Friday, 4 March 2016

Spice up your partner relationships with video

Many companies, especially in the tech industries, deliver their products and services using a 100% indirect model through a network of certified partners. It makes sense. To make the relationship work means using a variety of co-marketing initiatives.  More often than not, these tend to be one-off tactics like print adverts, offers and events. Or worse, a lack-lustre selection of so-called ‘digital assets’ like editable PDF’s, PowerPoints and co-branded web-headers.

Whether these are funded through periodic MDF (Market Development Funds) or accrued Coop, or more typically a mix of both, another problem arises from the fact that many partners are liberal with their affections, taking the path of least resistance and maximum profit. Which may mean doing more business with your nearest competitor. Which means you’re competing for their attention, dedication and sales.

Let’s face it. A partnership that involves simply feeding warmed up leads to an order-taking channel to administer isn’t really a partnership at all.

So how do you inspire true partnership when it comes to co-marketing and lead gen? One way is to offer up something highly inspiring, fresh, and proven to work. But on a budget.  Simple then – no pressure.

vCreate for Partners is one approach that may tick all the boxes. Firstly, it maximises the use of video, proven again and again to have greater cut-through than any other medium. It also allows for personalisation, again proven to be more effective in generating leads and more quickly turning them into sales.

vCreate also lets you deliver your brand messaging directly to your partners and their customers in a highly effective and consistent way. Centrally managed and controlled, you can be sure your activity is efficient and measurable whilst reinforcing the power of your trusted partner relationship.

Not only does it give your partners online access to a central video library (managed by you), it allows trusted partners to upload, record and edit clips to use within their own videos to add an element of personalisation. Of course, how much control you give them is entirely up to you.

It’s flexible too, allowing you to roll out new video assets to your entire partner network quickly and easily. Both yourself and selected partners can get easy, 24/7 access to management reporting and customer viewing stats, using viewing data to trigger agreed sales actions.

Despite it looking like a bespoke tool, co-branded with your partner network, it’s inexpensive, and really simple to budget for. It’s also quick and simple to deploy, requiring no software or IT intervention; all cloud-based and device agnostic. vCreate is a gift for innovative Channel Marketing Managers looking for a new way to invigorate and inspire their partners  and get more cut-through to increase sales. 

You have to work at any relationship and vCreate could be the perfect way to spice things up.

Thursday, 4 February 2016

vLog: Powering Newsletters with Video

Video newsletters are an extremely effective way of inspiring prospects, engaging with customers and socialising your brand.

Creating impactful video content and delivering it direct to the device of your target audience is easier than ever. Managed and measured in real-time, a vCreate Channel delivers a measurable ROI with very little outlay or resource.

Tuesday, 5 January 2016

Make video your New Year’s resolution

Ah, January! That’s when you go back to work (having over-indulged to the point where a single additional wafer-thin mint would have caused you to explode) with renewed vitality and positivity. That’s because this year, 2016, is the one where you’re really going to make a difference. So, as a marketer, how exactly are you going to do that?

Here are five tips that will help you get off to a powerful start.

1 - Power your digital campaigns with video.
Just look at the facts here. A video image with a play button in an email will increase campaign open rates by 300-400%. What’s even better is that, once a recipient clicks through to your video, 46% will take action. If you’re not already using video as part of your campaign strategy, you simply have to wake up to the facts. If you don’t, your competitors almost certainly will.

2 - Power your content marketing with video.
Nielsen claims that video will dominate 64% of marketer’s content strategies this year. That’s because, when it’s done well, it’s far more likely to get amplified via shares than plain text or infographics. It’s noisy out there and customers have as little time to read marketing text as you do. A video gets the job done quickly and with far greater impact. With video tools (like
vCreate) you can quickly create sharable video content without the need for any further expense.

3 - Power your newsletters with video.
People love newsletters but no one more so than the people who send them out. If you want to be realistic about their impact on sales, you need to be realistic about what content works.  A mix of video and text can really add impact to your digital publications, turning a dry news update into something dynamic, impactful and memorable.

4 - Power your sales with video.
Huh? Did I just say ‘sales’? I did. Smart marketers are waking up to the power of precision targeted sales enablement, fuelling sales and accounts teams with video collateral that can be shared personally with customers. Video is an excellent way to move customers through the buying journey and marketers need to be a part of that. It’s also a great way to maximise the exposure of your senior leadership team or subject matter experts to customers. This really should be a part of your video strategy for 2016.

5 - Power your Channel with video.
If you get involved in either marketing to or for your channel, then video is the perfect way to get your message out there. By creating core video collateral to share with your channel, you can empower them to personalise and co-brand the videos (using tools like vCreate) before cascading your compelling sales message in the best possible way. That can either be part of a coordinated digital campaign or as a response to a customer query. Believe me, it works and your channel will love you for it.  And we could all do with a bit more love.

So that’s it - five ways to use video to power your marketing this year. Good luck and happy New Year!