Sophie Rayers is Director of Marketing, EMEA & LATAM at Brightcove. She explains how to fine tune your video marketing strategy
With brands increasingly defined by the digital experiences they offer, video is one of the most powerful mediums for establishing a human connection with consumers online. It tells a story, conveys brand personality and, when done right, is the most inherently shareable form of content. As marketers, it’s our job to get that content out there, and there are plenty of tools and tactics that can help achieve heroic results.
Social media is increasingly built around video, but different channels require different approaches. Are you asking users to dip in and share, or engage at a deeper level? Whichever strategy you choose, remember to monitor clicks and views to determine what’s working for each medium and to track visits back to your site. That information enables you to tune your content more effectively. Most importantly, make sure your video analytics data fits into your overall data to ensure you have a full view of your audience’s behaviour.
Emails that contain video generate a 55 per cent increase in click-through rates, according to getresponse.com, so don’t forget to include the word ‘video’ in your subject line and incorporate a thumbnail in the body of the email taking users through to your own site.
As high quality, rich, immersive content, video also helps drive up search engine rankings. Pages with video are 53 times more likely to rank on the first page of Google search results. Transcriptions can help further drive SEO, particularly if they’re added to the HTML of the page hosting the video.
There’s no need to put up with average results for your video marketing. Pack your utility belt with the right tools and anyone can transform themselves into a video marketing hero.