Maximize video ROI with online video

posted by Video

So you have some awesome video content that probably cost you thousands of dollars to produce. Now it's time to get your money’s worth. If you don't distribute it or it's buried on your website, you aren't going to get a return on your investment (ROI). Here are some tips on getting the most out of your video content.

Home page promotion
Your home page is generally the first thing users will see. It will vary from company to company, but if your video content is broad enough, this might be a good place for it. With customers’ attention spans continuing to shorten, it may be beneficial to hit them with a quick video message rather than loading your home page with text. You can probably cover more in a 30-second video than in a short paragraph.

Playlists and related content
If you have multiple pieces of content, consider using playlists to organize your videos and provide users with an easy way to explore additional videos. You can also surround the video with links to related Web pages or social media content. Don't forget to include an obvious call to action.

Dynamic calls to action
Consider developing a way to include calls to action while the video is playing—either on the video player or next to it. These can be dynamic. For example, if you have a video that promotes products, include links to those products as they appear in the video.

Sharing capabilities
Incorporate easy-to-use sharing tools, such as links to your Twitter and Facebook pages, into your video player. If customers want to share your content and there isn't an easy way to do it, they might move on. This would be a huge missed opportunity because people are more likely to click on a video link sent by a friend—and watch the video for a longer period of time—than if they stumbled upon it.

Search engine consideration
According to Forrester Research, videos are 53 times more likely to appear at the top of search results than text pages. Surround video content with carefully thought-out names and descriptions. Consider including closed captions in your video player. Not only is this good for people with hearing loss, it also provides more data for search engines to find. Some of the better video platforms include this functionality such as YouTube, which automatically transcribes your videos. However, the transcriptions can be inaccurate. Make sure to go back and correct all mistakes so search engines pick up what's actually being said in your videos.

Analytics
Make sure your video platform has a good suite of analytical reports. This information is invaluable in promoting your content, measuring success and providing ways to improve future content. Experiment with video placement and promotions. Post your content, let it run for a while and then look at your stats. Figure out what you’re doing right, what you’re doing wrong and make adjustments.

Never settle because there's always room for improvement and this data can help you make the right decisions. Some platforms include a report on viewer retention. You can see, usually on a graph, at what point in the video people stop watching and leave. Compare this data with multiple videos to see what is keeping viewers’ attention and what isn't.

Mobile compatibility
(Are you tired of hearing that from us yet?) Web use on mobile phones and tablets continues to grow and will eventually outpace desktop use. The most popular smart phones and tablets are capable of displaying video from the Web. Although as content publishers, we sometimes have to put in a little more work to be compatible with them all. Make sure you aren't missing out on the growing number of mobile users.

Don’t let all your great video content go to waste; seek out your much deserved ROI. Use videos to draw potential customers to your site and social media portals, cater to your viewers’ wants and needs, catch their interest and keep them thinking about your brand. You’ll be getting what you paid for in no time.

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