With the rise of Facebook Live and auto-play, video is quickly becoming a marketer’s new best friend. But, how can it maximise engagement and improve your conversion rate? These Figaro Digital partners will reveal their insider knowledge and experience:
Branding Opportunities from Your VideoWith the rise of Facebook Live and auto-play, video is quickly becoming a marketer’s new best friend. But, how can it maximise engagement and improve your conversion rate? These Figaro Digital partners will reveal their insider knowledge and experience:
By Duncan Burbidge
Duncan believes that with the vast majority of websites that utilise video, the player is given prime position and many branding opportunities are missed. In this video presentation he points out these misses and how you can utilise them effectively to improve your online marketing efforts.
Duncan starts his talk by revealing the results of some recent research, which highlights that almost 50% of mobile owners watch video at least once a day using a smartphone. A great proportion also do so on their computer (39%) and tablet (30%).
This is a huge audience to target with branded content. Therefore, you should utilise video on your website and across your business’ social media channels.
The secret to success? If you’re doing anything related to a live event, make sure to get your video content out there within the first 10 minutes of it beginning. Why? Well as time goes on, more people turn off and therefore your content is less likely to be shared.
But once you’ve mastered your video marketing strategy, how do you measure and value its effect? Well, brand value can be assumed using the commercial value of the space, however this does depend on the industry and the device. You can track this through Google or your ad server technology.
Want to hear more? Watch Duncan’s video presentation in full here.
By Nick Greasley
Field Marketing Manager, EMEA, Brightcove
Nick too states “video is everywhere”, however he adds companies using video require 37% fewer unique visits to generate a marketing response. How? Well, in this video presentation, Nick will show how to make the most of this marketing tool and how to avoid common pitfalls.
Video increases awareness and drives traffic to your site. Nick says that pages with video are 53 times more likely to rank on the first page of Google search results. Therefore it is important to think about the distribution of your video, whether it is on your homepage or across your social platforms.
But once you have the people on your site, how do you keep them there? Nick says “video portals are a really great way to do that and increase time on your site” as they funnel users to further video content and an eventual conversion. Alternatively, playlists and recommendations are also effective.
Nick encourages personalisation, where the video content shown is influenced by the user’s recent search history and notes the high-effectiveness of live streaming of events.
Want to learn more from Nick? Then watch his video presentation in full here.
By Andrew Marcus
Head of Communications, Museum of London
Prefer your video marketing tips in the form of a case study? Then you’ll love Andrew’s presentation where he powers through 21 short and snappy slides to show how the Museum of London came up with the marketing strategy for its 2014 Sherlock Holmes exhibition and how it was executed.
The museum decided to make its own tweed, inspired by the famous detective, and soon got industry influencers, such as bespoke tailor and designer Patrick Grant and pop star Tinnie Tempah, on board to create the biggest impact possible.
It then concentrated its attention on snackable video content that was under 3 minutes long, which it revealed alongside a press release for London Collections Men (the male equivalent of London Fashion Week) and a public appearance by Mr Tempah in his new tweed suit.
Museums had never done anything like this before. And it is this unique element that you can draw upon to help you in your video campaigns – do something different and you’ll stand out!
Want to know how the story ends? Watch Andrew’s full video presentation here.
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