In recent years, it's become easier than ever to include video in your marketing mix, but challenges remain. How do you track video plays back to your audience and their behavior? And how can you use that tracking to your advantage? This month, Evy Wilkins of Silverpop partner Vidcaster provides three guidelines for tying together video marketing efforts with your ongoing behavioral marketing programs.
Video is an insightful content format that gives you superior clues about who your audience is, what they want and what they don’t want. When you combine video marketing and behavioral marketing in a data-driven way, you can use video to better understand your contacts and provide them with more relevant marketing material based on their actions.
Unlike most ebooks or blog posts, video tells the marketer how a lead or customer interacts with the content. For example, you can know how much of a video someone watched, where they left off or how many times they watched one segment. If you’re using interactive video, you can even track which specific topics within a video are most important to your contacts.
All too often, marketers have great video assets that could be driving leads or feeding insightful data into behavioral marketing programs, but these videos aren’t being used in an organized way. Sometimes videos are used on one social platform, but not another. Or they are available on YouTube but not your own website.
When you mash up your video marketing efforts with your ongoing marketing programs, you enable your prospects to find the information they need to make purchase decisions quickly and you enable your team to make data informed decisions about how to better market to your contacts. Here are three guidelines for uniting your video marketing efforts with your ongoing behavioral marketing programs.
1) Use an intelligent player to collect video metrics
A video player is the wrapper that surrounds your video file. The player gives your viewers the ability to play the video, choose their resolution, share the video and more. Behind the scenes, the video player is a data collection machine! It enables you to identify unknown contacts, understand how your contacts engage with your content, and demonstrate the ROI of your video strategy by providing advanced analytics.
Use an intelligent player to collect video metrics you can use to further refine your behavioral marketing programs. You want your video player to track:
Conversions: Whether you’re collecting leads or tracking in-video clicks, conversion metrics break down the effectiveness of each video asset.
Engagement: Track top performing videos, discover the most-watched portions of each video and analyze how individual viewers interact with your video content.
2) Map video content to your funnel
To get measurable video marketing results, think about aligning your video content strategy with your marketing funnel. This way you create and promote videos with a tangible purpose that you can measure with discrete metrics.
- Top-of-the-Funnel: Video at the early stage of the funnel should entertain or entice your viewers to want to learn more from you. Focus on conveying a value proposition or illustrating a pain point that will resonate with your viewer.
- Middle-of-the-Funnel: Here your goal is to further educate your prospective customer. They are in the research phase, so the best video content types are how-to guides, in-depth product tours, recorded webinars and thought-leadership interviews. Consider gating this type of video with an in-video lead capture form.
- End-of-the-Funnel: Customer testimonials and even customer onboarding video content works best at the end of the funnel. Your goal here is to reassure and create anticipation, encourage your buyer to make a purchase faster or accelerate the path to a closed deal.
3) Incorporate video data into your marketing programs
When you control your video marketing data by using an intelligent video player and centralized video library, you can sync that data with a digital marketing platform such as Silverpop so your video-generated data can power behavior scores and trigger the right campaigns with the right messages.
For example, let’s take email marketing. Just as you track which links get clicked in your email, you can also track which recipients watch the videos included in your emails. Did they watch the entire video? Did they rewatch it or share it? These types of behaviors can now be tracked and used for further marketing to speed up a sale.
When you mash up video marketing and behavioral marketing, you can turn video into a top-performing lead source and fuel your ongoing marketing programs with insightful data about your contacts.
Want to learn more about how to turn video into a top performing lead source? Download the video marketing ROI case study.
Vidcaster provides an out-of-the-box solution for implementing and managing video experiences. Our integration with Silverpop turns video into a seamless part of your lead generation, lead scoring and lead nurturing activities. From embedding video on your website to creating video resource libraries, Vidcaster makes it possible to take your video where you need it to go. Learn more at vidcaster.com.
1) Silverpop YouTube playlist: “Marketing Tips and Trends”
2) Blog: “Get Looks and Leads with Video Marketing”
3) Ebook: “Ultimate Guide to Assessing Your Digital Marketing Program”