers and marketers can secure leads using this low-cost marketing tool and achieve highly favourable conversion rates. 

Keep these 5 tips in mind when drafting your cold email campaign and you will be guaranteed to secure leads: 

5 Tips to generate leads through cold emailing

1. Personalization Needs To Be Your Mantra!

Put yourself in the shoes of the recipient for a moment. You are sitting in front of your laptop, browsing through your inbox. Suddenly, you come across an email with the subject line that reads ‘{Your_Name}, this is just for you!’. Now, won’t that pique your interest? It will! 

Uplandsoftware found that open rates can be increased by 22% if the recipient’s name is included in the subject line. 

Additionally, adding custom snippets like {First_Name} or {Company Name} can ensure a higher level of personalization that will speak to the email recipients directly. 

In this regard, these emails will work because the recipient will feel that you personally took the time out of your day to compose the email specially for them with some interest. 

Researching your prospects and gaining valuable information that can amp up the personalization process will go a long way. 

2. Subject Lines Matter More Than The Content 

Source: MailerLite

What is the first thing your prospects will see before they even consider opening your email? The subject line! 

The subject line is often overlooked and more emphasis is placed on the content of the email. Your subject line is the one that catches the attention of the prospect first, and then it is the content. 

Attention-grabbing subject lines are a must when cold emailing. Adding a question, their name, promo, call to action directly in the subject line may very well increase your open rates. 

Experts recommend that subject lines be below 60 characters and ten words in length. A great subject line should work in any environment the recipient receives the email in. 

Before you craft the perfect subject line, consider asking yourself the following 3 questions:

1. Is my intent clear? 
2. Is the message I am trying to convey relevant currently?
3. Has a sense of urgency been established?

Testing out different subject lines is another beneficial practice to add to your strategy. Some individuals prefer receiving emails with enticing offers upfront. Others could probably want to know what you are offering before considering your services. There is a 26% increased likelihood of readers opening your email with personalized subject lines. 

Additional tip: Creating a sense of FOMO (fear of missing out) will invoke a sense of curiosity in the recipient. 

Here are a few examples of subject lines that work: 

“{First Name}, we have found exactly what you are looking for”

“{First Name}, do you want some time off?”

“What would you do if you had [number] more hours per week?”

“Why {Company_Name}?”

“You missed it!”

3. Using Social Proof To Your Advantage

Social proofing is one of the oldest techniques used in the sales industry. Think about it for a second, if you hear that person X increased their revenue by 30% in under 6 months after using a particular product; would you not be intrigued? You would. 

Thus, using social proofing techniques to bolster your email pitch can help you achieve your desired results. Of course, we don’t recommend embellishing your content with white lies. 

Having more credibility will increase the chances of your prospects trusting you. Mentioning actual statistics and facts from existing or previous clients who have succeeded after using your services will strengthen your pitch. You can share customer success stories and achievements to convince recipients to opt for your services. 

For example:

“Hey {First Name}, 

We have worked with over [500+] clients in the past, providing them with state-of-the-art [email marketing services]. 

Recently, we worked with [ABC corp], and were able to increase their lead generation by 18%. They were having trouble generating leads through conventional methods and felt they needed to opt for professional email marketing services”

Social proofing will make your cold emails a lot more compelling. As it is well known that people are more likely to adopt the opinions of trusted individuals. 

Beyond mentioning organization names and quantifiable data, you can also include mutual connections and your professional credentials. 

4. Follow-Ups Are Pivotal To The Success Of Your Campaign 

Follow-ups are extremely important when cold emailing. Some would even go as far as to say that follow-ups are more critical in securing a reply than the initial email. 

70% of email chains generally stop sending emails after the initial attempt. No response in the first email does not necessarily mean the prospect is not interested. 70% of email chains generally stop sending emails after the initial attempt. The primary email is a part of a much bigger picture in the process of cold emailing. 

The initial email is only to grease the wheels; the follow-ups are the ones that do the heavy lifting. Also, persistency is key, remember? 

Your cold email outreach should be an ongoing conversation. 80% of deals require an average of at least 5 touches before closing. 

The graph below shows at which point a recipient is more likely to reply to your email. The more emails one sends out, the more they are likely to get noticed. If your prospect keeps seeing your name in their inbox, in some sense they will have been familiarized with your existence. 

Source: Yesware

Eventually, they will want to know what you have to say. If you use the correct verbiage in your follow-ups, prospects won’t feel like they are just another name on a mass emailing list. 

Additionally, by sending follow-ups, prospects actually feel like you care about their response or lack thereof. Thus, a humanizing element comes into play and that increases your chances of a reply. 

It is entirely up to you, how many follow-up emails you want to include in your outreach. Experts recommend sending out at least 5 follow-up emails at timely intervals. 

Here is a rough sequence you can follow: 

• Follow up 1 (After 3 days)
• Follow up 2 (After 7 days)
• Follow up 3 (After 14 days)

• Follow up 4 (After 30 days) 
• Follow up 5 (After 60 days) 

5. Ensuring The Prospect Is The Right Fit With Actual Intent

Sending out cold emails to recipients that are not interested in your services would be a pure waste of time and resources. Marketers and salespeople often use intent data to skip ahead of the line and identify individuals that require the solution you are offering. 

Intent data highlights behavioural signals that show the intention of your prospect to purchase a product or service. Recent studies have found that an average B2B prospect is already 67% into the purchasing journey. This data helps organizations jump ahead and use it to their advantage in securing prospects and qualified leads. 

This technique is helpful for cold emailing, as you can reach out to prospects before they contact you; and this is especially effective since you are reaching out to them at the right time. 

There are several other ways to find prospects besides this, these include: 

1. Social Media 
2. Referrals 
3. Networking 
4. Online Forums (Quora, StackExchange, Reddit, etc) 
5. Google Analytics Data 
6. Website Visitation 

Now that you have locked in on a prospect, how do you ensure they are the right fit? If you already have a buyer persona in mind, that would be a great place to evaluate the fit. 

Besides that, with data enrichment and predictive lead scoring technologies on the rise, evaluating fit can be assessed with a microscopic lens. 

Below are 3 questions to consider when evaluating if a prospect is a right fit for your organization: 

1. What technologies are they currently using? 
2. How many employees do they have? 
3. How much funding do they have? (i.e. can they afford your services?)

Additional Tips For Lead Generation Through Cold Emailing 

• Use Conversational Language: A successful email outreach program involves using language and verbiage that is conversational in nature. It is recommended that cliche or overused phrases be avoided altogether. Sticking to the basics is the best way to get your message across. 

For example, “Hey there! John, are you ready for the weekend?”, “Hope you have a splendid week ahead”, “I am ready for the weekend” “Hope you aren’t having a bad case of the Monday Blues!” 

• Ensure All Your Contact Information Is In Your Signature: This is an often-overlooked tip but is one that is quite important. All of your contact information should be included in your email signature, including your phone number, office address, LinkedIn, and website URL. An email signature acts as a digital card and shows professionalism.Through your email signature, you can provide extra resources. If someone were sceptical about your credentials, checking your LinkedIn account can help put their mind at ease. Additionally, if a prospect wanted to get in touch with you directly, they could contact you through the phone number provided and perhaps speed up the process of closing a deal.

  

• Use Cold Emailing Software: Using cold emailing software, you will be able to automate several time-consuming processes if undertaken manually. Cold emailing software also provides users with real-time data and analytics that can be used to your advantage to refine your campaign.
  You should also be using software to help create the template for your email marketing campaigns. A good email template builder software can save you hours of your time which would otherwise be required to set up email campaigns.With email software, you can segment lists into different target audiences with specific preferences. Each mass email sent out can be personalized for each prospect as if you were having a one-on-one conversation with them. 
• Avoid Long-Form Content: If you intend to capture and retain your prospect’s attention, then avoiding long-form content is advisable. Keep your emails short, not more than two paragraphs.When people check their inboxes, they do it with the intention of clearing it out; if they come across a long-winded email, especially when they’re short on time, they will not read it. Remember that emails are not books, they are meant to be short. 
• Ensure Your Timing Is Right: Timing is indeed everything and plays a huge role in the success of your cold email campaign. Familiarize yourself with your prospects before reaching out to them. Look at their social profiles to gain relevant insights into their professional life.You want to avoid being labelled as ‘spam’, so decide upon the perfect timing best suited for your prospect. Conduct A/B split testing to see which timings and days have recorded the highest open rates. This will tell you the best time to send an email.
• Canned Content Is A No Go: If there’s one thing people dislike it is impersonal and canned content. Canned content is pre-made generic content that is used to speed up the email writing process.This content is generated with general ideas and assumptions of the customer’s needs and preferences. Personalize your content to the specific needs and preferences of your prospect. Try to make it as personal as possible, adding minor details can do wonders to your reply rate.

• Don’t Beat Around The Bush: People are busy! If they do open your email, then you want to capture their attention as soon as possible. Be direct and get to the point in the second line. Keep your opening line/paragraph short. Building up to a point, with irrelevant details about yourself and the organization will impersonalize the content of the email.Get to the point directly, and present your value proposition within the first two lines. Show them the problem you aim to solve through your product or service. 
• Add Call-To-Actions (CTAs): Adding a CTA at the end of your email will help you measure the success rate of your campaign. The real success metric is not open rates, but rather the number of people who actually undertook the desired action in the form of a CTA. Not all CTAs have to be too salesy. Emails with a single CTA have been known to increase clicks by 371% and sales by 1617%.Some CTA examples include, provide a specific day or time, learn more, read more, watch now, get the app, schedule a call, etc. Aesthetically appealing CTAs are also on the rise, so design your CTA in a way that prompts the user to click on it. 

Conclusion

Cold email outreach is a great opportunity to find qualified leads and increase your conversion rate. This method works amazingly when undertaken in the right manner. It is a great way to start conversations with prospects and help them become aware of your brand. 

The most effective method to date is in fact personalization. Instead of sending out generic messages that would instantly cause a prospect to turn away, offer tailor-made solutions. Hone in on their specific needs and then craft the perfect cold email. 

Improved targeting can help you achieve desired results. A high open rate does not signify much if you are receiving no replies. Undelivered emails also affect your open rates thus it is best you re-verify your email marketing database using email verifier tools. 

Trying out A/B split testing is another way of analyzing the effectiveness of your campaign. LeadGenius tried A/B split testing for their subject lines and concluded that they saw a 49% increase in open rates. 

Cold emailing requires patience and persistence. It can be tricky and even feel monotonous but it is rewarding if you take the time to do it right. Use sales prospecting tools, CRM platforms, email marketing tools, and email tracking software to track, analyze, measure, and improve your results to maximize your efforts.  

Happy Cold Emailing! 

Author Bio:

Dhruv is an entrepreneur and co-founder of Saleshandy, a sales engagement platform that helps sales professionals close more deals. He is an empathetic marketer, people person, SaaS enthusiast, hustler, and growth hacker. He is passionate about identifying customer needs, measuring success and delight. He loves to write on customer-centric problem solving and growth, enabling customers and businesses to make better decisions.

B2B email marketing focuses on businesses ratfiher than individuals, and the purchase decisions are made on value transfer instead of impulsion. The sales cycle is considerably longer, and it may involve multiple decision-makers, making B2B email marketing significantly different from B2C. A lot of email marketers apply the same strategies for B2B email communication, which they use for B2C, thus never achieving the true potential of B2B email marketing. Today, I will discuss the top 5 B2B email marketing tips that will help you unlock the true potential of your mailing lists. Read on for a deep dive into the topic.

What makes B2B email marketing different from B2C and how to approach it

B2C is more focused on driving sales on almost every message, and it contains little to no educational content. Moreover, the purchase won’t have a long-term impact on consumers. However, B2B purchases have lasting effects on an organization, and one needs to invest in educational content spread over multiple emails before prospects start engaging truly. You will also have to optimize the messages to deliver value for each stakeholder who takes part in the buying processes. Thus, the B2C approach of generating revenue from single emails isn’t going to work out. We can consider that their identical objectives are the reason behind many email marketers applying similar strategies:

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Now that we know about the differences between the two, let us understand how to approach B2B email marketing. Firstly, you will need to curate your content for a rational buyer and focus on lead warming. You also need to understand your prospect’s requirements and satisfy multiple employees’ concerns before your message reaches the actual decision-maker. You can find the subtle differences in the approach in the below table:

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Emails have the best ROI as a digital marketing channel, and B2B emails have 47% higher CTR when compared to B2C messages. Also, checking work emails daily is still a part of every organization, and there’s no reason you should miss on B2B email marketing.

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That’s enough of polishing the basics. Let us explore those five B2B email marketing tips that will help you need to try without fail:

5 best B2B email marketing tips

#1 Use Personalization + Dynamic Segmentation Simultaneously

Just because you are going to communicate with different professionals from different levels of hierarchy, it doesn’t mean that you should give up on personalization efforts. You should segment your mailing lists in a way that helps you address different hierarchy levels and then run personalization efforts to make your messages relevant to the job profile. Focus on your prospect organization’s needs and send content as per the powers and understanding level of the concerned job profile.

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Dynamic segmentation comes in handy in filtering your mailing list proactively. It aids in targeting the contacts based on their recent activity on your website and response rates to your ongoing email campaigns. Thus, you will be able to get the benefit of staying relevant to the current phase of their buying processes instead of sending messages in a generic fashion.

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Personalization coupled with dynamic segmentation is one of the highly effective ways to achieve the right send times. For instance, if your prospect viewed a certain FAQ on your website, sending them a relevant resource on the topic within a few hours can significantly help the customer journey. 

#2 Develop content for multiple stakeholders and offer cascading value propositions

As I mentioned above, B2B email marketing relies on delivering value and establishing reliability. This will require you to create extensive content that complements all phases of the buyer journey. You should start by knowing which stakeholders are going to take part in the purchasing process. A finance manager’s concerns are always going to differ from that of a production or sales manager. Yet, all of them come into the picture at different times and even stay in the loop. You can use the below chart to create email content development guidelines for addressing them:

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Also, optimize the subject lines, preheader text, and CTAs for various stakeholders when creating resources. Once you develop the basic framework for your email content, you should use different formats to distribute it. This makes content consumption easier. Drip email campaigns are the best solution for offering cascading value propositions. They help you deliver the right content via emails based on engagement and timing. Instead of bombarding the readers with huge amounts of information that either doesn’t connect with their job role or is irrelevant to their buyer journey only discourages further engagement. Below is a schematic diagram of how drip emails deliver meaningful resources using cascading send rules:

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I find that using self-nurturing landing pages is a great way when you don’t know the exact profile of your recipient. You can use customized URLs from Replug to track their activity and improve your database. 

#3 Leverage newsletters to project thought leadership

Newsletters are a multi-purpose tool for B2B marketers. They help establish thought leadership by engaging the readers consistently over information that aids their business. They give you an opportunity to send insights on various aspects of your customer’s business and place your product/service as a facilitator of the benefits you mention. In many cases, it takes weeks to go through various offers, terms and conditions, technicalities, and discussions before they approach you again. You can use newsletters to keep your prospective clients engaged during those ‘colder’ phases, and it generally acts in your favour as opposed to brief periods of staying out of touch. No doubt, email is the hot favourite of B2B email marketers when it comes to content distribution:

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Sharing industry-level research, opinion pieces, and inputs from technical experts are some time-tested ways of projecting thought leadership. You can use tools like ContentStudio to keep your subscribers engaged through highly refined content pieces from third-party sources. The below email from Smartsheet helps it take an authoritative pose, and it will surely increase its trustworthiness among the readers:

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Similarly, if you are a SaaS company, you can send product-specific tips and tricks within your newsletter during the trial period. Here’s an example of doing so from Miro:

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#4 Be smart with curation in your email templates

Having the right B2B HTML email templates matters! Content plays a decisive role, but curation is another aspect that impacts your campaign’s overall performance. The number of B2B buyers remains less when compared to the B2C buyers, but the ticket size is considerably huge. Thus, you should invest in beautiful email marketing templates that provide dynamic content blocks as it helps your personalization efforts apart from improving aesthetics. It also saves you from degrading your brand value in situations like sending an email with wrong images or URLs, as you can change them even after sending it.

This is how Crowd Writer UK works when they email other businesses. Having personalized subject lines and simple and authentic content has boosted their email marketing campaigns. When curating your content blocks, use visual hierarchy rules for getting the best aesthetic appeal. Keeping the paragraphs and lines shorter is a must, but your email typefaces, branding elements, colour palette, the separation between adjacent elements, font size, and colour play a huge role in determining your message’s readability. Mobile optimization is also necessary as 51% of the total email opens come from smartphones. Here’s a great example of curating a B2B email template in the right manner coming from none other than Campaign Monitor:

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#5 Constantly track your success rates and redesign your efforts

Lastly, I would like to tell the readers that tracking your campaign results is 10x more important in B2B email marketing. The reason? Right from the decision-makers to the purchase cycle, everything keeps shifting while your competitors are going to target your leads far more aggressively than the B2C sector. Keeping a tab of how your email copies perform, the subject lines that get maximum opens, most coveted gated content, and CTAs apart from the regular email metrics will pave your way to success. You can learn from successful conversions and replicate the model that helped you convert in your ongoing efforts.

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Most businesses run an email audit on a yearly basis, but it is advisable for B2B firms to use real-time insights and constantly tweak their email marketing strategy as per the latest performance results. As the businesses continue to evolve with technological advancements and shifts in end-customer perception, B2B marketers will have to constantly evolve their processes through consistent evaluations.

Putting it together

Coming towards the end, I will draw your attention to one common trait among all of these five B2B email marketing tips: Cater to the needs of the buyer journey on a real-time basis and follow a flexible approach. No doubts that running email campaigns for business-to-business interactions is complicated but following these email marketing tips will help you focus on getting results through coordinated efforts. I hope these tips help you get greater success in your next B2B email marketing campaign.

Author Bio

Kevin George is Head of Marketing at Email Uplers, one of the fastest-growing full-service email marketing company that specializes in crafting professional email templates, PSD to HTML email conversion, and free HTML email templates in addition to providing email automation, campaign management, and data integration & migration services. He loves gadgets, bikes, jazz, and eats and breathes email marketing. He enjoys sharing his insights and thoughts on email marketing best practices on his blog.

Video marketing has become a popular tool to generate conversion in such a short time. What makes it different from other marketing strategies is that it turns the art of old copy into an engaging video.

But, there’s another distinct feature that only video marketing has. It is the personal touch of visual storytelling. Unlike any other online videos, this type of marketing video focuses on the audience’s perspective. As a result, the video will act as a great representation of them.

But why must it be a video?

If you’re an avid internet user, you won’t be surprised that most content is video. In reality, video has become a staple content in the online world.

It’s nothing new, really.

In fact, a statistic says that people consumed one billion gigabytes (56 exabytes) of online video monthly. And that’s in 2017 alone. The current stats predict that over 240 exabytes will be consumed monthly in 2022.

In conclusion, the future of online video is bright. If you’re an entrepreneur, you must’ve taken this information into account. Promote your business with video marketing as soon as possible.

What is Video Marketing?

Video marketing is the practice of turning textual copy into an entertaining and informative visual with the touch of powerful storytelling. That’s what we call video marketing.

Video marketing itself covers many types that are aimed for a different purpose – for example, educational videos, product videos, brand videos, and tutorial videos. These are the four major types of video marketing nowadays. 

Each type also divides into a more specific video; for example, an explainer video is inside the educational type video. It is the introduction of a company or product to establish a new relationship with the audience.

In short, it’s best to implement video marketing when you begin your entrepreneurial journey and hook the audience’s attention. Video marketing can also act as an educational video since you explain who you are to the public’s eyes.

The Benefits of Video Marketing 

Often, you may hear about powerful video marketing tactics that boost conversion rates in no time but you don’t get to know how it works to get you satisfied with the outcome. 

Video marketing’s benefits don’t come overnight. In contrast, it is a compilation of teeny-tiny steps that lead to your conversion goals. Here are the benefits (in order) that show you how video marketing can bring you more conversion rates.

1. Capture The Audience Attention

Video marketing is an excellent tool for grabbing the audience’s attention. Since it centres around the audience’s point of view, it’s essential to incorporate a unique approach.

For example, a tutorial video aims to solve the pain point of the audience. Most of the time, the audience doesn’t pay attention to what a product can be used for many possible usages. Your tutorial video will come in handy to help them understand better.

Suppose you’re running an Italian Parmesan business. We all know what we can do with the cheese. It’s a basic complement dish that enhances pasta and pizza into a mouth-watering delicacy. Even without your tutorial, the audience knows how to incorporate parmesan into their meal.

They will come up with the idea of making cheesy pizza or cheese fondue or something ‘normal’ thing to do with the cheese. But if you get your audience a tutorial video to try out something different, you can benefit the most from it.

You can make a fantastic tutorial video by incorporating new recipes for your authentic Italian cheese. For example, cheese tends to be an expensive ingredient in some parts of the world. To tap into an audience of students or people who are tight on a budget, you decide to make a budget-friendly recipe with cheese.

Engaging audiences through visually compelling content can drive remarkable conversion rates. One effective strategy includes leveraging platforms like Idomoo, which specializes in personalized video solutions that capture attention and resonate with viewers instantly. Exploring these advanced video marketing approaches enables brands to deepen connections with their audience.

Doing so helps you reach a new market and provide insight for your existing audience. In the end, you get the best of both worlds.

2. Improve Brand’s Awareness

Video marketing can help you spread more awareness by incorporating an effective strategy. This is where explainer videos play a big part in the game.

First off, an explainer video has the ability to convey a message about your brand and product concisely. If you’re new to the business, it’s an excellent way to apply this method sooner. For an entrepreneur looking to leverage powerful storytelling effectively, utilizing a video presentation maker with advanced capabilities such as text-to-speech, auto-generated subtitles, and AI script writing can revolutionize your marketing approach. Such tools not only simplify the process of turning ideas into compelling videos but also ensure scalability and consistency across different projects.

Let’s get back to the cheese business.

To begin with, there are tons of cheese companies in this world. They aren’t just cheese producers but also dairy companies that supply all dairy-derived products worldwide.

Does it mean you lose the battle as a local cheese producer? No, you still have a chance to acquire markets, at least in your local area. 

This is where video marketing comes to the rescue. It enables you to spread out the words about your local-authentic Italian cheese. It also allows the audience to know better about your brand in an amusing way- not too promotional.

3. Boost SEO

Every business needs to have a website to level-up its attention. Often, the audience looks up the website first to judge whether your company is credible or not. Basically, your website is an exceptional online presence that you should nurture in the long run.

Besides, people rely heavily on the search engine to look for anything in today’s internet age. The chance of your business to appear on the search engine will be super low if you don’t incorporate a digital marketing tactic.

A digital marketing tactic includes having video marketing as one of the plans. As mentioned above, video marketing won’t only act better to attract the audience but also the search engine. Including a video on your site will help the search engine rank your site.

A good marketing video on your site allows visitors to get an in-depth explanation within minutes. The presence of video can also attract the eyes first when a user visits your site. It leads them to click and watch without spending time reading a bulky text inside the website.

The relevancy of your marketing video enables the search engine to track your page better. This way, you can improve your site’s appearance on the search engine result page (SERP). 

Source:offers.hqplrstore.com

4. Bring More Traffic

Now that you have a fundamental knowledge of websites and SEO, let’s dive into how a better SEO score can bring you more traffic.

When you finally reach page one on the search engine result page, the chance is you generate massive visitors to your site. Although it’s apparent, our ‘local cheese business’ doesn’t even know this strategy.

A small business mostly relies on the classic word of mouth without giving a chance of online presence. Although the former method is still effective today, the online representation can fuel up the businesses’ expansion.

An embedded video marketing on your site isn’t the only source where your enormous traffic comes from. Thanks to social media platforms, people can share your video marketing multiple times. Also, don’t forget about the number of views and impressions. Those are the vital analytic tools to measure your video marketing success.

If you succeed in delivering useful video marketing, the chance of getting overnight popular is very much likely. The audience will be curious as to what your brand is all about. They will dive into more information by visiting the only complete source of you: your website.

Therefore, the more shared your video marketing is, the higher opportunity of you getting more traffic to your website. 

5. Increase Conversion Rates

Video marketing is designed to generate leads in the first place. So, there’s no debate on it. But how does it work?

Firstly, in every video marketing, the narrative or storytelling guides the viewers to pay more attention to it. Without the audience realizing it, each video infuses marketing information, leading them to feel attached.

This is where powerful storytelling works. It enchants the audience to stay within the video until it ends. Although many implement an urgency narration, some companies prefer to have it in the end.

We call this actionable narration a call-to-action (CTA). It can be a text, button, banner, or even a story in the narration that gives the audience a sense of urgency to take action. CTA is the gate for every potential lead to embark on your brand’s journey.

CTA works like a magic word. It doesn’t push anyone to click on something or visit your website. Rather, it beautifully persuades the audience to get an experience with you.

That’s why it’s crucial to understand how CTA works for generating the audience. Placing CTAs can also be tricky as it needs some strategies without making your audience feel objectified. 

In brief, every video marketing needs CTA to generate leads and measure the conversion rates. That’s a must-have. If not, then what’s the point of your video marketing?

How To Write Your Video Marketing Script

Source: medium.com

Now that you have a knowledge of video marketing, you may think it’s hard to make one, especially when you’re a novice in this practice. Although you can give it all to the social media video production company to handle, you should know the science behind it. Only then can you work together to receive the best outcome you desire.

Here are some tips for you to create a compelling video marketing script that helps increase conversion rates.

1. Write as you talk

Sometimes scriptwriters don’t put this as equally important as giving the real conversation with the audience. They concentrate more on delivering whatever in their mind into words, which is terrible.

Your writing text doesn’t automatically turn into an engaging story if you ignore this element. That’s why there’s this statement amongst writers, “Write as if you’re speaking.” It means that when you sound your writing, and it comes out great, you have succeeded in your writing hustle. This becomes even more important when using text to video AI tools, which turn your scripts into visual content because if the writing doesn’t feel authentic, no tool can save it.

Writing for video marketing can be challenging, but that doesn’t mean impossible to tackle down. Continuously writing your script, or leveraging an AI video generator, can enhance your skill in the future to get a better hold of what’s enticing to the audience and what’s not.   

2. Educate the audience

Video marketing isn’t that salesy video where you push people into buying your product. It’s never like that, to begin with. There’s a reason why it’s called marketing, not sales. It aims to penetrate the market and acquire leads.

Therefore, your video marketing should be informative and educational for the audience. If they find it helpful, you don’t need to worry much about the upcoming event. A broad audience will be right in your hand.

Your video marketing script must be the first introduction of the following promotional video. In other words, you must create a solid audience that ‘understands’ your brand and your product. And, you can achieve this state by educating them properly.

3. Accentuate your words and tones

If you understand what it means to have a hidden agenda, well, then you can incorporate that method in your scriptwriting. It’s not about the wrong and misleading information to cruelly achieve your goal. It’s about focusing on the thing you want to deliver by accentuating your words.

Words and tones can sometimes be complex to understand fully. People from diverse backgrounds can interpret the words differently too. That’s why a video marketing scriptwriter should emphasize it to give a concise message.

Tones are also vital to leave an impression on the audience. It differs from every business or niche. You can’t apply a happy tone for a product that solves an emotionally dreading situation. That’s inappropriate in the first place, and secondly, it will leave a terrible impression of your brand.

4. Incorporate narrative structure

The thing about storytelling is the beauty of its structure, how it enchants the viewers to feel ‘something.’ Crafting exceptional storytelling needs a lot of practice. But to start on, try implementing the narrative structure in your scriptwriting.

Well, storytelling itself is already in the form of narration. But, most marketers ignore this part as they may straightly think of the words to gain leads. Because, no- you can’t incorporate a brand-centred story if you target a different subject: the audience.

It’s not about telling your features and so on (well, yes, you should put this into the writing), but it’s not the main thing. When you implement a narrative structure about your audience and make it all about them, they sure feel attached.

5. Use illustrative words

Lastly, don’t forget to use illustrative words in your video marketing script. Most scriptwriters forget to put this as they focus more on crafting the big words. The thing is, your heavy words are hard to translate into a video. 

Keep in mind that a video needs illustrative words to be acted upon. Your words must be visually friendly so that the production engineer knows what you mean or the message you want to deliver.

Illustrative words also allow the audience to visualize better, albeit there’s a video representing it. But still, it’s a crucial element that every scriptwriter should take notes of.

Conclusion

Video marketing is one of the most popular strategies every marketer has reverted to s in the past decades. Thanks to the growing world of the Internet, people are now relying on it to look up almost everything. 

The content itself has shifted from visual to video as the latter has more information included than the former. This is where businesses take an opportunity from. They implement a marketing scheme into an online video that reaches out to a broader audience, in the hope of having more conversion rates and it’s true. Video marketing is now used by many businesses to elevate their performance.

Author

Andre Oentoro is the founder of Breadnbeyond, an award-winning explainer video company. He helps businesses increase conversion rates, close more sales, and get positive ROI from explainer videos (in that order). Twitter.Linkedin Email: andre@breadnbeyond.com