This post originally appeared on Sitecore's Best Practice Blogs on Wednesday, May 16.
How much of this blog post will you read before your eyes start glazing over and subconsciously zig-zag down the page? Yes, it’s becoming more difficult to captivate people with your content – but compelling video can help marketers looking for the latest ways to grab audience attention, build lasting impressions, stimulate conversations, and drive conversions. And that is true for both B2B and B2C marketers.
At Brightcove, we continue to see brand marketers of all kinds realizing great results by using video to engage at every stage of the customer lifecycle – from building awareness, to evaluating products, to purchase, and even in to the loyalty phase.
- Awareness: Video helps attract new audiences and reach viewers wherever they spend their time. Videos about company innovations or culture might grab a prospect’s attention early on.
Example: LinkedIn’s vintage style video campaign does a great job of drawing attention to the site and encouraging new users to get involved.
- Interest: Video brings your products and services to life better than any other medium. Potential customers engage with video to understand your offerings.
Example: Sun Microsystems uses video to educate site visitors about its range of technology solutions.
- Trial: Present calls to action to motivate your audience without ever leaving the browser. A leading enterprise software brand is driving trials utilizing Brightcove Video Cloud’s flexible player framework.
Example: Forbes insights found that business people are demonstrating a preference for learning about products through video.
- Purchase: Product videos have proven to increase shopping cart size and online conversion rates by as much as 200%.
Example: Kmart, Thomas Pink, and Warehouse have all introduced products with “shoppable” video.
- Loyalty: Video helps you connect with customers and keeps them coming back for more. Ocean Spray uses video to educate customers about the Ocean Spray brand and history, helping to build loyalty.
Example: NET-A-PORTER.COM launched an online video initiative to drive engagement with its high-end fashion content.
Free video hosting sites like YouTube are great for driving traffic and getting views, especially if you are looking to do a viral campaign. But for professional websites, we’ve found that brand marketers are looking for a lot more control over the viewing experience. That’s why an online video hosting and publishing platform like Video Cloud can offer incredible flexibility in customizing the player experience to match with a site’s branded look-and-feel. These platforms also provide unique interactive elements like in-video calls to action that allow browsers to click-to-purchase while on your site and can provide insights on how video is performing, both on your website and off.
Online video platforms also allow you to manage rich contextual information about your video, including short descriptions and tags along with titles that will help your videos get found and contribute to your site’s SEO ranking. That valuable metadata can travel with your video wherever it is shared, on social networks and in blog posts where videos get embedded.
And while metadata can help you in your search rankings, the fact remains that YouTube is the second largest source of search, so it is important for marketers to support a blended distribution strategy to get found. Publishers can find a lot of value in using an online video platform that can streamline their video management to reach even larger audiences with YouTube Sync features that automatically and continuously sync the metadata and videos in their Video Cloud accounts to their YouTube channels.
It’s important to be able to support a seamless experience, no matter what device customers are using to browse your site. Your visitors should be able to access video content whether in Flash or HTML5 environments so that mobile Web experiences (including those for iPad and iPhone) appear as slick and engaging as their desktop counterparts.
And for marketers, being able to measure the success of a campaign is key, so online video platforms like Video Cloud offer detailed analytics to give insights on how video is performing, both on your website and off.
Finally, at Brightcove we understand the importance of maintaining simple, efficient workflows when it comes to video publishing. To that end, our partners at Agency Oasis have built the Brightcove Video Cloud Connect for Sitecore that enables Sitecore users to upload and manage content, create video players, and publish video to websites – all from within the Sitecore software.