Just press play – how to get better value from video marketing
Overview
YouTube and TikTok views are skyrocketing as bandwidth opens up around the world. People want video, and businesses can benefit from bringing video content into platforms like LinkedIn. Videos and live streams have become an essential piece in the marketers’ toolkit. The challenge is how to get video marketing right from a technical perspective.
Making video content visible and searchable online used to rely on meta tags. That still works, but today search engines like Google are able to go inside video content, to better understand it and rank it higher. That’s important in a world where content is increasingly personalized. The ability to personalize video messages has been around a long time. Think of those personalized video greetings children receive from you-know-who during the Holiday Season. But the barrier to large-scale personalization has always been time (and the associated cost). The fact is, the cost of personalization is dropping all the time. Right now, Artificial Intelligence (AI) tools allow you to automate aspects of personalization – even in videos. Tools like Vidyard, for example, enable marketers to quickly and easily script and record high-quality, highly personalized video content in just a few clicks. The advantage for B2B is that the conversion rate for personalized videos is around 3 times higher than conventional pre-recorded videos. Like any form of marketing, timing is everything. Where you position a video within the buyer’s journey can make a huge difference. A lot of companies get this wrong. They use video in the early stages to create awareness of a problem before introducing their products or services as the solution. Video requires people to invest their time, so positioning it early on in the buyer’s journey is asking a lot of your prospects. That’s because the average person will only give a video around 7 seconds of their attention, and a video designed to foster awareness will probably need between 20–30 seconds. That’s why video content is rarely useful at the top of a home page. What you want to do is ensure that video plays an important supporting role in the mid-section of the buyer’s journey – throughout the orientation stage – finding out more about what you offer, and seeking social proof that you can deliver. In effect, video should build buyer confidence, rather than shout about your offer. By the end of the customer journey, buyers’ concerns are likely to have shifted towards mitigating risk. That’s when use case videos can play a vital role. Having existing clients talk about the challenges they were facing and how you helped you overcome them is a great way to get new clients over the line. Think about it this way. If your potential client sees a competitor singing the praises of your products or services, they’ll be more willing to trust you. That’s because they’re more likely to believe a third party than hearing it directly from you. And that’s why it pays to use video marketing where it counts. Kapturall is a digital marketing agency serving clients across the world. Our tech-based tactics help companies generate quality leads and increase sales. And, as the largest Marketo partner in Europe, we can help your business grow. Contact us.What’s possible with video
When and where to deploy video
How video helps close
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Youri Kuper
Chief Revenue Officer in Kapturall
Youri is a marketing guru with a passion for helping businesses grow. With years of experience in the field, he have become an expert in using marketing automation tools to streamline and optimize marketing efforts. He has trained thousands of entrepreneurs and business owners in marketing tactics, empowering them to achieve their business goals. With a keen eye for detail and a results-driven approach, is committed to delivering measurable results and helping businesses succeed.
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