Video Marketing Tips for 2015: It’s all about the context

Summary

As a performance agency, we love video marketing. Used in the right context, videos can revitalise conversion rates, overcome plateaus of engagement and improve customer perceptions. We encounter many companies still hesitant to invest in this area. The perception is still video is too expensive, risky and time consuming. All in all, it’s a lot of effort!

To tackle that stigma we’ve collected some compelling insights from industry leaders and summarised them for you here.

If you get a chance, I strongly recommend checking out Phil Nottingham, a video marketing expert at Distilled, who presented the strategies of three video marketing campaign types. The entire hour-long video can be seen here, but we have condensed the information into a short guide.

Phil Nottingham

Video marketing campaign structure

Always consider that context is king. With that, break your video strategy down into three main goals: Brand Awareness, Consideration & Advocacy and increasing Conversion Rates. And start all your planning from there.

Brand Awareness

The main aim here is to build a brand that people can recognize. To do this, you can use two main types of video, “home” and “hero”. Your home videos should contain content that is relevant to audiences that know nothing about your brand and be highly visible. This includes tutorials and how to’s and should be shown on your YouTube channel. Next, hero videos are the viral videos that should be viewed by the masses and are aimed to increase unprompted brand recognition. These hero videos require lots of capital for the content and promotion. If done correctly, these videos will increase unprompted brand awareness and bring more visitors to your site.

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Consideration & Advocacy

Next, the consideration and advocacy goal falls in the middle of a sales funnel after the brand awareness. Our objective here is to create content for people in our existing community. The videos should focus on information and provide uncommon expertise and insight that personifies your brand. This will keep people engaged with your site, thus increasing repeat visitors. These videos can come in a variety of formats. Many of them are interactive and help the customer gain a better understanding of what your company does. These videos should be implemented on your site but still be sharable on social media and Internet platforms like Facebook, StumbleUpon, and Reddit.

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Increasing Conversion Rates

The, often, most desired goal in video marketing is to stimulate conversions. To achieve this, you should create very basic informational videos that describe each product or service. The videos should then be placed directly on their product page and serve to augment the user-experience. When creating the content, aim to get real people with real expertise giving genuine advice. The videos purpose is to connect with the customer when they are trying to make a decision. This is more easily done through in-house experts rather than actors. While this channel may seem unnecessary, it has shown that customers are twice as likely to convert and spend 9.1% more on average.

EXAMPLE

Extra Tips

Now that you have an understanding of the different channels, here is some advice that can improve their total productivity. After creating your official YouTube Channel, you should insert a custom homepage video that describes what your channel is all about. Also, it is more important to publish a video only when you have quality content instead of on a time schedule. Additionally, you should not add your conversion videos to YouTube because customers cannot be converted there. The clickthrough rate from a video on YouTube to your actual page is around 0.72% and it drives more organic traffic away from your actual conversion page. For sites that you want to drive customers to, adding a rich snippet will show the video on search results page and increase its clickthrough rate.

Conclusion

Video Marketing Attribution

To wrap it up, a good video strategy can be compared to a soccer team. Each player on the team has their specific role. Not all players are supposed to score and no one player can win the game by themself. But when each position works together, the team runs efficiently until a goal, conversion, is scored. In direct terms, a video strategy should have multiple channels that target specific points in your funnel. By doing this, you create content directly for its purpose and allowing customers to be reached at different positions in the sales funnel until they are finally pushed through and a conversion is made.

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Solutions Special: Online Shop Assistant

According to recent info by Tony Haile of Chartbeat; I’ve got about 15 seconds left to capture your attention on this webpage.

His data shows that people aren’t reading content on the web the way we think they are. Instead of tracking web visits and time on site, we should focus deeper on engaging users, tracking events and interactions.

It’s a fair point. Nowadays, digital marketing allows the marketer to ‘listen’ to customers’ slightest behaviour. Google, Booking, AirBnB all build detailed id cards of you, with the ultimate goal of being more relevant, accurate and timely with their marketing message.

This should be no different for your company website, but sadly in most cases, we rely on this type of info by use of a website form only. But how boring is that? And what about the intentions of users that don’t complete your form?

Introducing a lighter, more fun way to capture user intent. The custom built, Online Shop Assistant, is a web tool that ask users what their preferences are, before providing a logical, relevant results page.

The technology, built by The George, comes with a real time data dashboard, customisable design and easy installation. One live example here. The result? Visitors are 5x more likely to take the next desired action than from a like for like question form.

Online Shop Assistant

Okay then, what are the main features?

Customise your tool

You can customise your design perfectly without any development effort. Change the background pictures, tile layout and questions. Need to a new language? No problem! You define the logic to deliver the results you want users to see. Preview & Publish changes, so you can keep track of revisions.

Capture user data

Online Shop Assistant Data

 

We built the tool with lead generation in mind. Users typically are willing to hand over their details if they feel they’re getting a value added experience. Choose between email capture, phone capture and other features at any stage of the question flow.

Smart filter

We understand people are logical so we made each question follow a sensical treemap. No need anymore to scour through pointless filters – wohoo! You define the logic of the flow so users don’t have to.

Tailored results

After each user has completed the set of questions, we build the logic to reproduce the most relevant products and services that that user should consider. This is displayed on a results page that the user can download and save. Similarly, marketing captures the same snapshot via a unique user ID.

Gain insight

The Shop Assistant comes with a tracking dashboard & downloadable reports to help you understand the impact of campaigns in real time. Each result will be stored in a database, even if the user does not submit their details. Now your marketing teams are presented with rich segments of users primed for targeted messaging strings, whatever the media channel.

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Conclusion

We’ve seen some exciting applications of the tool already from the Education and Travel sectors. In both instances, what we’ve learnt is that the value of the tool, comes in its flexibility to adapt and speed to rollout. Moreover, the results are showing what a massive impact user tailoring has on performance. That’s always been preached but rarely practiced in digital. The typical story is, “here’s everything we have in a website – go find what you’re looking for”.

The last point I’d make is that this tool is perfect for people looking at users a bit higher up in the funnel, that have not yet decided what product they need. Lead nurturing is being touted as the next big thing in digital. I think this blazes a trail in warming up those leads before they even sign up to your newsletter or read one of your blogs. You should qualify your leads in a conversational way that users feel they get value and understand your offering fully.