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The Power Of Video in Mobile Marketing

Posted by Sophorn Chhay on Apr 08, 2016

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"Are you focused on video in your mobile marketing? Your customers are!"

Would you ignore 40% of your potential customer-base? If you’re not taking account of mobile in your digital marketing strategy then that’s exactly what you’re doing.

Even if you’re already taking account of mobile in your other marketing activity, it’s critical that your video marketing activity considers mobile as well. 60% of all web traffic will be mobile by the end of the year and 50% of that traffic will be video.

In this article, we’ll examine strategies you can use to build an effective mobile video marketing campaign that brings you the new leads and customers that will help your business to grow in 2016.

 

Who are you talking to?

The first step in any video marketing campaign is to work out your client persona. Who makes the decision when it comes to buying your product or service? More importantly, what appeals to them? What will make them sit up and focus on your video, particularly when you only have 30 seconds of their attention on a small screen.

Think of your ideal prospect as a person, not a set of data and statistics. Give them a name, job, interests and a life. It’s quite easy to work out what appeals to Gina, who is director of purchasing at your local supermarket and enjoys playing golf at the weekend. It’s much harder to be sure what appeals to a 40-45 year old who works in product buying and has a high income. Create three or four of these personas for each product or service you offer and consider them at every stage of your video production. Don’t be afraid to make multiple videos for the same product that appeal to different personas. This makes it far easier to be short, snappy and appeal to a niche group of people. It also increases the chances that your videos you use in your mobile marketing will be shared on social media.

 

What are you telling them?

It’s all too easy to get caught up in the process of using video in your mobile marketing and forget the message that you’re working to convey. This is critical on a mobile, as you only have a short period of time to grab your prospects attention and deliver your message. Be snappy, avoid the temptation to use lots of words. What’s critical is that your video intrigues them and makes them want to find out more about your product. Make the call to action very clear, don’t leave them guessing as to what they should do next.

 

What do you want them to do?

This stage is critical. There’s no point in making a fantastic use of video in mobile marketing if it’s not clear what you want your potential customers to do next. Wherever possible, let them do it within the video. If you want them to go to a landing page, put an annotation or end link in your video that sends them there. If you want to capture their email address so you can begin an email nurture campaign, do that in the video. The fewer barriers you put in the way, the greater your chance of capturing their details and moving them into the next stage of your marketing funnel.
Making the perfect video is just one stage of an effective, integrated digital marketing campaign. It’s also critical that you use the video effectively so that the right people get to see it.

 

Author

Tracy Thomas

Tracy has worked in marketing and television production since the mid 1980’s. Her strengths lie in project managing a whole digital marketing campaign. She has worked with major agencies and broadcasters such as the BBC, ITV, MTV,and Discovery Channel, as well as a huge range of organisations and enterprises in the corporate world. She has experience  in producing high quality, effective video content & brand campaigns across social media channels. She likes limes, and Dennis Bergkamp.

Topics: Building An Audience

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