The use of videos as part of your marketing effort can be very effective. What are...

The use of videos as part of your marketing effort can be very effective. What are 3 key strategies you need to include to ensure the successful use of video in your overall marketing plan?

Expert Solution

Video marketing is the talk of the town in digital marketing right now and rightly so. An effective video strategy has proven to drive higher engagement rates on social media, higher conversions rates in ecommerce and increased brand awareness online via YouTube video ads.

1: Establish your goals- Firstly, you need to establish the “why” of your video marketing effort. This will be the foundation from which you build your video strategy. Determine between 1-3 specific goals you want to achieve with your video campaigns. Perhaps you would like to improve the click through rate of your ads online? Or you are seeking to increase the amount of foot traffic to your physical store? Maybe you want to use video SEO to improve how you rank organically within the search results? It is important to set appropriate goals and KPIs so you can measure them later and gauge the success of your video campaigns.

2: Identify your content requirements

This steps requires some self-reflection. How much decent video content do you already have? And what gaps or opportunities do you have within video? Carefully consider your user journey during this step: are you meeting the needs of your consumer at each milestone along their journey with your brand? Take note, if you are not offering the content your buyers need at the right moment, chances are they will be on to the next competitor without a second thought for you. So what questions do they need answering, and do you currently have the content to support those micro-moments?

3: Explore all opportunities

Based on the data and information you gathered in Step 2, decipher which type of video will fulfill each gap to maintain that relationship with your consumer. Maybe it is a “How to” video, a video testimonial, webinar or product demo. Link each video in your funnel to the goals and KPIs discussed in Step 1 to ensure all the elements of your campaign tie together.

4: Understanding your channels

Each channel will deliver upon different goals, so understanding what each channel has to offer is vital to your success. For example, Facebook video will help to increase brand awareness and engagement on the social platform; however, YouTube acts as a huge signal to Google in terms of video SEO.

YouTube YouTube offers several different types of video ads. For the purpose of this article, we are going to look at YouTube Trueview ads and Google Preferred.
Trueview Trueview ads are built on the premise that an advertiser will only pay for an ad if the user chooses to watch the video. So you know you are getting a more qualified audience, because they haven’t skipped the ad. These are especially good ads to run to capture the mid-to-low funnel customer who is trying to make final decisions about your brand. Imagine you are a travel brand and a consumer has been considering your destination over your competitors. You video highlighting how epic the surf is in your destination could be the push the consumer needed to book in your location.
Google Preferred Brands that select Google Preferred can choose from 12 packages of categories, such as fashion or beauty, and share their message alongside some of the most engaging content on YouTube. In this program, brands get access to the top 5% of content on YouTube.
Facebook As the title of this article suggests, Facebook is blowing up right now with video and mainly due to their CPM based model of video advertising.
CPM CPM video advertising on Facebook is based on impressions, meaning your video starts to play as soon as the users scrolls to it in their newsfeed. Presuming you have a compelling first 5 seconds of your video, this is a huge opportunity to capture the interest of new customers
CPC The CPC video advertising model on Facebook means you pay if a user actually clicks on your video to play the content. This will serve a different type of user, who is much more qualified, and is more likely to meet your conversion goals.

4: Targeting- Both YouTube and Facebook offer sophisticated targeting. YouTube has everything that the mighty Google has to offer in terms of data on customers, and Facebook brags an enormous amount of interest-based information.

5. Viewing behavior- You can learn a lot about your audience by their viewing behavior, and luckily for marketers, video comes with an enormous amount of data. You can track how much video a viewer watches, where they skip the video and what they re-watch. You can understand which topics they enjoy the most and which videos are flops. This data can become apart of your measurements for success.

Rahul Sunny answered 1 year ago

Question 15 0.5pts Effective marketing should begin with: a. an effort to persuade unwilling customers to...

Question 15 0.5pts Effective marketing should begin with: a. an effort to persuade unwilling customers to buy the firm's products. b. potential customer needs. c. a decision about what the firm can produce efficiently. d. evaluation of the environmental impact of production. e. determining the marketing costs. Question 16 0.5 pts Exchange between producers and consumers is more difficult in an advanced A separation in time, information and values B discrepancies in quantity. C spatial separation. D discrepancies in assortment....

Is there any idea of the marketing effort of Biltmore Estate? What is the marketing efforts...

Is there any idea of the marketing effort of Biltmore Estate? What is the marketing efforts of Biltmore Estate?

As part of their ongoing marketing effort, FuninSun Co. collects a variety of statistics about their...

As part of their ongoing marketing effort, FuninSun Co. collects a variety of statistics about their children. The database includes the following data: Child’s academic category: {pre-K, K, grade 1-3, grade 4-5} Child’s dismissal time. Child’s year of birth. Child’s favored snack {fruits, cereals, crackers} Child’s household annual salary. (in USD) Child’s weight and height on the enrollment day, approximated to 1 decimal. Child’s type of enrollment: {8am to 3pm, 8am to 5pm} Child’s Preferred room temperature (in...

What approach does your employer use to discipline its employees? Is it effective?

how can you use communication to be most effective to your patients. 1. How would you...

how can you use communication to be most effective to your patients. 1. How would you respond appropriately to patients with abnormal behavior patterns( depression, anxiety, aggression)? 2. How would you provide support to a terminally ill patient? What are the stages of grief that they maybe experiencing? 3. How would you assist the patient in navigating issues and concerns that may arise with insurance policy information, medical bills and physician orders.

Discuss your ability to use specialized audit tools including sampling methods. Can you be an effective...

Discuss your ability to use specialized audit tools including sampling methods. Can you be an effective auditor without using these tools when auditing transaction cycles such as the Revenue Cycle? Explain.

1. What is Coca Cola's Marketing Strategy? The marketing strategy may be very specific, especially if...

1. What is Coca Cola's Marketing Strategy? The marketing strategy may be very specific, especially if the plan pertains to, for example, a staple product in a familiar market, or it may be somewhat open to varied possibilities, such as when the firm plans to enter a new market with an innovative product. 2. What is Coca Cola's Financial Projections? On the basis of the knowledge already obtained, the marketing plan should provide possible developments and return on the marketing...

You can use graphs or diagrams as part of answer, to illustrate your argument or particular...

You can use graphs or diagrams as part of answer, to illustrate your argument or particular concept. Imagine a case of reverse evolution – an animal evolved water-breathing from an air-breathing ancestor. Design the gas transport cascade for such an imaginary vertebrate taxon, which breathes water, can support O2 consumption rate of at least 50 mlO2/kg/min. You do NOT need to concern yourself with HOW this beastly transformation occurred, but you DO need to make sure that EACH STEP of...

create procedures you can use as a bookkeeper as part of your duties related to payroll....

create procedures you can use as a bookkeeper as part of your duties related to payroll. include the following points: Enter employee pay records. Process payroll. Reconcile payroll. Update payroll records. Payroll enquiries. End of quarter. End of financial year. Back-up. Complete payroll component of BAS.

Part I: How have you noticed marketing has changed over time? Please use examples. Part II: What...

Part I: How have you noticed marketing has changed over time? Please use examples. Part II: What are some strategies that marketers can use to determine price? Which method do you think is the most useful? Why?

Question