I’m sure it’s not a surprise, but video is no longer just a small piece in a marketers overall strategy, it helps to tell the brand story, explain the product and increase awareness. And driving more viewers and keeping them engaged is the key to a successful video marketing campaign.
Now, with video becoming the most preferred medium among consumers and the fact that by 2021, video will represent 80% of all online traffic, businesses are quickly becoming interested in video marketing; yet many still struggle to create and use video content in a way that it would help increase engagement and generate more prospects. So here are 5 ways you can use video to increase engagement and generate more leads with video.
Create Relevant Video Content for Your Audience
Focus on creating a video content that really speaks to your target customers and their needs. Your customers aren’t interested in how high are the quality of your tools or the expertise of your employees. Consumers are overwhelmed by the information and lack of time, thus, if you want to get their attention and get them interested in your products/services, first, you need to find out who they are, how they behave online, how they engage with different platforms and topics that they care about. And afterwards, you need to go from telling to showing your business in a way that would relate to the problems they are facing. Video is the best medium to transmit the message and tackle consumers interest.
For example, this video ad from Templafy introduces the product by addressing customer pains:
Here is another example of a kickstarter that Bear Butt used to transmit the story of their brand and products, that would be challenging by using other forms of content:
Pick an Ideal Length for Your Next Video
There are various opinions about the length of the video that would result in the most engagement. On average, after 2 minutes of watching, engagement level on social media drops dramatically. Thus, according to this practise, marketers should make the first 2 minutes of their video content – a “thumbstopper” that stops the viewer from scrolling further.
Being targeted and relevant for your customers is the key to hooking the right people into watching long-form content. People do watch really long content if it’s made for them.
Fit Video Content Across the Entire Customer Journey
Whether you are a B2B or B2C company, video can help in each stage of the customer journey. It is really important that you would think about where your audience are, why they are there and what they are looking to do so that you could map out your customer journey and then adjust and place the different video content strategically.
For example, if a person is at the Awareness stage, you need to provide people with more information because they haven’t been nurtured enough at this point, thus they don’t yet fully understand your company and product to convert to a buyer. Additionally, video is processed 60,000x faster than text making video a perfect content form for marketers to educate their prospects.
In the Interest stage, a person already knows what they’re looking for, and that is a solution to their problem. Thus, the important thing here is to make sure that your video content hits them at the right point of where they are. Meaning, that here you should already know in what specific product or service your customer is interested in and then use targeted video content that would create more awareness around your solution and increase chances to convert him to a buyer. For example, if a prospect is visiting a certain product page on your website, you could set up automated video emails with more information. That’s why fitting your video content into the customer journey is so essential.
Here are some video snippets of an exact product a person is looking for, that Templafy showcases to prospects (on Mobile, Facebook and YouTube) that engage with either Brand Management or Document Creation content:
Repurpose Your Video Content into Many Forms
People consume media in different ways, companies should provide various options and choices for their prospects to use the content. For example, Rand Fishkin creates and embeds Whiteboard Friday videos to the website, but then also, to create more awareness, increase engagement and attract more people organically, he includes an entire transcript in to the blog post mixed with video and does the podcast.
Actually what Rand Fishkin shared is that “only half of the people watch the whole video, the other half – reads the transcript”, showing that providing options to consume the media works very well for them. Additionally, after 90 days, they are uploading the Whiteboard Friday video to YouTube (the second largest search engine) to create even more awareness.
Start Tracking Video Data Properly to Generate More Leads Using Qiwio
Likes, comments, views – they are fine but on brand scheme, they don’t matter, since they are not going to drive your business and get you leads, thus, you should focus on play time and engagement. For example, let’s say that 100,000 people watched your video, liked and commented on it. But then looking at the play time, you see that they only watch 5-10 seconds of it, meaning that they don’t really understand the solution.
The most common video metrics that marketers use, where vanity metrics are still used the most:
Templafy sets up their lead scoring based on how much of video a person has watched. If a person watches the whole video, they can be classified as qualified to receive more information and be further nurtured. At EY, they are retargeting individuals if they have watched >50% of the video. Both companies are capable of tracking their video performance through the placement of lead collectors in their videos which can be found in video marketing software such as Qiwio.
Only 38% of marketers use video to collect leads, despite videos being a very engaging medium and by putting a collector form on a video, marketers can engage their audience more down the funnel.” But despite great advantages of having a collector to help marketers track video data and generate leads, they shouldn’t be put on every single video a company produces.
There is no doubt that the key to increase engagement with video and generate more leads is in creating relevant video content that is strategically distributed and tracking accurate video metrics.