Is your business thinking about video marketing? Here’s what you can expect from it when you go ahead.
1. Video analytics and attribution will take the lead
Data-driven marketing is all the rage, and new marketing technologies have made it possible to track the digital interactions of online audiences and measure the performance of marketing programs. This trend will continue in 2015 as marketers look to extract greater insights from their marketing systems to improve results.
As video becomes a more prominent part of the marketing mix, video analytics will become extremely important—and extremely valuable.
Modern video marketing platforms now offer the ability to track much more than just view counts. Marketers can gain insight into actual audience engagement and average drop-off rates for their videos, as well as how each video is contributing to lead generation and revenue.
2. Video has become a strategic tool for lead generation and qualification
Videos can easily become an active lead-generation tool. Adding an email gate to the start of your video or a lead collection form to the end allows you to create new, well-qualified leads who are interested in your content.
But what’s even more compelling is the use of video-viewing data to better score, segment, and qualify your leads.
By tracking video viewing activities of your prospects, you can gain better insight into who your hottest leads are and you can increase your conversion velocity, and as video becomes an increasingly important part of your website and content marketing programs, tracking video interactions will be critical.
3. The play button makes an amazing call to action
How do we know that audiences prefer video content over other formats? We have the data to prove it. Survey after survey supports it.
Some 65% of viewers watch more than three-quarters of a given video, according to Invodo. Any content marketer would be thrilled with that kind of readership for a piece of text. Moreover, more than 70% of marketing professionals report that video converts better than any other medium.
Video content is a surefire way to increase click-through and digital conversions rates, and marketeers are starting to take notice.
Simply put, the play button has become the strongest call to action on the internet.
4. Use of video analytics as part of marketing automation and CRM will increase
Although more than 70% of marketers report that video converts better than other content types, a lot less than this are actually using video analytics to enhance lead qualification and customer insights, in fact it’s almost as low as 10%.
As more marketers use video to attract and engage their audiences, they’ll quickly want to start collecting video analytics within their marketing automation and CRM platforms to turn data into results.
That step is critical to maximizing the value of video. It’s what gives you the comprehensive insight into how prospects interact with the brand across multiple channels throughout the buying journey, and it also enables them to start reporting on video’s impact on lead generation, pipeline development, and closed revenue.
5. YouTube will be a complement, not the focus
YouTube and Vimeo are great channels for distributing videos. They can help you increase your reach and attract new audiences. But they shouldn’t not be the only places you look to distribute your content.
To find out more about what video can bring to your business, email [email protected]