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The HubSpot Blog’s 2022 Video Marketing Report [Data from 500+ Video Marketers]

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The HubSpot Blog’s 2022 Video Marketing Report [Data from 500+ Video Marketers]

More than ever, social media channels are putting video content front and center on their feeds, as audiences increasingly turn to TikTok, Reels, and live videos to be entertained, discover products, and even learn about exciting new brands.

And for marketers, leveraging video not only offers the highest ROI of any media format, but it plays a key role in helping marketers exceed their goals.

To learn more about the top strategies and opportunities in video marketing today, we surveyed over 500 professionals that specialize in this field. Immediately, the effectiveness of video marketing became obvious.

→ Access Now: Video Marketing Starter Pack [Free Kit]

But where in the world of video marketing should you focus your efforts first? To help you determine your next steps, we gained insights from video marketers about all sorts of topics and tactics including:

Let’s dive in.

Video Marketing Survey Findings

Video Marketing Benchmarks

If no one sees your video, was it even worth making?

We first asked video marketers how many views their videos get on average. Here’s what we found:

  • 38% of marketing videos average less than 10K views
  • 16% average under 1,000 views
  • 16% average over 100K views

But views aren’t the only metric marketers track. There’s a long list of data points you could be keeping your eyes on, so let’s take a look at which are the best measure of your video’s performance.

The Most Prioritized Video Marketing Metrics

Once you begin to get views, you’ll also want to build on your strategy by looking at and improving on a few other metrics.

Among video marketers, video engagement, conversion rate, and click-through rate are among a handful of other KPIs marketers look at, with engagement rate being prioritized by 60% of marketers, and conversion and click-through rates being a focus of 56% and 52% of marketers respectively.

most important video marketing metrics

Below, we’ll dig a bit deeper into the importance of each major metric.

1. Engagement Rate

According to 60% of video marketers, engagement is the most important metric to watch. After all, when a video sees high engagement, that means it is resonating with your audience enough to make them want to drop a like, write a comment, or share it with their friends.

2. Conversion Rate

Conversion rate comes in at #2 and can be a great indicator of how successful your video is at getting viewers to take the desired action.

3. Click-through Rate Speaks to Your Thumbnail and Title/Caption

Click-through rate (CTR) comes in at #4 and can tell you how effective your thumbnail is at getting people to watch the video in the first place. Before watching a video, your audience is also seeing the title or caption attached to it, which your CTR will also reflect.

4. Follower and Subscriber Growth

If you are gaining followers/subscribers from a video, that means it’s resonating with viewers and they want to see more from your brand. 

If one of your videos grows your following more than usual, try to think about what set this video apart from the rest and replicate it. Also, check your analytics for helpful information on how these new subscribers/followers found your video. How can you keep providing them with valuable content?

5. Average View Time

Average view duration is key to understanding which parts of your video are highly engaging and which sections needed more work or should have been cut out entirely. While the overall average can offer useful insights when comparing similar-length videos, if possible, check the percentage of viewers watching at key moments throughout the video.

For example, if a high percentage of viewers stick around through the introduction, you successfully hooked them. However, if you see a huge dropoff halfway through, the video may have been too long.

Speaking of video length, we also asked video marketers how long a marketing video should be. Let’s take a look at what they told us.

How Long Should a Marketing Video Be?

A whopping 96% of marketers agree that the optimal length of a marketing video is under 10 minutes.

the optimal length for marketing videosBeyond that, opinions start to differ, with the largest chunk of them (36%) saying videos should be between 1-3 minutes, while 27% think the sweet spot is between 4-6 minutes. Another 16% say the optimal video length is under 60 seconds. On the other hand 15% advocate for videos between 7-9 minutes long.

At the end of the day, the length of your video will largely depend on which type of video best suits your goals. So let’s dive into video marketers’ top goals in 2022.

Video Marketing Goals

The top three video marketing goals include increasing revenue (focused on by 33% of respondents(, raising brand awareness and advertising products/services (with 32% of marketers focusing on each).

More than one-fourth of marketers are also focused on improving customers’ understanding of products/services, while 23% want to improve customer service and retention with video.

top video marketing goals in 2022

As I mentioned at the very start, our survey shows video marketing is highly effective for reaching all of these goals, so let’s dive into some of the strategies video marketers are using to succeed.

Video Marketing Strategies

The Top Tactics for Creating Effective Videos

The most important factors for creating effective marketing videos are effectively promoting your video, capturing viewers’ attention in the first few seconds, and keeping your videos short/concise.

most important video content factors

Why Video Promotion Is Key

It can be tempting to dedicate all of your time to crafting the “perfect” video with slick edits, high production value, and an irresistible thumbnail. While these things are important, they lose their power without effective video promotion.  

In fact, in a recent trends survey, we found that 78% of consumers say it is more important for marketing videos to be authentic and relatable than polished and high-quality. That doesn’t mean you should neglect video/audio quality, but it isn’t going to make or break a video’s success.

whats most important when watching videos

On the other hand, ineffectively promoting your video can cause your video to flop, so let’s take a look at a few strategies video marketers use to make sure that doesn’t happen.

How to Promote a Marketing Video

The most effective video promotion strategies are sharing them on social media, adding videos to your website/blog, running paid ads for your videos, optimizing your title/description for search, and integrating videos into your email campaigns.

top video promotion strategies

Whichever channels you choose for video promotion, remember that simply sharing a video isn’t enough. Effective video promotion begins before a video is even complete and continues long after a video is published.

For example, if your video is going live on YouTube in the next 24 hours, hop on Instagram and start a countdown on your story. Share the thumbnail and title 3-5 hours before the video drops to generate more interest. Prepare a teaser to hook viewers in and share that on social media as soon as your video releases.

Once the video is out, you can run an interactive poll related to your video on social media to engage your core audience and pique the interest of those who haven’t seen it yet. You can also set up an email campaign to go out announcing your video a few hours later, or add a banner to your website linking to the video.

Lastly, make sure to continue promoting when the opportunity arises. For example, if you see a Reddit or Twitter thread related to the topic of your video and think your content could add value to the conversation, drop it in the comment section.

Now that you’re up to speed on video marketing goals and strategies, let’s take a look at which video formats are most effective.

Top Video Formats

The top video three video formats are short-form, long-form, and live videos. In this section, we’ll take a deep dive into each of these, looking at which has the best ROI, how long each type of video should be, and a few relevant benchmarks.

1. Short-form Video

Of all the video formats, short-form has the highest ROI and is also #1 for lead generation and engagement.

top video formats

The use of short-form video will grow significantly in 2022, with 36% of video marketers planning to invest more in it than any other format, and 45% planning to use it for the first time this year.

If you’re one of those marketers, you may be wondering how long a short-form video should be. The consensus among video marketers is that a short-form video is under 60 seconds, with the biggest chunk (33%) saying the optimal length is 31-60 seconds.

optimal short form video length

When it comes to the percentage of time a video is watched, nearly all short-form videos are watched for over 40% of their duration, which isn’t surprising due to their quick runtime. 59% of them are watched for 41-80% of their length, and 30% have an average watch percentage over 81%.

The average watch percentage for these videos can even exceed 100% as your audience replays them over and over.

Lastly, when looking at click-through rates, nearly half of short-form marketing videos also have a CTR between 5-8%.

2. Long-Form Video

Long-form videos, defined in this survey as videos over three minutes, come in 2nd to short-form for ROI, lead generation, and engagement.

most engaging video formats

Long-form video will also see significant growth in 2022 as 18% of video marketers plan to invest more in it than any other format, and 36% of will use it for the first time this year.

The biggest chunk of video marketers (36%) say the ideal length for long-form videos is 3-6 minutes, though many also advocate for videos up to 20 minutes long.

Looking at the average watch percentage, 38% of long-form marketing videos fall between 41-60%, while one in four sees an average watch percentage of 61-80%. Another 22% fall between 21 to 40%.

When it comes to CTR, the biggest chunk (57%) of long-form marketing videos are between 5-8%, which is similar to the CTR for short-form videos.average marketing video ctr

3. Live Videos/Live Streams Metrics And Benchmarks

Live videos or streams are used by 32% of video marketers and come in #4 for ROI and #3 for engagement. And, use of live videos/live streams will also grow in 2022, with 35% of video marketers planning on leveraging it for the first time.

what video formats are marketers leveraging

The optimal length of a live video/live stream is between 4-9 minutes, according to 51% of video marketers. Another 22% prefer to go live for 1-3 minutes, while around one in five recommends a longer time frame of 10-30 minutes.

When it comes to the average percentage of a video watched, over 60% of live videos/live streams fall are viewed for 41% to 80% of their duration.

The Top Video Marketing Channels

1. Social Media

Social media is used for video sharing by 76% of video marketers and has the biggest ROI of any video marketing channel, by far. It is also the most effective channel for generating leads from marketing videos.

which channels offer the biggest roi for video marketingUse of social media for sharing marketing videos will grow significantly in 2022, with, 61% of all video marketers planning to invest more in sharing videos on social media than any other channel this year. Additionally, almost 2 in 3 of those who never used social media for sharing videos plan to do so for the first time this year.

2. Blog/Website Pages

A blog or website is used by 55% of video marketers to share their videos, has the 2nd highest ROI, and is the 2nd most effective at generating leads.

which video marketing channels drive the most leads

Use of a blog or website for sharing marketing videos will also grow in 2022, with 59% of video marketers planning to try it for the first time, and 18% of all video marketers investing in using their blog/website for sharing marketing videos over any other channel.

best video marketing channels

3. Email

Email is used by 44% of video marketers to share their videos and nearly tied with blog or website for ROI.

40% of video marketers plan to share videos through email for the first time in 2022, and 11% plan to invest more in sharing videos through email than through any other channel this year.

While all these channels can be effective for sharing marketing videos, social media is the clear winner. So let’s dive into which social media apps are most effective for video sharing.

The Best Social Media Channels for Sharing Videos

1. Instagram

Instagram is the top social media platform for ROI, engagement, and lead generation for sharing marketing videos and will see significant investment from video marketers in 2022.

most roi generating social channels

Use of Instagram by video marketers will grow significantly in 2022, as 24% of them will invest more into sharing videos on Instagram than on any other platform. Additionally, 42% of those who don’t use Instagram for sharing videos will do so for the first time this year.

which social channels will video marketers invest in

2. YouTube

While YouTube comes in at #2 behind Instagram for ROI and lead generation, it is the most used app for video sharing, with 70% of video marketers leveraging it.

social media platforms for sharing video

YouTube will also see the most investment from video marketers in 2022, with 27% investing more into sharing videos on YouTube than any other platform. On top of that, over half of those who don’t use YouTube for sharing videos will do so for the first time in 2022.

3. Facebook

Facebook is used by 60% of video marketers when sharing marketing videos (tied at #2 for usage with Instagram), though it comes in 4th for ROI, engagement, and lead generation.

video marketing and social media leads

35% will invest in sharing videos on Facebook for the first time in 2022 and 16% of video marketers will invest more in sharing videos on Facebook than on any other platform this year.

4. TikTok

While TikTok has the 3rd highest ROI and comes in 2nd for engagement, only 35% of video marketers currently share videos on the app, and just 20% plan to start for the first time in 2022.

social media platforms and sharing videos

Which social media channels have low video performance?

Reddit, Tumblr, Twitch, Snapchat, and Pinterest are consistently the worst channels for sharing marketing videos and will see the least investment from video marketers in 2022.

Another consideration when sharing videos on social media is whether you will pay for ads or share your content organically. Let’s take a look at which video marketers are using.

Should you use paid or organic video posts on social media?

55% of video marketers leverage a mix of organic and paid content when posting videos on social media, while 24% use organic only, and 21% use paid only.

paid vs organic video marketing

Now that we’ve looked at how marketers are sharing their videos on social media, let’s compare two of the most common platforms for hosting videos – YouTube and Vimeo.

Hosting Videos on YouTube vs. Vimeo

We asked video marketers who use both YouTube and Vimeo to compare the two, and not only do 78% of them say YouTube is more effective for reaching their overall business goals, but YouTube is far superior in every category.

youtube vs vimeo

Vimeo comes close to being as effective as YouTube for privacy options, storage, video/audio quality, and video player customization, but still lags behind or is considered about the same as YouTube.

What are the Top Content Types for Marketing Videos?

1. Content Showcasing Your Products and Services

Content showcasing products/services is the most leveraged type of video content and has the highest ROI of any content type, with 66% of participants reporting high returns. It is also the most effective at generating leads and gets the 2nd most engagement of all content types we asked about.

video content with the best ROI

Product and service content will also see the most investment of any video content type this year, with 17% planning to invest in it more than any other, while 36% plan to leverage it for the first time in 2022.

2. Content That Reflects Your Brands Values

Content that reflects a brand’s values is the second most leveraged type of video content and the 2nd most effective for generating leads and engagement.

3. Trendy Content

People generally don’t want to watch videos that feel out of date or out of touch, but they’re drawn to videos that discuss topics that they’re currently intreested in, like trends or news related to their industry or hobbies. This is likely why “trendy content” has the second-highest ROI and gets the most engagement.

video content types with the most roi and engagement4. Relatable Content

Relatable content will see the most new investment in 2022, with 40% planning to leverage it for the first time, while 12% will invest more in it than any other content type.

content types video marketers will begin testing

5. Funny and Interactive Content

Both funny and interactive content have high ROI and will be leveraged by 29% and 27% of video marketers for the first time in 2022, respectively.

Next, let’s look at the different styles of videos you can use, and which are most effective.

Top Video Styles

1. Live-Action (Videos Featuring Real Footage)

Live-action videos are leveraged most often, have the biggest ROI, are the most effective for lead generation, and get the most engagement.

Use of live-action video will grow significantly in 2022, as 55% plan to use it for the first time ever and 48% of all video marketers will invest more in live-action than any other video style.

Screen Shot 2022-06-09 at 12.01.14 PM2. Animated Videos

Animated videos are used by one in two video marketers, have the second-highest ROI, and are the 2nd most effective for lead generation and engagement.

49% of video marketers will also leverage animated videos for the first time this year, and 30% will invest in them more than any other video style.

3. Screen-Capture or Screen Recording

Screen-capture videos are used by 43% of video marketers, the least of the three video styles. Screen-capture has the lowest ROI, by far, and is much less effective for generating leads and engagement.

top video content styles

However, screen-recorded videos will see more use in 2022, with 52% planning to leverage them for the first time and 21% planning to invest more in them than any other video style

Now that you know the top formats, styles, and content types for marketing videos, as well as where to share them, we can dive into our research on how to create viral videos.

Viral Videos

Getting one of your videos to go viral might seem like a pipe dream, but it isn’t as out of reach as you might think.

63% of video marketers have created a viral video – so let’s take a look at exactly how they did it so your next video can blow up too.

How to Make a Video Go Viral

The most effective strategies for creating a viral video are making retable content, keeping videos short/concise, and capturing viewers’ attention in the first few seconds.

top factors for viral video

Let’s dig a little deeper into these top three strategies and how you can use them.

1. Making Relatable Content Means More Engagement

Making relatable content is key to getting viewers to engage with your video. Whether they comment on your video or share it with a friend, the algorithm takes notice and boosts your video to more viewers, increasing its chances to go viral.

2. Shorter Is Better

Keeping videos short is also crucial to virality. According to 47% of video marketers, short-form videos are the most likely to go viral.

which videos are more likely to go viral

But how long is a short-form video exactly? Our video marketing trends report found that the consensus among video marketers is under 60 seconds, with the biggest chunk (33%) saying the optimal length is 31-60 seconds.

3. Capture Attention Immediately

Capturing viewers’ attention in the first few seconds is the third most effective way to make a video go viral.

This could be as simple as starting a video with a colorful animation, an intriguing question, showing text on-screen, or even with physical movements like hand motions or jumping out of your chair to set a video off.

Now that you know the top strategies to make a video go viral, let’s take a look at which platforms you should use.

Which Platform are Videos Most Likely to Go Viral On?

YouTube, TikTok, Instagram, and Facebook are the platforms that video marketers say are most likely to have a video go viral.

Screen Shot 2022-06-09 at 12.03.25 PMIf you have a social media presence on any of those three, they can be powerful for scoring a viral video. But if you’re not leveraging them yet, it might be time to finally give TikTok, Instagram Reels, or YouTube Shorts a shot.

Which Type of Video Content is Most Likely to Go Viral?

Funny, trendy, and relatable videos that reflect a brand’s values are most likely to go viral.

viral video content by typeCombine these top content types by creating a funny, relatable, and on-trend video for the best chance of going viral.

Lastly, we’ll take a look at the different video styles and which is most effective for a viral video.

Which Style of Video Content is Most Likely to Go Viral?

Live-action videos are most likely to go viral according to 49% of video marketers, but animation is also effective for 31% of respondents.

If you can, use both. Keep viewers engaged by switching back and forth between your live-action shot and animation with a voiceover.

Video Marketing Benefits & Challenges

Video Marketing Benefits

The biggest benefits of creating marketing videos are that they help customers understand a product/service, get more engagement than other marketing content, and lead to more sales/conversions than other marketing content.

video marketing benefits

While this seems perfectly in line with video marketers’ goals, those benefits also come with a few challenges.

Video Marketing Challenges

The biggest challenges video marketers face are a lack of time to create video content, difficulty creating an effective video strategy, and inadequate budget to create video content.

biggest video marketing challenges

The great news is that video marketing is simpler than ever, with 57% of video marketers describing video marketing as easy.

video content creation experience

On top of that, 46% of those who started making videos in the past year did so because creating marketing videos became less time-consuming, and 38% said they started because videos became easier to make in-house. 1 in 2  also started making marketing videos in response to the pandemic.

why creators started creating videos

Whether you’re just starting out or you’ve been making videos for a while, budgeting can be a stressful part of the process. To help you navigate your video marketing budget, let’s take a look at how other marketers are budgeting for their videos.

Video Marketing Budgets

81% of video marketers have a dedicated budget for video marketing. Here’s what those budgets look like:

  • 20% of companies spend over $100K on video marketing per quarter
  • Around 1 in 4 spend under $20K
  • 42% spend between $20K-$100K

We also asked video marketers how their budget changed from 2021 to 2022, and found that 52% of video marketers saw a budget increase in 2022, while 46% saw no change. Just 2% saw a decrease.

Marketers who saw an increase in their video budget generally received a substantial boost in their budget, with 41% of video marketers getting an increase of over 51%.

2022 video marketing budget increase

You may also be wondering what percentage of total marketing budgets goes towards video marketing, so let’s take a look at that too.

what percentage of total marketing budgets go to video?

It turns out that 44% of companies spend 31-60% of their total marketing budget on video marketing.

How Much Does Creating a Marketing Video Cost?

91% of marketers’ companies spend under $50,000 to create a marketing video, and over half spend under $10,000.how much does it cost to create a marketing video

With the total cost of making a marketing video in mind, let’s look into how much video marketers are spending on each step in the video creation process.

video marketing spend allotments

Production takes up 24% of the average video marketer’s budget, followed by pre-production and post-production tied at 20%. Another 18% is spent on talent and video promotion/distribution.

We also asked video marketers which part of the video creation process is most expensive, and 65% of them say production is the costliest step.

the most expensive part of video creationLastly, let’s talk about how long it takes to create a marketing video and which parts are most time-consuming.

How Long Does it Take to Create a Marketing Video?

86% of marketing videos are created in 3 weeks or less, and 40% are made in under a week.

how long does it take to create a marketing video

The most time-consuming part of the video creation process is pre-production (coming up with ideas, writing script, casting, etc.), according to 38% of those who make marketing videos in-house.

what parts of video creation are most time consumingMore Insights From the HubSpot Blog

Whether you’re just getting started with video marketing or a seasoned video professional, keeping up with the latest trends and marketing strategies is key.

While video marketing is currently one of the top marketing strategies, there are a few others that have even better ROI – luckily, you can incorporate most of them into your video marketing strategy for even better results.

If you’re ready to take your video marketing strategy to the next level, check our Marketing Trends och Social Media Trends research from earlier this year!

Just getting started with video? You can also download our free Video Marketing Starter Pack below.

Discover videos, templates, tips, and other resources dedicated to helping you  launch an effective video marketing strategy. 

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The Ultimate Guide to Product Marketing in 2023

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The Ultimate Guide to Product Marketing in 2023

Product marketing is essential, even if you only sell one or two products at your organization.

(mer …)

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3 email marketing shifts to make in 2023

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3 email marketing shifts to make in 2023

Whew! We made it to 2023! As we closed in on the end of the year in December, the finish line seemed awfully far away. Many marketers told me they were busier than ever. 

I myself was fielding calls for strategy help, working on business deals and managing the chaos all the way to the eve of Christmas Eve, something that rarely happens in my 20-plus-year career. 

Look back and celebrate, then move on

The first business for 2023 will be to step back, clear your head and take stock of all the great things you accomplished in 2022 despite the odds (i.e., coming out of COVID, going into a rebound and COVID round 2, moving into supply-chain shortages and other hiccups, facing down a potential recession) and how they affected the work you did to succeed.

And now it’s 2023. I hope you got your budget request approved and you’re ready to move ahead with a clean slate and new KPIs to hit. You’re probably wondering, “What can I do now to grow my program?

3 directional changes to grow your email program

Naturally, every marketer’s goals will be unique. We have different audiences, challenges, resources and goals. But I’m focusing on three major directional changes with my clients this year. Which of these could help you succeed this year?

1. Stop sending so many emails

Yeah, I know. That sounds strange coming from somebody who believes wholeheartedly in email and its power to build your business. But even I have my limits!

Email during this last holiday shopping season was insane. In my 20+ years in the email industry, I cannot remember a time, even during the lockdown days of COVID-19, when my inbox was so full. 

I’m not the only one who noticed. Your customers also perceived that their inboxes were getting blasted to the North Pole. And they complained about it, as the Washington Post reported (“Retailers fire off more emails than ever trying to get you to shop“).

I didn’t run any numbers to measure volume, isolate cadences or track frequency curves. But every time I turned around, I saw emails pouring into my inbox. 

My advice for everyone on frequency: If you throttled up during the holiday, now it’s time to throttle back.

This should be a regularly scheduled move. But it’s important to make sure your executives understand that higher email frequency, volume and cadence aren’t the new email norm. 

If you commit to this heavier schedule, you’ll drive yourself crazy and push your audience away, to other brands or social media.

If you did increase cadence, what did it do for you? You might have hit your numbers, but consider the long-term costs: 

  • More unsubscribes.
  • More spam complaints.
  • Deliverability problems.
  • Lower revenue per email. 

Take what you learned from your holiday cadence as an opportunity to discover whether it’s a workable strategy or only as a “break glass in case of emergency” move.

My advice? Slow down. Return to your regular volume, frequency and cadence. Think of your customers and their reactions to being inundated with emails over 60 days.

2. Stop spamming

In that Washington Post article I mentioned earlier, I was encouraged that it cited one of my email gripes — visiting websites and then getting emails without granting permission first. 

I could have given the Post a salty quote about my experiences with SafeOpt and predatory email experiences (“Business stress is no excuse to spam“) for visitors to its clients’ websites. 

Successful email marketers believe in the sanctity of permission. That permission-based practice is what you want to be involved in. Buying a list means you don’t hire a company to sell you one, whether it’s a data broker or a tech provider like SafeOpt. 

Spamming people doesn’t work in the long term. Sure, I’ve heard stories from people who say they use purchased lists or companies like SafeOpt and it makes them money. But that’s a singular view of the impact. 

Email is the only marketing channel where you can do it wrong but still make money. But does that make it right? 

The problem with the “it made us money” argument is that there’s nowhere to go after that. Are you measuring how many customers you lost because you spammed them or the hits your sender reputation took? 

You might hit a short-term goal but lose the long-term battle. When you become known as an unreliable sender, you risk losing access to your customers’ inboxes.

Aside from the permission violation, emailing visitors after they leave your site is a wasted effort for three reasons:

  • A visit is not the same as intent. You don’t know why they landed on your site. Maybe they typed your URL as a mistake or discovered immediately that your brand wasn’t what they wanted. Chasing them with emails won’t bring them back.
  • You aren’t measuring interest. Did they visit multiple pages or check out your “About” or FAQ pages? As with intent, just landing on a page doesn’t signal interest.
  • They didn’t give you their email address. If they had interest or intent, they would want to connect with your brand. No email address, no permission.

Good email practice holds that email performs best when it’s permission-based. Most ESPs and ISPs operate on that principle, as do many email laws and regulations.

But even in the U.S., where opt-out email is still legal, that doesn’t mean you should send an email without permission just because somebody landed on your website.

3. Do one new thing

Many email marketers will start the year with a list of 15 things they want to do over the next two months. I try to temper those exuberant visions by focusing on achievable goals with this question: 

“What one thing could you do this year that could make a great difference in your email program’s success?”

When I started a job as head of strategy for Acxiom, I wanted to come up with a long list of goals to impress my new boss. I showed it to my mentor, the great David Baker and he said, “Can you guarantee that you can do all of these things and not just do them but hit them out of the park?”

Hmmmm…

“That’s why you don’t put down that many goals,” he said. “Go in with just one. When that one is done, come up with the next one. Then do another. If you propose five projects, your boss will assume you will do five projects. If you don’t, it just means you didn’t get it done.”

That was some of the best advice I’ve ever received and I pass it on to you. 

Come up with one goal, project or change that will drive your program forward. Take it to your boss and say, “Here’s what I’m going to do this year.”

To find that one project, look at your martech and then review MarTech’s six most popular articles from 2022 for expert advice.

You’ll find plenty of ideas and tips to help you nail down your one big idea to drive growth and bring success. But be realistic. You don’t know what events could affect your operations. 

Drive your email program forward in 2023

The new year has barely begun, but I had a little trouble getting motivated to take on what’s shaping up to be a beast of a year. You, too?

I enjoyed my time off over the holidays. Got in some golf with my dad and his buddies, ate great food and took time to step back and appreciate the phenomenal people I work with and our amazing industry. 

What gets me going at last? Reaching out to my team, friends and you. Much of my motivation comes from fellow marketers — what you need, what you worry about and what I can do to help you succeed. 

If you’re on the struggle bus with me, borrow some motivation from your coworkers and teammates, so we can gather together 12 months from now and toast each other for making it through another year. 

It’s time to strap on your marketer helmet and hit the starter. Here’s to another great year together. Let’s get the job done!


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Opinions expressed in this article are those of the guest author and not necessarily MarTech. Staff authors are listed here.


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Ryan Phelan

As the co-founder of RPEOrigin.com, Ryan Phelan’s two decades of global marketing leadership has resulted in innovative strategies for high-growth SaaS and Fortune 250 companies. His experience and history in digital marketing have shaped his perspective on creating innovative orchestrations of data, technology and customer activation for Adestra, Acxiom, Responsys, Sears & Kmart, BlueHornet and infoUSA. Working with peers to advance digital marketing and mentoring young marketers and entrepreneurs are two of Ryan’s passions. Ryan is the Chairman Emeritus of the Email Experience Council Advisory Board and a member of numerous business community groups. He is also an in-demand keynote speaker and thought leader on digital marketing.

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Promote | DigitalMarketer

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Promote | DigitalMarketer

Up until now, any “promotion” your customers have done has been passive. But in the promotion stage, your customers actively spread the word about your brands, products, and services. They tell stories, make recommendations, and share your offers because they truly believe in them.

Active promotion may be an affiliate or commission relationship—or just a free offer for sending some new customers your way. The point is, it’s a win-win for both of you.

One thing worth mentioning before we dive in; Happy customers don’t promote, SUCCESSFUL customers do. 

Our biggest question in the Promote stage is: How are you going to turn your BEST customers into your marketing partners? 

If you don’t have a referral program, an affiliate program, or a valued reseller program … who is willing to drive your message to the organization you need to build out these programs? This is word of mouth marketing, and it is very important so start thinking about how you want to build this. 

Look to your most successful customers, they’re going to be the people who actively promote for you. But then, let’s think about our customers who already have our prospects but are offering a different product or service. 

At DigitalMarketer we are a training and certification company, we are not a services based company. What that means is we don’t compete with agencies or consultants. This also means that there is an opportunity for us to work with agencies and consultants. 

When we realized this we decided to launch our Certified Partner Program, which you can learn more about at DigitalMarketer.Com/Partner. This program lets us work with the largest segments of our customer base, who have customers that we want but they’re providing a solution that we’re not providing. 

When we train our customers, they are able to use our company frameworks to work with their clients. If their clients want to learn to do their marketing themselves? We’re the first education company they see.

So who is that for you? Remember, it’s not the happy clients that refer, it’s the successful clients. If you want to create more promoters, make sure that you’re doing everything that you can as a marketer to ensure that you’re marketing great products so you can see great results. 

How can our example companies accomplish this?

For Hazel & Hems, they can add an ambassador program to grow their instagram following and increase credibility with viral posts. 

Ambassadors can earn affiliate commissions, additional boutique reward points, and get the chance to build a greater following by leveraging the Hazel & Hems brand.

For Cyrus & Clark, they can offer discounted rates to their existing clients if those clients are willing to refer them to their strategic partners. 

For construction companies, this could be a home builder recommending Cyrus & Clark services to the landscapers, real estate developers, and interior designers that they work with to serve their customers.



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