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April 27, 2015

3 Questions Every Modern Marketer Needs to be Asking about their Video Strategy

As a marketer, I’ve always believed in the power of video. Video has the power to tell your story with the kind of passion and authenticity matched only by being there in person. But as the Internet moves towards more video content, savvy marketers are raising their expectations when it comes to what they are getting out of their investment in video. 

As someone who has invested countless hours and hundreds of thousands of dollars creating videos for both consumer and B2B products, I too have found myself asking, “How can I show an ROI on this huge investment?”. Vidyard is poised to answer that question by helping marketing and sales approach video in a more strategic way that not only helps them maximize their ROI on video, but also ensures they can quantify and prove it. Finally, our cries for help have been answered!

For us marketers, this kind of modern marketing is incredibly powerful and completely game changing in terms of how we will engage with customers in the future. It’s all about smarter, more sophisticated marketing at every stage of the marketing cycle; from generating awareness to driving interest and nurturing purchase intent. It’s nothing short of a marketing renaissance! And that’s exactly why I joined the Vidyard team just last week – to be part of a video marketing revolution and help marketers become more successful through the power of video content and video analytics.

Now that I’m a few days in with Vidyard, I thought I’d share three questions that I’ve found marketers are still struggling with when it comes to video.

Are your viewers actually engaged viewers?

So you’ve launched a video introducing a new product that you have coming out and it’s getting lots of views. Great! But do you know how many of the viewers watched your video until the end vs. dropping off after just a few seconds? Understanding how engaged viewers are will help you understand the effectiveness of your content, whether you need to make tweaks, and the interest level of your viewers.

Vidyard is able to track viewer engagement to see exactly how much of your video is being watched, what devices it’s being watched on – right down to an individual user level. You can even split test your thumbnails to see which ones lead to more views. This is powerful stuff, as it will help marketers to refine their video content and drive up audience engagement.

Are your viewers really your customers?

Back to that new product video with a million views – how many of those viewers are actually in your target audience? If you’re a company selling software to large enterprises and most of the video views are coming from consumers or small business owners, how valuable was that video to your business objectives?

Through integrations with popular marketing automation platforms like Marketo, Eloqua, ExactTarget and others, Vidyard is able to identify individual viewers, track their unique viewing activities and tie their interactions with video content to other demand generation activities like webinars, whitepapers, newsletters and more. This helps to provide a full 360-degree picture of that customer and what they’re doing before and after watching your video. You can even go so far as to create rules to trigger certain nurture streams or follow up messages when a customer engages with your video content in a certain way.

Do your videos have an impact on closing deals?

If your CMO or VP sales was to ask you today ‘which marketing videos have the biggest impact on closing sales’, how would you answer?  If you’re drawing a blank, don’t worry – you’re not alone.

Vidyard has taken an innovative approach to integrating with CRM platforms like Salesforce. It’s now possible to track which videos are being viewed by each prospect, opportunity and account in your system. And once you have that data, it’s easy to run new reports that show which videos are having the biggest impact on lead flow, pipeline and closed revenue. These are just a few of the ways that a modern video platform will help sales teams become more efficient and more effective.

Sounds amazing, right? Well it is. And what makes it even better is that it’s all incredibly easy. In literally 5 minutes, I’ve used the Vidyard platform to publish a new video for my fiancés small business. I added a pop out form to collect some information from viewers and a final call to action directing to her Facebook page. Take a moment to check it out! I’ll follow up in another post to let you know what I’ve learned about the viewers.

What I’ve outlined here barely scratches the surface when it comes to the possibilities that modern video marketing holds for those who are ready to embrace it. I’m only a few days on the job so far, but one thing I know for sure is that my eyes have been opened to an amazing new world of opportunities for marketers who, like me, want to make a dent in the universe. I’m ready, I’m excited, and I’m raring to go! Are you?

Jeff Gadway

Jeff Gadway

Jeff is the former Director of Product Marketing at Vidyard. He has a passion for helping companies tell great stories - especially through the use of video! Jeff also loves a great cup of coffee, working with small businesses on marketing strategy and can be often seen around Waterloo with his dog, Carmen.

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