You came here because you know the value of video content marketing. Either your agency has been using online video marketing for a long time, and getting the best ROI (you’re not alone, 51% of marketing professional share the same opinion), and now you want to maximize your revenue. Or, your agency mainly used traditional advertising, and realized this won’t cut it anymore. In both cases, you need to make sure that you’re following these video marketing best practices to get the most out of your video.
1- Personalization matters
Think about your ideal customer. What drives him? What grabs his attention? Now build a story around those needs and how your product satisfies them, then deliver the story in a captivating video personalized for your ideal buyer.
This will help you on two fronts: increasing retention which in return will increase conversion and your customer will be better able to recall your brand. Personalized video content can also cut down promotion costs drastically as your target gets more specific which means you’ll spend less and gain way more.
2- Metrics and KPIs are your bestfriends
You wouldn’t walk 20 KM without a specific end goal, would you? It’s the same with video metrics. You can’t really determine the effectiveness of your video without preset goals and KPIs. Your video could be driving revenue, but when you set metrics, you can double the ROI you get from video content creation.
There are some key metrics brands pay attention to, and you should pay attention too, such as view count, watch time, average view duration, average percent completion, audience retention, engagement, social sharing, click-through rate, conversions and feedback from commenters. Most importantly, be careful not to fall for those 4 video marketing mistakes.
3- Distribute wisely
All fingers are not the same. This axiom is also true for social video distribution channels. Some videos can work both on Facebook and YouTube at the same time, but some don’t. If you’re confused which channel is right for you, check out our guide on Facebook vs. Youtube pros and cons.
Smart distribution isn’t only about distribution channels, but also different mediums. Use your video in your landing pages and email newsletters as it was proven that landing pages with video content result in 80% more conversions than regular landing pages, according to EyeWideDigital.
4- Analyze, test, repeat!
You spent months planning and creating the perfect video and you finally released it into the wild, what now? Now is the time to analyze how your audience interacts with your video. We listed above some metrics you should pay attention to. By knowing your average view duration you can know the attention span of your audience and plan accordingly. You can also take a look at your audience retention rate to see whether your content is engaging or does it send your audience flying.
Looking at the demography that interacted the most with your social video content, you can optimize your paid promotions for this video campaign as well. Experimenting and optimization are the real keys to maximize the brand’s ROI on video marketing efforts. To make it easy to track the analytics of different channels all in one place, try social video analytics dashboards such as Mintrics.
What are the best practices you are currently following? Share with us in the comments!