When we left off from Part I of this post, I was discussing collaboration for credibility. He continues with part two here:
Lastly, Owen also explained the power of tracking and metrics using URL shorteners. In particular, he mentioned bit.ly, a link management platform that offers a slew of data from users who share their shortened links. I’ve used shorteners cautiously because they can be perceived as spam or use the wrong redirects.
The Video Funnel Blueprint
Streamlining the online shopping experience can be difficult for people who are more creatively inclined, rather than data-savvy.
Owen makes the distinction between developing a qualitative strategy for single channel influencing, while also touching on a more complex approach using multi-channel attribution that can re-package your content exclusive to many different platforms to reach more diverse audiences.
We should always begin by defining clear objectives and setting ways of measuring them before shooting our video. Borrowing from traditional sales funnel models, Owen explains how a cold lead, for example, can be captured using Facebook, or content-based web pages, articles, and blog posts, (kind of like this one), to qualify our leads.
The goal is not to push for the sale just yet, but rather drive our prospect to specific landing pages where they can find additional content, and eventually reach a call-to-action at the end of the funnel.
Anticipate the Next Step
Use techniques like ‘Pixeling,’ to follow audience on the web via http cookies to know what they like. This is a great way to transform views into warm leads by gaining better understanding of our customer’s preferences.
Retargeting ads can also help pre-qualify the users to go to your landing page. Just consider if a customer says ‘no’ we can still follow and retarget. And therefore, if they say ‘yes’ and do make a purchase, the odds of them making a second purchase or becoming a repeat visit increase tremendously.
Using something as simple as a ‘thank you’ page can improve upsells and allows us to continue to market through additional means like email marketing or retargeting programs. Also, ‘Trip Wire’ marketing tactics may take a few tries to understand and many, many attempts before we can master. But when done right it can really pay off; as you can recall these ads would only be available to people who have already purchased.
When using video in your marketing campaign, be cognizant that within about that months they tend to lose most of their efficacy. In contrast, a good landing page can continue to evolve over time and we can always update the content based on our current strategy. Landing pages can also include opt-in forms, target different segments via personalization, and offer many interactive widgets to drive action.
Whew! We have covered a lot about techniques and strategies, but Owen mentioned sometimes we may find resistance from clients and corporate legal departments who perhaps want to play it safe. Regardless, as long as we define clear goals and test our strategies, we can and should push back on behalf of new and creative ways to reach out to our customers.
Package It Up Nicely So Others Press Play
Borrowing from current culture, Owen uses the popular internet meme, as an example of a viral-sharing trigger. He makes the connection that our videos can be more shareable when we keep it fun, simple, but most importantly, showcase the value proposition as the centerpiece of our message and support it with great content. The idea being to motivate your audience to share, like, and comment.
It’s also important to note timing can make a difference as I recently learned. Mondays and Tuesdays show an increase in sharing depending on social channels. Tags and descriptions can also help spider crawl for your content. Embrace the power of metadata and whenever possible include transcripts of your videos because search engines can also read them improving your search results.
Another great way to attract your audience is to craft your video’s title that matches your content. Tools like Tubebuddy, a YouTube specific plugin for Google Chrome uses keywords can help us sort through some of the most popular film or TV show titles. After all, this the first thing a prospect will see/read.
Finally, it is always wise to create lists of your likes, shares, and comments, to help identify your core audience because they can become advocates for your brand. Owen emphasized the value of credibility statements. By investing in services like Amazon reviews, Yelp, Google, Facebook reviews, and offering technical specifications, endorsements, and testimonials, we can strengthen our brand’s presence.
This talk was awesome and reinforced my expectations that 2017 will be an amazing year for video creators. Now, if only I could just go back in time and review everything I missed.