For our latest #MarketingInsights report, we look at what it takes to create an effective video marketing strategy – from conception to measurement.
Marketing is no longer about the stuff that you make, but the stories you tell.
Seth Godin, Writer and Entrepreneur
Video can be an integral part of a marketing strategy. But there are still plenty of misconceptions about how and why it should be used.
Here, we tackle the fundamentals of what it takes to make your video targeted, engaging and – most important of all – useful to your audience.
1. Identify the problem
- 95% of a message is retained when viewers watch it in a video compared with 10% when reading it in text.
- 63% of marketers say generating traffic and leads is their top marketing challenge.
- 64% of consumers make a purchase after watching branded social video.
- 22% of businesses are satisfied with their conversion rates.
Planning your video marketing strategy
The start of every successful video marketing campaign comes from answering one question: what do you want the video to do? Before diving into anything, make sure you’re clear how video fits in with your overall marketing strategy. Next, work out the principal problem your business faces and how video can help overcome it.
For example, are you struggling to gain visibility for your product or service within the market? Or are you not converting enough of your contacts into sales? Is it about increasing brand awareness, rather than a more product-focused offering?
Consider who you want to talk to. Again, be as specific as possible. The more you can build a picture of who you’re talking to (age, job role, location) the more effective the video will be further along the line
When you’re preparing the budget, set aside as much money as you can afford for paid promotion
- A video that pulls a strong emotional response is twice as likely to be shared as content that triggers a weak emotional response.
- Analysis of 564,710 videos and 1.3 billion plays shows that videos up to two minutes long get the most engagement.
- Over 50% of video content online is viewed on mobile.
- 85% of Facebook videos are watched without sound.
Making your video marketing engaging
Video is a medium for storytelling. That means regardless of what your video is promoting, you need to find its emotional core. Look to the heart of your business. Is it based around making people’s lives easier? Or an innovative technology that will grow somebody’s organisation?
Don’t be afraid to call in the experts. Video production companies offer editorial and technological proficiency that can lift your campaign to new heights.
In terms of length, go back to what you want the video to do. If it’s about grabbing attention, a short and snappy video is the way to go.
- There are over 3 billion active social media users in the world.
- Tweets from influencers can increase purchase intent by 5.2x.
- 80% of marketers say video has increased dwell time on their websites.
Finding your target audience
Find out where your audience is and go to them. LinkedIn is the go-to place for B2B content, but that doesn’t mean you should avoid other platforms. A-B test where possible. If your video isn’t gathering engagement on one social channel, focus your energy on where it is working.
Uploading video directly to social platforms – so that it plays automatically in newsfeeds – can gather more views than a YouTube link. Vidyard and Brightcove are two other options for efficient online video management and measurement.
Don’t neglect your website. To make the most of the SEO benefits of embedding video on your website, include a short description, a text transcription and make sure you link to the video frequently throughout the site.
Depending on the goal of your video –– social media influencers can open up new avenues for your content. But consider carefully the audience you’re targeting and the type of voice you might want endorsing your product.
4. Measure effectiveness
- 60% of marketers see measuring ROI as one of their top three marketing challenges.
- 80% of marketers use engagement as their primary success metric, 56% focus on site traffic.
- A ‘view’ on Facebook is counted after 3 seconds. For YouTube, it takes 30 seconds.
Marketing metrics for video
Measuring the effectiveness of the video campaign goes far beyond view counts. Go back to the objectives of the video. If you’re simply looking to grab attention for your brand then view count can be useful – but only when coupled with more detailed metrics such as how long people watched the video for, whether they watched related videos afterwards, or click-through rate to the main company website.
If your campaign is aimed at conversion, then concentrate more on how many bought the product/service after watching the video. Set up Google Analytics (or MonsterInsights, OptinMonster etc) to insert a tracking code and use the ‘Goals’ function to help measure sources of traffic, sessions and conversion.
Tools such as Hootsuite or Kissmetrics can keep an ear out for mentions across social media and shine some light on social activity – providing a fuller picture about who, how and where people are consuming your content.
Got the right people in your team to implement your video marketing strategy? Visit our interactive report State of Skills to find out more about the skills, tools and roles that are driving the marketing industry.