Why Should CMO of Computer Software Companies Invest More In Video Marketing?
While working with a client recently from the Computer Software industry, we received a query stating why they should invest more in videos? They specifically asked us to answer these 6 questions below:
What are the most common types of video used in our content marketing efforts today?
Just like any other content, your videos should be created with a very specific objective in mind. You can’t just create a video without a purpose and put it out there and expect great things to happen automatically.
If you’re looking for ways to increase lead conversion rate with videos, consider some of the following types of videos at demand generation or decision-making stage:
Explainer Videos: Are there difficult concepts in your industry? Is your product something completely new and unique? A simple video with your product promise that educates your audience can be very helpful.
Customer Testimonials: If you can get real people on video talking about their real experiences, it can build a lot of trust.
Demonstration/Product Walk Through Videos: Sometimes they need to see your product in action to understand how it really benefits them.
Personalized Videos: A video email message that is created for a specific prospect can do a lot to get them engaged with your brand.
Brand Videos: It is important to tell the viewer your “why”- your purpose of existence. A video that shows your brand values, mission, and vision.
The type of video basically depends on the customer’s buying cycle. As there are four stages in the buying cycle namely Awareness, Consideration, Decision & Retention. Now let’s see how content varies along different stages:
1. Awareness Stage:
The content under this stage should basically focus on creating awareness by educating (non-industry topics) or entertaining the prospects. At this stage, it’s not sure if the target audience is going through the problem that you are trying to solve. Some of the best example videos for this stage are:
Educational Video Series (Non-Industry):
Whether you’re teaching the best way to change a lightbulb or showing the steps of the explainer video production process; educational videos are great to retain your prospect’s attention. Educating your target audience on topics of interest outside your industry is covered under this stage.
Why? Because everybody likes to learn new things. And, during the awareness stage, your prospect is looking for answers, trying to identify their problems, and doing research. Your job right now is to give them the answers they need.
Educational videos are interesting and easily shareable, and they can be really fun too. A great way of making them fun is to create an animated video.
Example: Hub International
Interesting short pieces of content designed around areas of interest of customers. Use current technology topics in news and make the content around it with your perspective. Using entertainment content in social media creates a mass appeal.
Example: Hubspot Facebook Page:
2. Consideration Stage:
During the consideration stage, your prospects are now fully aware of their problems, and now they’re actively looking for solutions.
Educational Video Series (Industry Related)/Webinars:
Webinars and Educational Videos are one way to educate your audience about a solution to their problem. Educational videos prove that your brand is an expert in the industry, which then helps the buyer trust that you could have a solution to their problem.
These videos help companies share information that could be given in basically any format–a blog post, an ebook, or even a series of emails.
Example Hubspot Lead Scoring:
Educational Commercial Ads:
These video shorts highlight key industry related problems to the prospective customers to and create brand awareness. Since buyers at this stage are still researching and fact-finding, you can provide value by educating them on future industry challenges. These micro videos increase engagement on social media channels and act as customer entry to longer pieces of educational content published by the brand.
3. Decision Stage:
The final stage, the moment of truth. Right now, your customers will be making the purchase decision. How can you encourage them to give the final step in the right direction? (Which is, of course, choosing your product!)
Share About your Brand:
With an “About Us” video, you’ll get the chance to build real trust with your prospects, showing them the real people behind your brand.
A potential customer, in this stage, wants to feel like they really know the brand that they’re about to buy from. This is why you will show them the insights with a video
Product Explainer Videos:
An explainer video is the one that simplifies a complex concept and makes it interesting and easy to understand.
Basically, an explainer video introduces your brand and your product and lets your prospects know why they need you. And, what’s best, it does it all in just a few seconds: perfect to retain your audience’s attention.
Testimonials and Case Studies:
Testimonial Videos and Case Studies are the ones that will increase the confidence that your prospects have in your brand and product.
By connecting with your brand’s advocates, your prospects will find the validation they need to finally make the purchase.
But to be really effective, your testimonials have to be real. Forget the script, and let your real customers give their stories.
4. Retention Stage:
This is the stage after your customer is on board and the content should focus on after sale services and maximize ROI through repeat business. Some video examples that create a customer delight:
Thank you Videos:
Thanking your existing customers for choosing your products and services.
A personalized custom video for specific occasions like client’s anniversary.
Self-help videos for customers and educating them on your new features and updates.
Yes, video content is extremely powerful for your marketing campaign! But you have to use it wisely. This means, knowing your buyer’s journey very well, and the different types of video that work for all the stages of it.
For the awareness stage, deliver some useful data and make a great first impression.
For the consideration stage, information is key so your prospects can choose the best option for them.
For the decision stage, give your prospects that final reason to choose you!
And, last but not least, in the retention stage, go the extra mile and be thoughtful and thankful to your customers. And remind them why they must come back to your brand!
2. What are the video assets with the highest engagement? What insights can we glean from this?
Assuming that engagement is defined by likes, shares and also the number of seconds a viewer watches the video. Then typically, videos that are unbranded and focused towards educating and awareness get the highest engagement. So basically videos at awareness and consideration are the key to generate the highest engagement for your business. As per our analysis here is the breakdown of the content across stages:
- Awareness: 15%
- Consideration: 60%
- Demand Generation: 20%
- Retention: 5%
In our experience, it is because the viewer is more inclined towards learning and figuring things out for themselves. They are less likely to view the video if it has a lot of brand in it. They would consider such a video too sales oriented or pushy. Marketing is all about adding value to your people, when they see you understand their problems and have a solution for them, they start trusting you and loving you as a brand.
For example here is a video by HubSpot for awareness stage on AI which gathered 1M views, and let me tell you the maths of B2B:B2C – 1:10, that is 1 view of b2b is at least 10 times the view of b2c:
Another insight here is, the success of the campaign will also depend on the creative- almost 70% of it! It is also important to note that the initial 5 seconds of the video will decide if the viewer wants to continue watching it. Therefore, as creatives, we aim to keep the viewers engaged especially for the initial few seconds.
3. What are the most innovative uses of video that you’ve seen across social and other channels?
Great question. Videos tend to get remembered for longer if they are innovative and also convey the message. Please see some examples below:
Levi’s– They gamified the entire concept for their CSR activity. People received the messaging and became an active part of the campaign that also helped generate sales.
Geico commercials are also an innovative in the sense that they use their character in all their commercials. The character is funny, friendly, and makes the viewers want to see the whole video. Additionally, these use the Geico character in other outreach communications adding to relatability and also saving costs.
IBM combined decision stage content with a brand recall content and picked out each industry that they help. They imparted education, build trust and also encouraged thought leadership through their videos.
A great example of the Apple Ad. Microsoft sunk in 500 Million dollars on an awareness campaign for Vista at a time when the product wasn’t ready to be shipped. The campaign was so effective that the users rushed into download the untested release and faced serious issues with performance and compatibility. This caused a huge backlash in the Microsoft community.Apple took this opportunity with both their hands and created a series of Vista bashing spots called ‘Get a Mac’. The series featured actor Justin Long dressed up like a young Steve Jobs (Reminding that a mac is ageless) and John Hodgkin pale, pudgy and with glasses (Like a tiring Bill Gates).
In a recent experiment by HubSpot, they shared the strategy behind how they got 20X views than their average view rate.
Different Video Topics:
Create topics that your audience would respond well to and creatively present them to the audience in such a way that makes sense for your audience and the world. As a result, Hubspot could reach 1 million views instead of an average of 50,000 per month.
By using different video topics see how the engagement changed:
Analyze your Facebook audience insights and learn about how they are spending the time instead of only using Facebook as a means to promote what you are doing. Creating video content for your audience specifically helps you get results.
Different Video Design Devices:
Serve up the videos to your audience how they want to see them. Use different tools and devices to make the viewing easier. Experiment with the designs, use title bars, subtitles, different animation styles, innovative call to action etc.
Different Video Sizes:
Experiment with different video size and formats to improve engagement and viewership. Square video (1:1) generally outperforms the landscape (16:9) in both views and engagement. Since the odds are that most of your Facebook fans will access your content on mobile devices, filming videos in a square aspect ratio will most likely drive more engagement and more video views for your content on the platform. But, if you’re specifically targeting desktop users for a campaign or ad, landscape videos might be a better choice.
4. How productive are video assets in driving shares in social?
Here are some facts to answer this question:
- Video marketing has taken the social media world by storm.
- People watch more than 100 million hours of video on Facebook.
- YouTube brings in nearly 4,950,000,000 video views daily.
- Snapchat alone fuels more than 10 billion video views every single day!
No doubt the productivity of the video is highest as compared to other forms of contents like images, text etc. Videos help to engage the audience in an effective manner and make a lasting impact than the other forms.
In the past 30 days, the average reach on our Facebook video posts is 2.7x higher and engagement 1.9x higher than our non-video posts. We’re seeing similar results on Twitter and Instagram as well with video driving a smaller, but still notable increase in reach and engagement. (Source: Buffer App)
First, we need to understand why video marketing is valuable?
People spend lots of hours watching the video each day and video marketing can help you drive brand growth and ROI.
Here are some insights of video studies:
- YouTube reaches more 16-49 years old than any broadcast TV and that too with just mobile traffic.
- After watching a video 65% of users are more likely to purchase a product.
- Conversions may increase by as much as 70% with a video on a landing page.
- Visitors spend more time on a website if it has videos.
- 80% of users recall a video ad for 30 days. 50% of them took some sort of action after viewing an ad. Up to 15% of them made a purchase.
- Videos that are 15 seconds or shorter are shared more than any other length video.
If you see the image below video in the awareness stage has generated 6 times more engagement than static banner image and 2 times more engagement than video in the decision-making stage:
In order to capture your audience’s attention enough to share a video post, the number one question to ask yourself is “What will be the driving force that will make people want to pass it on?” Is this video helpful to others? Is it making the sharer feel experimental, innovative or tech savvy? Will it make the viewer laugh out loud? Does it have a “wow” factor?
Social media is a valuable tool for promoting content. It’s the best idea of spreading information to your customers and followers. The true value that social media provides is the ability to reach out to people beyond your current customer base.
Almost all the social media platforms leverage the power of video and now it’s a well-known fact that each of these platforms works differently with video.
To master in video marketing and social media strategies, it is very important for you to know the nuts and bolts of each site individually.
Hub International Uber Crime:
With this video, we generated 100k impressions with just $100 investment in each platform i.e Facebook, Twitter, and LinkedIn.
How Long Should Your Videos Be? Ideal Lengths for Facebook, Instagram, Twitter, and YouTube
Here’s a quick guide about Facebook YouTube & Twitter video platforms:
Think what makes you share a video? Was it the feel, content or any particular reason or it was the Facebook metrics that got that video on your timeline.
How you can get most out of the Facebook:
- Use “square” or 1:1 format. Studies show 1:1 outperforms landscape videos by 30-35%
- Write a compelling headline for your Facebook Live sessions to attract more viewers
- Add captions to your video! 85% of videos are viewed on Facebook without sound
Uploading and optimizing social video to YouTube allows you to seamlessly embed videos across your website while also creating content that is discoverable on Google and other search engines.
- Add captions to your video! YouTube videos may see 40% more views with captions/subtitles.
- Use robust video descriptions and tagging in addition to metadata to help with SEO rankings.
- Spend some time picking the right keywords to unlock major channel growth and video views.
Twitter is continuously innovating its platform and bringing new ways for brands to share their video contents. Did you know that 82% of Twitter users watch social video content on Twitter and that an additional 41% of them say that Twitter is a “great place” to discover educational video content? For Twitter videos, here’s a quick cheat sheet for making the most of them:
- Humanize your videos. Videos showing people in the first moments are 2x more like to be viewed.
- Tell a story. Videos that have a clear beginning, middle, and end can increase viewership.
- Videos that simply aim to entertain your audience can lead to a 15% higher intent to share.
5. How productive are the video assets as a category in terms of generating lead conversions?
(Answer source: Vidyard)
Videos are more than a content, not only do they deliver the message but also creates trust and confidence among the viewers. As marketing analytics technology begins to catch up with creativity, videos are among the top preferred toolkit for marketers to create awareness and conversions. Marketers who use video for lead generation see 19% lower cost per lead than those who don’t, according to Aberdeen.
In today’s world the customer does an extensive research before buying the product, gone are the days of salespeople making the first impression of physical communication, by the time your customer call you, they are 57% certain of the decision they wish to make.
Two Approaches to Video Lead Generation:
You’re convinced that video helps to generate more leads, but how does it actually work?
In any lead gen scenario, you are asking for a contact’s information in exchange for something valuable. You might provide them with an informative white paper, an engaging webinar, or an invitation to your event. Either way, you know that in order to be kept behind a gate, the offering must be valuable enough to exchange that information.
These two types are known as the direct and indirect method. They are differentiated based on offerings.
In the direct method, the video is the valuable offering. You might have a webinar, an interview with a highly sought-after thought leader, or an early release demo on a new product. Whatever the actual video, it is of great enough worth to be the sole offering in exchange for a contact’s information. If you are using video hosting tools like Vidyard you can use 2 methods to capture leads:
A pre-roll lead capture involves a full form or email gate immediately after the viewer clicks play (like the Act-On example above). This is generally used when the value is very clear to the viewer before watching any of the content. It is exclusive to the direct method.
A teaser lead capture is when you show a clip of the content and then offer an in-video email gate or full form. You’d want to use this one when the value is more easily explained by seeing a brief portion of the content first. You might use it in a webinar after the speaker introduces the topic and agenda, for example. It’s also exclusive to the direct method.
The indirect method, on the other hand, involves using a video to encourage additional lead generation from some source other than the video itself. You might use a campaign video on a landing page for a guide, or a teaser video to promote your upcoming event. The lead gen opportunity comes after the video is viewed and the video is used to pique interest and encourage action on that next step.
This is a full form or CTA button after the video finishes playing. It’s generally used to encourage the viewer to take further action, like sign up for a demo or register for an event. As a result, it’s really an indirect method.
A parallel lead capture is when a form is shown beside the video as the video continues to roll. This is most commonly used when offering something in parallel to the video content, but the form being filled out isn’t imperative for the video to continue playing. For example, you might mention a guide or a demo part way through a video and want to have a way for people to access it. This is more generally used with the indirect method since the video continues to roll.
A redirect involves simply redirecting the viewer to another area of a landing page — or an entirely different page — to complete the next action. We often use this in our campaign promotion videos that then redirect to the form below the fold to download the guide. This is definitely used with the indirect method.
Please refer to this PDF for more details on lead generation through videos:
While having your video on YouTube is a great way to build your subscriber base but its not sufficient. Hosting videos on your platforms yourself gives you freedom of using every marketing channel and maximum value.
Own website: Using videos on your own website increases your SEO ratings by adding the video to the sitemap. This will deliver more information to visitors in less time, decrease the bounce rate and increase the stay time of your viewer.
Landing Pages: Using videos on your landing pages increases the length of time people stay on your website and gives your brand message time to sink in. Basically using videos on your landing page increases the conversion rate by 70%.
People want to know all there is to know about the products and services they’re looking to purchase. By giving audiences a more detailed perspective of your product with videos, you will earn more conversions for your business.
You are 53% more likely to show up on top of Google search if you have video embedded in your website as it enhances the search engine rankings which further increase conversions.
Just to add one more point, videos engages and converts even the laziest buyers.
Some additional points that would help:
- Add a call to action to your videos either at the end of in between.
- Try different short and long versions of the videos.
- Use directional tools to point out the viewers to your website or the desired landing page.
- Content reuse: Add your video to YouTube and optimize it for SEO. It’s been suggested that video is 52 times more likely to show up on page one of Google than a text article
- Use videos in Email Campaigns.
- Multi-channel engagement approach is effective.
- Videos can be used as an entry point to other channels.
We did this product video which went viral on the social media crossing 1.5 million views with a very good conversion rate.
6. Which stages of the buying journey are most applicable for video content?
Videos are applicable for all the 4 stages of the buying journey, but almost 75% of the video content is produced at awareness (15%) & consideration (60%) stage.
Consideration Stage: At this stage, the audience has realized the problem and are looking for a solution. The content at this stage should help the prospective customer to find the right solution and with the intention of establishing yourself as a market leader.
Create video content consistently around topics covering problem statements to win customers. How to videos, Webinar & Educational videos are preferred videos for tis stage. You can create combinations of problems across different industries you are serving or if you already have clarity on the same, just convert the best performing content into videos for more engagement.
The awareness stage is also important as it helps widen the marketing funnel. The videos in this stage play a great role in the top of the funnel marketing.
As the business is not only limited to the transactions but also to the long-lasting relationships that you are going to build with your customers. This relationship starts even before the prospects buy from you.
This is the stage where the prospects get acknowledge of their daily challenges. This is the stage where your business you have the opportunity to lend a helping hand and educate your presence about how you can solve their problem.
Top of funnel content is a healthy mix of education, hospitality, and entertainment.
In this stage, treat your audience as a guest and you will be successful at breaking the ice and start the interaction process. This is the reason it’s a really important stage of the buyer’s journey content marketing.
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