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29Mar 2015

How to Build an Effective Video Campaign

Fact: Online video marketing is one of the fastest advertising segments in the world.
Here’s another fact, in a recent marketing study performed by BrightRoll (who were acquired by Yahoo for $640 Million in cash late last year) 25% of online marketers are in the opinion that it will be the fastest growing segment.
Other numbers support it as well, As shown in this chart, Online video ad spend is booming:

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There are many reasons online video is sought after by advertisers and marketers. More efficient measuring capabilities such as click through rates, conversion and completed views, and the brand uplift it offers including the price relative to TV. But the truth is that over half of the ad agencies respondents report that targeting capability is the most valuable aspect of digital video. That’s more than reach, price, format, creative reuse, and “other” benefits combined:

For all these great benefits that come with online video advertising, and the undeniable survey results across various ad agencies that validate video is an established leader in digital advertising with proven effectiveness, clearer success metrics to measure ROI and continued technological advancements to meet advertisers’ campaign goals, A question comes to mind: Rather than if a company should create a video campaign, but more how to create a successful video campaign? Here are a few steps to get you in the right direction:

1. Review Your Corporate Marketing Strategy – Before designing any marketing campaign, it’s important to review your company’s overall marketing, messaging, and lead generation strategy. Any video marketing strategies or campaigns that are developed should be a natural extension of your company’s overall marketing strategy.
2. Define Campaign Objectives – Determine and quantify the primary goal of your video marketing campaign. Is your goal to drive new customer leads, win back lost customers, or to identify additional revenue opportunities with existing customers? Quantify your success targets. For example, if your goal is new lead generation, quantify exactly how many new leads you want your campaign to generate.
Now that you have made sure your video marketing campaign is aligned with your company’s overall corporate marketing strategy and defined your campaign objectives it’s time to focus on designing your video marketing campaign.

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3. Develop Campaign Messaging – Developing relevant, targeted, and concise messaging will lay the foundation for your video marketing campaign. Determine your target audience, the main idea you want to convey, the key details to support your case, and the campaign call to action. Be concise, you’ll only have about 60 seconds to deliver your message before your target audience checks out. A 60 second video only has about 145 spoken words! Note: a must see pre roll is one thing, and it’s actually quite worth while to work with an ad agency that will tailor cater your every need through their web of connections with various publishers. Video ad networks such as MEME offer a variety of advantages by using their services such as: better targeting through a unique technology that allows them to create a perfect match between the advertiser content and needs and the right audience from the abundance of publishers and traffic that are in their reach. They also offer a remedy to one of the most troubling problems marketing executives face, by providing a transparent report on where exactly was the advertiser video published. But if you want to do a campaign In YouTube the 1st five seconds make all the difference (Read more about how to overcome the dreaded “Skip Ad” after 5 seconds) and in recent Facebook formats your time is even shorter and you have 15 seconds. for these types of campaigns consider the following: Nowadays everyone has ADD (check out this brilliant video daring you to watch all of it) . It’s getting more and more difficult to grab people’s attention. Conclusion: you must start strong.

4. Consider Video Production Options – Many people immediately think about scheduling an on-site shoot for their marketing video. Sometimes on-site shoots make perfect sense. However, there are other video production options such as using motion graphics or repurposing existing marketing assets into marketing videos that can be highly effective and less costly than an on-site video shoot. Be sure to consider all the risks, costs, and flexibility of the various production methods when determining which production approach will work best for a particular project. Some messages are better served with a presenter, some ideas are conveyed better through a nice and short animation. You will have to take into account both your message and your target audience, put yourself in their shoes and try to guess how exactly is your message better delivered.

5. Ensure Reliable Streaming across Web, Mobile & Social Channels – Make sure your video can be reliably streamed everywhere potential customers might view it, specifically across web, mobile, and social channels. You don’t want to make a video and then find out that your intended audience is having trouble viewing it (for example on an Apple mobile device). That means the file type and the resolution has to stream well across all platforms and devices.

Regarding ensuring streaming quality on all platforms and devices, It also relates to the previous 2. the messaging and the video production. These have to take into account where will the video be streamed. The device on which a consumer views video ads matters far more than mood or location—or even the content genre. According to July 2014 research, smartphones have the biggest influence on attention, followed by tablets and then PCs.

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6. Measure Results – Analyze and measure the success of your video marketing campaign. Analytics are a key part of every marketing campaign. Did you achieve your stated campaign goals? Be sure to monitor video analytics including the plays, time viewed, viewer engagement, traffic sources, and geographic location. As you learn more about your campaign and understand what works and what doesn’t, you will have ways to optimize it, such as moving your budget to a publisher or an ad network that brings you better results. the optimization of your marketing campaign should start as soon as you collect enough data to make solid conclusions. This data must be collected as early as the campaign is launched.

7. Drive Campaign Traffic – Create viewership for your marketing video by using email, PPC and social campaigns to drive traffic to your video landing page. Leverage your existing marketing channels to drive potential leads and customers to your video landing page. A stand alone marketing video will not produce the desired marketing results.

To sum up, Video is a great marketing tool that has the potential to dramatically increase leads and conversions for your company. Following all seven steps described will allow you to be sure that technically speaking, your video is a highly effective marketing tool that has reached its full potential. The creative part is the other half of making a good video campaign. If you lock both down, you are well on your way to have a successful video campaign.

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