If your business markets to a more mature audience, they are less likely to be familiar with video marketing than other groups. While adults in all age groups are actively using new technologies, the exposure to, and use of video by adults over 50 is still below that of other age demographics. Because of this, businesses have a golden opportunity to energize mature consumers by using video in their marketing efforts.
Video email has evolved into a marketing dynamo by: quickly engaging viewers, reinforcing company branding and providing multiple calls-to-action. These elements gain traction among all age groups but can be even more effective with an older audience that places greater value on brand loyalty and personal interaction. Imagine the interest generated by a video email that demonstrates your latest product, or talks directly to a prospect about valuable services available from your company. The WOW factor, so often talked about, is actually delivered! Their attention is grabbed and your video message is more closely studied than a comparable text message would be. (It is very common for viewers to watch a video, or sections of a video, multiple times.)
Once the video has been viewed and excitement built, direct viewers to your website ‘Product’ or ‘Buy Now’ pages with handy exit links located right on the video template. There is even an option to play a video in front of a partially masked website. When the viewer exits the video the website is automatically displayed – without the need for links! This is a highly efficient method of selling a particular product or garnering seminar/event registrations.
Adults over 50 are embracing Facebook, Twitter and other social networks in ever-increasing numbers, so be sure to include social media links on your template to help build a following and further engage viewers.
By incorporating video into your marketing blueprint you maximize product and service exposure, while minimizing small, difficult to read text. Video also presents your message on two levels-visual and audio-promoting greater absorption and retention of the material.
Mature consumers are more likely to respond to a business that appeals to them on a personal level. Video messages offer opportunities for the owner, CEO, service representative and others to speak directly to viewers, conveying their enthusiasm, commitment and sincerity-building trust and familiarity more quickly than conventional ad layouts possibly can.