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DRTV : DR Online Video

5 strategies to build lists, generate leads, and convert sales or contributions

August 2013 By Gary Hennerberg
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Online video marketing is being used widely and effectively as a direct marketing medium to generate leads, build mailing lists and convert prospects and past buyers into new sales or contributions.

As a central delivery vehicle for your message, online video can leverage email marketing, social media, as well as direct mail and other marketing distribution channels. When your videos resonate with your audience, you have implicitly earned permission to reach out more frequently with even more free content.

Just as direct mail comes in different formats, video can be deployed through a number of approaches, or formats, as well. Here are five video strategies that work, with any one of these being applicable to most direct marketing organizations:

1. Opt-in Lead Generation: This video approach enables you to distribute free, open content to build a story, credibility and trust over time. It's classic lead generation: You give enough information to generate interest for someone to opt in to your mailing list, call you or take other action.

2. Personal Marketing: For company owners, and people in personal development or self-help, videos of the individual on camera can be a tipping point to generate response. Seeing and hearing the individual allows an authentic voice to be communicated, which can instantly build trust and the confidence from the prospect to take action.

3. Fundraising: Video is an outstanding vehicle to use for fundraising. When your prospective donor can hear from people inside the organization or, even better, from the people served by the organization, you can build an emotional appeal that tugs at the heartstrings.

4. Product Demonstration: If a picture is worth a thousand words, a video is worth 10,000 words. Showing how a product works, pointing out all its features and associated benefits, can bring it to life on video. Studies have shown that 57 percent of online shoppers are more confident when they watch a video before making an online purchase.

5. Video Advertising: Using direct response broadcast techniques, you can create short pre-roll, mid-roll or post-roll advertisements that are included with the long-form videos of others on YouTube, BrightRoll or other video hosting platforms. It's a way to use direct response techniques to generate clicks that lead to a landing page, or calls via inbound phone.

 

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Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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FROM THE BOOKSTORE

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

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