July 11, 2016
According to Forrester Researcher Dr. James McQuivey, a one-minute video is worth 1.8 million words. And as video marketing becomes a more powerful advertising tool, the importance of getting it right becomes that much more necessary. The internet is overcrowded with content options, and the attention span of the modern consumer is short.
Fortunately, with these tips about video marketing, you can break through the white noise and acquire customers on a regular basis. Just be sure to follow them to the tee.
Don’t Worry About Going Viral
Many marketers make the mistake of thinking that the only way to succeed with video marketing is by going viral. That's a difficult goal to achieve, and one that few marketers ever manage. But that doesn’t mean that video marketing isn’t bringing major improvements to their startup.
Instead of developing something that appeals to many people, start brainstorming video content that appeals to a very specific niche: your audience. Creating highly targeted messaging based on their exact persona and interests will be much more valuable for driving sales than trying to appeal to everyone.
Use Simple Tools
Believe it or not, you don’t have to worry about hiring someone to make marketing videos. Plenty of affordable or free tools out there make it easy to design and edit videos on your own.
For example, there are tools that let you record your screen and a voiceover with one click. And there are tools that help you create animated videos about your products or services. When it comes to editing the videos, you could use this iMovie for Windows alternative.
Draw in Qualified Leads
Distribution is a big part of ensuring the success of any type of content. This may seem obvious, but you should make your video available on YouTube and share it widely on social media. But don’t make the mistake of forgetting the point of the video — drawing in qualified leads. Instead of relying on YouTube as the sole host of your video, create a dedicated landing page for it, because 60% of visitors will watch a video before reading text on the webpage.
When people click on the link through social media, they’ll be drawn to the landing page and encouraged to engage further with social CTAs, promotions of your blog, and other related material featured on the page.
Pay Close Attention to What Works Best
The real key to actually getting the most ROI for your video marketing efforts is by paying close attention to your key performance indicators (KPI). You could take this further by also paying attention to what works for your competitors.
To see just how much your different videos are contributing to your bottom line, track important video metrics like time on landing page, CTR on landing page, the percentage of viewers who watch the whole video, the percentage of viewers who respond to your CTA, how many videos leads consume and which videos the converted leads are watching.
If your videos are hosted on YouTube, you can make use of their helpful analytics, as well as track website behavior with Google Analytics. This will help you learn which types of videos resonate most with your audience so you can amplify them and cater to their preferences.
Position Leads in the Sales Funnel
There are a lot of different ways marketers keep track of their prospects — based on the CTAs they’ve responded to and content consumed. And 90% of online shoppers say videos help them make purchase decisions.
Videos are just another metric that can be used to indicate a prospect’s interest, but be sure you measure it based on his or her attention span. For example, say two prospects viewed three of your videos. One of them watched the first 10 seconds of each, while the other watched all three completely, and signed up for your mailing list after. By looking in-depth at their interaction with video content, you can easily see which leads are more valuable to target directly.
In today’s online marketing environment, it’s more or less essential for startups to make use of video marketing. But if you want to really get the most ROI for your video efforts, just follow the advice in this post.
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