Video Effectiveness

You already know that video is an effective way to make meaningful customer connections, 24/7, but when and where should you include it in your marketing tool bag?

Videos drive results, and with the analytics and reports available, marketers can track results to learn which videos close the most deals and which placements and platforms are responsible for the most revenue.

Here are four things to help your video ROI.

1. Short is Best. The average attention span of a Web user is about eight seconds. Since you have only seconds to gain their attention, and your audience will not stick around for more than three-minute tops. Keep all of your videos three minutes or less, ensure you grab their attention within the first 8 seconds, to ensure that you hold your audience, insure they are engaged with interesting visuals and have a strong call to action.

2. It Is Not About You. The story shouldn’t be about you. It should be about what you or your product does for others. If you sell software, your video message should be focused on how your product makes a life better or provides a specific benefit like, more money, more time or higher quality of life. Ultimately, tell the bigger, umbrella story for your brand, not about what you sell. Aim to build emotional appeal around a goal that is bigger than your company.

3. Niche The Viewer. Most important, you want to attract the right eyeballs. It’s more important to get attention of the correct viewers. Your audience should not be everybody on the planet. Focus on your niche market, and grab them with the very first 8 second sentence in your video. By making the first sentence really specific, you’ll filter out random viewers at the beginning, and you’ll know to follow up with those who make it all the way to the end of the video, as their strong attention spans are a clear sign of qualified interest.

4. Track. You may already know that video is an effective way to make meaningful customer connections, but when and how should you include it in your marketing mix?

Videos drive results, and with the analytics and reports available, marketers can track results to learn which videos close the most deals and which assets are responsible for the most revenue. Here are five lessons to help you boost your video ROI.