Play for Pay: How to Leverage Video to Double Your Marketing ROI

Business.com / Marketing Solutions / Last Modified: February 22, 2017

Video marketing is evolving. People love visuals, colors and audio clips. Are you ready to leverage video to enhance your branding?

The digital domain is a rapidly evolving marketplace. If you are using interesting text to attract users, that's good. If you are using infographics, even better.

But if you are not using video marketing, you need to make a change in your marketing strategy.

Video marketing is hot. Videos are fun to watch and easy to share. An interesting video gets your message across with ease. Ninety percent of users say that product videos help them in making decisions to buy a product.

Additionally, one in four consumers will lose interest in a company that does not incorporate video content on any of their channels. But even without the statistics, you know that video marketing is the next big thing.

Video marketing, quite simply is incorporating videos in your marketing. The concept is simple; make an interesting video about your product or service and upload it to a hosting website. Post the link or better still embed the video at relevant pages and wait for the user to engage with it. If your video succeeds in generating user’s curiosity, you have favorably turned a visitor into a potential customer.

Related Article:4 Inexpensive Ways to Add Video to Your Marketing Toolbox

Factors That Shape a Video Marketing Campaign 

1. Targeting Audience

Your marketing should not be a one-size-fits-all approach. You need to tailor it according to the needs of your consumer. A video marketing company Eye view was able to generate 6X ROI to a home improvement retailer by implementing a one-to-one video marketing approach. They delivered over 180,000 “personalized” videos to more than seven million visitors. 

For a more efficient targeting of customers, remember:

  • You are there to solve a unique purpose.
  • You need to build trust by showing that you care.
  • You need to define a value Proposition.
  • To appeal and not just force to educate.

Research for personalization and target effectively

Undertake an exhaustive pre-production research about your audience, their needs, and online behavior. Use data science to do a behavior analysis of your audience.

Include the language and regional references that reflect your target market and resonate with them. Try to gauge what makes them “click”.

Fire online and offline surveys to your current customers as well as your target market to know about their preferences.

2. Message and purpose

While you might have overall marketing campaign goals in your mind, but every single video must have a unique purpose. When developing the script everything must relate to that “unique purpose”. Do not jump to start making a video before answering strategic questions like the message of video, business objective, desired response from the viewer etc.

  • Remember: Online viewer has a very short attention span unless you are making a product description video, interview or a lecture keep your video as short as possible. 
  • Get to the point quickly: Do not waste time in boasting about your company and its legacy. Keep the video to-the-point and wrap it up in about 2:30 minutes (a shorter video is much better).
  • Use Emotions: Emotions do not necessarily mean sadness. It can be anything ranging from humor, warmth, excitement or even anger. A video that targets user’s emotions generates more views and share.
  • Give a straightforward and simple CTA: Always tell the user what to do next after watching your video
  • Be creative: You need not stick to a single emotion to drive your message. You can even mix two or even three emotions to make your video more interesting. Just keep it short enough for a user to engage.

3. Budgeting

Cost is a major factor to drive your campaign in any type of marketing. SMBs generally skip digital marketing efforts, especially videos, altogether in fear of incurring heavy costs. Opposed to popular misconception, it is fairly affordable to create an appealing video these days.

Related Article: 5 Types of Videos Brands Can Use To Power Their Marketing Campaigns

Cost analysis:

  • Decide the format of your video.
  • Decide budget according to the “viral potential” and your target market.
  • Understand distribution methods. Analyze the success of your campaign across multiple channels.
  • Forecast ROI of your video campaign: absolute ROI, relative ROI, distribution modeling.

If your budget seems to go out of hand here are some tips to reduce your video expense:

  • Use graphics instead of models: Some of the best videos are short and simple animations with one or two voice actors. You can create a short story or even a slideshow video.
  • Hire freelancers from sites such as Fiverr for stories and animations. Bear in mind that their quality is not assured. Check the feedback on their profiles before making commitments.

Depending on your assigned budget, use the following methods to create a video:

  • Use software to create and edit your video: You might need some technical skills and a lot of creativity to make yourself a video good enough for marketing.
  • Employ a professional video production company: The best (and most expensive) option is to hire a company to create video advertisement of your product. You can ask the company to create the campaign from the ground up or alternatively get the script ready (freelancing) employ a polished shoot.
  • FideoVideo: Turn your text into videos with this service. It offers multiple animation and effects options with royalty free soundtrack and lifetime license for commercial usage of videos.
  • Blender:Model in 3D and create animations. Ideal for advanced users who can employ its API for python scripting. Free and open source platform enables huge customizations. Dig deep and you’ll find a non-linear video editor.
  • Windows Movie Maker:The most popular option for beginners. Very simple video editing tool. Add and combine video clips and create a video in any format. Create simple photo slideshows with standard effects and transitions.
  • Use unconventional approach: The unlimited digital exposure and ceaseless innovations have restructured the ways in which videos are made. Let’s look at some amazing ideas:
  • Vlog: Starting a Vlog (Video blog) is an amazing technique to reach viewers. Countless stars have emerged by uploading a video from their webcams.
  • Vines and ultra-short videos: It reflects the transition of audience’s requirement. Thousands of videos upload daily on wide-ranging websites which are no more than 20 seconds. They often go viral and generate a large number of views.

4- Promotion and Marketing

Here comes the main part. You have successfully created a video, now the important step is to promote it to let people know that your video exists. In order to create an effective video marketing campaign your video needs to be seen by a huge audience. Promote your video extensively for users to discover it as below:

  • Begin by recommending it to the people you know: friends, relatives, clients. Ask them to watch the video and share it online.
  • Use free marketing via social media like Facebook, Google+, Twitter etc. Make sure to link it to the social media account of your business.
  • Embed your video at company’s websites and blogs.
  • Get your video listed in major search engines like Google and Yahoo. Focus on SEO strategies to rank higher.
  • Collaborate with other companies but not the direct competitors to market your video.
  • Consider paid marketing options like keyword marketing and youtube advertisements if your budget allows.

5. Analysis

After you have successfully implemented the video marketing campaign, your work is still not over. You need to review your video’s performance using a video marketing analytics tool. YouTube provides a decent analysis about your engaged visitors’ details and demographics.

Related Article:Lights, Camera, Action: 5 Ways to Maximize Your Video Marketing Potential

 You need to:

  • Ascertain what went right and what went wrong with your video marketing by analyzing the proper KPIs like the number of likes and shares.
  • Check the location and demographics of viewers to find out if your targeting is successful. Restructure it in case it failed.
  • Review how many times and for how long a viewer watched the video, which section of video was most popular and how many viewers actually waited to watch the CTA.
  • Rectify your mistakes and plan for the next campaign.

Moving pictures, sound and story was the main reason behind Television’s immense success. Though we have come a long way in a period of “mobile television” but the impact of videos and imagery only seems to grow stronger. Use video marketing to get your message across vast multitudes of users in a fun, motivational and entertaining way, boosting your conversion rates in the process.

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