An awareness campaign builds your brand’s recognition, generating an affinity with buyers and catapulting your solution to “top of mind.” Your #brand should be where your targeted customers or audience can easily find you.
A VIDEO WORKS BEST IN AN AWARENESS CAMPAIGN:
A high quality #Video is a great attention getting tool and can be shared easily which is vital when it comes to creating a great awareness campaign. Video is more memorable than other content mediums so it’s essential to have high quality video (s) as part of your overall video marketing strategy . People who view or watch videos will remember more information through the use of both verbal and visual content used together versus using verbal and visual content separately or independent of each other.
Short, high-quality videos like brand promotions, infographics, expert interviews, leadership presentations, customer reviews and short-form content like teasers on social media sites are great video marketing tactics to deploy.
VIDEO KEY AWARENESS METRICS TO MONITOR:
1. Number of shares, likes, and retweets of your videos on social channels
2. The increase in website visits & referral sources (percentage)
3. Average number of unique visitors to the homepage
4. The number of times your video has been viewed on your website.
An engagement campaign allows you to break out of segments and relate with people through personalized messages. The conversation(s) you have should occur across various channels. Make sure your message is where your audience or target market is; like email, social, web, etc. It takes certain prospects or leads longer to convert when it comes to accepting and trusting your company and brand so your engagement stage is going to have varying results. You always have to analyze and adjust your campaign accordingly. You can make definitive conclusions about what content interests individual prospects by looking at behavioral data and building prospect profiles and understanding your buyer personas.
Video is the premier way to inform and educate a potential prospect or lead. Use explainer, tip series, how-to or tutorial, or webinar videos. This type of video content allows a person to make a decision about your company and brand with confidence and ease.
ESSENTIAL ENGAGEMENT METRICS:
*Difference in time on site
*Average number of product video views per session.
*The average number of product pages viewed
*Rate of video completion
*Look at open rate (email)
*Landing page visits
*The amount of landing page form completions
Video Advocacy Campaign:
Customer or brand loyalty is vital to any company and brand. Customer or brand loyalty applies when customers choose your brand or company over your competitors and does business with you. Having brand advocates is great way to get free #advertising or #marketing for your product or services. Moreover, brand advocates will help you get new customers and them go from the awareness stage to the engagement stage fast.
Videos In A Advocacy Campaign:
Your biggest fans are brand advocates so it’s paramount to use videos in a advocacy campaign. Your brand advocates will engage with your videos voluntarily. Videos are a great communication tool especially when you have excellent video content that can be shared. Brand advocate can help inform potential customers about your brand by producing user-generated video content, write reviews about your product or service videos, create and share videos that features your products or services. Furthermore, this helps create awareness of your brand and starts a new customer cycle for new prospects. The on the go consumers of today pay close attention to video content for many reasons like: provides entertainment educational value, visually pleasing, easy to remember, shareable, people can connect with videos, videos a have a longer life span, stronger and immediate impact on consumers, increases brand recognition, videos can build trust and credibility, etc.
Key Advocacy (Video) Metrics:
*Look at the average net promoter score
*Customer referral code redemption growth
*The number of day and months for movement between service tiers
*Auto-renew service offers or purchase clubs growth rate
*Total user-generated video communications for brand sponsored community groups and social outlets
*Analyze the number of additional feature requests and continued communication with your brand or company.