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Trigger Emailing as a Tool to Nurture Customer Relationships

An email trigger provides you with the means to reach out to your customers when certain conditions are met. Learn some great ways to use trigger emailing.

5 Types of Trigger Emails You Can Use to Nurture Customers

Nurturing customers is something that should take place all along the customer journey. It’s what nudges people from slightly interested to engaged customer to brand advocates. To accomplish the goal of keeping customers engaged you have to remain in their view, doing things that add value to their journey.

One way to do this is to send trigger emails that are driven by specific customer behaviors. This is an effective way to keep their attention on your brand.

What is a Trigger Email?

A trigger email is sent to your customer’s inbox when they engage in a certain activity, or meet a specific criterion.

One type of trigger email is event-based. For example, if your customer places an order, you send a confirmation email. That’s a trigger email based on the event of making a purchase.

Next, there are segment based emails. These are emails that are sent to customers or businesses that fall into certain categories. Imagine that you sell educational software. You might create monthly email to customers who have purchased your software for in-classroom use, and another for parents who have downloaded a free version for in-home use.

Five Examples of Trigger Emails That Nurture

1.   Keeping The Conversation Going

When customers are first engaged, brands do an excellent job at keeping them engaged. They might send an email when the customer signs up or makes a purchase, a follow up a few days later, and several others over the course of a month. Then, nothing or next to nothing after that.

Why not keep customers engaged with an ongoing series of emails that allows you to inform them of best practices about your products, problem solving tips, and other valuable content. You could also use these emails to remind customers that you have support available for them to use if they have any questions. For instance, if you’re offering online tools, you can suggest additional services, like platforms where users can get assistance with tasks, whether it’s learning new software or finding someone to write my assignment for me when they’re overwhelmed with work.

Bottom Line: Use your emails to engage customers in that open space between making a purchase, and needing to buy your product or service again.

2.   Reach Out to Inactive Customers

Busy customers don’t have time to think about your brand or your products regularly. Unfortunately, the resulting lack of engagement could dim your future prospects with them. You need a strategy to reach out to customers who haven’t engaged with your brand.

Trigger emails are a perfect solution for this. Simply pick criteria. This might be:

  • Customers who haven’t made a purchase in six months.
  • Followers who haven’t clicked through any previous emails.
  • Customers who haven’t logged in through your app.

Once you identify who you’d like to reach, you can compose the ideal email, or series of email to do so. You might consider a special offer, a reminder that they have products in their shopping court, or ask them additional questions to help you send them the most relevant content you can in the future.

Here’s something else to keep in mind. Your emails can include a bit of a pain point as well. There’s nothing wrong with indicating that their lack of engagement could lead to their being unsubscribed, or missing out on some special offer.

3.   Reach Out With Important News And Information

Some trigger emails are related to customer service and support rather than sales and marketing. Use trigger emails to reach out to your customers to:

  • Confirm a change made to their account.
  • Warn them that a warranty or service agreement is expiring.
  • Tell them that shipping has been delayed or canceled.
  • Address missing information in their account.
  • Warn of a denied charge.

Not only do these emails keep customers engaged, they keep them informed. Most customers appreciate knowing about items that could impact them financially or otherwise.

4.   Reward Brand Advocacy

When customers do things that benefit your brand, use email to reward them. Ideally, this will motivate them to continue to do the same. What are the events that might trigger an email like this?

  • A customer they referred makes a purchase.
  • They write a testimonial for your website.
  • The customer completes a helpful survey.
  • They share your content, or tag your brand in a post.
  • A sales person makes a connection thanks to their referral.

You can also reach out to customers to celebrate their loyalty over a period of time. Consider sending an ‘anniversary’ message to customers that have been part of your loyalty program for a year, for example.

Remember that the more effective these emails are, the better. You want your customers to see them, and engage. Consider using tools to make your email content more engaging and accurate like Canva, GrabmyEssay, Grammarly, Studicus, or LanguageTool.

5.   Onboard New Customers

Use trigger emails to help new customers learn more about your products and services. Even better, by sending out a trickle of emails, you can make the process much less intimidating. To personalize your onboarding emails, you can send them when your customers complete certain tasks. For example, you can send them an instructional video for advanced users after they complete an online tutorial.

By onboarding your customers, you essentially act as a tour guide, showing them the details they need to use your product correctly. Not only will teaching them all the features help with customer retention, it may also motivate them to recommend your products to others.

Use Trigger Emails to Your Advantage

Be creative! The emails listed above are just a small sampling. Take a close look at the journeys your customers might take before and after they purchase your products. Then use carefully targeted and customized trigger emails to provide them with better experiences along the way. A well-timed, relevant email trigger has the power to encourage customers to move through the sales funnel, encourage others to use your services, and continue to engage with your brand in the future.

A customer relationship management strategy or CRM strategy is an organizational plan to use CRM software to its optimum level. The software is meant to help increase growth, improve sales, and make customer service a seamless process. It requires your general business strategy to incorporate all sales and marketing as well as customer service input while focusing on the key points that happen during the potential customer conversion journey.

You must align all your business goals and objectives first to get benefits and profitable results from your CRM strategy implementation. According to the recent statistics published, CRM software is the biggest software market in the world.  It is expected to reach more than $80 billion in revenue by the year 2025. These figures and estimations make one thing very clear about the CRM software market that there is no chance of growth, even slowing down. As one of the key factors driving this growth is the ease of accessibility for companies, it is highly like that newer and better strategies would be implemented once technology further expands.

So, how to decide if your current CRM strategy is just as effective?

The reason being, without an effective CRM strategy, there is a huge risk for businesses to fail in delivering customer value to the best of their abilities.

7 Excellent Tips to Build an Effective CRM Strategy

Here are a few tips to consider and get you going before you start building your CRM strategy.

  • Have a clear vision

Mainly, any CRM strategy is set to help a company achieve its core objective that is to make the customer happy. So the likely first step for implementing a CRM strategy is to find those goals specific to your client base. Now that you are aware as to what your customer preferences might be, the automatic next step is to conjure a plan to reach those goals. It is recommended to breakdown bigger and high-risk goals to smaller and more achievable objectives. It will be easier to take a step by step approach for achieving such goals. As you continue to take over one step after the other, you will be near your destination quicker.

  • Put your customers first

Although every business tends to focus on its customers. As the customer is the king that keeps your business in-demand, up and running. But what many companies don’t realize is that business is not a democratically led constitution. It means that no two customers are equal in value. Certain customers are more profitable than others, and they should rightfully be so prioritized based on that. It is why many brands like Jaime Lannister Jacket, tend to have gold customer offers based on how regularly a customer buys their products. Those customers are given extra added benefits over others like discount coupons, promotional packages, etc.

  • Take employee input

Just as much as your customers are essential, so are your employees. Many businesses forget that CRM facilitates data access to the different departments in the organization. This is why your staff would be responsible most of the time to determine if you are meeting your goals or not. Laying out the strategic plans and following the step by step approach with employee consultation is the right way to go. It will not only make your employees feel more responsible, but they will individually be able to take the right approach for the company’s benefit.

  • Align your CRM strategy with your corporate strategy

Every business has a corporate strategy that focuses on taking the business to higher levels and making it more profitable. In comparison to that, the CRM strategy is more focused on creating and maintaining a fruitful relationship with the customer with the employee. It is based on achieving the current objective than long term goals. However, aligning your CRM strategy with your corporate organizational strategy is a great tactic. The reason is that as you continue to achieve smaller goals through CRM strategy, you are automatically working towards achieving your long term corporate goals.

  • Take notes from existing data

Never undermine the data that you have already collected over time. It plays a vital role in helping you develop your CRM strategy. Using historical data to your advantage, you can create buyer personas based on your customer’s journey with your organization. You can even use historical data to identify, analyze, and eradicate communication problems that would have occurred in the past and help prevent them in the future.

  • Have solid communication channels

Implementing better communication channels will not only be an effective CRM strategy but a step ahead in the right direction for a profitable corporate strategy. You can implement a live chat option on your brand website as well as hire customer relationship representatives to provide appropriate social media responses. Having a stable communication channel would give you an added boost and allow your customers to have a better route back in case of any query.

  • Analyze, evaluate and improve

Last but not least, one should always remember that there is still room for error. Businesses often make mistakes while choosing CRM software and implementing a proper strategy to suit it. It is exceptionally viable to conduct adequate research before you finalize a strategy or make a decision on what software to implement. It is always beneficial knowing what you are getting yourself into, going ahead with core strategic moves like implementing a CRM strategy. Organizations should never second guess themselves for putting in the time to analyze, evaluate, and improve any strategic move if not implemented successfully.

Bottom Line

In conclusion, customer relationship management is a vital part of any business, no matter what primary industry it is a part of. Having a thriving and multifaceted CRM strategy can take the company-customer interaction in the right direction that is focus driven and delivers a legitimate message. Therefore, building a CRM strategy that suits your business and corporate goals and aligns with your core objectives is the key to success.

Pardavimų komandai

Pardavimų komanda yra daugelio įmonių kasdienės veiklos ašis, todėl jos sklandaus darbo iš namų užtikrinimas turi būti vienas iš svarbiausių prioritetų šiuo metu. Tiesa, organizuojant pardavimų komandos darbą gali prireikti ne vieno, o kelių įrankių, leidžiančių darbuotojams turėti visą reikiamą informaciją namuose ir dėmesį skirti tik tam, ką moka geriausiai – pardavimams.

Teamgate CRM

„Teamgate“ yra saugus būdas kaupti ir valdyti visą informaciją, susijusią su klientais, tiekėjais bei partneriais. Naudodami „Teamgate CRM“ komandų vadovai gali stebėti pardavimų proceso eigą kiekviename etape realiuoju laiku, sekti darbuotojų rezultatus ir analizuoti juos įžvalgų modulyje. Tuo pat metu, pardavimų specialistai turi naujausią informaciją, komunikacijos istoriją bei savo užduočių tikslus. Visa ši informacija yra lengvai prieinama visiems komandos nariams. Be to, „Teamgate CRM“ nemokamai galima naudoti net mėnesį ir išbandyti vis naujas funkcijas, tai darant kartu su visa komanda ir talkinant lietuviškai kalbančiu „Teamgate“ atstovu.

Salesforce CRM

Ši įrankis – tai alternatyva „Teamgate“ didelėms įmonėms ir korporacijoms. Daugiau kaip dvidešimt metų veikianti platforma turi gausybę integracijų, leidžiančių valdyti sudėtingus pardavimų procesus didelėms komandoms. Naudojant „Salesforce“ taip pat galima sekti elektroninės komercijos ir kitus, ne tiesiogiai su ilgomis derybomis susijusius, pardavimus.

NordVPN

VPN yra svarbus bet kuriai  organizacijai, disponuojančiai privačia informacija. „NordVPN“ yra saugus tinklas, kuriuo darbuotojai gali naudotis dirbdami iš namų ir  vietų, kuriose interneto saugumas nėra garantuojamas.

Vidinei komunikacijai

Darbo efektyvumui ir bendrai atmosferai įmonėje didžiulę įtaką turi kasdienis darbuotojų ryšys ir bendravimo sklandumas. Todėl atsiradus fizinei distancijai dėl darbo iš namų, trikdžiai gresia ne tik veiklos procesui, bet ir rezultatams. Mes siūlome kelis plačiai pasaulyje naudojamus ir pripažintus įrankius, skirtus vidinei komandos ir visos įmonės komunikacijai.

Slack

Vis labiau ir Lietuvoje populiarėjantis vidinės komunikacijos įrankis, kurį galima integruoti su daugeliu kitų programų ir gauti įvairius automatizuotus pranešimus tiesiai į jūsų grupės ar komandos pokalbius. Svarbu pažymėti, kad „Slack“ yra nemokamas, jei jums nereikia išsaugoti visų pokalbių istoriją.

Chanty

„Chanty“ yra puiki alternatyva „Slack“ programėlei. Ji turi didžiąją dalį „Slack“ funkcijų bei siūlo neribotą apsikeitimą žinutėmis visam laiku. Be to, galite naudotis versija telefone ir darbalaukyje.

Microsoft Teams

Šis įrankis yra orientuotas į korporacijas bei dideles  organizacijas. Jis itin patogus tiems, kurie jau naudojasi „Office 365“ produktais, nes „Teams“ jau yra įtrauktas į jūsų paslaugų paketą. 

Hangouts Chats

Tai puikus pasirinkimas tiems, kas jau naudojasi „G Suite“ paslaugomis. „Hangouts Chat“ turi asmeninių bei grupinių susirašinėjimų funkciją, be to, leidžia peržiūrėti „Google Docs“ ir „Google Drive“ failus pokalbio viduje, o vienas pagrindinių „Google Chat“ privalumų yra tai, jog sistema šiuo metu pateikiama net 80 kalbų. 

Projektų valdymui

Lietuvoje šiuo metu vis labiau populiarėja įvairūs užduočių valdymo įrankiai, leidžiantys projektų vadovams bei komandų vadovams deleguoti užduotis ir sekti jų progresą itin paprastai.

Asana

„Asana“ yra vienas populiariausių užduočių valdymo įrankių ir Lietuvoje, ir pasaulyje. Tai itin intuityvus įrankis, pritaikytas įvairių dydžių ir tipų komandoms. Darbai organizuojami pagal projektus ar komandas, o kiekvienas projektas gali turėti skirtingas užduočių atlikimo stadijas.

 

Jira

„Jira“ projektų valdymo sistema daugiausia naudojama programuotojų ir programinės įrangos vystytojų, tačiau pritaikoma ir kitų sričių specialistams. Ji išsiskiria patogia galimybe fiksuoti laiką praleistą prie užduočių ir lengva integracija su išorinėmis programomis taip pritaikant įrankį individualiems poreikiams.

Trello

„Trello“ kūrėjų tikslas buvo sukurti linksmą ir vizualiai patrauklią programą, leidžiančią lengvai valdyti projektus. Ir jiems puikiai pavyko! „Trello“ kortelės, lentos bei sąrašai padaro kasdienį darbą ne tik paprastą, bet ir įdomų.

Monday

„Monday“ garsėja savo lankstumu ir galimybe kiekvienai komandai skirtingose srityse prisitaikyti įrankį pagal individualius poreikius. Įrankis leidžia komandoms dirbančioms skirtinguose pasaulio kampeliuose komunikuoti sklandžiai ir greitai, o vadovams žinoti, kokioje stadijoje yra kiekviena užduotis.

Koncentracija

Darbas iš namų ne visada paprastas ir tam gali būti įvairių priežasčių. Tačiau pagrindinė, kad ir kaip nenorėtume pripažinti, yra įvairios pagundos: aplink lankstantis šeimos šuniukas, naujas „Netflix“ serialas ar ketvirtas kavos puodelis. Laimei, yra keletas įrankių ir aplikacijų padedančių geriau susikaupti:

Pomodoro Tracker

Tai  programėlė, skatinanti geriau organizuoti savo laiką ir sutelkti dėmesį į užduotis bent trumpam laikui. Naudojant įrankį, laikmatis nustatomas 25 min. ir surašomos visos užduotys ir tikslai, kurie turėtų būti atlikti per tą laiką. Ilgesnis laikas poilsiui duodamas tik po kelių  25 min. darbo ir 5 min. pertraukų sesijų.

Doodle

Doodle programėlė padaro vaizdo skambučių organizavimą daug paprastesnį. Kiekvienas gavęs pakvietimą į pokalbį ar susirinkimą gali pasirinkti tinkamiausią laiką net nesiregistruodamas. O jei komandos nariai ar partneriai dirba skirtingose laiko zonose, „Doodle“ pritaiko susitikimo laiką pagal kiekvieno buvimo vietą automatiškai.

Toggl

Itin paprastas įrankis leidžiantis sekti laiką, skirtą atlikti kiekvienai užduočiai. Tai padeda ne tik darbuotojų savikontrolei, bet ir komandų vadovams geriau paskirstyti krūvį. Be to, „Toggl“ puikus įrankis įmonėms, kurioms klientai moka už darbo valandas.

Kiwake

Šis įrankis galbūt kiek ekstremalus, bet būtinas kiekvienam mėgstančiam atidėti žadintuvo signalą. Jei įprastomis dienomis vienintelė priežastis, priverčianti išlipti iš lovos, yra būtinybė pasirodyti biure, tai dirbant iš namų ji nebeegzistuoja. „Kiwake“ siūlo alternatyvą – žadintuvo signalo atidėti nepavyks, kol nenufotografuosite kažkur toli nuo jūsų lovos esančio objekto, o tada jau ir pasiekti darbo stalą sudėtinga nebebus!

Marketing entails selling out your product’s idea to people. In sales and marketing, you must understand the readiness of an individual prospect to buy your product. With this knowledge, you can easily ascertain the level of communication – whether intense or mild- that needs to be devoted to each specific customer. And, this is where lead scoring comes in.

What is Lead Scoring?

Lead scoring is a methodology – employed both in sales and marketing- used for ranking leads to determine their sales-readiness. Lead scoring means judging a potential lead’s interest- in the service or product you offer- through the information that gives or the actions they complete.

So, if someone says they would buy your product in 2 weeks- by picking that option on a questionnaire- they have shown more interest in your product and so, their lead score increases.

The goal of lead scoring is to identify leads that are ready to be plucked by the sales department and recognize those who need further pushing. You must understand that lead scoring is not harvesting the ready leads, while ignoring the other ones to scorch in the sun. Essentially, no one is left behind.

Taking your lead scoring skills to the next level involves the implementation of certain practices and tips. And just as a retractable banner stand would boost your marketing efficiency, good lead scoring skills would not just boost your sales productivity, but also mend the bridge between you and your potential customers.

Employ Negative Scoring and Score Deduction

In as much as lead scoring aids better marketing and general productivity, it also has its own share of downsides. And, this tip drives from the core of one of the common problems with lead scoring.

The problem? When we think of lead scoring, our minds are immediately inclined towards making a qualified lead score higher- after all, that’s the whole point of marketing. However, after successfully passing a lead on to the sales, you get a complaint that your leads are always bad. Why this? Well, focusing on scoring leads too high, does cause as many problems as it solves. The solution? Negative scoring.

This technique targets leads that fulfill certain disqualifying criteria and deducts marks from them. This generally allows only deserving, and good leads to scale through to sales.

For instance, take a look at the supply of ‘email addresses’. If your landing page requests an individual to supply their company’s address, you would still find people who relay an address with a ‘@gmail.com’ or ‘@hotmail.com’. Either way, that’s a characteristic of personal mail. This is where negative scoring comes in.

Most likely, these individuals aren’t ready to buy your product, so they are just test-running your site, or they are not even planning on buying it in the first instance. So, instead of rating them higher through assigning of higher scores, set aside a specific score that you would deduct whenever a personal email is supplied.

It doesn’t end there though. The lead doesn’t necessarily have to violate a rule to be negatively scored. For instance, if your product is targeted towards a specific industry- say the power sector- and, a lead is from another industry- totally different from your preferred industry- you can apply negative scoring.

Establish a Lead Scoring Threshold

It would be an absolute waste of effort to base your lead qualification scheme on guesswork. Instead, a threshold should be fixed; a threshold agreed to by the sales team. This way, it is super easy to ascertain what leads are qualified to be passed on to the sales while expelling guesswork from lead ranking.

Customize your Points Based on High-Value Engagement and Webpages

Not all actions a lead carries on your page should have equal points. Instead, you should assign more points to actions carried on the high-value section of your page. For instance, the ‘contact us’ or ‘price list’ page should have more points as compared to other sections of your web.

This would allow you to winnow out leads that are taking real actions and steps towards becoming actual customers.

Set Up Different Rankings Based on Individual Products

If your company is one that deals with a variety of products, you should consider setting up separate lead scoring models for each product. This allows you to identify a potential customer’s interest in that specific product. So, instead of using a generic model that takes into account every single product, resort to a single model – which leads to more specific results and better lead analysis.

For instance, if a prospect singly interested in product A, is scored using a generic model that takes products E and B into consideration, this prospect might end up with a low score; and a proposed disinterest in your products and services. Whereas, there is an interest in product A.

Conclusion

The proper lead analysis helps you and your sales team become more efficient and observant. So, go ahead and follow the tips- then watch the magic!

We live in a fast-paced environment. To thrive in the continuously evolving business landscape, you need access to critical business information at a moment’s notice. 

The customer relationship management (CRM) system has revolutionized the way we do business today. With the advent of technology, your employees can easily access information at any time using any device. 

Customer Relationship Management (CRM) acts as a centralized database for all your business-related data. It allows you to retrieve, create, and even edit every information you need and gives you a real-time update of your records. 

In short, the power of CRM software can’t be undermined. 

The Most Common CRM Mistakes and How You Can Avoid Them

Even though CRM has been around for quite a long time, its successful adoption and usage can still be tricky. 

In the 2017 report, CIO magazine stated that around one-third of all CRM projects fail. Why? 

With a wide array of options, features, and prices, choosing the right CRM software can be a total nightmare. 

Whether you are a small business looking for a new CRM installation or an established company looking for a switch, both have their own challenges. CRM plays an important role in your day-to-day operations. That’s why it’s crucial to properly plan for your CRM project implementation to ensure good outcomes. 

1. Jumping In Without a Defined Business Process

The most significant mistake that most companies make is that they fail to create a proper business plan. 

You need to lay down your goals and objectives beforehand so that you can set the system up to accomplish them.

Typically, companies use CRM to store basic contact details. But the main value comes in terms of better sales productivity and making marketing more effective by grouping the customer information and how they relate to each other. 

Defining your priorities can help you manage your work effort. Without a proper roadmap, you will get caught in the whirlwind and never visit your priorities. And when things don’t work out, people usually end up blaming the software or technology. 

2. Lack Of End-User Value

A good CRM install can quickly go down if the end users don’t like the system. 

To succeed with CRM, you need to involve your people and explain to them how using a CRM solution will benefit them, as well as the company to achieve their goals. As an owner or manager, your employees look up to you. You can create a culture that depicts the positive usage of CRM software. 

You can discuss how CRM as a tool can help reduce costs, automate redundant tasks, increase revenue, and save time. If your end users see value in it, they will take ownership and try to create an impact from CRM. 

3. Implementing the System Without Proper Training

The whole process of selecting a CRM software and getting it up running can take more than six months. 

CRM software takes an investment of both time and money. However, even after a deliberate amount of consideration, the current CRM adoption rates are below

50%.

This is mainly because employees aren’t trained on how to use the system or why it is essential. And thus, they don’t take the software seriously. 

In fact, training is the most forgotten part of the CRM set up process. People are resistant to change, and if you look at it, 95 percent of the people who will be using the CRM software aren’t made to get involved in the process. 

Training should be adequately incorporated into the installation system. 

4. Overloading CRM With Unnecessary Features

CRM not only manages your contact records, but it can integrate with other systems, including ERP, accounting and invoice software, social media, and more. 

People get lured by the number of features it has to offer. But in reality, you don’t need all of them. 40% of companies use fewer than half the features they have on their CRM platform. 

Don’t try to make your CRM complicated by deploying features that are only going to confuse or intimidate users. It will only lead to more costs and more headaches and eventually become the reason for your failure. 

Rank the features based on value and cost. You can then remove those features that you don’t use or won’t need anymore. This way, you will be able to reap the maximum benefits out of it. 

5. Choosing a Solution That Lacks Scalability

It goes back to what we discussed in the first point — the lack of a defined business plan. 

Many business owners choose CRM software based on their present scenario of the business. They only take into account what seems to be the right fit for the current state. The CRM you choose might be well off for the first few years, but once your organization starts to expand, will it be able to adapt to the scalability? 

While choosing CRM software, you need to know how you can increase user adoption. 

Conclusion

All business segments, including marketing, sales, human resources, finance, and customer service, can benefit from CRM software. 

When you use CRM correctly, it can redefine the way your business operates and help your business grow. Make good use of CRM and watch your business flourish.

Video marketing is on the rise. Reportedly:

There are no signs of video marketing slowing down even a little bit in the next two-three years. Stats show that by 2022, online videos will make up more than 82% of all consumer internet traffic, which is 15 times higher than in 2017. 

Why Do People Love Videos So Much?

We can give you numerous stats on how beneficial video marketing can be for your brand. 

However, the reasons why people love video content so much are rather psychological than consumer-related:

  • The principle of social proof. Although you may think of yourself otherwise, we tend to observe others to validate our decisions. Have you ever caught yourself watching product reviews before purchasing it? This is the principle of social proof in action. 
  • Addressing the right emotions. As video content combines auditory and visual sense, it appeals to our emotions stronger than any other content type. 
  • The FOMO effect. Fear of missing out – FOMO – one of the strongest instincts, and one of the reasons why we obsessively follow some YouTube vloggers. People like to possess up-to-date information, and video content is the best way to deliver it to them. 

It is not an exaggeration to say that online video is slowly climbing to the top of popular marketing strategies. Some people claim that they prefer watching online videos over regular TV programs. Online videos are more engaging, informative, and easy to access. With the rise of technology, tools like an AI video generator make it easier than ever to create high-quality content without extensive production efforts. Many of these videos also use text to speech technology to quickly generate voiceovers, making the production process faster and more scalable.

What Are the Most Engaging Videos?

Now that we’ve taken a look at the psychological reasons of why we love videos so much and made a round-up of the current state of video marketing, let’s dive into the types of video content proven to tur your viewers to buyers. 

P.S. These are general video content types that work well for marketing purposes as well. 

  1. How-To Tutorials

Educational videos are among the most search video types on YouTube. And why not? Watching a video is always easier than reading a manual!

These videos are structured around a particular object and aimed at teaching people to master the skill of using this object. For video marketing, you can take your product and make an explainer video of how viewers can make the most of using it. Also, it is a perfect space to emphasize your product’s benefits for potential buyers. 

A perfect example of a simple, and yet very effective how-to tutorial is Headspace’s “How to use the Headspace App”:

Video credit: Headspace

Using a simple video animation, the narrator explains how you can draw more benefits from the Headspace app in less than 2 minutes. The Headspace app is very extensive, with a lot of additional features. This simple explainer video allows viewers to quickly learn how to use it, and the viewers appreciate this tutorial very much (just look at the comments). 

This format fits every product or service, from helping people rent an apartment in a certain area to a guide on installing a home security system. 

One of the great examples of how-to guides (with over 700L views) is Michelle Phan’s “Master the Art of Liquid Liner” tutorial on Ipsy:

Video credit: Ipsy

In this video, she teaches ladies how to apply liquid liner, using the products from her personal EM Cosmetics line. Michelle manages to show her products in actions without imposing them on the viewers. This is a good marketing lesson to follow when creating a successful tutorial video.  

  1. Storytelling Videos and Vlogs

People like stories and vlogs. Why do you think vloggers are among the most followed influencers on YouTube?

We love to take a little peek at someone else’s everyday life. We can’t resist a little bit of self-comparison and we love being a part of someone else’s life, even for a short period. Hence, the popularity of storytelling videos and vlogs stems from our DNA. 

As of 2019, vlogs and storytelling videos have taken the 1st place in the ranking of most viewed types of videos on Youtube (according to MediaKix). 

Storytelling Videos

When it comes to marketing, this video format is widely used by companies worldwide. Brands invite celebrities as well as ordinary people to shoot storytelling videos, featuring their products. 

Airbnb is a great example of storytelling videos. They launched a successful campaign featuring various Airbnb hosts in their unique homes worldwide. Here is one of the short videos presenting Cándida and Jeff’s beach Bungalow:

Video credit: Airbnb 

This campaign aims to show the unique people behind the houses. It suggests Airbnb being more of a way to experience a new city or culture rather than just an accommodation service.

Storytelling videos are great for marketing purposes because they:

  • Always send the right message that is in line with your company’s strategy
  • Appeal to certain buyer emotions
  • Show your product in a different light, applying more value to it

It is worth mentioning that storytelling videos require creating a detailed script. Marketing video scripts help you take into consideration everything that your marketing video needs to include, and help your video look less messy. 

Writing a video script is a creative process, but your creation should be planned and very detailed. Moreover, a video script should be proofread to avoid any mistakes getting in the way during the video production process. Online tools like Grammarly or Grabmyessay can do this job for you. 

Vlogs

Vlogs are perfect examples of the FOMO principle in action. Marketers can use that for their benefit, turning the format of a vlog into a behind-the-scenes video. 

A good example of a behind-the-scenes vlog is “Road to the Runway” by Victoria’s Secret:

Video credit: Victoria’s Secret

This video gives viewers an exclusive look at the behind-the-scenes of Victoria’s Secret 2018 Fashion Show. This video is the final part of the series, where company executives, as well as the models, show how they prepare their annual event, which is famous around the world. 

Behind-the-scenes vlogs are a good way to let viewers learn more about the company and feature the products. 

  1. Interactive Videos

Lastly, what is a better way to attract potential buyers than to engage them in an interactive activity?

Interactive videos dominate the list of successful types of online interactive content together with infographics, contests, and generators. Reviews that use interactive videos show that they generate 5X more traffic to their websites than those that don’t use interactive videos. 

One of the perfect examples of an interactive video is “Can You Destroy the Debt” by Banquer:

 

Video credit: Banquer

This video does not only promote the company but also brings educational value by teaching the viewers, how to use money wisely to escape the debt. 

Interactive video requires a lot of preparation in terms of writing a script and producing a video, as it consists of several parts. However, it’s worth investing in, as this video content type is among the few that people watch until the end (interactive videos have a 90% completion rate). Besides, interactive videos are among the emerging trends in video marketing, so why not give it a try?

The Bottom Line

Of course, we don’t say that all these types of video content will fit your marketing needs. Depending on your product or service, you’ll have to pick one or two types that will dominate your video marketing strategy and show the value of your product. 

Other than that, these 3 types of video content have proven to be effective in attracting potential buyers. They can be easily adjusted to your marketing needs, and promote your product in an unconventional way. We encourage you to use them and share your experience with us!