There is no question that video is playing a bigger role in marketing than ever before.
Marketers are tasked not only with determining what type of content to create to engage customers, but they must also decide on the best method for deploying videos. For those who are new to video, it may seem easy and effective to host your videos on YouTube. Newcomers are partially right. It is easy, but it’s definitely not the most effective video player for most businesses.
Here are five reasons why your company should host videos using a YouTube alternative.
Connecting with customers on YouTube is challenging
YouTube views don’t guarantee visits on your website
Third party players offer better metrics
YouTube dominates the video experience
YouTube advertisements and other suggested content can deter viewers
YouTube has a lot of traffic! There is no denying that. And generally marketers want to be where most customers are. According to Fortunelords, almost 5 billion videos are watched on YouTube every single day. That’s a ton of views, but it also means there is stiff competition, making it hard for your company’s videos to stand out.
If your brand creates a lot of helpful how-to content, YouTube is a great place to upload. The core YouTube audience uses the platform to either find answers to questions or for entertainment purposes.
However, if you have video goals like lead generation or creating ROI, try a YouTube Alternative. This will help you better connect with people who are seeking out the information you provide.
Even if people do view your videos on YouTube, there is no guarantee they’ll visit your site. YouTube allows you to put annotations over your videos, but those annotations lead to more YouTube content. Instead of expecting your audience to move from YouTube to your website to convert, get them directly to your website to watch the video. The easiest way to get them to your website is to bypass YouTube all together. If you host a video on your website using a YouTube alternative like Wistia or Vidyard, you’ll be able to more easily connect viewers to the sections of your website where they can purchase your product or service.
YouTube Analytics provides some valuable information including performance, estimated minutes watched, and traffic sources. But third party players can provide all of that information and more. Valuable sources of data provided by these other players include viewer drop off (times in which viewers stopped watching), engagement rates, heat maps for each viewer’s session, and connection to conversion points like lead captures to measure ROI of the video. This type of detailed information can be critical for decision making.
The way consumers view and engage with video can play a big role in how effective your content is. You have little control over the viewer experience in YouTube. All uploads use a generic viewer format. Other YouTube alternatives allow you to tailor the delivery of video content. You can even customize player formatting to match your brand. This helps your company maintain a consistent image in the eyes of viewers.
In using a third party player, you’ll also have more control over the next steps viewers take. You can include annotations that link to your website or vanity page. This will help bridge the gap between visitor viewing to visitor conversion. By integrating with a Marketing Automation Platform, like Hubspot, you can even track in real-time who is watching a video so that you can proactively respond.
One of the biggest benefits of using a YouTube alternative on your website is that advertisements do not pop-up before the video plays and viewers are not distracted by other content.
The attention span of many viewers is limited. Some will choose to click away if forced to watch an advertisement. Hosting videos on your website allows you to deliver desired content to viewers immediately.
Another problem with having videos on YouTube is that you can’t control what advertisements play before your video. Sometimes, the commercials are those of competitors, the opposite of the messaging you want a potential customer to be exposed to. Hosting videos prevents this mishap, sending viewers directly to your content.
YouTube wants to keep their audience engaged. Suggested videos surrounding the main video and auto-play videos following the current video all encourage viewers to stay on YouTube and watch other videos. This means that it’s easy to get lost in the sea of information.
Here’s a handy guide that will help you decide where to post your videos.
- For views, awareness, and subscribers: YouTube.
- To generate new leads, create ROI, keep people on your site, and recommend content: Vidyard.
YouTube has its purpose. If your goal is to raise awareness or promote your YouTube Channel, upload away! But if your business wants to attract traffic to its website and make conversion as easy as possible for customers, try hosting your videos using a third-party player. Yes, these players cost more than YouTube. But what are more conversion worth to you?
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Video is one of the strongest tools you can incorporate into your marketing strategy.
It not only engages potential customers, but it also educates those customers about your product or service. If done well, some videos can even sell for you. Creating content that leads to sales is the goal of many marketing strategists. They think, if I can create an effective explainer, my job is done right?
Wrong! Many marketers make this big mistake!
If you are only creating a product overview or an explainer video, you’re missing out on a lot of opportunity.
Imagine this! You are looking for a new job and decide to apply for an open position using only a paper resume. While submitting a resume has historically been the best approach, new tools and tactics are often needed to help you land a job interview. You can submit an application online, connect with the hiring manager on LinkedIn, or even reach out to a recruiter via email to express your interest. Pairing the traditional resume submission with some of the newer outreach methods is a more effective strategy to help you get hired.
Similarly to the job search example, marketers are limiting themselves if they don’t make content for all stages of the sales funnel. Some customers respond well to product overview and explainer videos. Others won’t engage with your content unless they are first introduced to your company in a way that’s not overbearing.
Right now, more than 200,000 clinical studies are going on worldwide, with doctors and researchers studying countless aspects of health and medicine like heart disease, diabetes, nutrition, cancer, drug treatments, pneumonia, childhood food allergies, even acne.
All of the studies, however, have one thing in common: At some point, the results need to be presented to the medical community and key stakeholders. And that’s where Myriad Genetic Laboratories are greatly improving the way this information is communicated and shared.
Using the Power of Video to Communicate Research
There’s no denying the power of video, which uses both sight and sound to capture the attention of the viewer, making the message concise and easier to understand. Here are a few statistics you may not know:
According to INSIVIA, viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text.
Cisco Systems estimates that by 2019, 80% of internet traffic will be video.
Forrester Research says that overall, employees are 75% more likely to watch a video than to read documents, emails or web articles.
How does all that translate to a researcher’s clinical study results? After all, doctors aren’t marketers, and they aren’t in the business of providing entertainment. However, when used as a communication tool, video can make complicated scientific information better understood, far more accessible, and can dramatically increase the size of the audience.
Trends continue to show more of the buyer’s online journey is moving to the digital world. A recent Forrester report, “2016 B2B Budget Plans Show That It’s Time For A Digital Wake-up,” B2B marketers are in need of new ways to generate more compelling customer experiences. “Simply sticking with what worked previously is a poor strategy,” the report says, “given that business buyers have become more sophisticated in their digital and mobile use.”
One of the report’s recommendations is that marketers should be, “focusing content marketing efforts on video…”
This doesn’t have to be complicated or expensive. There are so many different types of videos that can be created and utilized in many different digital channels.
As you know, content marketing touches every marketing and sales channel. There is an opportunity for video to enhance each of your customer and prospect touch points.
Is anyone busier than doctors these days? We bet if you ask anybody in Marketing Communications or Sales Management; their answer would be an enthusiastic, “No!”
In addition to a doctor’s primary passion of caring for patients, he or she must also supervise staff, juggle changing fee structures, deal with new insurance policies stemming from the Affordable Care Act, and manage electronic medical records (EMRs). Physicians also must make time to read medical journal reports pertinent to their specialty, exchange information with their peers, attend medical conferences and sometimes conduct research studies of their own.
It’s no wonder that the doctor’s door is closed more often today to marketing representatives. They simply have less time. And in the biotechnology, molecular genetics and genomic fields, the information you need in HCP education changes often and is complex, requiring more time.
Doctors with less time vs. communication that takes more time? That’s a no-win situation in HCP marketing, you say. And it leaves you with the less dynamic text-only options of email and PDFs.
We are all racing to bring in new customers or clients. It seems to be a race to be the first, yell the loudest and push the hardest. But I argue that there is a better way to win the race. With the mounting evidence that visual content is crucial in driving both brand awareness and conversions, digital video is entering the forefront of many marketing strategies. But what type of video would work best for your needs?
Naturally, a plethora of video ideas float around the web and could be utilized to suit your marketing strategy. Today, I’m going to focus on a company explainer video to help drive new customers to your business and differentiate you from the competition. Industries having to market complicated products or services, such as healthcare, simply explaining what your company does is an important part of the conversion process. Relating to your audience and helping them understand how you solve for their situation is what an explainer video is all about.
In recent years, we have really seen video marketing come to the forefront of the digital marketing industry. As internet connections have allowed for higher bandwidth usage, videos have become a go-to marketing choice for some of the largest brands. And have made large brands out of small companies.
However, many businesses jump head-first into video creation without taking the time to stop and ask themselves if the way that they are going about it is putting them in a position to improve their revenue and connect with their audience.
Uploading a PowerPoint presentation with music playing over the top of it isn’t effective video marketing, and in most cases, your time would be better spent on other tasks. But, there are some simple tips that you can follow that help to ensure that your businesses video marketing efforts are effective. Following these video marketing strategies can lead to successful videos.