8 Ways Your Organization Could Start Using Video Smarter

Video is the now and the future of almost everything we do. Marketing, internal communications, even journalism is catching up with the times. Everybody is jumping on the bandwagon, but are you using it to the best of your ability?

After talking to many people at Content Marketing World, it was clear that the majority of people already had great video and content. They just weren’t sure of the smartest ways to manage, share, and measure all of it.

I’m here today to walk-through just a few of the many ways we’ve started to become smarter with our video and content, and feel you could be too.

1) Organize from one place

“Visit our Facebook for our live video footage”

“Go to YouTube for our promo videos”

“Click to our website for a product tour”

Why would you send your customers and prospects on such a long journey across the internet to interact with your content?

Using Knovio’s branded showcases, you can create a microsite to organize and share all of your video and content from one place. Break-out and organize all of your different pieces of content. Even track and gate viewers your individual viewers.

As a matter of fact, Angel Vazquez of LiveMed uses showcases and had to say; “we create & deliver video in branded portals incredibly fast, & analyze results immediately. What used to take four months to develop, now takes one”.

This will make your own life easier, and more importantly your customers & prospects lives easier, too.

2) Share with targeted audiences

All of us want to create and share videos that will capture millions and millions of viewers. But for the large majority of us, that is just not a reality (right now at least).

And on top of that, what good is putting in all of this work into our video content if it’s not converting these viewers?

That’s where the idea of ‘narrowcasting’ comes in. Much like SEO, the more focused you create your content, the better chance you will have to interest and ultimately convert your viewers.

Get to know your customers, their pain points, and then craft your detailed message around this topic.

3) Measure EVERYTHING

You have all of this great video and content spread across the internet, but no easy way to track how it is performing? As a marketer, I know first-hand how important it really is to understand content performance, and how daunting it may feel to try and get started.

Leveraging your video through analytics is key, and super easy to do if you have the right tools. Knovio’s analytics dashboard was designed specifically to

Get a basic glimpse into content performance with total and unique viewers, average time watched, and top performing videos. Dive a little deeper to view individual viewer engagement scores, retention waterfall to see when people are starting to drop off, and even track by viewer name by setting up UTM campaigns through the marketing automation.

“Viewer metrics captured by the platform offer powerful business insights into user engagement.” – Mark Loehr, OpenExchange

Being smarter with your video starts with better understanding how it’s performing, and there’s no easier way to do so than with Knovio.

4) Develop video content for each step of the funnel

In today’s online business landscape, there is far less interaction between the company’s representatives and the buyer. What this means is; we need to use video to guide our prospects throughout the entire buyers journey.

Of course, videos fit differently between all the stages, so you must decide which content is right for which step. For example, a buyer may become aware through thought leadership content, then taking a product tour, and finally being persuaded by hearing your customer testimonials.

It’s easy to get started, too. Do a quick audit of your current videos, map where each fit, and decide from there which pieces of content are missing.

Pro Tip: Not ALL content should be in video form. Sometimes infographics, blogs, or just images are better suited for the situation. Get to know your customers and the various stages of your buyers funnel, & you’ll know where these puzzle pieces fit.

5) Start generating leads through video

To build off of the buyers funnel idea, look at how many people drop off from consideration to preference, and preference to purchase. Do you really want them to fall to the wayside if they’ve already invested that much time into your product?

Set up guestbook registrations before these middle-of-the-funnel videos to capture the name, email, and other personal attributes of your viewers. Then, add them to your email nurture campaigns to work them back into your funnel and push them back to preference and ultimately purchase.

6) Incorporating video into sales

Ditch the old-fashioned norms of closing a sale. Incorporate video into your sales strategy to leave an everlasting impression on your viewers.

What’s more memorable to a potential prospect: the same long-formed email they get from every other vendor? Or a personalized, detailed video going through their pitch?

Sync with accompanying slides, add a Q&A box, or notes and references to direct them to your calendar. Leave an impression on your potential buyers, not just another unread email.

7) Repurpose existing content

Grab your quarterly company meeting, or live event footage, and repost it online for your employees, customers, or prospects to all see.

One of the keys to optimizing your video and content strategy is not feeling the need to always create something new. Sometimes it’s as simple as reusing older content. Then, enhancing with updated information, chapters & footnotes, transcripts, closed captioning, whatever you see fit.

8) Embrace video

Video has never been a more popular medium, and it doesn’t appear to be slowing down anytime soon. You don’t want to get stuck in the mud, so now is the time to really embrace video and implement it in the smartest way possible.

And it’s easier said than done, I know. When I first started here at Knovio, I had a tough time feeling comfortable on camera. However, after just a few attempts at it, I started getting more loose, more comfortable, and actually having fun doing it.

That’s seriously all it took for me to start embracing video, some experience and time. So why not you?

Get creative on what messages your target audiences want to hear, walk through these steps, and you’ll be a video rockstar before you know it.

P.S. If you have any specific troubles or questions about your video strategy, chat with one of our representatives today! We’re happy to help.