3 Video Marketing Measurements to Sharpen Your Strategy

3 video marketing measurements to boost your social media marketing strategy. From PMI, serving Reading PA, Philadelphia, Lancaster, York, Harrisburg, Allentown and beyond with marketing services to grow your business.Video marketing is becoming a key component of a smart social media marketing strategy – with good reason.  Between 2011 and 2012 video consumption increased by 38% – wow!  Forrester Research determined that the chance of getting a page one listing on Google increases 53 times with a video. That fact alone should inspire any online marketer make video marketing a real priority.

As with any type of marketing, it’s important to measure your results so as to get the most out of your campaign and to discover what works best. Typical measurements for a video campaign include the number of views, the number of thumbs up (or thumbs down) a video gets, and how many times a video is shared.  But are these the most useful metrics?

If you’re really interested in using video marketing to grow your business, there are three additional metrics to monitor: re-watches, engagement rate, and play rate.

Re-watches: The number of times a person re-watches part or all of your video

You can use this information to find your “hottest” leads.  This information can help you nurture leads with more highly targeted email lists and help you determine which potential customers a salesperson should call on first.

The number of video re-watches also provides valuable information about a customer that can be leveraged prior to a sales call.  By measuring which section(s) of the video a potential customer re-watched the most, you can determine what they found most interesting or relevant, and then adjust your sales presentation to address the specific pain points, features, or objections likely to be most important to that customer.

Engagement Rate – The percentage of the video watched.

This tells you how interested someone is in your company or message and how compelling your video is. Again, you can use this information to determine which leads are most interested and therefore most likely to buy, allowing you to focus on warmer leads.  An average video engagement rate can determine whether a particular video is holding the viewer’s attention or not, thereby allowing you to create more engaging and profitable videos in the future.

Play Rate – the percentage of people who play your video vs. land on your video link page

This measurement helps you determine if your title, thumbnail image, and description are enticing enough to get people to actually hit play.  The play rate can also help you determine which topics are most appealing to your audience.

Do You Have the Tools Needed to Properly Monitor Your Video Metrics?

Watching the right metrics from your video marketing campaign is the best way to keep your customers engaged, your marketing and sales teams successful, and your company growing. HubSpot’s online marketing technology provides an excellent system for monitoring and analyzing all your online metrics.

3 video marketing measurements to boost your social media marketing strategy. From PMI, serving Reading PA, Philadelphia, Lancaster, York, Harrisburg, Allentown and beyond with marketing services to grow your business.If you’d like help in developing a smart online or social media strategy complete with robust tracking and monitoring, then please contact us.

This post is based on an article by Kristen Craft – Get Beyond Views: 3 Metrics That’ll Help You Prove Video ROI. http://blog.hubspot.com/video-marketing-metrics-wistia-integration-hspr


Announcing Affordable Video Marketing for Small Business

The Power of Animated Videos

Video marketing, especially marketing using animated videos, has long been out of reach for many small businesses. That’s a shame, because animation tends to be both attention-getting and compelling when done well. It can range from words appearing on the screen synchronized to a voiceover, to full-motion animation of the sort seen on popular TV commercials. Videos are a great web marketing tool, and can easily be added to your website, or used with virtually any of your social media marketing assets, such as a company Facebook page or blog. But again, cost can be a barrier.

Affordable video marketing and video production services for Reading, PA, Berks County, Lancaster, York, Harrisburg, Allentown, Philadelphia, Pennsylvania, and beyond.Video Production Costs – Out of Reach for Small Business?

For example, competitive online pricing for a 1-2 minute animated video commercial, complete with voice over and background music, ranges from approximately $2500-$5000. Local pricing is often much higher. Again, prices like that tend to be out of reach for many small businesses.

A New, Low-Cost Video Option

That’s why we’ve come out with a new, affordable animated video marketing service. How affordable? Most videos will cost less than $1,000 for a 1-2 minute video, complete with animated graphics, background music, script writing, and voiceover. Admittedly, they are not as sophisticated as a $5,000 full-animation video, but they can be very effective nevertheless. Simplicity can be powerful.

For example, here’s a cost-effective video we recently produced for American Insuring Group. As with many of today’s TV commercials for car and life insurance, our video takes a light-hearted approach, and even features a cute mascot:

Uses for Longer Videos

Longer videos may be effective for explaining a full range of services. They can be added to a web page, or used for sales presentations, or at a kiosk while running in a loop to both inform and attract attention. Here’s one we did explaining our services:

Video Can Boost SEO

Finally, when considering video, keep in mind that video can be a great boost to your search engine optimization (SEO) results. In addition, videos are more likely to be shared via social media. Now that cost is less of an issue, this may be the right time to get started.

Is Now the Time to Consider Video Marketing for Your Business?

If you think a low-cost video marketing option may be right for your business, please contact us for more information. If you need more sophisticated video production services, we can also hook you up with capable providers in our network.

Video Tips to Supercharge Your Social Media Marketing

Overwhelmed with Content?

If you’re like me, you sometimes get a little overwhelmed with the sheer volume of online content coming at you from every direction. Blogs, emails, Facebook, Twitter, Google+ … it goes on and on. Sometimes I just want to shout, “Stop the noise and let me get back to my real life!”. There just isn’t enough time in a day to take it all in and still do your “real job” or engage in your “real life” these days.

Make it Count!

Guess what? If you feel like that, so do your customers. What does that mean for you as a business owner and marketer? It means that you better think about making your social media content count. Keep it real, keep it meaningful, keep it pithy. In other words, don’t waste your followers’ time; insted, make every page visit well worth their effort.

Break Through with Video

One great way to break through the content noise is to use video. So here are some tips for using video, courtesy of Pixability:

  • Video content is king, producing impressive results compared to other types of content. 87% of marketers are using video as their primary source of content.
  • Take advantage of YouTube for sharing your video, which is the second largest search engine.
  • Don’t insist on high quality production. Many big brands include simple employee demo videos and are achieving very good results, sometimes better than their more expensive, professional videos.
  • Put effort into marketing your video to ensure that more people view it.
  • Social media marketing and video are a great pair.

Here’s a Video to Prove My Point

Watch the video below, then decide what works better for you, reading the info above, or watching the video. You can do both, but I think you’ll agree the video is what really makes this post work.

Video is Easier to Take In

Let’s go back to the point about striving to make every piece of content worth your viewers’ time. Do you ever feel too exhausted or overworked to read another piece of content, even if you feel that it contains information you need to know? In those moments I find it MUCH easier and more pleasant to view a video. I’ll bet the same applies to you, and to your fans and followers, so if you haven’t done much with video, give it a try.

Need Help?

If you would like help developing a persuasive social media strategy for your business, please contact us.