Six Keys to Implementing a Video Marketing Strategy
THE VIDEO OPPORTUNITY
The use of video in business is exploding. For entertainment, commerce, education, and collaboration, video is empowering new experiences and business models. For consumers, there is a world of new choice in what they watch, when they watch it and how – every second, an hour of video is uploaded to YouTube, and quality programming is flocking to various other destinations on new TV, mobile and web destinations. For businesses, there is opportunity as well to better connect with audiences, employees and other stakeholders in ways never before feasible. Enterprises are rushing to maximize these opportunities: according to the Aberdeen Group, 74% of enterprises either have or are plan- ning video distribution strategies, and 60% have or are planning to use video for internal collaboration.
EXECUTION: STRATEGY’S BEST FRIEND
As marketers have rushed to develop solid business strategies around video, they face several challenges. The video landscape continues to change, and the number of video initiatives in any one organization has skyrocketed. This has created a maze of complexity around asset management, video formatting and storage, access controls and workflow approval processes. To capture the wealth of opportunity video presents, marketers must first master the realities of executing those strategies.
Early adopters, industry analysts and pundits cite various requirements for success with video. We’ve assembled six core concepts. Adhering to these principles enable each stakeholder in the video marketing lifecyle to do her part with minimal exposure to technological, strategic or organizational pitfalls.
1. CLOUD-BASED STORAGE
As video initiatives grow more numerous, crossing both functional as well as geographic borders, video teams by definition become distributed teams. This creates a major technological hurdle for project managers and producers, who need the ability to transport files among individuals at any time during a given project. Video teams need access to a cloud-based storage solution built to han- dle video and all of its various file formats and components – a solution to store master files for download and later use, while also serving as a virtual backup and online system of record for project assets.
As marketers, customer service teams, and other less-technical members of the business community begin to produce and leverage video, standards for usabil- ity become extremely important. Teams with different technology proficiencies need to be able to use the same platform. This puts an onus on the platform to be both powerful enough to handle the required technical video management functions, but also designed for ease-of-use.
Producing video is an inherently collaborative function, requiring multiple stake- holders throughout the lifecycle. Yet, most video software is designed for a single user. To provide a sustainable solution, video marketers need a collaborative platform that enables multiple users to access and interact with each other, with specified roles, permissions and privileges. In other words, the video marketing platform must reflect the social structure and functional design of the team itself.
4. A WORLD-CLASS PLAYER
As audiences get bombarded with more and more content opportunities, stellar video playback experiences will win out over average ones. For this reason, video player technology is paramount. What were once “premium” features – fast loading times, the ability to deliver high-quality formats, and solid tracking – are must-haves. Moreover, players must be context aware and able to be extended and embedded into any endpoint regardless of the technology they support.
5. MULTI-DESTINATION DISTRIBUTION MANAGEMENT
With powerful internet video platforms like YouTube and Vimeo at your disposal for free, there is no shortage of opportunities to distribute your video on the web. Today’s world of online video is distributed – there are dozens of platforms and many of them are impossible to ignore.
To maximize effectiveness while minimizing hassle and investment, marketers need to leverage a “hub-and-spoke” distribution strategy – one where a single “hub” is used for storage, collaboration and distribution to various “spokes.” The hub is the strategic and physical center of the video strategy, while the spokes are secondary – yet still critical – elements of the distribution.
A video marketing platform should enable this hub-and-spoke model by provid- ing the simple ability to distribute multiple videos to multiple destinations, removing the requirement to manually upload files to multiple destinations.
6. CROSS-PLATFORM REPORTING & ANALYTICS
As an emerging medium with broad and quickly-expanding use cases, video’s return-on-investment can’t always be accurately measured or articulated. But as video budgets expand, marketers will face increasing pressure to justify spend. In this reality, marketers must measure, measure and measure in an attempt to understand as much as possible. In a distributed consumption model, that means gathering statistics from multiple – sometimes dozens – of places on the web today, often in real-time. A video marketing solution should aggregate sta- tistics from all locations into a single view, so that marketers can efficiently and effectively understand the effectiveness of campaigns and programs.
Video is among the biggest opportunities in marketing today. Marketers can only capture this opportunity if they have a rock-solid tactical framework to guide execution.
uStudio provides marketers and business-minded video producers with the tools they need to successfully execute their video strategies.
To learn more, visit http://www.ustudio.com or call 1-888-609-1145.