Monday, 12 October 2015

Why just making videos isn’t enough

We know that video is by far and away the most effective digital medium for sales and marketing. But just making videos isn’t enough. You have to work to ensure the right people are watching your videos; preferably the right video at the right time to positively influence their buying decisions.

The very best way to make this happen is to have a cohesive video strategy that continuously builds on the impact videos can make. But what does this mean in practice? Well, you’d be forgiven for thinking it simply means adding your video to a YouTube channel and vaguely hoping that some of the right people might find it. After all, that’s what the majority of businesses do. Oh – and possibly adding to a page that’s well-hidden on your website.

The truth is that unless the right people are watching the videos you produce, there is little point in producing them at all. When a video on your YouTube channel shows just 12 views, you just aren’t trying hard enough. Being a Fortune 500 player won’t necessarily protect you from this ‘tumbleweed’ phenomenon either.

Quantity counts

Interestingly, one of the patterns that quickly emerges on YouTube is a correlation between numbers of videos posted and average views per video. Bizarrely, in the face of reasoned logic, the more videos you post the higher the average views on each and every video. So the top quartile of YouTube marketers have an average of 181 videos whilst the bottom had just 29.* So you need to get busy producing more video content where even bite-size content works. That means adopting a strategy that moves away from single, one-off linear videos, towards activity that generates multiple clips that can be used separately or blended together into longer form variants. 

You can’t afford to be anti-social

Audiences are 10 times more likely to engage, embed, share, and comment on video content than blogs or other related social posts. So you need to let them know it’s out there and that’s not a one-person task. Social marketing is a job for the whole team so you need to galvanise the troops to post, share and distribute as widely as possible. If you use an enterprise video platform (like vCreate) you can also track which posts got what results and work on constantly improving the hits.

See video as part of the journey – not all of it

Video is a great tool to really help market and sell products and services. But a single video can rarely cover the entire sales journey. Just like real-life selling, video can have impact at every stage of the buying cycle. It’s a great medium to put forward the door-opening elevator pitch, but it can also help further into the buying journey too. A classic example would be in software sales where a benefit-led video could start the buyer’s journey but is later enhanced with demo videos or customer testimonials. Videos rarely work in isolation so you need to really consider where they sit and what they need to achieve at every stage.  
 *Content Marketing Institute 2014

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