How to Create a High-Performing Video Marketing Campaign
- by GlobalMeet Blog Team
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Amidst tightening consumer budgets, economic volatility, and general uncertainty, marketers in the financial sector have to do more with less. Ad dollars must stretch farther, content needs to be re-purposed multiple times, and teams are embracing scrappier video production methods over expensive studio production. The average corporate marketing video, as part of a video marketing campaign, can cost anywhere from $2,000 to $7,000 to produce, and quite often, costs tend to go up into the tens of thousands. Twenty-two percent of marketers are creating a few videos a week, but with the promising results and success stories around video, that number will continue to increase.
Also, video is wildly successful across social media; organic social video gets 1,200% more shares than text and images alone, and 87% of marketers believe video generates a positive ROI. For marketing and social media teams looking to take their content strategy to the next level, here are a few tips on scaling content creation.
1. Empower Teams to Produce Content Independently
When 51% of marketers are still relying on internal teams to produce video content, it takes forever. Between multiple rounds of revisions, editing, and formal storyboarding, the process is dragged out and outdated. Encourage teams to spend a few hours a week brainstorming content ideas and then quickly putting those ideas into action through effective corporate video marketing strategies. Whether it’s educational content like “3 Ways to Save for Retirement” or informative like a market update, get teams empowered to be their own writer, producer, and editor for effective corporate video marketing.
2. Host Webcasts
Long-form videos like webcasts can keep customers and strategic partners highly engaged when done right. Whether on-demand or live, webcast platforms offer tons of different ways to engage your audience before, during, and after the event. Start the branded experience with on-brand content portals from GlobalMeet and create interactive polls and surveys for engagement during the webcast. Wrap up your successful webcast by integrating GlobalMeet with your go-to marketing, sales, CRM, and email automation platforms to provide critical attendee information to your other teams.
3. Test Live, Simulated Live, and Pre-Recorded Video
When you’re starting a new video strategy, you might not be sure exactly what resonates with your audience. Do they enjoy a long-form webcast at a specific time? Are they more willing to engage with financial advisor updates when they’re on demand? Experiment with different formats and styles to see what content dissemination strategy works best for you.
4. Streamline Your Workflow
From idea creation to editing to sharing across social media or your website, simplify all aspects of your video creation workflow. Obtain buy-in from leadership so your marketing team doesn’t need to run every single revision across the executive team. Employees will feel confident in being authentic, and production times can decrease. Minimize the number of technology apps used to create a single video.
Video Creation Across the Financial Services Sector
Video adoption has transformed multiple industries, and the financial sector is no exception. As marketers are forced to do more with less, reducing costs, decreasing product times, and accelerating content schedules are critical in maintaining a high-performing video content calendar. Contact our sales team to learn more about how financial services teams are adopting and scaling impactful video marketing campaigns.
7 Webcast Marketing Strategies
- by GlobalMeet Blog Team
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Ready to get the word out about your next press conference, investors meeting, or an informative event for lead generation? It’s a noisy online world, and virtual events quickly get lost in the shuffle without a solid webcast marketing strategy.
From spreading the word through email marketing and public relations outreach to ensuring proper follow-up nurture with attendees, webcast marketing is most effective when you implement a variety of strategies across the entire journey. Leverage some of the below marketing webcasts tactics along with real-world promotions for the best results.
Also, don’t forget to closely track conversion rates, open rates, impressions, sales, and more along the various marketing channels. This will help evaluate the success of your marketing campaigns in driving awareness and, ultimately, generating more revenue.
1. Marketing Webcasts: Warm Email Marketing
While some consider email marketing “old school,” it’s still one of the most direct ways to reach consumers. While 99% of people open their emails every day, the average person also receives an average of 121 emails per day. Your email marketing strategy must be sophisticated and personalized, which helps you avoid the dreaded “delete button.”
Segment your list into specific audiences (think customers, prospects, partners, and more) to generate engaging content specifically suited to their needs. Kick off your email marketing roughly two weeks before the webcast and increase the email frequency as the day and time get closer.
2. Social Media Advertising (Paid and Organic)
Utilizing hashtags, emojis, posting consistently, and leveraging the power of the algorithm on top social networks is another effective strategy for getting your webcasts in front of the right audience. Use a specific hashtag to create a branded experience around your event and help potential attendees find more information. Also, don’t forget to constantly include a link to the registration page.
Once you’ve determined the types of posts and graphics that perform best, consider putting some ad spend behind that winning content. Social media ads are often more effective than other forms of advertising, and 72% of marketers regularly use paid ads.
3. Display Ads
Display ads are excellent ways to drive top-of-funnel awareness. When consumers constantly see your webcast advertised on third-party websites, on Google, or in other apps, they’re reminded to sign up for your event. The “Marketing Rule of 7” states that people need to hear about something at least seven times before they consider taking action, and display ads are an excellent way to increase the frequency of your drumbeat.
4. Content Marketing
With 70% of consumers preferring content marketing to traditional marketing, its vital to utilize this element in getting the word out about your webcast. Content marketing can range from long-form to short-form content or even simple repurposing of social or email content. Blog posts drive traffic to your website, and with the right keywords, your content marketing efforts can drive you to the top of Google search results. Over 25% of people click on the first Google search result, so making sure your events rank highly is important.
5. Partnership Marketing
Are you having well-known thought leaders speak at your event? Tap into their powerful network to broaden your reach and bring their audience into your webcast. Hand them a speaker’s media kit with graphics, digital flyers, pre-written social content, and other assets to make it easy for them to share.
6. Public Relations
Public relations can be as simple or complex as time and budget allow; craft a newsworthy press release and send it out on the wire for some extra visibility. You can also reach out to reporters and journalists who cover webcasts and other virtual events in your industry and offer them a compelling statistic or insight to write about.
7. Follow-up Marketing
Once the event is over, you still want to engage with these attendees. Make sure you gather the appropriate permissions to continue follow-up on other events and future webcasts. The marketing consent tracking tool in GlobalMeet helps you share privacy policies and terms of service and allows attendees to opt-in to hear from you in the future.
Market Your Webcast with GlobalMeet
Whether you’re reaching 50 people or 100,000+ attendees, GlobalMeet Webcast is here to power your successful virtual events strategy. With custom branding opportunities, attendee engagement tools, and robust analytics, GlobalMeet makes virtual events a key pillar in your webcast marketing strategy.
Check our checklist for promoting your events and contact us for a demo today.
3 Best Practices for Driving Inbound Leads in 2023
- by GlobalMeet Blog Team
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Inbound marketing is one of the most powerful marketing levers to pull in your business. Inbound marketing involves crafting high-quality, targeted content that attracts your ideal audience and builds a long-term relationship with them. This might be an annual e-book that is free to download once an email address is given or an on-demand video series. On the opposite hand, outbound marketing involves proactively reaching out to a customer through paid advertising or direct sales messages.
The Benefits of Inbound Marketing
Businesses love inbound marketing for various reasons; first of all, the ROI is high, and companies can see a solid return. Also, there are tons of automation platforms to make inbound marketing “always on” and easy. 76% of companies use some sort of automation to streamline, increase efficiency, and automate manual, repetitive tasks. Additionally, inbound marketing brings the customer to the business, allowing them to interact on the website, sign up for free downloads, register for online events, and more. It captures the audience in the content marketing flywheel and increases the frequency of exposure to the company.
When executed with a strong plan in place, inbound marketing can be one of the most profitable tools for your business. If you’re looking to polish up your inbound strategies, here are a few tips.
Best Practices for Driving Inbound Leads
1. Host a Variety of Webcasts
Webcasts help you attract, nurture, and retain customers cost-effectively and efficiently. A well-planned virtual events calendar throughout the year is constantly peppered with relevant educational topics your audience is interested in. For 45 minutes to an hour, attendees are actively engaged with your company, brand, and message. In the digital world, that’s a long time! When the average person only reads about 20% of a webpage or a blog post, capturing undivided attention for an hour is highly beneficial. Experiment with the format and style with an innovative webcast solution like GlobalMeet Webcast to see what resonates best with your audience.
2. Increase SEO Presence
SEO is one of the most significant drivers of inbound leads and revenue; after all, these are highly qualified, ready-to-buy users who are actively searching for a business or product like yours. 91% of businesses find SEO “very profitable,” so make sure your top-ranked pages include clear call-to-actions to demo or buy.
3. Repurpose Video Content
Video content is often long-form and requires more intensive work in editing and production; that being said, don’t just use a video once. If your business hosts an hour-long webcast, chop that up into digestible 10-minute videos and host them behind a gated form. Repurpose them into email nurture content or a welcome sequence when someone signs up for your newsletter. You can even re-post them on social media like LinkedIn or YouTube. Extend the shelf life of your webcasts by analyzing audience engagement metrics to see what topics resonated best with your audience, and dive deeper into those niches in new content down the road.
GlobalMeet Webcast for Inbound Marketing
Webcasts and videos are one of the most popular tools in inbound marketing, and an innovative webcast solution is critical to getting a virtual event strategy off the ground. GlobalMeet Webcast allows you to dive deep into robust analytics to measure your webcast’s effectiveness and helps you extend the shelf life of your content by creating on-demand recordings. For global inbound marketing, utilize live event translations and captioning to increase accessibility, and rest assured, knowing your inbound marketing webcast strategy is working when you’re not. Schedule a demo today to learn more.
