7 Video Marketing Tips from the Experts

7 Video Marketing Tips from the Experts

How to Measure Your Success Without Relying on Views

Video marketing only continues to grow over time. With platforms giving preference to video content, everyone wants to get in on the video-first game.

Because of this, tools like Promo and Animoto are gaining a lot of attention, thanks to the ease of access and affordability. But how do you know if the video marketing tips you follow are actually working?

Video metrics are a bit more nuanced than social media or SEO data, and thus, need a closer look to measure any sort of real results.

As this form of content marketing is continuously developing, not everyone measures success the same way. We reached out to business owners, internet marketing company professionals and video experts to see how the pros are measuring their video marketing.

Here are the tips we gathered that will help make your next video marketing campaign a success:

Tip #1- Measuring Views Alone is Not Enough

“Facebook counts a view for anything more than three seconds. You can accidentally watch a video on Facebook while scrolling through your news feed, 100% unintentional. The data we recommend people to look at for Facebook video is “how long do people actually view your video” We see that people, on average, view our client’s videos about 15 seconds” –James Harper of GoEdison

Unlike a click or an impression, a view can be a bit deceiving when it comes to the numbers. How many times have you opened a video by accident, only to stop it as soon as you hear noise? What about when the video wasn’t what you thought it was?

Click. Out. Goodbye!

Yet, if you watched only a few seconds of the video, some platforms consider it a view. Even if no meaningful content was delivered. In order to identify how your video marketing is really working, you need to dig further into the metrics.

Tip #2- Make it Tempting

“Scarcity improves conversions.”- Drew Cerullo, CEO, Better Profit Growth “Without a call-to-action it’s hard to measure ROI.”

Imagine you only have 15 seconds to convince someone to buy something. It takes some strong selling skills to do so. That is unless you are in a “sell me this pen” situation a la The Wolf of Wall Street. People are on the go, busier than ever. If they take the time to click on your video, there better be an incentive. A reward, so to speak, for doing so. Consider offering an exclusive discount, trial, or another incentive via a call-to-action within the video. The idea is to create a sense of urgency and exclusivity for taking the time to press play.

Tip #3- Know The Results You Want

“Many companies fail to strategize and set goals before deploying marketing tactics […] Yes, data is everything, but it doesn’t mean everyone is using it adequately.” Julia Angelen Joy- PR and Social Media Consultant.

If you’re only measuring views and likes, you’re missing out on a whole lot of information. You may be confused as to why wondering such a high response is yielding so few conversions. Before beginning a video marketing campaign, take the time to strategize.

This customer profile from Single Grain highlights an example buyer persona.

video marketing tips

Create a path that you want your potential customer to take. Have at least an idea of that customer’s profile. Know what you aim to achieve through your video marketing. Do not bother doing it JUST to keep up with the competition. Like a major film would never shoot without a script, never make a video without a plan.

Tip #4- Focus on the Right Platform

“The biggest shift has been that every social media channel is forcing creators to be native to their platform and each platform is a little different […] We all have to continue to keep up with these channels that are updating at the speed of light and more and more want customers to stay on their own platforms.” – Aaron Norris MBA at The Norris Group

If a platform has video capability, does not mean you NEED to add video to it. Hone in on the platforms on which you have already built an audience. Otherwise, you may find yourself needing to make five or more variations of the same content for each different platform. Instead, choose 2-3 that will have the biggest impact for your particular business.

Tip #5- Use Video Marketing as a Supplement

“Video works well within social media as an engagement tool that reels your target consumer into whatever you are promoting in a more fun and interesting way. A great way to integrate video within a social media platform is by cutting down the content from say a 10-minute informational video on one of your products to a shorter 30-second video that is easily digestible for your consumers.” –Tracy Julien, VP of Marketing at Guided Choice

Give ‘em only but a taste of what you’re offering. As mentioned, people are busy. They may stumble their way into your video and only stick around for a little while. Bait the hook with the best pieces of already great content. Perhaps it takes 5+ minutes to really convey the effectiveness of your custom mobile apps or ecommerce hosting. The problem is, especially on social media, very few to no one will sit there and consume it.  Boil this content down to the most important, most exciting points. Make it fun and informative, but most importantly, fast. Be sure to make it easy for a viewer to find more information. If they can’t, well, what’s the point?

Tip #6- Use Video in Advertising

“Each social network actually gives more organic priority to video versus regular image-based content. When you get more organic traction with your video, it’ll perform better from an advertising perspective than just a standard ad.” – Jason Parks, The Media Captain

While a well-designed visual ad campaign has more than enough room to be successful, video tends to stand out from the competition. Think about it, when scrolling through social feeds, you see more ad content than anything else. And unless it’s something particularly striking, or something you’re already looking to buy, chances are, you are going to scroll right past. Luckily, especially on Facebook, you see your feed tend to favor videos over other content. Have you noticed static images uploaded as if they were video? That is an attempt to trick the ranking algorithm. Skip the banner ad and create a 15-second video ad instead.

This Geico ad, designed for digital formats, makes light of the idea that online advertisements need to be short and sweet. The ad performed so well that it was later repurposed on television.

Tip #7- Find Balance Within the Content

“Most viewed and shared videos typically provide both information and entertainment.” David Burrows of theMM. Agency

When you have mere seconds to grab the attention of the viewer, you may have a hard time finding your focus for your content. The good news is that video content is still content marketing. You can apply the same major rule that you apply to blogs, social media, and email campaigns: make it valuable, and with your audience in mind.

No one wants to have sales-y jargon yelled at them for 30 seconds straight. Even short format content should have at least a minimal story arc: present a problem and reveal a solution.  Dare to have a little bit of fun with how you execute your video content. You’ll see a better response to an interesting video than a dry, direct one.

It seems the recipe for video marketing success can be boiled down to strategy, data analysis, and great content. Sound familiar? It should. While it is easy to get entangled in new applications and quick recipes for success, the formula remains the same.

Which of these video marketing tips are you going to add to your strategy?                                                       


Ready to launch a new video marketing campaign? Looking for an integrated marketing strategy that includes web design, Orlando SEO services , and video marketing for your company launch? Virtual Stacks Systems can help you build your marketing strategy from the ground up.

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Why Do We Analyze Blog Performance

Why Do We Analyze Blog Performance

Writing a successful business blog post does not end when you hit “Publish”. A few weeks ago, we discussed how to draft an effective business blog, now let’s explore why it is important to analyze that blog’s performance. How can you know its level of success without analyzing its performance? The style and necessity of writing a business blog vary with the organization, but the reasons behind its inception are relatively the same. Gaining exposure, attracting target markets, and creating traffic to your website result in a higher conversion rate. A truly successful blog post will intrigue your target audience enough to draw them in; hopefully transforming them into leads and eventually customers.

  • Calculate Your Conversions

    Content marketing is only as effective as the conversion rate and the revenue generation prove it to be. Counting your conversions is the most significant aspect to analyzing the success of your blog. Target audiences finding value in the blog content will be what turns consumers into customers. The conversion rate calculates the number of readers taking tangible steps while visiting the page. Tracking steps like:

    • Downloads
    • Sign-ups/Subscribers
    • Actual Purchases
  • Keep Track Of Traffic Patterns

    The slightest site renovation can be an improvement or downgrade to your site’s traffic. Anytime changes are made, whether formatting or content focal points, monitor your readership numbers for any relative changes. Online readers have notoriously short attention spans and are quite picky. A post’s content must hold a certain quality and significance that keeps readers interested in what your organization has to say and essentially offer. Your target audience will not only continue to return to your blog, but will also increase your views by referring you to others within their networks.

  • How Social Is It?

    Your online presence reflects your market standing so the greater the social activity of your blog, the greater the number of readers and potential clientele. The amount and frequency of social shares to your blog from the like-minded writers to the interested readers will measure your content’s value. Word of mouth (or in this case word of click) is the oldest and most effective marketing your blog’s traffic can do for your business.

    You should be on the giving and receiving end of your Search Marketing Integration (SMI) strategy. Keep up the interaction and exchange by returning the favor with articles you enjoy.

  • Leads Lead To Converts

    Is your blog generating quality leads? A successful business blog will act as a strong marketing tool for your company. The best course of action is to tailor your content to draw the focus of your target audience. Moving forward, throughout posts and developing consumer interaction, whittle content into more valuable topics to those potential converts.

    Monitoring the number of visits to the page, even those bounce-backs that don’t stay on the page long, becomes beneficial data to your analysis.

  • Evaluate Your Team Effectiveness

    A ship is only as sea worthy as the crew manning it. It is important to hold your content writers, marketing & sales teams and anyone else involved in blog maintenance accountable for the strength of your blog. Your blog depends on their productivity and you should measure the value in each writer’s performance. Is their work advancing traffic? Are they producing creative content that not only brings in leads, but translates them into revenue? This will also help amplify their strengths and reduce weaknesses.

    The use of website analytics programs designed to record and report the performance data for easier metrics management is the best way to stay ahead of your competition. Mentionable Website & Blog Analytics products include:

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How to Write with the Business Blogging Big Guns

How to Write with the Business Blogging Big Guns

If you enjoy surfing the wide world of blogs, then you probably have some favorites. What sets these business writers apart from the rest? What does their content do for you that others do not? Studies show that humans read approximately 3,000 or more words per day on average, and that number rises when you add an enthusiasm for reading online. There is no such thing as a perfect blog; everyone has different tastes and opinions. There are a few business blog writing strategies that will make your posts readable and engaging to keep readers entertained and looking for new content.

  • Who’s the Who You’re Writing to?

    It is important to keep your audience in mind, but more specifically to write to your target audience. With business owners, approach your posting with the topics and tones that they can relate to as well as find value in your content. When writing to engage other writers, consider what would hold your interest.
    Also, make sure you know your own strategic reasoning behind your post. What is your content marketing strategy? For instance, are you seeking brand awareness or using more sale-driven content? Or perhaps you are simply creating “chatter” to stay relevant and on their minds as a valuable source of insight.

  • Title Worth 1000 words

    Make it click worthy. When drafting our working titles, often times we have been programmed to create an all-encompassing one liner. Avoiding more wordy sum-ups while opting for strong headlines or titles can be like escaping quicksand. In business content writing, you should consider the bifold personas; your marketing and the buyer’s ideal. Your ideal is to create intrigue and offer what the consumer will want based on researching their purchasing persona. Draw upon your audience’s intrigue and make it visually attractive!

  • Blog Small… Blog Often

    Repetition. Know it, love it, use it! Allow your business’ voice to be heard over and over by spanning the various topics your target audience frequents. Every marketer, promoter, designer and writer knows the value and strength behind the art of effective repetition. The days of lengthy lecture style content are numbered, and should be non-existent in the blog universe. Be succinct but accurate and continue to get your voice heard and appreciated.

  • Sharing is Caring

    Blog posts that lead to other blogs, related articles or websites receive the most traffic. The benefits of Web 2.0 interaction on marketing strategies are exponential. Your presence on social media sites also makes up a large part of your blog’s (and company’s) visibility. Embed links to connect your readers to other aspects of your online presence. You can even consider connecting B2B with another business’ articles to enhance your own blog’s digital imprint.

  • Comment on the Comments

    Passionate readers love to leave comments and reviews when they find something that peaks their interest. Stay on top of your comments sections and be prompt and active when answering questions or offering your appreciation. This is also a great plateau to learn what is important and trending among the audience you want to continue to reach. Remember to be engaging and professional.

  • Analyze Blog Performance

    Don’t bother to write a business blog post unless you plan to appraise its performance. Analyze the metrics of your business blog to maximize the profitability of your business. Be sure to:

    • Assess the number of visits your post receives as well as how many found it relevant enough to become subscribers or read another.
    • Use keyword based visits to peg who is looking for content on your topic.
    • Recognize potential leads and determine if your post is bringing in a sufficient amount of them. If not, rethink your posting strategy.
    • Keep track of how other sites and blogs view your site and whether or not they incorporate links to your site within theirs. This shows the strength in your digital imprint and will even broaden your audience.
    • Don’t forget to track social media traffic to and from your blog.
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