Improving ROI: Video Marketing Campaigns
Covered in this post—
Defining ROI in Video Marketing
Tips For Maximizing Video Marketing ROI
Optimize Video Content
Improving Video Marketing ROI
You’ve invested in professional-level video content for your marketing campaigns – now what? From a marketing perspective, there has to be a return on investment. That might sound like the first page out of a Marketing 101 textbook, but it is much easier said than done.
Converting clicks and views into customers isn’t always easy, but it is an essential component of the process, and analyzing viewer trends can help you get the most out of your content, now and in the future.
Think of the video marketing campaign like a recipe. The video content may be the star of the dish, but there are a number of factors that can either create a gourmet meal or have you ordering Door Dash for dinner. By working closely with your video production team, you can improve your ability to connect with your target audience and put out a product that has them coming back for more.
At Mark Campbell Productions, your success is our success. We work hard to put all of the right pieces in place and produce professional-level video content that resonates with your audience. ROI is a top priority throughout the entire process and helps us tell your story more effectively.
Defining ROI in Video Marketing
Let’s get back to the basics before we jump into a few tips to help you maximize your video marketing campaign ROI. For now, let’s stick with the recipe analogy to keep things simple.
Much like a recipe, a video marketing campaign is a combination of several ingredients that are put together for a desired outcome. Just as the chef is perfecting recipes to get more reservations, marketing teams are constantly managing and monitoring the campaign to get more conversions.
While conversions may be the end goal, several key performance indicators (KPIs) can make it easier to perfect the message, connect with a wider audience, and improve the likelihood that views will lead to paying customers.
KPIs will vary depending on the marketing team, but the top three are consistently:
Views
Engagement
Click-through rate
Again, this shouldn’t be a surprise. What is interesting is that over 90% of marketers believe that video marketing has a positive impact on sales, yet 1 in 10 do not track ROI at all. Regardless of where you fall within this spectrum, having tools – and a plan – in place before the footage starts rolling will help you improve.
5 Tips To Maximize Video Marketing ROI
Maximizing video content within your marketing campaign should be a proactive process. From the planning stages to the post-campaign processing, there are steps that you can take to improve the chances that your message hits the mark and generates the desired ROI.
Here are five tips from the Mark Campbell Productions team to help you get the most out of your video content.
1. Set Clear Objectives
Before contacting a professional video production company you should have your objectives clearly defined. For those just starting out, this may be a difficult process, simply because there are no clear benchmarks to measure success against.
You may not have hard numbers, but by answering a few questions, the picture comes into focus, making it easier for the videographer to shape the shot, and capture the right message.
Start with these questions:
What does an ideal customer look like?
What is the story you are trying to tell?
What type of messaging has worked best in the past?
What is the desired outcome (a view, a website visit, a purchase)
2. Make Your Objectives Known
The key thing to remember is that objectives – like dessert – are better shared. The more information you can provide to the video production team through the planning process the better the end product.
There is a difference between saying that you expect a steak and that you want an A5 Wagyu filet for dinner. Don’t be afraid to get granular with a professional video production team. Small details may indicate that additional videographers or specialized equipment are needed to help your vision come to life.
3. Share Past Content
If you are working with a new production team, it might seem counterintuitive to share past content and data. The truth is, it can be incredibly helpful, especially if you are looking to expand your audience on a specific platform.
Professional videographers can pick up on small nuances that simply cannot be described through a typical meeting. They look at it through a different lens, both literally and figuratively, and quickly pick up on what works well and any small changes that need to be made to improve video quality.
4. Make The Topic Very Clear
It can be incredibly easy to try and stuff as much content into a single video as possible, especially if you are on a budget. The urge to maximize ROI shouldn’t muddle the message that you are trying to create.
Instead, work with your videographer to dial in the message and make the topic as clear as possible. The last thing that you want is to leave a viewer confused. The entire video should direct the viewer to a clear next step, and leave them wanting more information.
5. Optimize Your Videos
If you are going to be posting video content on social media, know and share which platforms will be utilized for the upcoming campaign with the video production team. Each platform has different parameters that must be taken into consideration during the post-production process. By optimizing content, you can ensure that videos don’t fall into social Neverland, where views are few and conversions are virtually non-existent.
Additionally, all content should be able to be viewed from a mobile device. 81% of emails are opened and read from a smartphone, if the video content isn’t sized right or doesn’t open properly, it will impact ROI.
Improve Video Marketing ROI With MCP
Whether you are just getting started on your video marketing journey, or are pivoting in a new direction, working closely with your professional video production team is an essential ingredient to generate lasting ROI. The more information you are able to share the easier it will be to dial in the message and help you connect with your audience.
The Mark Campbell Productions team has helped countless Chicago businesses over the past decade build video marketing content and campaigns. Our partner’s goals are at the forefront of every conversation throughout the entire process. We simply put the pieces together to create amazing video content that resonates with viewers and drives results.
To learn more about the Mark Campbell Productions team and our services call (312) 219-4339..