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23rd February 2017 | Marketing Tips & Advice

A beginner’s guide to video marketing

The start of the journey to incorporating video media into your marketing strategy can feel daunting.

At BOXmedia, we understand that businesses need professional support, a super-savvy team around them and plenty of information to reassure them and reinforce their decisions and processes along the way. With this in mind here is our brief beginner’s guide to video marketing – an opportunity for you to see both the benefits and the process of including this insightful media into your promotional strategy. In this overview, we’ll cover the basics as well as helping you to look to the future, with an explanation of the future steps involved following your first foray into video marketing.

Starting out

Small businesses often find marketing their brand effectively difficult – and not without reason. Budgetary constraints and lack of time and resources contribute to a ‘can’t keep up’ culture. Yet video marketing is changing the way that SMEs share with their audience. This powerful, accessible, immersive medium enables companies of any size and nature to attract, convert and retain new customers. As more and more consumers express a desire to interact and communicate with brands via video, can you afford to be left behind?

How video benefits your business

Many business owners mistakenly believe that video is difficult, expensive and time-consuming. But incorporating video into your marketing strategy doesn’t need to be labour intensive or costly. Whatever time, effort or cost is involved in the creation of your video marketing strategy, the benefits of incorporating the medium for promotional purposes are clear and proven.

Measurable interaction

With video, in-depth analytics are available which allow you to use feedback and insights to effectively target your marketing efforts. You can see who has watched your video, how long for, and how many times they revisited it.

Personality and brand culture

Nothing conveys the true personality of your business like video. This visual, multi-sensory medium enables you to forge a deeper connection with your audience as a result.

SEO

As videos can be embedded into your site (our video partner Wistia provides this capability), you drive traffic straight to where you need it, rather than to a third party platform.

Engagement

As video is a favoured form of communication it improves engagement, which can in turn lower bounce rates for your site (with additional positive implications for SEO). Adding videos to landing pages enables you to effectively track conversion – and use them for lead generation purposes.

How to use video and marketing automation

Video and marketing automation combine to form a powerful promotional tool. This formidable pairing enables you to streamline your follow-ups to maximise engagement with your audience. Research suggests that 95% of consumers prefer to experience different types of content throughout their buying journey. What this means is that through combining video and marketing automation you’re giving them what they want – and creating lucrative channels through which to funnel new sales as a result.

So how can you do this? Firstly, make sure your leads are high quality – use existing lists, or create new ones harvesting prospective customers through innovative software built in to your video campaigns (such as Wistia’s Turnstile). Then create targeted videos for different audiences and products, testing them to see what works best, and where you can improve. Adding a thumbnail to your email signature ensures that you’re exposing as many people as possible to your video.

Video and marketing automation combine to form a powerful promotional tool. This formidable pairing enables you to streamline your follow-ups to maximise engagement with your audience. Research suggests that 95% of consumers prefer to experience different types of content throughout their buying journey. What this means is that through combining video and marketing automation you’re giving them what they want – and creating lucrative channels through which to funnel new sales as a result.

So how can you do this? Firstly, make sure your leads are high quality – use existing lists, or create new ones harvesting prospective customers through innovative software built in to your video campaigns (such as Wistia’s Turnstile). Then create targeted videos for different audiences and products, testing them to see what works best, and where you can improve. Adding a thumbnail to your email signature ensures that you’re exposing as many people as possible to your video.

How to measure video success

Marketing is largely pointless if you have no way of accurately measuring how successful each campaign has been. Using analytics, you can then celebrate and emphasise the elements that work well for you, and tweak anything that could be holding you back. There are several ways to measure your video’s success:

  • Play rate – Play rate offers a little more insight, showing you the percentage of page visitors who went on to view your video. This provides an indication of interest, as these are people who have taken the time to press play and watch. Analyse play rate to see how video placement, length and format affects performance.
  • Engagement – Although engagement is very important, it’s also pretty difficult to define. What is right for you will differ from what works for the next business, as naturally things change depending on the nature of your company and your audience. Strictly where video is concerned, ‘engagement’ involves the percentage of your video each user viewed. The higher this percentage, the more ‘engaged’ the viewer is likely to be. They may then go on to make a purchase or act upon a CTA.
  • Heat maps – Heat maps share viewers’ specific actions when watching your video. These insights include the exact moment a user dropped off, or see how many times they re-watched, and for how long. Where the data above provides general overviews, heat maps enable you to analyse behavioural data separately from each individual who watched your video.

Find more video marketing tips and insider tricks check out our blog, or discover more about our services here. If you’re ahead of the curve and want to discuss or even start your next campaign, schedule a meeting with me and let discuss your project or fill in our creative brief.


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