If a picture is worth a 1,000 words, then an effective direct marketing sales conversion video can be worth 10,000. Online Video Marketing Deep Dive shows how fusing direct marketing with video marketing delivers sales. As technology has driven fundamental changes in direct marketing, Gary Hennerberg has successfully transferred traditional direct marketing principles to emerging new media. An author, speaker, strategist, copywriter, and analytics pro, he founded marketing consultancy Hennerberg Group, Inc., in 1992. Email him below or follow Gary on LinkedIn.
Co-authoring this blog is Perry Alexander of Success Messenger Group. Alexander’s passion is conveying information clearly and compellingly. He is a veteran marketing strategist, copy editor, design pro and video producer. Hennerberg and Alexander have worked together since 1996. They integrate direct marketing methodology with online video and other marketing applications for end-to-end, strategy-to-roll-out initiatives. Follow Perry on LinkedIn.
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For direct marketers, YouTube analytics is a treasure-trove of data about video marketing measurement and performance. By interpreting "Views Reports," you can produce stronger direct response-oriented videos using demographics, playback locations, traffic sources and audience retention. Translate the description of the metrics into direct marketing language, and you'll gain a new perspective of the power of online video marketing.
For example, views can be thought of as impressions or leads. Look at views by day of the week like you might think of seasonality in direct mail terms. The demographics from YouTube reporting reveals gender and ages of your viewers—something you would want to understand before choosing a direct mail list.
Playback locations, including where a video is embedded (your own website or other locations), tells you where your direct marketing campaign could yield the best result. Knowing if mobile viewing is high or growing is vital. And knowing audience retention is akin to knowing if your outer envelope was opened, and how much of the letter, brochure, lift note and order form were read.
In this video, we take you on the tour of View Reports on YouTube analytics, and show you examples from our own videos so you can see these reports firsthand.
(If the video isn't just above this line, click here to view it.)Finally, a request: in our next series of videos we will be dissecting the "YouTube Creator Playbook" and interpreting it for direct marketers. There is a tremendous amount of information to cover. Please tell us in your comments below, or send an email to me, with your preference of video delivery. Tell us if you prefer....
1. Longer "deep dive" videos that are several minutes long and cover the material in a three-part series?
Or...
2. Shorter videos that are only a few minutes long, but cover the material in smaller parts over several weeks?
We've also considered producing a set of videos that would take you deeper within the "YouTube Creator Playbook" and YouTube analytics to show you how those numbers can be used by direct marketers. If you would be interested in subscribing to an educational program like this, please use the email link on this page, or comment below, to let us know your thoughts.
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