The big problem with business video is not content creation. The real issue is that very few businesses are actually putting their video marketing assets to work. In a recent conversation with industry experts, we talked about the next generation of digital video for the enterprise.
We all agreed. When it comes to video marketing, enterprises are sitting on an iceberg, dying of thirst. They have the content they need to succeed, but struggle to integrate digital video into their business processes so they can drive tangible results that matter, such as leads, trained customers… whatever moves the needle.
We see this phenomenon every day at Vidcaster. A company invests significant time and resources producing quality video marketing content that could be attracting new business, nurturing leads, or training customers–and yet, that content is sitting idle.
Why? Video is a challenging format to work with — it’s hard to get video to look great on your site, play nicely with your email system or sync up with your marketing automation software. But if you have the proper toolset, there are many ways you can repurpose and repackage your video to achieve phenomenal results with the assets you’ve already created. Here are five strategies:
Break up your webinars into bite-sized pieces
You probably have at least one webinar that’s an hour long…which could be 12 different videos that you share with your customers over a period of weeks; or it could remain one webinar with in-video chaptering that guides your audience to the topics they care about most, while giving you insights about what content interests them the most.
Integrate video into your email marketing
A 2010 survey by the Forrester Marketing group showed that when marketers included video in an email, the click-through rate increased by 200% (source: Video Brewery)! Incorporate video into email marketing and track the results. With integrations, you can actually see which of your subscribers or prospects watches your emailed video.
Embrace your diamonds in the rough
Don’t put too much pressure on only publishing high quality videos. Screencasts and informal interviews can be your biggest winners because this type of content appeals to later stage buyers who are closer to purchase. The keys here are quality of information and speed. This simple but highly informative white board session about integration cloud architecture from SnapLogic demonstrates just that.
Embed videos on product landing pages
If you’ve got a complex product or simply want to offer your audience more ways to learn about you, try embedding an explainer video on the product’s landing page. Video is a big conversion driver, so give it a whirl or do a little A/B test to see for yourself!
Focus on being found
Video SEO is powerful so ignore at your own peril! If you’ve configured video correctly on your site, you should see video thumbnails appearing in search results, garnering higher click through rates from organic traffic. Make sure you use target keywords in the title of your video, summary, description, and the metadata. For a step-by-step guide on titling your videos for optimal SEO, check out this post or reach out to us for more information about automated video SEO.
How much video could you be putting to work? Are your video assets helping you achieve your goals? There are countless quick wins you can get with the proper video experience in place. Dive deeper into quenching your video thirst with this case study on using existing video assets to generate hundreds of enterprise leads.
Iceberg photo by Drew Avery via Creative Commons
The post 5 Strategies to Quench Your Video Marketing Thirst appeared first on Altitude: Elevating Video.
