Video in digital marketing, part 2: Adding video to your marketing mix
In our previous post, we took a look at the importance of understanding how your target audience views videos and the types of videos that are generally created. In part 2 we will focus on what you need to consider about fitting your video into your marketing mix.

Understand your marketing mix

If you are developing a marketing campaign, then ideally you have identified a few key things:
  • Who your audience is
  • What are your product/service’s unique benefits
  • Which various formats for communication you’re planning to use
Video is just one way of communicating, but it is not the only way. Even though video is working its way deeper into the fabric of business—even into the C-suite, according to Forbes—it needs to be thoughtfully applied. Consider the difference between two types of videos: one created for prospective customers in the exploration phase; another video target to qualified leads who are close to becoming customers. These two types of people might need wildly different information to be pushed into the next level of the sales funnel.

You might be thinking, “but couldn’t a good video accomplish movement for both the prospect and the lead?” It depends on the product, but in most cases probably not. Video is at its best working for you when it is specific and focused. If you are making a video because you “think it would be cool,” or “just because we need one,” then you are missing the mark.

You can’t—and shouldn’t—try to explain everything with a video. Let it serve as a complementary function to your other marketing pieces. Give it a SMART goal, and then adjust future videos based on the results.

Set goals for your video

Sometimes thinking of your goals can be tricky. One way of doing it is to consider the data you might get from the video, such as:
  • Number of views
  • View duration
  • Number of shares
  • Views by platform (devices, browsers)
  • Views by time of day
  • Views by site/social account
  • Clicks
After looking at a list like this, if should be clear that there are many ways to determine a KPI (key performance indicators) with video. Take the time to figure out what would be most beneficial and focus there.

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Find the right delivery

There is a lot to consider here. First, there are different platforms for hosting your video. YouTube is certainly the most popular, and it does come with some pretty impressive analytics that you can tap into. However, it also has overlays and ads that can take away from your video. (Although, you can use the annotation features to create calls-to-action.)

Vimeo is another option, which is popular for its ad-free promise and impressive quality. Creatives have the ability to sell videos through the platform, and it has some analytic functions to go with its modest pricing and impressive free plan.

TBH recommends Wistia for video hosting and sharing. It has the sharing and embedding options you would hope for, plus robust analytics. This high quality player allows admins to open videos for download, and user controls to modify the playbar colors for branding, add CTAs, and more. Pricing can get steep once you get past three videos, but if you are making video a key part of your marketing mix, it is a solid choice and smart investment.

Beyond the hosting service, you need to be aware of options for getting this video to your viewers. Will you be sharing via email, social, landing page, website homepage, or within reviews? There are many options, and you will likely chose more than one. In any case, knowing your plan is helpful to understanding the situation in which your audience will be consuming your video.

Do it right

There was a time when only large companies with excessive budgets could afford to create video specifically for marketing. Times have changed, and production costs have come down since the days of film. Still, there is a glaring difference between good and bad video production, and viewers know it when they see it. Use trusted reliable vendors and aim for quality.

Keep in mind that quality is not just a high-end camera or impressive visuals. The writing, the acting, the animation, the narration, the concepts, the sound, the editing—everything needs to be at a level worth showcasing.

Are you considering adding video to your marketing mix? TBH Creative works with clients every day to construct campaigns and marketing strategies that make the most of your content, including online video. Check out part 1 of this blog post.
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