Guest post by David Murray, program chairman, Strategic Video Awards
This article originally appeared on The SmartVideo Blog as Measuring True Financial Impact of Online Video Advertising posted by James Dicso on April 27, 2012, and is republished here through a content partnership with SundaySky
This article originally appeared on The SmartVideo Blog as 5 Rookie Mistakes When Investing In Business Video Initiatives posted by Shmulik Weller on April 17, 2012.
- Video production and distribution without attaching measurable business value. Creating and posting videos is not enough. Make sure they are measured and optimized to your business needs. For example, if you wish for your videos to increase your site stickiness and the number of repeat visits, make sure your videos refresh frequently to make it enticing for viewers to return and find out what’s new. Measure performance with each refresh. Or perhaps you would like for videos to drive higher conversion rates, in which case you need to establish a control group to measure the overall effect of video on your target metrics.
- Selective placement of videos. What’s the point in investing in such a rich asset if it is not going to be prominently featured in your online presence? For example, if your play buttons and your video calls-to-action are big and clear, you will see greater click-to-play rates and hence more significant impact. In many cases only small percentage (single digit) of visitors actually watch the videos. Aim for at least 25% of unique users to play your videos.
- Static videos. The Web is a dynamic medium where content is ever-changing. Your video content and creative should be ever-changing and be continually updated, too. Videos should feature the latest products, news, deals and offerings. Low video count and static videos that do not update over time quickly become a ghost town on your site. This is not the innovator message you want to send to your customers. See example below.
- Use of generic video content. One-size-fits-all content is less effective, than personalization, particularly when it comes to engaging with your prospects and customers. Personalized video takes your engagement strategies to another level.
- DIY. Online video, and especially online video for business, requires unique expertise (vs. traditional video production). Tap into online video experts who can help you not only strategize, but also navigate the nuances around what works and doesn’t work, how to make it dynamic and continually optimize it to deliver desired business outcomes, how to ensure usage. Clearly someone with domain experience can share best practices and help you achieve your goals, and execute on your video strategy. These questions are key to a successful business video deployment.