At the ReelSEO Video Marketing Summit, the panel "Beyond Awareness to Advocacy – Optimizing Video Throughout the Customer Life Cycle" was moderated by our own Mark Robertson and included Rob Ciampa from Pixability, Stuart Barnes from Brightcove, Linda Crowe of Oracle, and Tony Kyberd of SundaySky. This panel was about how to use video marketing to engage deeper with customers and what brands should look for when measuring their success. Is it views? Is it driving people to the website? Maybe building an e-mail database? Whatever the case may be, you want to get customers to become brand advocates, helping you spread the word.
Oracle's Use of Video Marketing Across the Customer Lifecycle
Linda Crowe of Oracle (a Brightcove customer and client) talked about the customer life cycle, which is made up of these parts:
- Receive the Product
- Use the Product
- Maintain the Product
- Recommend the Product
Parts 1-4 are the Buying process, parts 5-8 are the Ownership process.
Crowe said Oracle's main concern with video is, how do people find that video, and how do they drive audiences back to the website? Because when you want to engage with viewers, you'd like that to happen on your own website. Engaging with people on "third-party" social media or YouTube is still valuable, but the ultimate goal is to get them to your website.
Have a clear video content strategy
Once you get them there, how do you keep them engaged and watching more content? In a running theme from the Summit, "having a clear content strategy" was a big talking point. Under that heading, content strategy means:
- Who Am I Talking To?
- What Is Their Business Problem or Unmet Need?
- What Helpful, Actionable Information Do I Have to Share?
- What is My 'Tagline," or 'One Big Idea?'
- What Is Success?
- What Are the KPIs?
Crowe talks about companies needing to be brave and bold in telling their story in the early phases of the life cycle. Audiences start wanting to know more about the product as they become engaged, so you can start getting more technical about the product later. The important thing is to tell an engaging story first, then engaged customers will stay around longer than 3 minutes to hear more. But always know where you are in the consumer life cycle and approach them accordingly.
Plan for scale and redundancy
Crowe lists the following things to consider when planning for this aspect:
- Asset Management
- Storage Space
- Distribution Strategy
As far as distribution strategy goes, Crowe emphasizes "syndication" over "re-hosting," meaning, it's best to have your content in select places than all over the internet, because it's easier for analytics.
Expert Tips for Video Marketing That Goes Beyond Awareness
Then it was time for the panel to weigh in. Some highlights (some of these are edited down and paraphrased):
Rob Ciampa: The biggest problem we're seeing is brands repurposing content on YouTube. There's an aversion to creating long-form content on YouTube. It doesn't mean create a 5-minute ad out of a 30-second ad, because people won't watch that. How about make a "how-to" video if you have a product? We've seen 5-10 minute videos frequently outperform 30-second ads.
Tony Kyberd: We believe personalization is retaking video from awareness to action. While it's easy to measure video in the acquisition part of the cycle, it can measure the behavior of clients during the engagement part of the cycle. You're going to see video become more accountable through all phases of client engagement.
Stuart Barnes: We're seeing a lot more people integrate calls-to-action widgets into their content. As far as advocacy goes, we're seeing great things with social media. From a retention and loyalty standpoint, we're seeing people develop video-based apps, and we're seeing there's a lot more engagement on apps compared to web experiences.
The panel talked about a ton of various KPI (Key Performance Indicators) measurements. The ultimate takeaway from that is really just to know what you want with video going in to the process, and measure what's important to you: people visiting the website, people calling the call center, asking for a newsletter, drive sales, etc.
"I think there is a 'view addiction' out there. We see businesses buy views all the time, and they call to ask why nothing has happened with their business even though they have tons of views on a video. Obviously, we're looking more for engagement."