How To Double Your Marketing Return on Investment With Video
Video marketing is crushing it as a powerful advertising tool. The Internet is overcrowded with content options, and the attention span of the modern consumer is short. Good news is, a short video is worth tens of thousands of words.
So, how can you leverage video to double your marketing ROI.
First, Don’t Worry About Going Viral
Many businesses make the mistake of thinking that the only way to succeed with video marketing is by going viral, or that if a video doesn’t have ten thousand views, it’s failing.
Going viral is kind of like catching a unicorn.
Cool but unlikely.
That doesn’t mean that video marketing isn’t actively major improvements to your ROI. In fact, video now generates three times as many monthly visitors to a website as plain text posts.
Instead of developing something that appeals to everyone, they money is in producing video content that appeals to a very specific niche. (your audience).
Creating highly targeted messages based on who you want to do business with and their exact persona and interests, will be much more valuable for driving sales than a shotgun approach.
Position Your Videos To excite the prospects you actually want
Distribution is critical to the success of any type of video, so you’ve got to make your video available on YouTube and share it widely on social media.
However, don’t make the mistake of forgetting the point of the video, it’s inspiring qualified leads to reach out to you. Instead of relying on YouTube as the sole host of your video, create a dedicated page on your web site for it, because 65% of visitors will watch a video before reading text on a website.
When people click on the link through social media, they’ll be drawn to the landing page and encouraged to engage further with social CTAs, promotions of your blog, and other related material featured on the page.
Pay Close Attention To What Works Best
Ok, here’s a tough reality check. I have a lot of business owners who tell me, “I don’t watch those videos”, or “id’ rather read”, or “people don’t watch things at work”, or “People don’t buy on their phones”.
Those business owners may not be, but their prospects are and you might be letting your limiting beliefs get in the way of getting better customers and making more money.
The real key to actually getting the most ROI for your video marketing efforts is by paying close attention to your key performance indicators (KPIs). You could take this further by also paying attention to what works for your competitors.
To see just how much your different videos are contributing to your bottom line, track important video metrics like:
- How many videos leads consume
- Time on landing page
- Click through rates on web pages
- Which videos the converted leads are watching
- The percentage of viewers who watch the whole video
- The percentage of viewers who respond to your Call to action
Host on YouTube so you can use their super cool analytics, as well as track website behavior with Google Analytics.
Combining information from both sources can help you learn which types of videos resonate most with the customers you want more of so you can amplify them and cater to their preferences.
In today’s online marketing environment, it’s more or less essential for small and mid-sized businesses alike to make use of video marketing. But if you want to really get the most ROI for your video efforts, start with these great steps.