Leveraging the Power of Video Marketing: Bridging the Gap between TV and Digital Channels
In the dynamic world of marketing, video has emerged as a powerful tool for promoting products and services. Harvest Growth, a leading video marketing agency, has been at the forefront of producing impactful video campaigns for both national television and digital platforms like Facebook and Instagram since 2007. Surprisingly, the science behind the 40-year-old infomercial industry has proven to be highly applicable in the realm of digital marketing. In this blog post, we will explore how the strategies derived from TV infomercials can significantly improve the return on ad spend (ROAS), enhance profitability, and accelerate business growth in the digital landscape.
The Evolution of Video Marketing
TV infomercials, which initially started as 30-minute videos aired late at night on local access television, have evolved over the years into direct-response television ads lasting 1 to 2 minutes. Despite the difference in duration, the core essence of these videos remains the same. We refer to these as "full-story videos" because they comprehensively convey the product or service's value proposition, persuading viewers to make quick purchasing decisions. These full-story videos consist of several key elements, including problem identification, solution presentation, features and benefits, demonstration, credibility establishment through testimonials, and an effective call to action accompanied by a compelling offer.
The Digital Marketing Approach
While the use of full-story videos continues to yield success in digital marketing channels like Facebook and Instagram, the overall strategy differs from TV infomercials. Most digital marketing videos range from 10 to 15 seconds in length, and each video focuses on accomplishing one specific task. For instance, there may be a video dedicated to highlighting a problem and its solution, several videos highlighting individual features and benefits, and separate testimonial videos, also known as user-generated content (UGC) videos. Demonstrations can be presented through live-action or animated videos or a combination of both. Notably, the offer is often conveyed through ad copy rather than a standalone video.
The Power of Sequential Storytelling
What sets digital marketing apart from TV infomercials is the opportunity for multiple interactions with the same customer. “The Rule of 7,” famously coined by Dr. Jeffrey Lant, has become a basic marketing principle that it takes seven “touches” before someone will act upon your call to action or convert into a sale. This is why marketers will break up the “full-story” videos into various shorter versions that tell the entire story piece by piece, gradually capturing the attention of their target audience. While attention spans also tend to be shorter in the digital realm, marketers can leverage this by strategically delivering shorter videos over a period of time. Instead of relying on one or two videos repeatedly that consumers will get bored with, it is crucial to adopt a sequential storytelling approach, guiding customers through a journey of discovery and gradually building their interest and trust.
The Role of Repetition and Retargeting
Digital marketers often make the mistake of relying on a limited number of videos, hoping they will generate the desired results. However, this approach fails to fully convince potential buyers. To optimize the effectiveness of video marketing, it is essential to create a diverse library of videos that intermix shorter, task-focused videos along with the full story video. By exposing viewers to a variety of videos, marketers increase the chances of conveying the full story and driving conversions. This process can be further enhanced by leveraging the capabilities of algorithms within platforms like Facebook or Google, which help determine when each viewer sees individual videos. Additionally, retargeting allows marketers to reach out to interested individuals and gradually nurture their interest with a series of videos over several days or weeks.
Success Stories and Benefits
By incorporating strategies adapted from the DRTV industry, marketers have witnessed remarkable success rates. Clients of Harvest Growth have experienced significant sales growth, with some doubling or even tripling their sales figures by implementing a revised video marketing strategy. The gradual storytelling approach, coupled with an expanded video library, has proven to be highly effective in engaging and converting audiences. Harvest Growth's video marketing expertise can help businesses achieve similar results.
In the rapidly evolving landscape of marketing, video remains a potent medium for promoting products and services. By bridging the gap between traditional TV infomercials and digital marketing channels, businesses can unlock new avenues of growth. Harvest Growth, with its extensive experience in producing successful video marketing campaigns, understands the science behind creating impactful videos. By adopting a sequential storytelling approach, diversifying video content, and leveraging retargeting opportunities, businesses can optimize their return on ad spend, increase profitability, and pave the way for accelerated growth.
To learn more about Harvest Growth and explore how video marketing can revolutionize your business, we invite you to set up a free one-on-one consultation with our marketing experts to discuss your unique requirements and determine the best video marketing approach for your business. Together, let's unlock the immense potential of video marketing and embark on a journey of growth and success.