2013 was a year that marketers want to forget.
One of the major findings identified by The Fournaise Marketing Group through its 2013 Global Marketing Effectiveness Program was that over 70% of marketers failed to deliver the real and P&L-quantifiable business results expected by management. Whether it was more sales, market share, sales-ready prospects or conversions—you name it—marketers came up short.
With the growing popularity of video as a go-to marketing strategy, how can marketers avoid another scolding?
2014 is already off to a good start, but the secret to an even better Q3, Q4, 2015, 2016, and beyond is no secret at all; it’s all about connecting video marketing directly to ROI.
Well, that’s easier said than done. But here are four ways to optimize video content for real, bottom-line business results:
1) Create Clear CTAs
Call-to-Action (CTA) is a frequented term when it comes to text-based content, but it’s often missing from video content. The end of a video is a prime opportunity to transform an empty black screen into a meaningful and measureable activity (i.e. free trial, request demo, download content, etc.).
CTAs provide marketers with the power to guide audiences through a strategic content path. Adding these actionable steps to a consumer’s viewing experience can prompt viewers to consumer more content, which is yet another opportunity to educate customers on the unique offering of the business.
2) Use Email Gates
Video may be an important asset to any marketer’s strategy; however, that asset is simply a form of engagement to the greatest link of all: the customer. Gating video content allows marketers to weed through viewers—who is seriously looking to learn versus who is looking to watch funny videos on the Internet.
One piece of content—video especially—can inform many other forms of content that a business has. At the same time, producing un-gated content, like blog posts, can help drive attention toward a bigger, more valuable, gated piece of content. This constant exchange increases the visibility of insightful content that can propel the true value of a business.
3) Connect to CRM
The most simple and direct way to influence sales with your video content is to integrate it with the Customer Relationship Management system. For instance, the viewership history can be pushed into Salesforce. This would enable marketers to create reporting to monitor which videos perform best with sales leads, how much content they are watching, and whether or not they are watching to completion.
Video marketing is one of the best ways to answer key questions surrounding sales leads, such as:
- Who are my most qualified prospects?
- What are they most interested in?
- What can I say to get them even more interested?
4) Track Performance with Analytics
Marketers can’t simply try media techniques; they need to quantify their success. While tracking content, marketers should pay attention to specific metrics that relate back to the idea of turning an audience into a customer base. Some key metrics to keep an eye on include the following:
- Geographic location of viewers
- Device types (smartphone, tablet, desktop)
- Click-through rates on CTAs
- Drop off rates
- Audience attention span
Ultimately, the key to understanding the impact of video on ROI is achieved by using measureable goals. It’s vital to review the performance of video content in detail through data and analytics to make sure the content being produced is the right content distributed to the right audience, and that it’s beneficial to the overall objectives of the business.