Marketers need to harness the tools available to learn more about customers watching their videos, says co-founder & CCO of Pixmoto, Jack Wareham, in today’s guest post.
In most situations, it wouldn’t be able to tell you much more than the number of potential customers that viewed the video.
That’s because it’s mostly about a single destination – YouTube. And forcing your customers to come to that location to watch and start a conversation with you. Which is just one mega video consuming destination.
So have you stopped to consider that only using YouTube allows opportunity for other brands to start a conversation with your customers, or for them to be distracted with a cat video or favourite 80’s rock clip?
If you were to suggest this type of retail strategy for a physical store, you would be asking your customers to not only do the work to find your store, but once they visited all you would learn, is that they visited.
There would be no one there to greet them, ask them what they liked, give them options, grab their details, or simply find out if their browsing or buying.
What is really boils down to is that what most brands have been doing with video is not content marketing, which is why it’s not working.
That because most brands don’t understand that there are no overnight successes when it comes to video content marketing.
It takes time to grow great relationships. Time is good. It gives you the chance to hone your craft to create value over the long term. If you do this right you will become the authority, which will benefit your brand more than only ads.
We’ve seen brands like ASOS, Net-A-Porter and Target use weekly videos to inform and inspire their customers and keep them engaged with the value they are offering in weekly video conversations, because content marketing is about creating relationships not noise.
There is so much more your video is able to tell you but the only way that will happen is if you allow it to extend beyond just your existing channels, because to really understand your customer you need to be fully immersed in their world
Because right now you have to ask yourself, what are you learning from your video apart from views and subscriber numbers? Do those metrics inform your retail strategies moving forward?
What if you could learn more about your customers and how they really engage with your video, did they pause, how many times did they watch, when, where, and on what device?
Even better, what if you knew exactly what products they liked and what products they bought directly from your video…
Video can be an expensive and important marketing asset, don’t you think you deserve to get more performance insights from it?
We’re about providing a solution so you are where your customers need you in a way they need you. Isn’t that really at the heart of modern online retail strategy, that the customers will inform you on your retail strategies, not the other way around?
To really understand your customer you need to be fully immersed in their world. Find out if you are resonating with your intended audience, be it on a relevant blogsite, publication, or your own publication.
There is a lot of video content out there, what is it about yours that makes them want to connect with your brand and products?
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