Use these tips to take your marketing video production to the next level.
If you're a small business owner or marketer newly engaging in video production but you're struggling to get the most engagement out of your content, you’re not alone. Matt Addison [1], co-founder of Rugged Black athletic wear, has also faced the “daunting task” of getting started with video marketing:
“It’s hard to get noticed… Your first videos will not get significant views—the algorithm doesn’t value you yet.”
Matt Addison
Co-founder of Rugged Black
Below, Addison shares three ways he has successfully used video marketing software to conduct keyword research, use analytics to improve his overall strategy, and conducted competitive analysis to stay ahead of the competition.
In each section, we'll explain how Addison uses his video marketing platform and offer actionable tips to help you take full advantage of your own software and maximize your return on investment (ROI).
Tip #1: Employ advanced analytics to gain actionable insights that will improve your content strategy
Marketing analytics lays the foundation for business owners and marketers to make smarter decisions with their data—in both the short and the long term. For Addison, this takes the form of using advanced video analytics to identify less competitive subject matter to create content around.
“I read stats on the sheer volume of content being uploaded on a daily basis… I wanted to find softer areas where it would be easier for my videos to rank.”
Matt Addison
/ FEATURE OVERVIEW
Analytics dashboards are a feature available in many (if not most) video marketing platforms. They act as a graphical interface, often widget-based, that gives you an overview of important marketing data, including metrics like views, engagement, and average view duration. Many of these metrics are available in real time, allowing you to utilize learnings immediately.
One of the strongest aspects of today's analytics dashboards is that they are customizable. Most software solutions provide their own version for you to start with that includes basic information, but the real power comes from optimizing a dashboard to your specific needs.
This can take the form of highlighting specific metrics related to your organizational goals, integrating data from multiple sources—including your CRM software—or customizing the interface to be easy to understand at a glance.
Ready to put your own video analytics plan into action?
Here’s how to get started:
First, determine your video marketing goals: As with any effective marketing program, determining the objectives you have for your videos and how they feed into greater organizational goals is key. Alignment here will give you a better idea of what’s important to track within your tool.
Second, continually check in on progress: It’s not enough to set up your program and let it run—it’s also important to continually strive to identify opportunities to improve your efforts based on available analytics. Addison does this by identifying areas of opportunity related to subject matter with less competition.
Finally, parlay your video results to other channels: Gathering valuable marketing analytics for one area can also bolster others. For Addison, this takes the form of monitoring blog post performance as it relates to video performance. If subject matter performs well on one channel, it may very well be worth exploring on another.
Marketing analytics is a large topic, but applying its principles to any area of your marketing will help you see improved results now and in the future.
Hoping to learn more about marketing analytics in general? Visit our accompanying article here: What Is Marketing Analytics? Concepts to Build a Successful Marketing Engine
Tip #2: Hone your search engine optimization with keyword research
Part of Addison's success in developing his content comes from utilizing proper keyword research to inform the videos he creates. Whether it’s targeting subject matter his biggest competitors are not or identifying an underserved niche, the relative difficulty of a keyword is an impactful aspect to consider.
/ FEATURE OVERVIEW
Keyword tools is an all-encompassing term for software features that allow a user to conduct search engine optimization (SEO) research. This type of research can be used for many different types of marketing content—including video—and focuses on metrics like keyword ranking potential, monthly search volume, and the relative competitiveness of a keyword.
Keyword tools can take a variety of forms based on the software platform you choose, with Addison noting the importance of honing in on what you enjoy and sticking with it:
“When you find something you like, don’t be afraid to spend the money.”
Matt Addison
For marketers already using this software, it pays to periodically assess its effectiveness to see if there's room for improvement: features you’re missing, ones you'd like to take more advantage of, or areas where you could improve your own knowledge to see better results.
Looking to upgrade your SEO software?
Visit the Capterra SEO Software Buyers Guide to learn more about the benefits, typical features, and cost of SEO software so you can make the most informed decision when upgrading (or purchasing) your own.
Interested in embracing SEO and keyword research for your own video marketing?
Follow these steps:
First, assess your current SEO strategy: It may not have occurred to you yet to embrace SEO for video marketing. YouTube, however, is the second largest search engine there is, and there’s an incredible amount of ground to gain simply from adopting a search strategy for your videos. Especially initially, focus on "niching down" to find low-competition terms that are specific not just to your industry but to your business.
Second, take stock of the search tools available to you: Addison regularly utilizes both the in-app dashboard and a Google Chrome extension for his video marketing software. With video analytics and search information available in real time, he can make smarter decisions in the moment rather than waiting for historical results.
Finally, pilot your new understanding with video search then expand: The beauty of SEO is that it can be applied to any and all areas of content marketing. After you've assessed and improved your video search strategy, use your newfound knowledge to improve other areas of your marketing like Addison has with Rugged Black's blog.
Searching for a video production company to hire for your business? We’ve got you covered. Check out our list of companies in the following areas:
Tip #3: Inform the content you create with competitive analysis
Addison leans heavily on competitive analysis to inform the videos he creates. Not only to see what's proven effective for successful competitors, but also to identify topics and video ideas that are currently underserved and thus ripe for the picking.
Many video marketing platforms offer tools that let marketers monitor competitor content, export top keywords competitors are ranking for, or build a list of competitor channels that are monitored in real time for valuable insights.
Doing so allows marketers to see what works for businesses that are similar to yours, identify topics that are underserved, and avoid potentially costly tactics that don’t provide a significant return.
/ FEATURE OVERVIEW
Competitive analysis represents a suite of features commonly found in video marketing software that lets you monitor competitor video performance, compare your metrics against competitors, analyze keyword performance, and even build custom lists of the channels that are most relevant to you for easy monitoring.
However you decide to implement monitoring your competitors, it is readily available (and powerful) data to have on your side. Learning what resonates with your target audience (and you, as well) by looking at successful competitor content allows you to apply your own values and mission to tactics that you already know ring true.
Eager to put your own competitive analysis into practice?
Start here:
First, assess your current ability to monitor competitor performance: Your video marketing software likely has some form of competitive monitoring. Determine what features you do have and consider exploring YouTube, itself, as well. Start by going through your list of competitors and checking their channels to see what recent videos have had an outsized impact for them.
Second, look for content and keyword trends to emulate (or avoid): Using competitive analysis features in conjunction with keyword research can give you richly detailed info regarding what keywords a successful competitor video is ranking for. With this knowledge, you can target low-competition keywords more effectively or avoid terms that are too general or ones that strong competitors have a foothold with.
Lastly, use these insights to inform your content strategy: Now that you know what's working for your competitors and identified niche keywords to target, you can use this knowledge to create video content that stands the best chance of ranking well for your target audience. Start small by developing an introductory campaign targeting one of the opportunities you've identified. Monitor performance over time and look for ways to take advantage of any successful insights—either in future videos or other content marketing pursuits like a blog.
Don’t settle for video marketing software without the features you need
Addison’s final advice for fellow business owners seeking to get the most out of their video marketing platform? Strive to get the most bang for your buck.
While Addison does have a video marketing tool already, he's keeping his eye on the horizon (and his options open) in case a better solution presents itself.
He advocates for making full use of free trial periods and avoiding an annual commitment unless you’ve demonstrated that your chosen tool integrates seamlessly into your marketing mix.
"If you can get one extra sale or one extra subscription from your software, it pays for itself quickly."
Matt Addison
A critical eye for optimization coupled with the features discussed here—keyword research, competitive analysis, and advanced analytics—will lead to your video marketing program outperforming your competition (now and in the future).
And if you’re thinking of hiring a video production company to help set up a video marketing program, browse our list of top video production firms and learn more about their features in our hiring guide.
For more content on video marketing—and digital marketing in general—keep your eye on the Capterra blog, starting here: