Your Questions Answered: Creating Marketing Videos that Guarantee ROI
Did you know that 74% of all internet traffic will be video by 2017? Video is now a non-negotiable component of marketing. However, while over 83% of B2B marketers in the UK and 79% of B2B marketers in North America are leveraging videos, marketers are still struggling to justify the cost. This typically stems from not knowing when and where to leverage the final products to see the highest ROI.
This past week we hosted a webinar with BrightTALK Studios on how to use videos to guarantee ROI. If you missed it, you can view the full presentation below. This blog post shares some of the top questions during our Q&A.
Q: Should I host videos on YouTube but the embed the videos elsewhere (like on my website)?
A: One of the priorities here should be avoiding fragmenting technology. A lot of times, your company will already have a media hosting technology in place. For example, BrightTALK offers both webinar and video hosting capabilities specifically to help you consolidate all of your rich media content into one platform to avoid a disjointed prospect experience.
You also want to make sure your analytics are as streamlined as possible for accurate reporting. This way you’re not dealing with data in different places and different formats, making your marketing stack much more manageable.
There are different fits for different businesses so it’s impossible to provide a one-size-fits-all recommendation. However, don’t race to the bottom for something free like YouTube or a homebrewed solution. Plug-ins and micromanaging video hosting can be tough for marketers. You don’t necessarily also want to be the IT guy. Look for the solution that is the right fit for your resources and is best aligned to your marketing workflow.
Q: When should you gate video content? If so, what type of video should be gated versus freely available?
A: This is a very polarizing question and nobody has a concrete, right answer. However, based on the various companies we’ve worked with, length tends to be one of the best ways to evaluate the “to be gated or not” question.
Think about when you head out to a restaurant or a ride at a theme park. When the line is long, you evaluate whether or not you’ll win back enough value from your time spent in the line. This cost-value exchange is especially relevant when you think of short video content. Your viewers are thinking “If I click on this, will it be worth it?” This is especially true if you have a 5-6 field registration form in front of it. It’s rare that someone will watch 2-minute gated brand video and find it worth the cost exchange. You’ll cause harm to the relationship.
Anything under 2-3 minutes shouldn’t have a registration form, as it’s almost impossible to provide enough value in that little of time. This is why you create companion content. Your team should be creating the same content from the video into a webinar, long-form video, or eBook.
Think of the video as the executive summary of the content, where you share the key findings and takeaways to verify yourself as an expert. If you show you understand their challenges and that additional answers are available on the other side of the form, audiences are more willing to provide their information.
Q: We have limited budget for video. Is it better to focus on videos for my domain or social?
A: If your budget is limited, focus on videos for your domain. When a buyer is on your site, they are further along in the classic buyer’s journey. Someone on your domain is typically a mid- to bottom-funnel prospect. We all know the math of conversion rates. You need to see such a high volume of engagement at the top of funnel to convert down into closed business.
Once someone is already at your domain, you’ve likely already converted them at many stages. Your domain is the best place to move them from unknown to known, and it’s often cheaper to have the conversions on your site.
Q: Should I be using animations or live video shoots? Which will work better for me?
A: Both have their merits. Animations are particularly phenomenal to bring text-based assets to life. They provide a very visual perspective on intangible products, are highly engaging, and work well on sites like Facebook, where 85% of videos are watched without sound.
On the other hand, live shoots increase the emotional connection with the audience. Depending on your communication objectives, personal interviews captured for something like HR or recruiting-related videos can really empower people hearing from another individual about their personal experience.
Q: Do I need to have my social media handles shown on my email and videos?
A: Most marketers don’t track conversions from their domain and video to social. Social media is itself a discovery tool since it’s very top of funnel. You’re working to acquire audiences and drive them to other places from your social channels. The content often times may not be about your brand.
Social is meant to be informative and entertaining. If you are using social for that purpose, you can then track the conversions from Twitter or Facebook to your domain or a webinar program. Don’t worry about pushing people back to your social streams; instead, worry about getting them back to your high-value content.
Knowing when and where to use videos throughout the buyer’s journey is critical to your pipeline success. Depending on your objectives and restrictions, you’ll need to work internally to understand what’ll help you meet your goals. When in doubt, leveraging videos on your own domain can see the highest ROI, as prospects have most likely already engaged with your content and are more open to hearing your message.
View the on-demand presentation below to get started or connect with us to understand how you can leverage video to create and close more sales opportunities.