Incorporating video into your marketing strategy is a no-brainer if you want to generate more leads and revenue for your business, demonstrate return on investment (ROI) and keep up with your competitors.
- 83% of video marketers say this medium helps their lead generation
- 89% say it delivers good ROI
- 80% say video has directly contributed to higher sales
- 71% of B2B and 66% of B2C marketers use video
The value of video is beyond doubt, but to really get the best out of it you need to make a plan and take a structured, strategic approach.
Here are some of the key steps to success in video marketing:
Know your goals
What do you hope to gain from video marketing? The answer to this question will be instrumental in planning, producing and measuring the success of individual videos.
You might be looking to:
- Raise awareness of your brand
- Demonstrate how your product or service works and how it benefits customers
- Educate or inform
- Share expert insights
- Showcase customer testimonials
Establishing a clear goal for every video you make will provide valuable structure and focus for your production efforts, and also help you decide on relevant success metrics.
Generating revenue is probably one of your ultimate goals with video marketing, but being too ‘salesy’ in your videos can prove counterproductive. There are many reasons why people love to watch videos, one of which is that they can get something valuable out of it – usually education, entertainment or a solution to a problem.
They don’t – generally speaking – watch them to hear a business talk about itself or make a sales pitch. The only possible exception to this is bottom-of-funnel customers who are ready to make a purchasing decision.
Every video you produce should be guided and informed by the answer to this question: how does it provide value for the viewer? If you succeed in delivering something valuable, new leads and revenue generation will follow naturally.
Just as it’s vital that you use effective SEO techniques in your written content, you should put search optimisation at the heart of your video marketing too.
All the time, hard work and investment you dedicate to producing amazing videos will be for nothing if nobody sees them, so do some research and come up with a plan for making your video content easily discoverable in search.
Some of the key principles of SEO for your blog and other written assets also apply to video. For example, you should:
- Include keywords you’re hoping to rank for in your video titles and file names
- Optimise the descriptions that will accompany your videos on sites like YouTube
- Tag videos with keywords that describe their content and context
Tracking the right metrics and measuring the results of your marketing is essential if you want to demonstrate ROI and justify further investment in particular channels and content types.
Where video is concerned, you can build a clear picture of how your assets are performing by tracking key metrics like:
- View count
- Number of social shares, comments and likes
- Call-to-action click-through rate
- Bounce rate
- Time on page
Using metrics like these will give you a data-driven view of where your video marketing is delivering returns and where you might need to tweak your strategy to get better results.