3 Ways to Better Engage, Right On the Page

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Last year, we gave you all our best practices for creating and using video, which became an essential part of digital marketing in 2015. But we know that 2016 isn’t the year to start using video in your outreach- it’s the year to start engaging with and measuring its impact. Whether they be personal recordings or high quality productions doesn’t matter, since video is already the most engaging form of content. What matters is how your viewers interact with your videos, beyond just a watch.

In the past, we’ve looked to views and watches to determine a video’s success. However, number of views is becoming more of an irrelevant metric, since watches don’t truly help you gauge the level of a viewer’s interest. What you need to know is if your videos are generating responses. Does your audience follow your call to action, register for your event or download a piece of content, and more importantly, have you given them the means to easily do so? That’s why we’ve created Engagement Pages, or customizable landing pages to host not your videos, but your other digital content. By combining multiple digital components onto one page, you not only create a viewing experience unique to you/your brand, but an interactive one as well that furthers interest and inspires action. So here are 3 parts of the OneMob player page that will help turn your watches into meaningful responses.

 

1) Response Form:

  • Tried and true, the response form is your viewers’ direct line to you. Whether you’re trying to set up a meeting or gather feedback, our form makes it easy to get the responses the you’re looking for. Your viewers can reply back with their own written or video message, and a date and time that’s convenient for them to meet. This ability to directly reply right on the page starts the conversation off, right away. Talk about efficiency. Here are a few examples:
    • Recruiter asking a hiring candidate to create an introduction video 
    • Real estate agent booking appointments with interested buyers
    • Sales person getting a first meeting/call

 

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Click the page to hear how OneMob Customer Success Lead, Kyle, begins account activation. 

 

2) Iframe:

  • If a direct response isn’t what you’re looking for, there are more ways to engage. With our new Iframe, you can replace the response form with any additional content of your choosing. Whatever you include, just having that side by side view of your video and supplemental content creates a more interactive experience for your viewer. Amp up your custom pages with:   
    • Informational content, such as one sheeters or articles
    • Downloadable applications, contracts & proposals
    • External web pages or links to support articles
    • Interactive maps or virtual tours

 

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See how this agent provides a 3D home tour to go with her own listing video. 

 

3) Custom Button:

  • By adding a supplemental button below your video, you can direct viewers to whatever that next step may be. Label your custom button with proven CTA’s:
    • Download the latest case study, report or whitepaper
    • Sign up to see a demo or start a free trial
    • Read more or get the latest news from a featured article
    • Visit your website’s homepage to learn more

 

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Here’s an support video that provides instructions and a link to live assistance. 

 

We know that video should inspire and attract viewers to go beyond a watch. That’s why we’ve built all these features to inspire not only more views, but more actions. And to help you measure the results of your efforts, OneMob brings you the analytics to prove it, with not only the number of watches, but the viewer information, shares, clicks, replies, etc. By giving you both more opportunities to engage and greater insights, OneMob shows you how your digital content is performing and making your profitable.

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OneMob Sponsors Inman Connect, Helping Realtors Sell With Video

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Couple Looking At Digital Tablet

OneMob is excited to sponsor Inman Connect, a 4-day conference that brings together the best of real estate and technology in New York City later this month. Produced by Inman, the leading source for real estate news and technology, the event will feature some of the biggest names in the industry to discuss the future of real estate and the latest trends in sales, marketing and customer outreach.

OneMob will be there to show real estate agents how they can sell more properties with video. With the OneMob platform, brokers and agents can record or upload videos of  listing, send to clients and then track engagement. Instead of sending YouTube videos, agents can build a custom video player page tailored to their clients, which are fully branded and trackable. Companies such as RE/MAX, Wells Fargo, and Meritage Homes use OneMob to leverage video with their clients more effectively. To learn more, read here on Inman, or visit www.onemob.com to get started.

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4 Reasons Why You Absolutely Need Video In 2016

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tablet on the hand with video player

Marketing gurus predicted 2015 to be the year of video marketing, and they were right. With 96% of B2B marketers using video in their marketing strategy, video has proven to be the most engaging form of content. So engaging, that it has made it’s way into email marketing, content marketing, social SEO and demand-generation programs to help marketers improve results, increase brand awareness and strengthen customer relationships. But video is not just for marketers. Quickly catching on in the sales, customer success, support and human resources sectors, the momentum behind video is quickly picking up in 2016. So if you aren’t using video now, you sure as hell should be.

Here are 3 reasons why you need to make video a part of your arsenal this year, no matter who you are.

 

1. Video is THE Most Engaging form of Content 

With nearly 200 million internet users now consuming online video each day, one thing is obvious- that video is the most engaging form of content. While YouTube has been the long standing dominator of digital video, consumption has extended into social media, with channels like Facebook, Instagram and Snapchat creating their own audiences. That’s why in 2015 we saw Facebook hit 8 billion daily video views and Snapchat earn another 6 billion views. With each platform racing to innovate with new ad formats and attractive features, video is now omnipresent in our digital experience. Regardless of the nature of their content; whether they be high quality productions or personally recorded messages, video is clearly capturing audience’s attentions.

To no surprise, video has made its way into the world of B2B, with 93% of marketers using video for online marketing, sales or communication. Not only is visual content more engaging, but it’s provenly profitable- in fact, 52% of marketing professionals worldwide name video as the type of content with best ROI. But the success isn’t limited to marketing, as video is quickly becoming an instrumental part in sales and customer experience in 2016.

 

2. Enter Into the Next Phase of Digital Sales

In very recent years, we’ve seen social media take its place in the sales space. Twitter and LinkedIn have proven valuable for sales reps to connect in non-traditional ways; cue the typical break in scenario in which the sales rep finds that he and his prospect share the same alma mater. While those channels help to facilitate a connection before the first email is sent, the opportunity to share diverse forms of content is even more prominent. Call it “sales enablement 4.0” or whatever you want, but in the next wave of social selling, video will be a major game changer by increasing the value of your content and your efforts. This is already underway, with 56% of B2B sellers indicating that sales results have been positively impacted by using video.

 

3. Deliver and Capture a Great Customer Experience 

With buyers gaining more autonomy and knowledge of a product on their own, buying on complete viewability will become the norm in 2016. Buyers will make decisions based on their knowledge and perception of not only a company’s product, but of their experience with it as well. Take Uber for example. Instead of taking a taxi, most people now would rather wait longer for their car to arrive and even pay more. Why? Because they know what their experience and transaction will be like based on previous experiences, and are willing to pay for convenience. In fact, 55% of customers would pay extra to guarantee better service. This knowledge has become a major motivation, with Gartner predicting that 89% of companies will compete mainly on experience, and that the experience itself is now part of decision-making criteria.

So how can companies best capture this experience, and be sure that they are delivering a seamless one to their prospects and clients? How can they be better at answering questions, offering support, on boarding, etc? When it comes to making a choice, what will make customers think about their experience with you and your product? Video will help deliver that great customer experience and ultimately build relationships, reminding clients why they want to keep coming back, year after year.

 

4. Tie Effort to Results

In the past, the majority of brands looked to free sites like YouTube and Vimeo to host their digital content. We’ve cautioned against this for a few reasons, the first being that these free hosting sites are impersonal. YouTube is better suited to entertain the masses, not to deliver an individual message. Remember what we said about the importance of providing an optimal customer experience? The same idea applies when watching and interacting with a video. The type of video  doesn’t matter- the medium itself has already proven effective. What matters now is the viewing experience. When you turn your digital assets to Youtube, all control on your end is vanquished. Unsupported content, comments and the inability to add additional content make it more of an open forum then a one-on-one conversation. Even when hosted privately, the only data that is supplied to you is the number views or watches, which is why Marketing professionals predicted 2016 to be the year that “views” becomes an irrelevant statistic.

While the use of video for B2B sales and marketing is prevalent, the inability to accurately measure results, whether it be engagement or ROI, is a major reason why companies struggle to justify making a greater investment in video. Since video has traditionally been used in content marketing and generating brand awareness, measuring the actual ROI that video marketing efforts deliver has been cited as the biggest challenge by marketers. But with 73% of marketers saying video has positively impacted their results, and another 56% seeing the impact in sales, the benefits are undeniable. Ultimately, what we need to know is not how many watches our videos are getting, but if those videos are actually helping close deals and make renewals.

 

Conclusion

In 2015, we saw the influence of online video skyrocket, both in our personal and professional lives. Video found crazy success in marketing, with sales and customer support quickly catching up. No, we’re not saying that reps are going to start Snapchatting their prospects in 2016, but even that doesn’t sound entirely impossible. While we looked to video to help us engage in 2015, 2016 will be the year where we’ll measure engagement, and its impact on our business. And as video’s influence continues to grow in the coming years, professionals will look beyond the content itself, and into the experience surrounding it.

With these ideas in mind; engaging with video, creating optimal user experiences and measuring analytics, businesses will look beyond free video hosting sites to maintain their digital assets. With OneMob, reps can host, distribute and track all their videos with complete control. So stop turning over your video assets to the Wild Web, and contact us to see how you can control the way you connect. 

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