If you want to engage customers today, you need video content on your website.
These days, anyone can shoot video with a smartphone and upload it to YouTube or Facebook. But how can you create high-quality video on a tight marketing budget? Here are some tips to help you simplify the production process while ensuring the highest return from your video investment.
Choose the right video style
Video ads, customer testimonials, demos, and how-to videos are just some of your choices. While it’s tempting to let budget alone dictate the style of your video, don’t. Instead, decide who you want to reach, how quickly you want to reach them, and where your video fits into your sales process.
Know your audience
Thought leadership videos are ideal for reaching new prospects at the top of the sales funnel. Webinars and event marketing videos are useful for customers in the middle of the funnel. Demos and how-to videos offer added value to customers at the bottom of the funnel.
Consider all angles
There’s more to creating a video than pointing a camera and shooting. You have to plan for everything, from script development, filming and editing, to finally uploading your video to a platform where customers can see it. Producing a video in-house can be cheaper initially, but costs can add up if you don’t have the experience or equipment needed to create high quality results. Hiring an outside production company may cost more upfront, but saves time and money in the end. The key is to hire professionals with a proven track record.
Here are questions you should ask any production company or in-house crew before starting work:
- What’s your specialty? Have you created similar videos for companies like ours?
- Can you provide relevant samples of your work?
- How would you approach this project given our budget and deadline?
- Are you able to shoot projects in multiple locations across the country?
- Are you able to handle ‘campaign-like’ volumes?
- How involved will we be during the production process?
Measure your video success
Hollywood measures success at the box office. You should have clear video objectives and ways to measure your return on your video marketing investment. Video analytics give you several useful metrics to determine your video’s success:
- Track the play rate. Play rate lets you to compare the percentage of people who accessed the video landing page with those who were compelled to click it open and watched it. This will tell you if your video content is relevant to customers.
- Find out who is watching: Many video players can match viewers IP addresses with email addresses in your database. You can also create gated video content to gather better quality data, which can be shared with your sales team to nurture leads.
- Measure engagement: Bounce rate and other metrics can tell you how long viewers are spending watching your video. Do they open the video and then exit quickly? Or do they fast-forward and watch one part in particular? If so, decide what makes that part so engaging.
- Encourage sharing: You can easily see if your audience is sharing your video or taking the time to comment. You can also increase sharing (and measure results) by adding a call to action at the end of your video.
Increase your ROI
Now that you’ve collected your video metrics, here are some additional ways to get more insights and value out of your video investment.
- Split test video content: Create two versions of your video and conduct an A/B test to see what resonates with audiences. For instance, a hard sell versus a soft sell approach.
- Gated video content: Ask viewers to register with you to access video content. Then test different CTA’s and track activity within your CRM software.
- B-roll: Whenever you have unexpected downtime during a video shoot, take extra footage of people using your product. Extra B-roll might be useful later when you’re editing the video or creating a split test video.
Planning pays off
Simplifying video production takes strategic planning, but saves you cost and headaches in the long run. Video production done right will result in high-quality video content for your website that engages customers and creates a measureable ROI.