Show, don’t tell. That is the simplest yet most powerful lesson a storyteller can learn. As marketers put more focus on content that tells a story, we need to remember that old writing adage–even though it’s much simpler said than done.
Fortunately, today’s marketers are using video to put the emphasis on showing. Video is the perfect format for quickly grabbing busy audiences’ attention. It allows strong storytelling in a short but memorable format that visitors can enjoy–and marketers can measure.
Grabbing the attention of potential customers much more important than ever in a world where purchasers do almost all of their own research online before ever before contacting a vendor. We have to cut through the noises and engage our potential customers with content that entertains, inspires, and educates them about what we do and who we are, including the culture in our companies.
Facts tell, but tales sell, as they say. There is not any better medium than video for storytelling.
Upwards until recently, most marketers have used video moderately as a way to enhance their website, but very few have committed to it strategically as a way to enhance the results of marketing and sales programs. That’s about to change.
This is what to expect from video marketing in 2015.
1. The play button will take middle stage as the most compelling call to action on the Web
Exactly how 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 audience for an item of text. Furthermore, more than 70% of marketing professionals report that video converts better than any other medium.
Video content is becoming a surefire way to increase click through rates and digital sales, and marketers are starting to take notice.
Basically put, the play button has become as the most compelling proactive approach on the Web.
2015 will be the year that video becomes a built-in part of email marketing, content marketing, social, SEO, and demand-generation programs, helping marketers improve their day-to-day results while increasing brand cast and boosting customer human relationships.
second . 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 particular 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 capability to much more than just view counts. Marketers can gain insight into real audience engagement and average drop-off rates for their videos, as well as how each video is surrounding to lead generation and revenue.
The days of view counts being the ultimate measure of success will soon be long gone, replaced by an understanding of who is viewing each video asset and how video is actually adding to advertising sales goals.
3. Video will become a strategic tool for lead generation and degree
Videos may easily become active lead-generation tools. Adding an email gate to the start of your video or a lead collection form to the conclusion lets you create new, well-qualified leads who are considering your content. That information can now be attached directly to contact records in marketing automation and CRM systems, providing a certified lead which can be tied again to actual engagement in your online content. Online marketers are already starting to take benefit of this ability, and we’ll see an uptick in utilization in 2015.
But what’s even more compelling is the use of video-viewing data to better score, section, 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 will increase your conversion speed. And as the value of you tube production increases both for your website and your content marketing programs, monitoring video interactions will be critical.
What’s even more powerful is that you can now track how long an individual actually remains engaged in a video, enabling you to treat a lead who watches only 10 secs differently from one who watches the video all the way to the finish.
Only video offers a reliable means of tracking actual engagement with content, and 2015 is the season that marketers will learn to use these insights to their adva
4. YouTube is a complement, not the focus
YouTube is a great channel for distributing videos. It can help you expand your reach and attract new audiences. But it must not be the only place you distribute your content, nor should it be the hosting platform for videos embedded on your own website and across other social networks.
Though Facebook offers a very affordable solution for video internet hosting, it lacks the tools you need to make video an integrated part of your digital brand and content marketing programs, and it doesn’t offer the data and tools you need to choose movie assets into valuable marketing tools.
In 2015, more marketers will realize the value of video as an element of their digital marketing and demand generation strategies, and they will come to understand that YouTube isn’t the best way to optimize results.
5. Use of video analytics as part of marketing automation and CRM will increase
Although more than 70% of marketers statement that video converts better than other content types, less than 10% are actually using video analytics to enhance lead qualification and customer insights. As more marketers use video to draw and engage their audiences, they’ll quickly want to begin collecting movie analytics within their marketing automation and CRM platforms to turn data into results.