Brightcove Inc. Top 5 Video Marketing Mistakes 2 NOT INTEGRATING VIDEO WITH THE BROADER MARKETING TOOLBOX VIA CMS, MAP AND CRM Video should never be viewed as a single asset type to be managed outside your other marketing content. Video is one of your most effective marketing tools for many reasons, but it should be deployed and analyzed as a part of a holistic marketing strategy. Once you have more than a handful of videos, you’ll need a content management system (CMS) that enables you to organize and search for your assets, create effective workflows and also assign user management to maintain control of your assets. By integrating video with your marketing automation platform (MAP), you will increase your ease of deployment, optimize video for highly personalized lead generation, provide extensive individual viewer tracking, and increase your insight into both asset-level and full campaign ROI. By syncing your video with both a MAP and customer relationship management (CRM) platform, you will further consolidate your insight into the performance of your video as well as send your sales team important information about the prospects they’re approaching, what information the prospects are requesting and what information they have already uncovered. Video is fully empowered to serve your marketing strategy when it’s fully integrated with your marketing and sales technologies. INCREASE YOUR EASE OF DEPLOYMENT, OPTIMIZE VIDEO FOR HIGHLY PERSONALIZED LEAD GENERATION, PROVIDE EXTENSIVE INDIVIDUAL VIEWER TRACKING, AND INCREASE YOUR INSIGHT INTO ROI. 290 Congress Street, 4th Floor, Boston, MA 02210 617 674 6500 tel ©2015 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax brightcove.com 2 3 BEING NON-PRESCRIPTIVE ABOUT YOUR VIEWER’S NEXT STEPS There is no single asset that will take your viewer all the way from awareness to conversion to advocacy. Marketers need to not only create content throughout the customer journey, they need to provide clarity on that journey by leading prospects and customers down a prescribed content path. In other words, as an effective marketer you will know where a prospect is starting on the journey, where you want him to end up, and the path that will take him through all the stages from the start to the end goal. You will be prescriptive throughout that customer journey so the prospect or customer gets the information she needs, and is confident of next steps so she doesn’t leave the journey before she gets to the goal. One of the easiest ways to do 290 Congress Street, 4th Floor, Boston, MA 02210 617 674 6500 tel ©2015 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax this is by creating actionable next steps for the viewer, accessed via clickable CTAs or interactive overlays within the player. The viewer has accessed content A, and should now go to content B – here’s the logical and easy way to get to B. For example, if your video is a product demo, allow the viewer of the product demo to quickly and easily sign up for a trial of that product by embedding a trial sign-up form within the video player. Not only does this assist your viewer, it lets you as a marketer know if your video content is effectively driving to your KPIs. You will also want to ensure the recommended videos offered post-viewing, as well as any playlists you offer, drive viewers down your prescribed content path. brightcove.com 3 Please complete the form to gain access to this content Email * First name * Last Name * Access Now
2 NOT INTEGRATING VIDEO WITH THE BROADER MARKETING TOOLBOX VIA CMS, MAP AND CRM Video should never be viewed as a single asset type to be managed outside your other marketing content. Video is one of your most effective marketing tools for many reasons, but it should be deployed and analyzed as a part of a holistic marketing strategy. Once you have more than a handful of videos, you’ll need a content management system (CMS) that enables you to organize and search for your assets, create effective workflows and also assign user management to maintain control of your assets. By integrating video with your marketing automation platform (MAP), you will increase your ease of deployment, optimize video for highly personalized lead generation, provide extensive individual viewer tracking, and increase your insight into both asset-level and full campaign ROI. By syncing your video with both a MAP and customer relationship management (CRM) platform, you will further consolidate your insight into the performance of your video as well as send your sales team important information about the prospects they’re approaching, what information the prospects are requesting and what information they have already uncovered. Video is fully empowered to serve your marketing strategy when it’s fully integrated with your marketing and sales technologies. INCREASE YOUR EASE OF DEPLOYMENT, OPTIMIZE VIDEO FOR HIGHLY PERSONALIZED LEAD GENERATION, PROVIDE EXTENSIVE INDIVIDUAL VIEWER TRACKING, AND INCREASE YOUR INSIGHT INTO ROI. 290 Congress Street, 4th Floor, Boston, MA 02210 617 674 6500 tel ©2015 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax brightcove.com 2 3 BEING NON-PRESCRIPTIVE ABOUT YOUR VIEWER’S NEXT STEPS There is no single asset that will take your viewer all the way from awareness to conversion to advocacy. Marketers need to not only create content throughout the customer journey, they need to provide clarity on that journey by leading prospects and customers down a prescribed content path. In other words, as an effective marketer you will know where a prospect is starting on the journey, where you want him to end up, and the path that will take him through all the stages from the start to the end goal. You will be prescriptive throughout that customer journey so the prospect or customer gets the information she needs, and is confident of next steps so she doesn’t leave the journey before she gets to the goal. One of the easiest ways to do 290 Congress Street, 4th Floor, Boston, MA 02210 617 674 6500 tel ©2015 Brightcove, Inc. All Rights Reserved. 617 261 4830 fax this is by creating actionable next steps for the viewer, accessed via clickable CTAs or interactive overlays within the player. The viewer has accessed content A, and should now go to content B – here’s the logical and easy way to get to B. For example, if your video is a product demo, allow the viewer of the product demo to quickly and easily sign up for a trial of that product by embedding a trial sign-up form within the video player. Not only does this assist your viewer, it lets you as a marketer know if your video content is effectively driving to your KPIs. You will also want to ensure the recommended videos offered post-viewing, as well as any playlists you offer, drive viewers down your prescribed content path. brightcove.com 3
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