Thank you so much to Patty Cisco of Marketing Essentials for Guest Blogging. We're so excited to be able to feature her expert advice!
“As a CMO, I’m
thinking about adding video to my digital strategy. How do I justify the investment to my CFO?”
This is a common question I often hear often from CMOs, VPs
and Directors of Marketing as they navigate how to achieve great results from
their digital marketing strategy. In
fact, 93 percent of marketing professionals are currently using online video as
part of their marketing mix and 82 percent of marketers feel that video
marketing has had a positive impact on their business. So what’s the magic?
Understand the Value
of Videos
Online videos are a quick and powerful form of content to
meet people’s need for information, engagement and entertainment. Consider your own online experience. I know I am much more likely to watch a brief
video to capture the information I seek versus read the information on a web
page.
If ROI is the game changer on whether you utilize video then
you will definitely want to consider these 8 Bottom
Line Metrics that demonstrate the revenue value of videos to your digital
marketing strategy.
What’s the Answer to
Effective Videos?
When incorporating online video into your digital marketing
strategy consider the following 3 secrets to ensure positive results:
- Use
High-Quality Content. You have five
to eight seconds to make an impression and keep viewers engaged. Make sure the content speaks to your
audience; focus on their pain points and needs.
Humanize your company with authentic and helpful information.
- Goals & Measurement. You should have 2 goals with video. One is to get the viewer to take some form of
action as a result of watching the video, and the second is to measure the
effectiveness of the video. Establish
appropriate tracking tools for measurement and analysis of your results.
- Multi Media
Use. When planning the production of
your video, consider the various avenues the video can be used, for example
your website, social channels and email marketing. Also ensure that your video will render
properly on mobile devices, tables and on most browsers. Considering these factors at the onset of
your project will ensure not only a greater return of your investment, but also
great reach of your message.
Whether you are a manufacturer
communicating how your product will meet a supplier’s needs, or a financial
institution educating customers how to budget, or maybe a healthcare provider
focusing on patient retention, videos play a key role in conveying your value
to potential or existing customers. Therefore my answer to the question is video
is a definite must for every business today!
I’d be remiss of course if I didn’t encourage you to contact Marketing Essentials to help ensure that
your business gets found, gets leads and drives revenue by using video.
Quick Tip– Before now, video was considered an expensive asset only
larger companies with deep pockets could afford. Today quality video production costs are
affordable. And don’t be remiss to
consider user-generated webcam and smartphone videos if its audience
appropriate. The most important point to
remember about videos is that the message is what matters most.
