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How Video Content Can Help Improve Your Marketing Roi

By Expert Author: Allison Kemmer

Spending your marketing dollars is often a risky investment. If you spend your money effectively, it could result in big returns for your business or company, but if you spend ineffectively, it could become wasted money and time. Using video content for marketing is an inexpensive investment that can yield excellent returns when used effectively. Additionally, by marketing through video content, you also have ways to track your ROI, unlike with some other marketing methods.

Why Use Videos?
Video Content marketing works effectively because videos are among the most shared content on the web. Unlike print media and podcasts, videos--especially those under two minutes long--are easy to watch and share. According to Aberdeen the fact based research group, forty-three percent of video marketers can capture content metrics across several channels such as social, blogs and a corporate site. When people surf the net, they're more likely to watch a short video than read an article or listen to audio. Additionally, people are more likely to give their attention to any content that's been shared by a friend or acquaintance. Viral videos get posted on social media sites and e-mailed, meaning that the videos are delivered to the user and not the other way around.

Creating Attention-Getting Video Content
One of the key concepts to keep in mind when creating video content for your business is that your video isn't going to get shared simply because it exists. You have to create compelling content that people want to share. Humorous or touching videos tend to get shared the most often, as do videos that showcase something unique or unusual. Just like with all marketing and advertising, you have to grab and hold your viewers' attention, or they're going to move on as soon as they get bored. Serial videos also often capture viewers' attention because they love seeing the next installment of an engaging series. Old Spice and Blendtec are two companies currently using the serial video concept to their advantage.

Tracking ROI with Video Content
There are several different ways to track your ROI with videos. If you have an internet business or sell products online, you can include a link along with your video content and use your web hosting company's tracking information to see how many of your site's visitors came directly from clicking the link alongside your video. One of the best ways to know if your videos are appealing to your customers is to track how long they watch the video for. If they only watch for a few seconds, the video probably isn’t doing a good job of holding the customers attention. Another useful tip is to connect your video date with your CRM system. This would allow to track the clients that are spending a lot of time watching the content you have created and help determine leads that can be called or contacted further. By tracking several different videos, you can start to figure out what kind of video content your customers like or dislike.

What Should Your Video Be About?
While every business is different and will therefore want different content, some basic guidelines will work for most businesses. One simple and easy way to create video content for your business is by turning blog content into video content. Offer information relevant to your customers just as you would with blog articles. If you have a home improvement business, offer home improvement tips, advice or how-to videos. If you have a music store, offer a short lesson, gear review or a performance showcase. Again, the more interesting and compelling you can make your content, the more likely people are to share, enjoy and remember it. Create a unique character for your videos or give people something to laugh about.

Offering Incentives
You can also use video content to drive business by offering special incentives. Send your best customers videos wishing them a happy birthday or glad holiday tidings and include a special discount they can use for a limited time to celebrate. Post videos on your social media pages when you have sales coming up and let customers know how to take advantage of deals, or let them know when and why you've added new products to your lineup. As long as you keep it interesting and fun, people will keep watching.

Search Optics Inc. is a leader in digital marketing solutions for the automotive industry. Search Optics' automotive SEO services include custom websites, search engine optimization, paid search and mobile solutions that generate leads which result in sales opportunities. Search Optics specializes in car dealer marketing and automotive SEO services.

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