Starting out with inbound video marketing can seem daunting, but when you break it down into easily manageable pieces, it becomes a lot less scary. Lucky for you, we’re answering some of your most burning video marketing questions and breaking it down for you. Need to know how to determine what will resonate best with your audience, how to prove ROI, or how to ensure your campaign will further your marketing and sales goals? Read on!
How can I prove ROI with video marketing?
So, you know video marketing is effective, but how do you prove that your campaign was successful and yielded high ROI? Here are some good metrics to keep an eye on that can prove the success of your efforts:
- Engagement on social media
- Lead scoring results from video marketing campaigns
- Conversion rates
- Number of leads the video or set of videos generated
What types of video marketing campaigns will best engage, nurture and convert my targeted audience?
This is one of those questions that merits the dreaded “it depends” answer. In order to establish what will yield the best-performing video campaign for your business, you need to have a grip on what your audience is looking for and what their pain points are. You also need to know how they got to your website, and have a relative idea of where they are located in the buyer’s journey. Define what they are interested in. How much time do they have to engage with your content? Where will they likely find your videos (via email, social media, organic search, etc.)? If you have all of this information, you will have a much stronger base on which to build a video marketing campaign.
If you still need help with the perfect type of video marketing campaign will work best for your business, take a look at this video as Tim Schmoyer as he lays out five styles of video marketing that work for any business:
Can I create an inbound video that will impact both sales and marketing goals?
Of course, you can! How you produce an efficient sales and marketing video will depend on what type of video you are looking to produce and how you plan to use it. Are you looking to affirm your company’s track record, increase brand awareness, and/or establish your capabilities? Maybe a testimonial video would be helpful. Do you need to increase lead generation? Perhaps you would be well served by video that will encourage word-of-mouth marketing, and establish community engagement on social media.
To get the most video bang for your buck, you’ve got to bring together information from both your sales and marketing teams. Video content needs to be beneficial for both departments. So you will need to establish regular marketing and sales meetings to keep this on track. Leverage sales and marketing insights to inform your campaign strategy and further your business goals. From your marketing team, you’ll need insights gleaned from buyer personas, content audits, web analytics and research development. From your sales team, it will be helpful to gather customer feedback, current and past customers, and sales communications. This process will be a lot easier if you’re using an all-in-one customer relationship management, such as HubSpot, which will allow you to keep buyer persona insights, contact information, and communications, all in one location that all your teams can access. In fact, check out our In-Sites video that explains and highlights the convergence of marketing and sales especially within businesses today:
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