If you’re a content marketer managing a digital strategy at some point you will be tasked with creating a video plan that pulls valuable videos into a coherent marketing strategy that will need to increase your company’s visibility and generate new business revenue. Online video technology for pulling off feat must include capabilities and integrations that touch marketing automation and CRM systems. You will be focused on solving two main challenges:
What To Solve
Centralized Video Strategy: If you’re like many companies you have hundreds of videos across multiple platforms and videos are most likely not integrated with lead generation programs.
Standard Measurement Metrics: Measuring video performance by tracking individual video viewers will improve lead generation and nurturing activities.
How To Do It
Now that you know the two main challenges to solve, lets now talk about how to implement to solve the challenges. The first step is to centralize your video assets by uploading them to your video marketing platform. Your video hosting software will became the one central platform where videos will be hosted, organized, published and measured.
Part of the centralization exercise is to not only organize the assets on the backend but to also make videos accessible to marketing prospects and customers. There are a number of ways to do this, but a common way is to create a video portal or hub that enables a viewer to access a searchable video database with category and subcategory organization.
How To Know If You Are Successful
If the above is done correctly video should increase visibility and generate new business opportunities, but let’s break it down to fully understand it. Since you are now hosting a hub of all your video content, each video in your library is automatically associated with a unique search engine optimized video playback page. This makes it easy to reference and use videos in campaigns, while also increasing search engine ranking and discoverability.
Your marketing team most likely relies on marketing automation software for lead management. By connecting your MAP to your video marketing platform you can activate features that give you the tools for gating and embedding custom lead forms directly into videos. Lead and behavior data is sent to your MAP where it’s used to streamline lead nurturing and scoring. This same information can be made available to sales in their CRM.
Once you have deployed these two practices you will have in place a world-class video resource center and created a significant and measurable impact on new lead generation.
Additional tips for success:
- Lead With Video — Use video on your main web page, landing pages, and create a menu item in your main website navigation for your hub or video resource section.
- Tie Video To Revenue — Make sure your videos are connected to your ongoing lead generation programs so you can measure success.
- Make Managing Video Easy — Look for solutions that take the complexity out of video management so you can focus on bottom line objectives instead of hosting & organization.