Basics - Steps to Video Marketing Success
If you’ve read my previous post, you may have been left wondering to yourself, how do I better my odds of success with my video content?
Are you currently measuring the impact of your video content on your marketing goals?
This is the most common question I ask potential clients during a kick-off call or exploratory session of their business objectives.
The times when the room is not swirled in an awkward silence, the most common answers I hear are “No”, or “Sure! We can see how many people have viewed our content.”
Unfortunately, the reality is that If you don’t understand the performance of your marketing materials, you’ll miss opportunities to do more of what works and less of what doesn’t. Your video content is no different.
What is now being referred to as the old model of video marketing typically involved a brand producing a piece of video content internally or hiring a video production company and uploading it to YouTube. This video was then typically embedded onto the client’s website.
The success and continuing allure of YouTube has lead to an overreliance on the platform and a general misunderstanding of why viewers use it. This blog post is not a bash on YouTube by any means, I enjoy the endless rabbit hole of content more than most. But that’s the point, YouTube is the wild-west of video content and is certainly not the best touchpoint for you to upload your product video and expect a sale. On YouTube, video viewers can’t immediately buy a product, sign up for a newsletter or fill out a contact form. To take an action, they must click to leave YouTube and get to your site – something, according to Reed.co.uk, only about 1% of viewers do on average. Therefore, understanding the context and viewership habits of an audience is crucial to your video’s and your brand’s success. Beyond these limitations, the issue with a YouTube only approach is that the performance of your video isn’t easily measured. Sure you get some basic analytics, but how do you know if it’s actually working? The reality is that you don’t.
Read further to understand what you can introduce to improve your video marketing.
Four steps to video marketing success.
Step 1 - Use a strategic approach.
The importance of using a strategy is that it allows you to guide the production process. Determining what kind of video content is needed for which business goal, where it will be distributed and how its success will be measured are the building blocks of your video’s success. A good video strategy provides a plan on how to create and distribute your video assets, an inadequate video strategy ignores these principles and leads to a video that solves nothing and engages nobody.
Step 2 - Create video content that fills a gap.
Identifying at an early stage what gap your video content will fill, provides a great opportunity to differentiate yourself from your competitors. Using your target audience’s challenges and experiences as your base point will help you carve out your particular niche and keep your content honest.
Step 3 - Build an organised campaign and content calendar.
Once your video content has been created, slice up your content for maximum impact and value. Too often, a brand creates a singular video with no promotional strategy. One, well thought out piece of video content can often lead to ten, meaningful pieces of content. Identifying what content and messaging are appropriate for which channel is critical in the success of your campaign.
If you’re organising a conference, your ultimate goal is to get the right people through the door on the day. Break up that customer’s journey into clear stages and remove as much friction from their journey as possible.
TIP: Embed turnstiles, annotations and contact forms into your videos to measure the ROI of your video content. Doing so, allows you to measure how well your video is performing and understand how it impacts your marketing objectives.
If your audience is mostly on Facebook, YouTube and Instagram, consider why they choose to engage with these platforms. What are they looking for? What content are they currently engaging with? How should they feel after engaging with your content? What action should they take after watching your video?
Step 4 - Analyse your video performance
The old model of video marketing delivers video but not video results. That thinking creates problems around strategy, promotion, measurement, and, fundamentally, the impact that piece of video will have on the viewer.
Knowing what section of your video appeals to each individual customer empowers your brand to make strategic decisions on how to market to them further and in the future. The era of personalisation is here folks and the brands that embrace it will reap the rewards in buckets.
Want to learn more about video marketing?
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