How to Create a High-Performing Video Marketing Campaign
Amidst tightening consumer budgets, economic volatility, and general uncertainty, marketers in the financial sector have to do more with less. Ad dollars must stretch farther, content needs to be re-purposed multiple times, and teams are embracing scrappier video production methods over expensive studio production. The average corporate marketing video, as part of a video marketing campaign, can cost anywhere from $2,000 to $7,000 to produce, and quite often, costs tend to go up into the tens of thousands. Twenty-two percent of marketers are creating a few videos a week, but with the promising results and success stories around video, that number will continue to increase.
Also, video is wildly successful across social media; organic social video gets 1,200% more shares than text and images alone, and 87% of marketers believe video generates a positive ROI. For marketing and social media teams looking to take their content strategy to the next level, here are a few tips on scaling content creation.
1. Empower Teams to Produce Content Independently
When 51% of marketers are still relying on internal teams to produce video content, it takes forever. Between multiple rounds of revisions, editing, and formal storyboarding, the process is dragged out and outdated. Encourage teams to spend a few hours a week brainstorming content ideas and then quickly putting those ideas into action through effective corporate video marketing strategies. Whether it’s educational content like “3 Ways to Save for Retirement” or informative like a market update, get teams empowered to be their own writer, producer, and editor for effective corporate video marketing.
2. Host Webcasts
Long-form videos like webcasts can keep customers and strategic partners highly engaged when done right. Whether on-demand or live, webcast platforms offer tons of different ways to engage your audience before, during, and after the event. Start the branded experience with on-brand content portals from GlobalMeet and create interactive polls and surveys for engagement during the webcast. Wrap up your successful webcast by integrating GlobalMeet with your go-to marketing, sales, CRM, and email automation platforms to provide critical attendee information to your other teams.
3. Test Live, Simulated Live, and Pre-Recorded Video
When you’re starting a new video strategy, you might not be sure exactly what resonates with your audience. Do they enjoy a long-form webcast at a specific time? Are they more willing to engage with financial advisor updates when they’re on demand? Experiment with different formats and styles to see what content dissemination strategy works best for you.
4. Streamline Your Workflow
From idea creation to editing to sharing across social media or your website, simplify all aspects of your video creation workflow. Obtain buy-in from leadership so your marketing team doesn’t need to run every single revision across the executive team. Employees will feel confident in being authentic, and production times can decrease. Minimize the number of technology apps used to create a single video.
Video Creation Across the Financial Services Sector
Video adoption has transformed multiple industries, and the financial sector is no exception. As marketers are forced to do more with less, reducing costs, decreasing product times, and accelerating content schedules are critical in maintaining a high-performing video content calendar. Contact our sales team to learn more about how financial services teams are adopting and scaling impactful video marketing campaigns.
Brand Awareness in the Banking Sector
Banks in the U.S. have more competition than ever before. In addition to the bigger banks, local credit unions with a nationwide reach thanks to online banking, small traditional banks, and nearly 70 neobanks serve U.S. customers.
Industry-leading financial institutions have no problem thriving based on brand recognition alone. But smaller brick-and-mortar banks, as well as start-up neobanks, struggle in a crowded marketplace. You can offer the highest interest rates, have the best banking app, and provide tons of benefits to members. But if they don’t know your bank exists, they can’t create an account with you.
Building a strong brand is critical to helping consumers find you online, feel secure enough to create an account, and, finally, develop loyalty toward your brand. Ultimately, the right online marketing campaigns and outreach efforts, along with great financial products and stellar customer service, can turn customers into brand advocates.
Why You Need Brand Advocates
Consumers may be leery of online banking, neobanks, and even smaller traditional banks following the collapse of Silicon Valley Bank and Signature Bank in March 2023. Yet, if people see their friends banking with a specific financial institution, they are more likely to trust it. One Nielsen study discovered that 88% of consumers said they trust recommendations from people they know above all other forms of marketing.
From the largest banks to the newest neobanks, many financial institutions have generous referral programs. Affiliate programs and referrer codes can help your business grow. But to leverage them, you must first build trust, loyalty, and brand awareness.
What’s the best way to build brand awareness? Outreach campaigns that deliver value to your key target audience. Many banks have a broad target audience interested in:
- High-yield savings products
- Saving for retirement
- Rewards credit cards
- Fee-free banking
Once you identify your target audience, you can use GlobalMeet to create content that will capture their attention and build trust.
How to Create Value with Webcasts
You can create webcasts to build trust with your current members, sharing information on how to leverage your products to build their retirement accounts or ramp up their emergency savings.
You can also create events for those who may not be familiar with your bank. You don’t have to sell your products during these webcasts. Instead, seek to educate consumers on the importance of things like paying off debt, purchasing life insurance, or starting a retirement account.
Why Big Banks (and Small) Rely on GlobalMeet
GlobalMeet allows you to stream your events, conferences, and messages live to a global audience in real time or on-demand. As a cloud-based SaaS web solution, GlobalMeet is secure, scalable, and easy to use. That’s especially important when it comes to sharing information about financial services. Half of the largest banks in the U.S. trust GlobalMeet, so you can imagine what it might do for your brand.
Consumers have more choices in banking than ever before. But they need guidance to find the financial products and a bank they can trust. Use GlobalMeet to build brand awareness and trust.
Connect with us and create virtual and hybrid events that resonate with your audience.
7 Webcast Marketing Strategies
Ready to get the word out about your next press conference, investors meeting, or an informative event for lead generation? It’s a noisy online world, and virtual events quickly get lost in the shuffle without a solid webcast marketing strategy.
From spreading the word through email marketing and public relations outreach to ensuring proper follow-up nurture with attendees, webcast marketing is most effective when you implement a variety of strategies across the entire journey. Leverage some of the below marketing webcasts tactics along with real-world promotions for the best results.
Also, don’t forget to closely track conversion rates, open rates, impressions, sales, and more along the various marketing channels. This will help evaluate the success of your marketing campaigns in driving awareness and, ultimately, generating more revenue.
1. Marketing Webcasts: Warm Email Marketing
While some consider email marketing “old school,” it’s still one of the most direct ways to reach consumers. While 99% of people open their emails every day, the average person also receives an average of 121 emails per day. Your email marketing strategy must be sophisticated and personalized, which helps you avoid the dreaded “delete button.”
Segment your list into specific audiences (think customers, prospects, partners, and more) to generate engaging content specifically suited to their needs. Kick off your email marketing roughly two weeks before the webcast and increase the email frequency as the day and time get closer.
2. Social Media Advertising (Paid and Organic)
Utilizing hashtags, emojis, posting consistently, and leveraging the power of the algorithm on top social networks is another effective strategy for getting your webcasts in front of the right audience. Use a specific hashtag to create a branded experience around your event and help potential attendees find more information. Also, don’t forget to constantly include a link to the registration page.
Once you’ve determined the types of posts and graphics that perform best, consider putting some ad spend behind that winning content. Social media ads are often more effective than other forms of advertising, and 72% of marketers regularly use paid ads.
3. Display Ads
Display ads are excellent ways to drive top-of-funnel awareness. When consumers constantly see your webcast advertised on third-party websites, on Google, or in other apps, they’re reminded to sign up for your event. The “Marketing Rule of 7” states that people need to hear about something at least seven times before they consider taking action, and display ads are an excellent way to increase the frequency of your drumbeat.
4. Content Marketing
With 70% of consumers preferring content marketing to traditional marketing, its vital to utilize this element in getting the word out about your webcast. Content marketing can range from long-form to short-form content or even simple repurposing of social or email content. Blog posts drive traffic to your website, and with the right keywords, your content marketing efforts can drive you to the top of Google search results. Over 25% of people click on the first Google search result, so making sure your events rank highly is important.
5. Partnership Marketing
Are you having well-known thought leaders speak at your event? Tap into their powerful network to broaden your reach and bring their audience into your webcast. Hand them a speaker’s media kit with graphics, digital flyers, pre-written social content, and other assets to make it easy for them to share.
6. Public Relations
Public relations can be as simple or complex as time and budget allow; craft a newsworthy press release and send it out on the wire for some extra visibility. You can also reach out to reporters and journalists who cover webcasts and other virtual events in your industry and offer them a compelling statistic or insight to write about.
7. Follow-up Marketing
Once the event is over, you still want to engage with these attendees. Make sure you gather the appropriate permissions to continue follow-up on other events and future webcasts. The marketing consent tracking tool in GlobalMeet helps you share privacy policies and terms of service and allows attendees to opt-in to hear from you in the future.
Market Your Webcast with GlobalMeet
Whether you’re reaching 50 people or 100,000+ attendees, GlobalMeet Webcast is here to power your successful virtual events strategy. With custom branding opportunities, attendee engagement tools, and robust analytics, GlobalMeet makes virtual events a key pillar in your webcast marketing strategy.
Checklist: Promoting Your Virtual Event
Promoting your event online can be more important than hosting the event itself. You can plan the best event experience in the world, but if you don’t take the time to promote it, no one will attend. To effectively market the event, you’ll need to create assets that allow you to market it successfully and drive attendees to your website to sign up.
Download our free event checklist to ensure you don’t miss a thing.
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