How To Use Video To Engage Target Accounts (and help Santa!)

Our friends at Uberflip have put together a fun holiday campaign that lets marketers experience what it’s like to be a target account under the guise of helping Santa save Christmas.

As Uberflip’s story goes, Santa doesn’t have enough Christmas cheer to fuel his sleigh, and so he’s using an account-based marketing (ABM) approach to raise the level of cheer in the world. He wants everyone to help, so he asks marketers to take an assessment that segments them based on their level of Christmas cheer into two groups — Sugar Plums and Hum Bugs.

Through a series of targeted ads, personal videos, and content, marketers go through a five-day ABM program the way target accounts would. On Day 3, Santa implements his own highly targeted approach by sending his target account a personal video message, served up right within their content experience. And with the message, they were linked to a post on how video can help engage your target accounts.

Account-based marketing is a highly targeted approach to marketing, so it’s crystal clear that personalization is key to an ABM strategy. One way to personalize your ABM outreach is with video. You can leverage video in your email marketing campaigns that are targeting individuals at your key accounts. Instead of blasting them with a generic text-based email, you can include a video from your marketing team or a customer testimonial related to their industry or interests. This can be far more powerful and generate higher click-through rates than traditional email marketing.

Now to be clear, this video does not and should not be ‘Oscar-worthy’. The reason? Personal video messages allow you to create a 1:1 moment with your prospect as if you were there in person with them. Show them your personality, be genuine, and tell a compelling story. The holiday season is stressful enough – let this be an activity your team enjoys doing and watch the positive responses pour in!

With tools like Vidyard GoVideo, sales reps can quickly create one-to-one personal videos for prospects and track their engagement to understand who is interested, what they’re interested in and when to follow up.  

To find out how the entire ABM campaign unfolded, and get your video from Santa, complete your own Christmas Cheer Assessment.

The post How To Use Video To Engage Target Accounts (and help Santa!) appeared first on Vidyard.

Source: http://www.vidyard.com/blog/video-helps-engage-target-accounts/

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5 Reasons Why a Website is Essential for Your Small Business

If your business can’t be Googled, then, for most people, it doesn’t exist.

5 Reasons Why a Website is Essential for Your Small Business

You may be able to create leads via word-of-mouth, social media, or through speaking engagements. But if you don’t have a website or if your site cannot be found online, then you’re missing out on a tremendous amount of business.

You see, the vast majority of people begin their search for a product or service online. In one study, they found that 81% of shoppers search online before they make a purchase decision. In a different survey conducted by PowerReviews, they found that 38% of shoppers start their product searches with Amazon, whereas 35% begin with Google. What is more, the average number of sources people consult before making a purchase decision averages 10.4.

So let’s face it: People search before they shop.

Adapting to this change in consumer behavior is vital to the long-term well-being of your business. In other words, you need to help customers find you online.

In connecting with your target market, there are many tactics you can pursue. But before you do anything, the first step you need to take is to build a solid foundation with your website.

Now, I know this will sound like a no-brainer for many of our readers, but many small business owners do not have a website. According to a report by Clutch in 2016, they discovered that half of the small businesses they surveyed did not have a site.

From their research, there were several reasons provided why these small business owners did not have a site, such as costs and lack of technical abilities. However, the number one reason listed for not having a site was relevancy. Basically, many small business owners do not believe a website is relevant to their business or customer.

In this post, I want to counter this belief and share five reasons why a website is essential for your business—regardless of your industry.

1. Websites let you control your audience’s experience

Instead of building a website, many business owners lean toward connecting with their customers exclusively on social media. But there’s one harsh reality when it comes to building your business or brand on social media. It’s like building a house on rented land. You don’t actually own it.

For example, social media networks will not ask for your permission to make changes to their services. Often, the changes social media platforms make are beneficial in general, but they may adversely affect your relationship with your customer. However, building a website for your business puts you in control.

For your website, you have complete control, you can customize it however you see fit, and you don’t have to battle with any distractions.

What is more, it’s easier for you to lead your potential customers and hold their attention as they go through the buying cycle — first becoming aware of your product or service, then considering its value, and finally deciding whether or not to make a purchase.

2. Websites let you reach your audience without a gatekeeper

The promise of reaching billions of people on social media is just a promise. You can amass a huge following on social media, but you will not be capable of actually communicating with every single individual unless you pay to play.

For instance, Twitter says you can freely reach 30% of your followers, whereas Facebook puts you in a position where you have pay to be seen by more than 5% of your followers. (Some brands with 500K likes on Facebook report only 2% organic reach.)

Since social media platforms limit your potential reach (and third-party apps sometimes block your ads), it doesn’t make a lot of sense to primarily promote your business on social media.

3. Websites will lead to more in-store purchases

Do you want more people to visit your store’s physical location? Then build a website and optimize it for local search results.

Recent studies have discovered a growing trend in what’s called “webrooming.” For many people, they prefer to search online before they make a purchase offline. So, before entering your store, they will search online for their product of choice.

What does this mean for you?

Simple, it means your website is your company’s virtual front door.

4. Websites are what customers prefer

Where is the best place to interact with your audience?

Facebook?

Twitter?

Pinterest?

Elsewhere?

Answering with “social media” is usually the way people respond. And it makes sense, too. Social media platforms are where billions of people around the world go to connect with their family, friends, and even brands online.

But here’s the crazy thing.

When it comes to engaging with you and your brand online, adults online are three times more likely to visit your website than your Facebook page. (This is just one example among many.)

People may like your updates, retweet your tweets, or even leave a comment, but when it comes to engaging with your company online, they would rather visit your website to learn more about your business and offerings compared to social media.

5. Websites are a better way to collect data

On social media, the connections you have and the data you collect belong to the social media platforms, which isn’t the case when you build an online audience through your website. You are in charge of the connections you make. You own the data. And you can take it with you wherever you go.

On the surface, this may not seem like a big deal. But the data you accumulate over time can help you exponentially. From possessing comprehensive analytics, customer contact information, and purchasing history, you can place yourself in a great position to meet your customer’s needs.

Your turn

Do you want more business?

Then let me ask you this question: Do you have a website?

If yes, then great. You’re well ahead of the game. But make sure your site is optimized for keywords relevant to your business and that it works on mobile devices.

If no, then you need to build a website. Don’t allow the misplaced fear of costs or technical skills get in your way. There are many cost-effective options you can choose from to build a website for your business

 

The post 5 Reasons Why a Website is Essential for Your Small Business appeared first on The Copybot.


Source: http://thecopybot.com/small-business-website/

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