The Good Looking Legs of Video

Ever since that devil box (that’s a TV, folks) appeared on the scene, things have changed, and now the internet has taken that to a new level. It’s sexy to have a video for your business, sure, but it’s more than just the aesthetic. Video as a marketing tool is becoming more than just common, it’s becoming expected.

The popularity has skyrocketed for one really simple reason: how success is measured. In the new world of marketing, success isn’t measured by the “Cost Per Campaign” (CPC), but rather by the “Cost Per Lead” (CPL). Basically that’s all fancy talk for caring  more about how many dollars it takes to “buy a new customer” than how many total dollars the campaign costs to run. Awesome.

High CPL is generated by two things:  content creation and distribution. We call those things “Legs”. If a campaign has “Bad Legs”, it means that one of those two things got way too spend-y and didn’t yield a high CPL. If it has “Good Legs”, ooh baby watch out! That pretty little campaign is coming in with a mean strut… and some new buyers following closely behind!

And that leads us here:  The Good Looking Legs of Video. We have four because two was boring and nothing has five legs.

Massive Audience
You want the cold hard facts? I’ll bullet point them for you:

1.  YouTube Is The Number Two Search Engine in The World (behind their owner, Google…      wonder why that happened. Hmm.)
2.  100 Million Internet Users Watch An Online Video – each day!
3.  30% Of Users Watch Business Related Videos On YouTube Once A Week
4.  75% Of Users Visit The Marketer’s Website After Viewing A Video
5.  75% Of Executives Watch Work-Related Videos On At Least Once A Week
6.  80% Of Internet Users Remember The Video Ads They Watch Online
7.  26% Of Internet Users Look For More Information After Viewing A Video Ad
8.  22% Of Internet Users Visit The Website Named In A Video Ad They Viewed
9.  After Visiting A Video Ad, 12% Of Viewers Purchase The Specific Product Featured
10.  Click-Through Rates Increase 2-3 Times When Marketers Include A Video In An Email

Free Distribution
You heard that right here, first! Think about it. When you design a magazine, for example, what is your next action item directly following the layout? Printing. Followed by mailing. And when those are all printed and mailed? Repeat.

I am not an advocate to avoid print and direct-mailing. That said, I am an advocate for high CPL. Which, ultimately, means I’m a huge advocate for video. Once you create a video, you can use it… wait for it… forever! There is no hidden charge there. You can send it out as many times and in as many ways as you’d like. 

Distribution is free in almost every online medium. Well, $60 a year if you use Vimeo. YouTube? Zero cost. Extra email cost beyond what you’re already spending? Zilch. And remember, click-through rates increase 2-3 times when marketers include a video in an email. Oh boy, oh boy

Easy Analytics
Want to know the effectiveness of a video campaign so that we can be confident that the Legs are more than just pretty? Done. Online analytics are as easy and accessible to use as it gets. Besides, many production companies offer these sorts of services and will teach your marketers how to find, analyze, and spit back out the data you’re looking for.

You Know What You’re Getting Into
I mentioned this earlier but what did I mean by it? Great question. If someone drops you an email what’s the first thing you do? Scroll to see how long it is. And if it’s too long, it’s either deleted or back-logged for later. That’s the problem. We evaluate, thinking,  “Well, I don’t have enough time to read all of that right now…”

Video has a simple solution — the timestamp at the bottom telling you exactly what you’re about to get into. Ninety seconds (or, as I recommend all too often, less).

Video has great legs and, if it’s done right, they can be really pretty, too! Now it’s time to get the ball rolling.

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About the Author
Jake LeVoir is the Director of Sales at Slate and Main. He has built a career on helping organizations grow by developing engaging video campaigns that drive consumer traffic and increase brand awareness.

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