FAQ Friday: Video Marketing in 2016

Posted by Jessica Jones Aug 5, 2016

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Starting out with inbound video marketing can seem daunting, but when you break it down into easily manageable pieces, it becomes a lot less scary. Lucky for you, we’re answering some of your most burning video marketing questions and breaking it down for you. Need to know how to determine what will resonate best with your audience, how to prove ROI, or how to ensure your campaign will further your marketing and sales goals? Read on!  

 

How can I prove ROI with video marketing?

So, you know video marketing is effective, but how do you prove that your campaign was successful and yielded high ROI? Here are some good metrics to keep an eye on that can prove the success of your efforts: 

  • Engagement on social media
  • Lead scoring results from video marketing campaigns
  • Conversion rates
  • Number of leads the video or set of videos generated

 

What types of video marketing campaigns will best engage, nurture and convert my targeted audience?

This is one of those questions that merits the dreaded “it depends” answer. In order to establish what will yield the best-performing video campaign for your business, you need to have a grip on what your audience is looking for and what their pain points are. You also need to know how they got to your website, and have a relative idea of where they are located in the buyer’s journey. Define what they are interested in. How much time do they have to engage with your content? Where will they likely find your videos (via email, social media, organic search, etc.)? If you have all of this information, you will have a much stronger base on which to build a video marketing campaign. 

If you still need help with the perfect type of video marketing campaign will work best for your business, take a look at this video as Tim Schmoyer as he lays out five styles of video marketing that work for any business:

 

Can I create an inbound video that will impact both sales and marketing goals?

Of course, you can! How you produce an efficient sales and marketing video will depend on what type of video you are looking to produce and how you plan to use it. Are you looking to affirm your company’s track record, increase brand awareness, and/or establish your capabilities? Maybe a testimonial video would be helpful. Do you need to increase lead generation? Perhaps you would be well served by video that will encourage word-of-mouth marketing, and establish community engagement on social media.

To get the most video bang for your buck, you’ve got to bring together information from both your sales and marketing teams. Video content needs to be beneficial for both departments. So you will need to establish regular marketing and sales meetings to keep this on track. Leverage sales and marketing insights to inform your campaign strategy and further your business goals. From your marketing team, you’ll need insights gleaned from buyer personas, content audits, web analytics and research development. From your sales team, it will be helpful to gather customer feedback, current and past customers, and sales communications. This process will be a lot easier if you’re using an all-in-one customer relationship management, such as HubSpot, which will allow you to keep buyer persona insights, contact information, and communications, all in one location that all your teams can access. In fact, check out our In-Sites video that explains and highlights the convergence of marketing and sales especially within businesses today:

 
 
 
 
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When your marketing and sales teams are on the same page and have aligned goals, they are able to collaborate better with inbound marketing and the sales process. This will lower content costs and increase sale and marketing efficiency, ensuring the video content you create will positively impact your entire business.

 

What should I know before hiring a video production company for my marketing video?

Hiring a video production company can seem overwhelming. Establishing guidelines to abide by is a great idea and will ease the process. Ask these questions before jumping into your next video marketing campaign, and see the points below each question if you need inspiration. Make sure to use the information you come up with to develop a tone and style guide for how you want to cohesively deliver your brand’s message through video to your audience.

 

Video can seem like just another challenge to overcome, but I see a major increase in my business and brand awareness, all from the power of video.—Lewis Howes

After you’ve answered these questions, you will be well on your way to having a great base of information to bring to your video production company.

  • Why do you need video for your business?
    • Awareness: Boost awareness around your brand by establishing yourself as a thought leader in this visual platform not only within your industry but mainly without your audience.
    • Education: Educate your audience by addressing their needs as well as providing solutions to those needs with your visual content, i.e., live streaming a Q&A session without your audience about a specific need they are hoping for someone to address.
    • Training: Use interactive video to train your employees about your company’s culture as well as their role expectations.
    • Engagement: Video is such an interactive and visual form of content—making it easily accessible for your audience to consume and engage with your content.
    • Capability: Video capability is completely accessible in today’s technological world. From webcams to point and shoot cameras to mobile phone cameras, there is a multitude of avenues to utilize camera for your business, without breaking the bank.
  • What are the goals of the video marketing initiative or video campaign? 
    • Lead generation
    • Contact conversion
    • Customer conversion
    • Current customer satisfaction 
  • Who is the video being developed for?
    • Buyer personas: Everything you create should be centered around the needs of your buyer personas. Because ultimately, this is your target audience. So if you are unclear about what to create your content for, it might time to go to the buyer persona drawing board and really go into detail about who they are, what they do, what format of content do they prefer, where do they congregate on and offline, at what time do they congregate, and what their needs are.
    • Social media: This is great place to really engage with your current audience as well as draw in new members to your brand. The more engaging you can be for your audience on social media, it will definitely show how you conduct yourselves as a brand to your audience in a positive light, i.e., how well do you care about your customers both on and offline and before and after the sale.

 

Still not convinced? Explore the following infographic and learn for yourself the benefits of video marketing.

 

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We hope now that we’ve increased your knowledge about video marketing and that you can now move forward more confident with your marketing campaign.

Until next FAQ Friday, keep your communication lines open. Don’t know the answer—ASK. If you have questions you would like to see featured in our weekly FAQ Friday, please submit them in the comments below or mention us @DirectImages on Twitter.

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Suggested Links

How to Video Marketing: Tips for Start-Ups

Interactive Design and Online Video Marketing Strategy

Trends in Video, Mobile and Social Media Adoption

The Top Ten Best Practices for Corporate Video Production

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Topics: Video Marketing, FAQ

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