Marketing agencies are businesses. And just like with every business, there will be certain challenges and hurdles in your path to success. In this guide, I list down 9 video solutions to all Marketing Agency challenges that can be implemented right away!
Challenge #1: Generating new business from outreach activities
A big part of lead generation for a Marketing Agency is outreach. Cold emails, LinkedIn InMails, Twitter DMs, Facebook messages – there are numerous channels to reach out to potential clients and pitch your services.
The most vital aspect of an outreach strategy is your pitch deck. The outcome of this activity revolves around how relevant your pitch is, and how trustable you seem. You can invest heavily in buying a database of leads, and the tools needed to reach out to them, but without building a strong case for your agency, it will give you minimal results.
Solution A: Improve email CTR with personalized videos
Did you know that 70% of millennials prefer personalized emails over blast communication? Create personalized videos and include them in your email copies and social media messages.
Video personalization works because:
- The viewer values your video content more because it was created just for them.
- It is human psychology to invest time into information that was hand-made just for us.
Oh, and you should check out this guide by Anna from ESM Inbound on how to use videos in email prospecting.
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Solution B: Build trust by showing customer testimonial videos
Customer testimonials are a great way to earn trust. In fact, you should make multiple testimonial videos from your clients in different industries and include them in your outreach emails and messages.
Finding what channels your target audience frequently visits is easy. Market research on social media messages and statistics will tell you this. But adapting to each channel and utilizing the unique characteristics of that channel is difficult.
For example, Instagram stories are used by 500 million users every day and one-third (1/3) of the most viewed Instagram Stories are from businesses. Equipped with this knowledge, you can now come up with a strategy that includes video story ad campaigns on Instagram for good traction.
Solution A: A/B test on videos to boost ROI
A/B testing, or split testing, is the process of creating multiple variants with a common goal and testing them against each other to see which version performs better.
In your video ads, you can run A/B tests on:
- Call-to-action (CTA) text and color,
- Video thumbnail,
- Text style, color, and animations,
- Font, and
- Background music
Solution B: Create videos in multiple languages to cater to a global audience
Only 25.2% of all internet users speak English. Read that again. Read it out loud. If you're making content in English only, you're limiting your visibility and reducing the size of your target audience.
By creating content in 10 languages (English, Chinese, Spanish, Arabic, Portuguese, Indonesian/Malaysian, Fresh, Japanese, Russian, and German) you can cater to over 76% of all internet users!
Attract leads from all over the world by making the same video available in multiple languages. This applies to explainer videos, tutorial videos, testimonial videos, video ads – every piece of video content you have.
Challenge #3: Increasing organic competition on searches engines (SEO)
Ranking in the top of Google searches for your relevant keywords is no cakewalk. With multiple marketing agencies and digital marketing freelancers fighting to rank for the same keywords, the competition on search engines is as fierce as it is on social media.
There are several advantages of ranking high on search engines:
- You save thousands of dollars in ad spend every month
- Your branding is improved
- Since this is a "pull" style of marketing, the lead quality will be higher than ads, which is a "push" style of marketing
Solution A: Include video in all articles and webpages to improve ranking
As a B2B business, you will see better results when you start creating educational-based content like webinars, podcasts, and blogs. This will drive high-quality traffic to your blog.
Make sure you add videos. Video messages are known to have a very high retention rate. This means that if someone has viewed your video, the chances of them recollecting your message in the future is pretty high. Videos also have a high impact on viewers. You can guide your blog visitors to actionable landing pages with the right use of video.
This is also the reason why search engines like Google prefer to rank webpages or articles with a video higher than those without. More videos equal better ranking on search engines which equals more clicks and higher conversion.
Solution B: Explore video schema to boost video SEO
Schema.org is a collaborative, community activity with a mission to create, maintain, and promote schemas for structured data on the Internet.
A search engine crawl bot cannot crawl through a video and interpret what it means. In an attempt to make crawl bots understand video content and its relevance to your page better, Schema.org created the Video schema.
For the geeks: This basically means that you need to add a script on your webpage. The video metadata is to be stored in a JSON format, making it easier for crawl bots to go "understand" your video content.
Challenge #4: Managing client relationships
While getting new clients is an important step, you shouldn't neglect your existing clients. The primary area of focus for many marketing agencies is client retention through well-executed account management activities.
"A satisfied client speaks to 3 people, but a dissatisfied client speaks to 9"
Poorly managed relationships can lead to client dissatisfaction even if you deliver a high-quality service. On the other hand, a satisfied client can help you get new business.
Solution: Improve client retention with personalized videos
Sending personalized videos in emails and push notifications is a great way to retain your customers and create up-sell opportunities.
Keep in touch with your clients regularly and check the quality of leads you are generating for them. Apart from this, also make sure you send them new updates and seasonal greetings.
Maintaining a healthy relationship with your existing clients also opens up avenues to produce more case studies and get referrals. These case studies can then be repurposed to generate new leads and convert potential clients.
Challenge #5: Staying ahead of the game
The digital marketing space is constantly changing and evolving. Every day new apps, tools, platforms, and theories impact the way marketing is done. For example, statistics clearly prove that video is the most preferred way of consuming content and information. If you aren't investing time and resources to make videos for your clients, they'll switch to competitors who offer video solutions.
Your marketing agency needs to stay on top of new developments to stay ahead of the game. You need to constantly keep exploring innovative solutions to your clients' problems and adapt to the latest technology stacks.
Speaking of new developments, Rocketium offers a white-label video editor bundle called Button. You can simply integrate this button on your website or your app, and your audience will be able to use Rocketium's video editor to make videos on their own. This is perfect for creating UGC videos and enabling video reviews from your clients' users. Read more about it here.
While you are at it, you should also check out Rocketium's spreadsheet to video maker. It does exactly what it says – convert spreadsheet rows to videos. The use-cases of this are limitless, so I'll leave that exercise to you!
Challenge #6: Hiring top talent for your Marketing Agency
You cannot build a successful agency without getting the right people to do the right job. There are two ways you can go about this:
- Find and recruit skilled people who can work remotely, or
- Create an in-house training program to hone your team's skills
Solution A: Find and recruit skilled remote workers
Recruiting the best minds in the industry is not an easy task. This is because the best talent is already out there working for someone else. Since this provides access to a bigger and more affordable talent pool, it is becoming increasingly popular among small and medium-sized marketing agencies.
Convincing someone to work for you is not easy either. You have to be clear in your messaging, make them believe in your philosophy both as a brand and as individuals. And there is no better way to do this than making a kickass video for your agency!
Solution B: Create an in-house training program
Video training is the best way to implement corporate learning. Short of face to face communication, there is no better way to train employees than by video. In fact, video is the most preferred medium of communication by learning and development professionals. Videos are used to support micro-learning and expanding learning options for employees.
You can create educational content, training material, and reports of growth and trends using videos. Did you know that just 7 days after a training session, the average employee forgets 65% of the material covered Since videos have a high retention rate, your video training material will prove to be more effective than text-based content.
- Personalized videos will solve a lot of Marketing Agency challenges,
- Run A/B tests on videos to optimize the ROI of your video ads,
- Create videos in multiple languages to cater to a global audience,
- Include videos in your website and blog articles to rank higher than your competition,
- Build in-house video training material for new recruits
If you're intimidated by the steps involved and time taken for video creation, make sure you check out Rocketium's video automation solutions! Are you ready to implement these solutions? Have better alternates to these solutions? Leave a comment and let's debate!