“One factor that is common to all purchasing decisions is trust” – Olivier Njamfa
VideoMarketing
…and how we do it
With the right strategy any brand can benefit from video marketing. It can introduce prospects to your products or services, build rapport with your target audience and develop a following of loyal clients or customers.
Not only are the qualitative results of an effective video strategy hugely important, but the quantitive results can also be a game changer for your business.
Videos can be used as an analytics tool to learn more about your target market and give you actionable metrics to help grow your business. They also give us metrics to help improve our service. This will play a large part of our video strategy consultation!
Let the stats speak for themselves
What is the Marketing Funnel
and how we optimise videos for it?
The buyer’s journey (or marketing funnel) is the journey a customer or client makes from their very first interaction with your brand to finally making a purchase. Making videos for the buyer’s journey allows you to meet prospects at different touch points to answer questions, gain trust, engage and eventually convert.
We at Bristol Video Company pay particular attention to the top of the marketing funnel, such as for Brand Videos where video content should be gripping, high quality and (if necessary) emotion-driven.
The following stages are also important. There is the chance to go into more detail about your product or service with Explainer Animations or Product Videos; to share the story or culture of your company with Company Story Videos; or introduce Client Testimonials and Client Success Stories to prove your products or services have offered value to others.
Essentially it’s to continue to build trust with prospects once their initial interest is sparked, and to prove that your brand is the right match for them.
Much of our strategy will be getting to know the unique journey for your customers, and which stages need the most attention. We will also consult on which parts of your website can benefit from optimised video for a particular stage, to ensure the most successful conversions.
Video
for SEO
Google’s internal algorithms favour video content. Especially if it is high quality, informative and relevant to the original search terms. At Bristol Video Company we are dedicated to these three goals. And as a result your company will rank higher in search results, which will bring in more relevant visitors, more leads and more revenue!
Having high quality traffic to your website by people who’ve watched a video on YouTube, or one of your social media channels, is also an important factor. These videos are likely to get shared and linked onto different sites which further increases traffic and boost your SEO.
Video also increases the likelihood a visitor stays on your site for longer. This will improve your website’s bounce rate and session duration, which also favours the algorithm.
How We Use Video Marketing
as an Analytics Tool
By distribution, measuring and analysing data, you can learn a lot about your clients. This insight can be used to improve your products, services and overall business approach. Importantly, this also helps us to improve the video marketing strategy we implement for your business. Particularly for long-term clients where we can gather data from videos we’ve made and use this to know how to improve on the next ones. There’s always more to learn!
Key Performance Indicators (KPIs) give quantitative results on how well a video is doing for its desired purpose. By knowing the KPIs which are unique for your marketing strategy, we can optimise the video for the best results. This means targeting the right audience, for the desired effect and to gather useful actionable data.
Below we’ve listed some of the KPIs we pay particular attention to and how we optimise videos accordingly:
KPI 1 – VIDEO ENGAGEMENT AND BOUNCE RATES
(How many viewers engage with video before clicking elsewhere)
- Create a captivating, emotion-driven and high quality opening 5 seconds to catch the viewers’ attention. Particularly effective for Brand Videos.
- Understand exactly who the target audience is, so the video is highly relevant to them.
- Post the video on the right channels, where your target audience is more likely to view them.
KPI 2 – VIEW-THROUGH RATE
(How many viewers watch the video through to the end)
- Maintain this initial engagement with compelling and unique story-telling strategies for the duration of the video. Often it’s effective to put a single person’s story behind the video which people can follow, rather than an overload of information. This is particularly effective for Company Story Videos.
- Keep the video short and well structured, ending on a Call-to-Action that adds value (but can also be used as another metric to judge the videos conversion rate performance).
KPI 3 – RECURRING AND UNIQUE USERS
(How many unique viewers return to re-watch the video)
- Understand exactly who the target audience is so repeat viewing is likely.
- Contain a meaningful message in the video which is worth returning to for a re-watch.
- Strike a balance between being informative and not overloading the viewer with information.
KPI 4 – BOTTOM-LINE CONVERSIONS: PURCHASES, CALLS OR SIGN-UPS
- Understanding the end goal of the video, as well as putting it in front of the right people on the relevant platforms.
- Offer effective Calls-to-Action (with contact information or external links to landing pages) which lead to conversions.
KPI 5 – SOCIAL MEDIA SHARES
(Particularly for LinkedIn, which is more suitable for B2B marketing)
- Introduce a product or service and promote its selling points to other businesses. This can be done with Product Videos.
- Bring wider meaning to the video than simply monetary value. Maybe social or ethical underpinnings which make the video worth sharing among a certain community or sector.
Work out a Cost Per Lead
and Cost Per Conversion
We use video data analysis to adjust our video strategy so that we’re better video marketers for your brand. A great way to do this is by working out the Cost Per Lead (CPL), or how much it costs to acquire a new prospect. By calculating this we can work out how much budget you need for future videos to maximise lead generation and save you money.
When comparing Cost Per Leads from previous periods, you will know how effective these changes have been. It also help us to work out how much time, money and resources to put into a video.
Just as important are Cost Per Conversions (CPC), which is how much it costs for a prospect to make a purchase or a sign up. It is important to work this out for the same reasons, but are only statistically relevant and actionable for a high volume of conversions.
It’s worth remembering that gathering and analysing this data only works for a long-term video marketing approach. But of course we’re more than happy to get started!
Contact us now to see where our video strategy can take your business