BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
BUSINESS VIDEO MASTERCLASS
LEARN HOW NOT TO GUESS
PART 4 - BUILDING YOUR FUTURE VIDEO marketing PLANS
The video-a-page plan that works
Let’s start with the idea of a Video-per-Page.
Begin by asking the most basic question:
“If a web page doesn't need a video, then does this page even deserve to exist?”
It’s a big question as it challenges the right of web pages to exist without video.
I'd suggest if a page isn’t good enough for a video then:
a) it must be technical page, like a detailed product specification, or blog, or an educational page (like this one).
b) A page that traditionally doesn’t have video like, say, a blog or a tweet.
c) More likely it’s a page you don’t need, so why even have it?!
This raises many questions about useless pages that are kept around because, because, because:
Useless pages have a habit of hiding on websites.
From your site visitor's point of view, useless pages that probably confuse as much as they illuminate.
Naturally there are many different types of website, but here today we're looking at typical website brochure pages.
The only brochure pages worth having are sales pages, and support pages that have a sales subtext, or other clear marketing function
- pages that answer customer questions.
So what's the solution?
Let's return to the idea of a video-per-page and ask:
What will the web look like in 3 years? 5 years? Or even 1 or 2 years? Even 6 months?
It’ll be wall-to-wall with video, even more than there is now.
One per page is becoming part of your website goals, which is why you're building a long tern video plan.
What about email?
A video-per-email is just as valid.
If you have an email nurture sequence that needs more results, then use an actionable video, as potential customers will click to watch a video.
We experienced double the clicks when we did this.
But meanwhile, back to video and websites.
What’s good about this approach is that having the goal of a video-per-page will make a big difference to engagement & sales
- as customers will always understand what you’re saying, and know what action to take next.
Since every page is a Sales Page, then a video-per-page fits the bill perfectly, as video can excel at selling.
This approach forces you to think closely about the goal of each video.
Each video should answer a clear set of questions and aim to a clear actionable goal, and with a measurable target before you even commence production.
Whether a video is smooth & sophisticated, or is a bouncy animation, it has a job to do, and needs targets
(If you haven't already done so, perhaps now’s the time to professionally set up your Google Analytics to better measure your videos’ performance?)
Whenever you put a new video on a page, note the date in your Video Diary or weblog.
Note the traffic and all other relevant customer behaviors beforehand.
Then test it after 6 weeks to ensure you’re getting the performance you asked for.
Try measuring Page Engagement or Site Engagement levels in support.
Testing page engagement
One simple test is page engagement. This is easiest before-and-after test.
To test a page's engagement:
- Write down the traffic to the page where you're thinking of deploying a new video, or replacing an ancient video.
- Write down the number of engagements.
- Make it a percentage, ie
Engagement % = number of measurable actions / amount of traffic x 100
Many pages have only one or two engagements per 1,000 visitors. This is 0.1% or 0.2% engagement
Acceptable pages get 1% or 2% engagement, ie, 1 or 2 engagements for every 100 visitors.
Good pages get 4% or higher. This is where you want to be.
After I adopted this Engagement Level approach to new campaign with video, I saw a 344% increase in engagement over a 6 week period.
Once adopted as an overall strategy, I saw a 4% overall site engagement level.
This is a high figure, and proof that deploying actionable video works.
I'd suggest you let Engagement be your measure of a pages effectiveness.
Traffic stats alone tell you nothing, only volumes of visitors and how & why they arrived, and how long they stayed, and so on.
By comparison, Engagement Levels reveal exactly how interested they are in your solution, because it measured their recorded actions
- and not what you think they might have done.
When to do site engagement tests
Do it when you want to assess a page. It'll quickly tell you how well it's working.
Do it after you've implemented a new video. Then you'll see how well your video is performing.
If your video is genuinely actionable, you'll see a big increase in engagement levels.
What is an engagement?
Let's just be clear about this.
An engagement can be:
- completing a contact form
- requesting a demo
- accepting a download
- signing up for a webinar
- joining your mailing list
- completing a brief
- requesting a meeting
An engagement is whatever action you want it to be, so long as it's measurable.
Hopefully you can see how engagement % matter, and how an actionable video increases this measurable engagement.
This is where you should start looking for success.
What about Bounce Rate?
Hand in hand with checking engagement or goal levels is reducing bounce rates.
Good video that answers customer questions will stop them bouncing as much.
With the right video I've seen 80% bounce rate pages come down to as low as 40%.
Where to start
Before you think about deploying a new video, look at your traffic.
Pick the pages that are best loved, most visited, longest time on site.
Then seek to increase the levels of engagement on these proven popular pages with actionable video.
Answer more customer burning questions.
Summary - One per Page
These few simple rules will increase any business’s profit per page performance
> Aim for one video per page, or per series of questions.
> Work out your page's engagement level as a %.
> Give your new actionable video a prominent location on the page.
> Establish clear measurable goals right at the start, eg, I want x% engagements per month.
> If needed, get your Google Analytics and goal setting working properly.
> Keep a diary so everything can be measured accurately with date ranges.
> Have exact calls to action.
> Measure 6 weeks after launch.
Last but not least, you’ll need a suitable video production partner to help.