Moms love to toss out quips to keep their kids in line. Funny thing is many of them apply to marketers just as much as to children. (And let’s not read too much into that!) One Mom-ism you’ve probably heard is “It’s not that I don’t trust you, it’s that I don’t trust everyone else.”
She might as well have been talking about marketers who are hanging out with all the “cool kids” running video marketing campaigns. You shouldn’t blindly jump in just because they are. Do they know what they’re doing? And if their marketing spending is making a difference?
We previously looked at the explosive growth of video search. With video accounting for 64% of all Web traffic – and growing – clearly there is a huge opportunity. But opportunity alone isn’t reason enough to leap into video.
To be effective, at least at present, you need to be sure your attribution modeling is in place so you can judge the success of your paid video search. Start there, especially if your product or service is more of a considered purchase. You will drive more value throughout your campaign if you spend time upfront to understand your buyers and build models that help you know what’s driving their actions.
It’s also important to be patient with your campaigns. The downside of consumers viewing content when and how they want is it could take a while for your videos to be discovered and viewed by your target audience. Again, this is another good reason to ensure your attribution models are in order, so you won’t pull the plug too soon.
Once you have your attribution models set, should you immediately press the “on” button and recline with a bowl of popcorn and your favorite beverage? Maybe… maybe not.
To video or not to video
Essentially, there are three ways you can proceed:
- Wait for the right time for you and your customers
- Proceed slowly and cautiously, at a pace that avoids major gaffes
- As quickly as possible; the Internet moves so fast, any mistakes will be behind you quickly
Which is the right way to go? Mom would say “I don’t know” is not an answer. And she’s right. Actually, any of them could be correct.
If you are an industrial or B2B marketer, and video isn’t prevalent in your industry, you can probably afford to wait. Particularly if you don’t currently have any video assets and your customers aren’t demanding that you get some.
If you are a retailer, or sell products or services through direct response, right now is a great time to get involved — especially if you already have some video available. The market is primed and the competition level is relatively low. You can “own” video search for much less than it might cost for text-based search. Even if you don’t have video right now, however, there are specialty companies that can help you develop some quickly – and at low cost.
If your organization is risk-averse, proceeding slowly might be the best bet. Try video on your website and gauge the reaction. Use your Google analytics to monitor how often your videos are viewed, if visitors are staying through them and if they are going from one to the next. That will tell you whether your content has the potential to work on a broader scale so you can expand into channels such as YouTube. (See my previous posts on quantifying the effectiveness of campaigns and using session metrics to learn more about insights you can gain from your analytics.) Even if you make a few missteps, the learning effort will be worth it, and those errors likely will be forgotten quickly.
“Everyone else is doing it” wasn’t a good reason when you were a kid, and it’s not a good reason now. Having a solid business reason for launching a video search campaign – and the mechanisms to manage its effectiveness – will drive greater success in the short- and long-term. And make your mother proud.