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?                                                       

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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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Getting Your Web Design “Just Right”

 Can You Make It…

“Can you make the wings have their own wings and then fly off into a brown polka dotted sunset?”

*Blank stare*

Sometimes a blank stare is just a pause for a moment of reflecting deep in thought. Other times it is so that laughter doesn’t bubble over. No matter what causes the pause, the customer’s vision is always doable. Talent, creativity and state of the art website design and development applications make Virtual Stacks Systems’ team of specialists a website producing machine!

A web designer’s ability to ‘make it happen’ is a first-class ticket to success town for the designer and the client.

Make it an Awesome Domain

Every aspect of website creation is a well thought out process that more often than not is full of trial-and-error situations. A top web hosting provider will go help you go through the trial and error phase of picking the perfect URL for your business website. It can be frustrating but usually it is just plain fun!

A Few Things to Remember:

IF you can’t type it easily, it might not work. Consumers won’t want to consult a dictionary every time they want to visit your website. antidisestablishmentarianism.com is a bit much, don’t you think?

IF it has nothing to do with what you offer, it might not work. Consumers will be confused when searching for a local Taco Tuesday restaurant and your website prettywoodfinishing.com pops up.

IF it has abusive or foul language, it might not work. Consumers are going to have a hard time tagging your website or trying to share it on a social media account they know their mother follows them on.

When all is said and done, choose a domain that’s right for you, your business and of course, potential stakeholders.

Make it Attractive

Colors that pop! Content that pulls them in! Animation that jumps off the screen! Graphic designers have one job and that is to create (for you) the best version of a digital calling card the internet has ever seen. Without going over the top with busy fillers or convoluted text, your business’ website can be the branding springboard you need to take your company to the next level.

Engaging your target audience is likely easier to do with more than just text. You would be surprised how many hand drawn pictures of a client’s vision a web designer receives. Pictures are actually pretty effective and gives the design team a starting point and better understanding of what will make you say “WOW!”

Make it Tech Savvy

Your website can be a completely original HTML layout that gives you, or your Virtual Stacks designers, free range to mold each web page into the exact format you envision. Or, it can be the customized end result with the help of one of the millions of unique templates available. Animation is great to look at but automation is great to experience.

Using innovative plugins and page graphics adds to the impressiveness of the entire website and showcases the expertise and professionalism that went into how you chose to present your brand to the world. For instance, if selling music albums is the main focus of your e-commerce website, try incorporating a spinning vinyl that once clicked, takes you directly to a check out page.

There are plenty of designs, content management platforms and other tools at your disposal to create the best landing pages for your digital presence. Simply do the research and hire someone to put it all together in a cloud server for your convenience!

Whether you are a data encryption provider, plumber in Orlando, FL, women's health clinic, or rapid weight loss plan provider, a creative website might be the only thing that stands between you and that next customer or client! 

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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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