Tips for the No. 1 Lead-Converting Content, Video

VideographerMarketers are getting this one right, says Joel Book, principal of marketing insights for the Salesforce Marketing Cloud. Video is the top conversion option for content marketing, he tweeted on Monday.

The Aberdeen Group research he cites states: “Video, at its heart, is about delivering informative and/or entertaining experiences. When marketers apply this mindset to their marketing efforts at large, they align themselves for success — seeing 27 percent higher clickthrough rates and 34 percent higher website conversion rates than their peers.”

Plus, in a Sept. 16 session Book presented at Dreamforce in San Francisco, Book showed how Volvo Construction Equipment North America made Facebook its top social media lead generator by using custom audiences that created lookalikes of its best customers (opens as a PDF).

So combining video and Facebook may really help marketers convert leads.

On Monday, Krystal Overmyer suggested three ways marketers could use a new tool from Facebook in their video marketing efforts. Her blog post on Content Standard by Skyword, “What Does Facebook’s New Video Hub Mean for Video Content Marketing,” gets into these options.

“Earlier this month,” Overmyer writes, “Facebook announced it would test a ‘dedicated place’ on Facebook where users can exclusively watch videos from friends, Pages they follow or other video publishers. Users will be able to discover, watch, and share videos … Other potential new features include suggested videos based on what you’ve just watched, the ability to watch videos in a floating window while you scroll through your news feed, and greater emphasis on immersive and 360-video formats.”

Here’s what Overmyer suggested marketers do with those expanded video marketing budgets:

  • Video Should Be a Top Priority. While she cites stats from USA Today showing 8 billion video views from 500 million Facebook users each day, comScore narrows the information down to the habits of nearly 200 million Americans who viewed videos on desktop computers in September. “Google Sites ranked as the top video content property, AOL, Inc. was the top video ad property and Disney/Maker Studios topped the list of YouTube partner channels,” comScore reported on Oct. 23.
  • One-Size-Fits-All Video Is Dead. YouTube should remain the home for long-form content, shorter videos need to be housed on Facebook and Instagram (she suggests 15 seconds), and Snapchat can host “ephemeral content,” writes Overmyer. In other words, don’t HootSuite video distribution. [Editor’s note: The post doesn’t mention real-time video, which Teradata CMO Lisa Arthur used here via Periscope during last month’s Breaking BIG conference.]
  • Use Immersive Video, Because It Will Become the Norm. What better way to demonstrate successful marketing than to mention an entity that almost needs no promotion in order to succeed? “Star Wars.”

How are marketers using video?

Please respond in the comments section below.

Heather Fletcher is senior content editor with Target Marketing.
Publish date: November 10, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT