Video has a tendency to come across as fluff and fun, but there is a strong business case for using video. For the advanced video marketer, video is a way to boost site traffic and SEO, drive email marketing engagement, compel more form completions, and track lead flow by monitoring watch tendencies. Video marketing is serious business! With 82% of audiences consuming video online, the pressure is mounting to create excellent video content. But how can it deliver measurable marketing results and ROI? Let us demonstrate some methods for integrating video which raise website engagement, thus better qualifying prospective customers.
1. Use Superior Videos to Collect Leads
Collecting leads is not an easy process. It’s an issue of the right content at the right time, for a primed prospect. Lead forms discard anonymity but are sometimes a hindrance to video engagement. Would you fill out a form just to watch a quick vid? Probably not. But highly valuable, long-form video content obliges a lead form. Think: video tutorials or conference videos. Or consider using video to support product landing pages. Once you know what kinds of videos prospective customers yearn for, you can create videos that satiate needs while propelling leads!
Remember, when “gating” premium content, don’t make visitors think too hard. Simplicity converts. Keep required fields to a minimum and use a system that auto-recognizes returning prospects.
2. Drip Email Marketing Content with Video
Sometimes staying top of mind means staying at the top of the inbox, which explains the flurry of new messaging every day. Some businesses fail to realize however that email is not so much a brand soapbox but a flexible channel to distribute stellar content to leads. How are you engaging your email database? The same messages become new and exciting with video. Product videos, video how-tos, video interviews, event videos, and more can all be promoted through email.
We’re not suggesting you simply plop a video into an email and give it a witty subject line. We suggest embedding the video within your site and using an email with an attractive thumbnail image to guide recipients back to your site. This way your audience consumes your content in your ecosystem, where you can continue to guide them through your messaging and resources.
3. Diversify Site Content with Video, and then, Create More!
Video is a strong content medium. Beyond versatility, it keeps lead engagement high. Knowing this, look at your site analytics and determine which pages might be under performing. Where are site visits dropping off? If a page is very text heavy, this information may be better conveyed with a video. Which content would benefit from supplemental video? Product information, FAQs and case studies are obvious picks, but you can also re-hash blog information, using articles as a script! If you plan on using video to boost your search engine presence, you’ll want to utilize these video SEO tips and make sure your videos are properly coded so they can appear in search engine results — a crucial technical step that Vidcaster handles for you automatically.
4. Score Lead Engagement with Video
We’ve discussed lead form submission, email performance and website engagement. All these marketing strategies are designed to create more content interaction on-site but this data allows you to pinpoint the most ideal leads.
Dive into your lead flow data. Here are some data points to monitor:
- Google Analytics: traffic entrances by city, conversion page bounce rates, reverse goal paths, top content, traffic sources.
- Email Analytics: email delivery rate, open rate, click-through ratio, A/B tests (subject lines, content, call to action).
- Vidcaster Analytics: video plays and skips, video completion, quiz participation, annotations clicks, individual heat maps, audience plays by country.
The most attractive buyers will fit certain profiles and a pattern should emerge when analyzing this information. Work with sales to determine what online activity is most likely to mean a conversion. Each will be assigned a point value, with a higher number being a lower in ‘the funnel” action. A higher cumulative score means the site user had taken several actions that demonstrate he or she is closer to sales-readiness. Lead scoring helps us understand how a video marketing strategy performs relative to business goals.
Still wondering how you can take your business’s video marketing strategy to the next level? Speak with Vidcaster today or you can watch this recorded product tour. We will show you how you can have a scalable, lead-generating video marketing program up and running quickly.
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