Creation is 20% of the video marketer's strategy. The final 80% involves publishing and optimizing. Here are four tools we find invaluable in our video marketing approach.
Creation is 20% of the video marketer's strategy. Publishing & optimizing are the final 80%.
Analytics
Every platform out there has some form of free analytics. Make checking them regularly part of your marketing strategy.
Evaluating analytics will help you understand whether your message resonates with your target audience.
Google Analytics is an easy place to start. Take a look at the page where your video lives. How long do your visitors spend on this page? What's the bounce rate? Where are they coming from? Keep track of this data and tweak your content according to your findings.
Host on YouTube? Take a look at your analytics there. The first three charts it shows are Performance (total views), Estimated Minutes Watched and Average View Duration. If you have a two minute video but the average view duration is 10 seconds, then you know you've missed your mark.
Vimeo shows you similar statistics. It includes whether the play was an embedded one or a direct one.
For more in-depth analytics, check out Brainshark or Wistia. These platforms give you the flexibility to see how viewers interact with your video. You'll be able to see the common drop-off points in your video and the places your viewers click back to re-watch.
Buffer
If a tree falls in a forest but no one is there to hear it, it still falls. If a video publishes in a vacuum and no one is there to watch it, well. It doesn't do anyone any good.
Promoting your content is part of that 80% we mentioned at the beginning of this post.
There are many great scheduling tools out there. But at MediaBoss we prefer Buffer. We manage many different accounts for ourselves and for our clients. Buffer is the best bang for our buck.
Create custom schedules for each social account and fill them up with awesome content. Keep track of the content that resonated with their easy-to-understand analytics. Adding content is simple with their free browser bookmarklet and smartphone app.
Evernote
MediaBoss's work flow would be tedious without Evernote.
Our team uses Evernote to keep track of everything. We have notebooks for on-going marketing efforts, production processes, inspiration, active projects and more.
This helps us organize creative and practical process without bogging our teammates down with emails.
Our Active Projects notebook is our universal notebook. This is where you'll find our many To-Do lists. We love Evernote's 'check' function. You can see it in the photo below. Everyone can look at the list and check off tasks as they complete them.
The work chat function is pretty neat too. This lets us send short messages to team members or share links to notes.
Here's a recent To-Do note we created to guarantee our process for our latest video blog on Live Stream Production:
Notebook
Yes, as in a notebook with a paper pages. Anyone in the creative field should have one by their side at all times.
It's tough to stay focused when you have the whole world at your finger-tips. The pull to check your email or re-read your latest traffic report can be too great.
There are plenty of apps and plugins to help you stay off the internet when working from a computer. But nothing beats not having the option. When you sit down to brainstorm, alone or in a team, you should be distraction-free. Paper notebooks help this process.
We give each new employee and intern a moleskine notebook when they join our team. It's our expectation that they will fill that notebook and need a new one in a month or so.
You need to catch and jot down your amazing ideas as they come!
Don't hesitate to contact us if you'd like help planning your video marketing strategy. And if you're looking for inspiration for a starting point, download our Guide to 7 Must-Have Videos.
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