At 2:15 p.m. Eastern on Thursday, marketers will learn how to make money from videos. Too many marketers are ignoring the conversion factor, says the Integrated Marketing Virtual Conference session speaker for “Make Videos That Make Money.” Session presenter Mark Jacobs is CEO of Bozeman, Mont.-based video marketing software provider MeBox Media, Inc.
Jacobs says most marketers make these two mistakes while creating video marketing campaigns: “The story/video does not appeal to the interest, curiosity or aspirations of the viewer. The video container doesn't leverage the power of video and allow the viewer to take ‘the next step.’ ”
What he means by “video container” is the apparatus carrying the video to the viewer, which he suggests needs a few capabilities to maximize the benefit to the marketer. First, it needs analytics on the back-end that tell the marketer about viewer behavior. Then the video console should also further engage viewers in order to gather data through, for instance, links and downloads.
Additionally, he’ll cover how to:
- Determine the right video distribution tactics
- The difference between what to measure and what are unproductive measures
- How to use video as part of an integrated marketing automation strategy that any business can afford
Plus a bonus: When is it OK for businesses to put out videos with just one person on camera, recorded in one take?
“The answer to this question depend on the experience, personality and skill of the video ‘star,’ ” Jacobs says. “If the player is interactive, then a talking head can be a FANTASTIC option. It depends if the talking head can move the viewer down the viewer engagement and conversion cycle.”
What video campaigns worked best for marketers?
Please respond in the comments section below. Show registration is open now.