The Future of Outbound Marketing: Why Your Agency Needs to Use Video

In today's digital landscape, the effectiveness of traditional text-based outreach is waning. 

Prospects are inundated with countless emails and messages daily, making it increasingly difficult for outbound agencies to deliver great results for their clients.

This is where video comes in. 

Video outreach has emerged as a powerful tool that cuts through the noise and captures attention in a way that text alone cannot.

In this blog post, we will explore why video is so powerful, and why you as an agency owner should start incorporating video as part of your outbound approach.

The case for video

Before diving headlong into explaining how you as an agency owner can add video to your outbound process, its worth taking a step back and first explaining the why behind video.

Why is video so effective as a communication medium?

There are several factors that make video compelling, including:

• Visual and Auditory Engagement: Videos engage both visual and auditory senses, making the message more memorable. A well-crafted video can convey emotion, tone, and enthusiasm far more effectively than text.
• Personal Connection: Videos allow for a personal touch. Seeing a face and hearing a voice can create a stronger connection than reading words on a screen. This personal element can build trust and rapport, which is crucial in outbound marketing.
• Higher Retention Rates: People tend to retain information better when it is presented in a video format. Studies have shown that viewers retain 95% of a message when they watch it in a video compared to just 10% when reading it in text.
• Improved Click-Through Rates: Emails that contain videos have significantly higher click-through rates. According to research, including a video in an email can increase the click-through rate by up to 300%.

Why More Agencies Are Not Offering It

Despite the clear advantages, many agencies have been slow to adopt video as a part of their outbound campaigns. 

Several factors contribute to this hesitation:

• Manual Processes: Traditionally, creating personalized video content was a manual, time-consuming process. Recording, editing, and sending individual videos for each prospect required significant resources that many agencies did not have.
• Operational Challenges: Integrating video into existing outreach workflows posed operational challenges. Agencies had to figure out how to store, manage, and distribute videos effectively without disrupting their established processes.
• Technical Barriers: There was also the issue of technical expertise. Creating high-quality videos required knowledge of video production, editing software, and distribution platforms, which not all agencies possessed.
• Scalability Issues: Perhaps the most significant barrier was scalability. Personalizing videos for each prospect on a large scale seemed impractical, making it difficult for agencies to justify the investment.

Video is Now Easier to Operationalize

The landscape has changed dramatically with advancements in technology, particularly with the emergence of AI-driven video solutions like Sendspark. 

These innovations have made it feasible for agencies to incorporate video into their outbound campaigns seamlessly.

• AI-Powered Personalization: Sendspark's AI video capabilities allow agencies to record a single video and personalize it at scale. With features like dynamic backgrounds and personalized greetings (e.g., incorporating the recipient's first name), agencies can create the illusion of bespoke videos without the manual effort.
• Integration with Sales Engagement Platforms: Sendspark integrates with popular sales engagement platforms, streamlining the process of incorporating video into existing workflows. This means agencies can easily push out personalized videos through their preferred channels without additional hassle.
• User-Friendly Tools: Modern video tools are designed to be user-friendly, reducing the technical barrier. Agencies no longer need a team of video production experts to create high-quality content.
• Cost-Effectiveness: With automation and scalability, the cost of producing personalized videos has decreased significantly. This makes it a viable option even for smaller agencies with limited budgets.

5 Tips for Agencies Looking to Use Video in Their Outbound Campaigns

So at this point, you should be convinced that video should be included as part of your agency offerings.

But what are some tips that you should consider when doing so?

Here are 5 key strategies that you should adopt, when incorporating video:

Start with a Clear Strategy

Start off by defining your goals and objectives. 

Are you looking to increase response rates, improve engagement, or build brand awareness?

Identify your target audience and tailor your video content to address their specific needs and pain points.

Leverage Personalization at Scale

Utilize AI-driven tools like Sendspark to personalize videos at scale. 

Record a general video and let the software handle the personalization aspects, such as inserting the recipient's name and company details.

Personalization enhances the viewer's experience, making them feel valued and increasing the likelihood of engagement.

Keep It Short and Engaging

Attention spans are short, so keep your videos concise and to the point. 

Aim for 60-90 seconds.

Use a compelling hook at the beginning to grab attention and maintain engagement throughout the video.

Integrate with Your CRM and Outreach Tools

Ensure your video outreach efforts are integrated with your CRM and other sales engagement platforms. 

This will help you track the effectiveness of your campaigns and make data-driven decisions.

Integration allows for seamless workflow management, ensuring your team can send and follow up on video messages efficiently.

Measure and Optimize

Continuously monitor the performance of your video campaigns. Track metrics such as open rates, click-through rates, and conversion rates.

Use A/B testing to experiment with different video content, messaging, and formats to see what resonates best with your audience.

Gather feedback from your prospects and clients to refine and improve your video outreach strategy over time.

Start using video as part of your agency offering 

The digital marketing landscape is evolving, and outbound agencies must adapt to stay competitive. 

Video has proven to be a highly effective tool for capturing attention, building personal connections, and enhancing engagement in outreach campaigns. 

While the challenges of operationalizing video may have deterred agencies in the past, advancements in AI and video technology have made it easier than ever to incorporate video into outbound strategies.

By leveraging AI-driven personalization, integrating with existing sales engagement platforms, and following best practices, agencies can unlock the full potential of video outreach. 

As the demand for personalized and engaging content continues to grow, those who embrace video will be well-positioned to stand out in a crowded market and drive better results for their clients.

Outbound agencies should not hesitate to experiment with video in their outreach campaigns. The benefits are clear, and the tools to operationalize video effectively are now readily available. 

Embrace the power of video, and watch your engagement and conversion rates soar.

If you are looking for a tool that combines cutting edge AI whilst integrating into all the tools you know and love, book a demo of Sendspark today.