Video marketing has been increasingly important but often stated as a tool with high investment costs and low ROI. The reality could not be further from the truth. Here’s why:
Video can be a kick boost to your current marketing efforts. It builds a significant amount of trust; it is more engaging than any other platform, and it has a long-tail effect on your SEO and brand recognition compared nothing else. While it has a high investment cost compared to other content marketing options, it has the potential to generate improved ROI if it’s done right. We are here to help you with the groundwork on where to put your videos, how to create them cost-effectively and explain to you the benefits that you should look for when starting a video marketing campaign.
Why and Where You Need to Do Video Marketing
YouTube should be your basecamp platform on video marketing
YouTube’s popularity and ties with Google are not just the only reasons you need to produce videos, especially to YouTube. While Facebook and other social platforms have video capabilities and are getting more and more popular, they are highly relying on their very own “feed”. Once the community stops seeing the feed, the video ranks lower, and there’s little or to no organic growth in views. Meanwhile, YouTube’s recommendation-based system drives internal organic growth on the channel. YouTube is the clear winner on the long-tail effect in video, and their content is easily embeddable to any other platform.
SEO benefits are above anything
If your customers don’t trust you, they won’t buy from you. A well-written review? How about a video demonstration or a how-to-use-it video? Which builds more trust, a live video demo or a long written text? There is no easier and consumable form of content than video. Videos also need more effort to create than any other form of content so it shows enthusiasm and dedication. It is also more shareable than any other form of content.
Video has higher retention and conversions
According to studies, 65% of video viewers watch ¾ of the videos, which cannot be said for those long text articles. Getting a message across to your audience cannot be easier through video. Video can drive higher conversions as well: email campaigns with embedded videos drive higher CTR than any other email campaigns. Video also drives seriously higher conversions in terms of leads than any other platforms.
Creating a video marketing campaign
Using text-to-video tools has never been easier
You don’t have the setup for a full-on video marketing plan in terms of infrastructure and team? Don’t worry, there are solutions for that. Tools like Vidooya or Animoto are helping with the process with text-to-video or simplified video templates. Though originally produced content will always over-perform templates, it is an excellent way to add some new features to your campaign and experiment with video storytelling before you jump on this wagon.
Encourage sharing, add thumbnails and understand the ecosystem
YouTube is simple to understand. When you create call-to-action sections in your content marketing campaigns, do the same in video but now with your own words and play. Just state to users to share your video and subscribe to your channel or put out a single thumbnail to create click-through to your site from the video. Video marketing is super straight-forward. Understand that YouTube is the second largest search engine after Google so naming, tagging and describing your video content via text is super important. Apart from practical options, YouTube also ranks the videos based on how long the videos encourage people to stay on the YouTube platform. The longer users watch your video – the better the search rankings you’ll have. Understand that YouTube has a long-term effect, users can subscribe to your channel. Encouraging users to subscribing to your channel is crucial.
Telling your story in a video
An excellent text-based article has an easy-to-follow structure. So does a video which has a superb storyboard. Sketch it up before you proceed and test the flow of your videos with some draft versions. Create value for your target group and tell your story visually. Experiment with the length of your videos and don’t be afraid to try out new forms of video content ideas live. Also, consider video as a channel where you not just engage with users but also convince them to visit your site.
Measuring your success
Metrics that you need to watch out to determine your video success
This is the most important metrics you need to track. Views can help you to determine how strong your content and topic is. It also helps you determines your most popular videos and the type of videos well-received by your audience.
Likes and dislikes
This is less important, but it is a good indicator how users receive your content. Obviously, you need to get a more positive vibe for each video you produce.
This is not just important because you have a clue how much time users spent on your videos watching, but it also affects your YouTube search rankings.
Likes, shares, comments and favourites to your videos. All are critical and provide you with a basic idea on how your videos received by your users.
To recap, video is an engaging content format that may seem daunting to create but will prove rewarding on the long-term. It drives more leads, conversions and gets you more out from SEO than any other content platforms.
Measuring Your Customers’ Attention, Actions and Approval
You have created your content marketing plan, and you have published all your content, but you don’t know how to evaluate your success. In some cases, your KPIs might help you, but mostly they only show the end game of your content marketing, not the actual performance of your content. But how do evaluate your content marketing? There are three factors you need to consider measuring: attention, action and approval. Each factor gives you a decent outlook on your performance but combines them into one report; you will have an idea on how your content marketing generates leads for your campaign.
Know where your customers’ focus are and target them better
The hard and the soft figures: views and time
Getting attention is the most difficult part of any advertising campaign regardless of the platform for a company. With too much interfering noise on the internet, it is even harder if not impossible to gain attention. Also distinguishing ourselves from others is harder than ever. But you’ve finally managed to get that attention: customers are visiting your site. How do you measure their attention? To measure attention, you have two options: a hard and a soft figure.
The hard figure is your views. The basic user segmentations and site performance metrics are good indicators for attention measurement: page views, unique views, returning visits. On the bottom line: if your content performs well on the top level key figures, you have their attention. But that is just a simple yes or no. How do you evaluate further?
Soft figures can be helpful here. By measuring time spent on your site can get you an idea of how much attention is paid to your content. If you had minor flows of users who are bouncing off your site – bounce rate is also a significant indicator – then you can say: your content certainly raised some eyebrows but proved to be irrelevant in a matter of seconds. Time spent on site is the best indicator you can get to measure your attention meter.
The one-hit wonders and the real cult leaders
Depends on what you want, but there are two options you can have. Either you have a massive attention with a short timeframe or a modest but loyal community. When you see massive site performance figures but low time on site and high bounce rate then you are a one-off celebrity on the net who will disappear with the first new wave. If you have a more modest figure but high time on site and low bounce rate, then your community is loyal and really pays attention to you. Therefore, performance metrics for a site are a matter of context and correlations.
Let your customers interact with your products and know more on what they like
Setting your goals
To define your actions; first, you need to set your goals. Every campaign is different, and your goals should reflect your campaign’s outcomes. Engagement metrics, like likes, shares, comments are different, however, in some cases, your campaign’s goal can be a high engagement metric. Therefore, the actions will be your engagements: the number of likes, comments, shares and pins. But most of the campaign goals are more solid: getting a purchase (sale) or getting a signup (lead). You can set up campaign goals and funnels in your metrics system so, in the end, you will have a clear idea of how your content marketing campaign performs regarding actions. The number of sign ups, purchases, and registrations are solid figures.
Is interactivity an action?
It certainly is. The more options you have for users to interact, the more popular your site will be. There are hard figures for action-measurements: signups, purchases, registrations. But some customers want to make a purchase, subscribe or register only after fiddling around your site. So what are the soft figures for actions? Frequency, scroll depths, recirculation of content and browsing around your FAQ and other static content are also actions. They show that users are very interested in your content, but they just don’t feel they can make a final action. Analysing the soft figures for action can help you to get an overall picture of how the process goes on your site and where users are bouncing off or making a hard action. Implementing events to your site will also get you more insights: when do they click certain buttons or read more sections on your site?
This week we will show you how to evaluate your content marketing performance. Please join our weekly Q&A where we answer all of your questions.
Get your customers’ approval badge and generate more leads
I share this = I approve this
If you ask a content marketer on how content marketing performance can be measured in most cases, the first thing that should come to mind would be “engagement”. Shares, likes, comments, pins, follows and other social media engagement metrics. We also do believe these metrics are significant to measure your content performance but from an outcome perspective, this is the least important concerning your business.
When users engage with content, they meant to say “we approve this content.” Approval is critical as without approval; there’s no credibility.
The engagement food chain
Some metrics can measure engagement. But which one is more important than the others? It all depends on the depth of engagement. How much the users want to approve that content, what would be the depth of their connection to that content? Hitting a like, a favourite, a pin is easy. Hitting follow or comment requires more, however. Sharing or retweeting something; however, that means that particular user is truly behind that content, and the approval rating is the highest possible. Sharing other users’ content on your channels is the best thing any brand or company can want.
Evaluating your content marketing: The big picture
We hope that we have helped to deliver the full big picture on how to evaluate content marketing performance. Engagement metrics are not enough; you also need to measure the outcomes of your content and the rate of attention generated by your content. From there, you can paint the full user journey to your content marketing and evaluate the process, gather some insights on each stage and in the end: perform better.
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The year 2016 is almost up with just 3 months more to go. Over the past couple of years, we’ve experimented around and tried different ways to deliver valuable content to our readers.
We’ve come up with a lot of strategies to ensure that our readers are delivered helpful and informative content. With that said, we’ve rounded up some of our popular topics this year. Let’s take a step back and revisit them:
Check out our basic intro to growth hacking and how it can add value to your business.
Here’s how you can take advantage of the various social media platforms to take your B2B Strategy up a notch!
Video content has been increasingly popular and made even more so by social networking platforms due to its ability to engage the audience. If you’re still not convinced or still second-guessing whether to add videos to your content arsenal, we’ve highlighted the reasons for you to think it through with this article.
Get to know more about your customers and their behaviour in the purchasing funnel using Google Analytics. We’ve compiled 3 practical tips to guide you.
In case you missed our Growth Hacking Q&A, we’ve compiled some of the best questions during the session!
Following Google’s latest update on responsive display ads, separate device bidding, and the Expanded Text ads, we decide to enumerate ways on how you can take advantage of these changes.
Discover why mobile is always a point to consider in every marketing campaign.
If you’re keen on connecting to a continuously evolving and diverse market, mobile is the way to go. Check out the emerging trends in mobile advertising and take advantage of them in your next marketing campaign.
The year 2016 is nearing its end, but this article still packs quite a punch! Use this as your guide to start planning for the year ahead.
If you’re looking to create an email marketing campaign plan, then be sure to check out this article for tips!
Are there any topics in particular that you would like to be featured on our blog? What would you like to be featured next? Feel free to comment it down or connect with us!
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Earlier, we discussed the obvious signs that you need to redesign your website and how to determine the issues that need to be fixed while redesigning your website. The next step is to look into new goals for the updated site and how to address these goals.
In this article, we will discuss some common goals for a website redesign and how to address them.
Here are some of the general goals that may come to mind during a site update:
1. You want to improve your website traffic
By analysing your website traffic, you will have a fair understanding of your traffic sources enabling you to identify which channels to focus your marketing efforts. Optimising your website for search engines will also be effective if you properly analyse the data from your analytics reports.
2. You want to improve content on your site
With digital analytics, which pages have high exit rates and which of your keywords deliver the highest traffic. You can apply the data and analysis to align with your new website design. Analysing your traffic sources can help you create your copy to match the channels where you get the most visitors for a boost in engagement.
3. You want to improve user experience and conversion
With analytics, you can use the data to identify which User Experience element is costing you your website traffic and conversions. Slow loading pages and 404 errors are some of the UX issues you can identify with analytics.
Tracking your goals and funnels and event tracking using Google Analytics will help you determine which parts of your website worked best for your conversion goals which you can retain in your new website design.
Remember that the goals mentioned above are just a few of many possible goals and that A/B testing before implementation is always recommended to achieve your website goals.
Are you interested in discussing new possible goals for a website redesign? Feel free to connect with us.