Author and download: http://go.brightcove.com/five-mistakes DESCARGA deshabilitada. Seguir enlace anterior y descargar desde web del autor. DOWNLOAD disabled from this account. Please, follow the link to author's page to do it. Nota acerca de los documentos: Todos ellos pertenecen a sus autores. Se incluye el enlace de descarga directa desde la página del autor y se desactiva el enlace desde Slideshare. Se difunde el contenido original desde nuestro blog. Importante: Si el autor/autores desean que se retire la presentación, por favor, mandar un email a webmaster@comunicacionactiva.com y se hará de inmediato. Important Note: All presentations belong to their authors. We include download link in the author's page. Not from our web neither from here. Our aim is to promote the original source and share what we think it's a useful content. If author wants us to erase/delete/unpublish his work, just write us at: webmaster@comunicacionactiva.com Don’t Fall Victim to These Common Missteps Video moves business. No form of content engages and converts customers more effectively than video. Both B2C and B2B companies are making video an increasingly important part of their marketing strategy to guide their viewers throughout the customer lifecycle. As the role of video marketing increases, organizations are falling victim to a number of common mistakes.

1. ®
TOP 5
VIDEO MARKETING
MISTAKES
Don’t Fall Victim to These Common Missteps

2. 290 Congress Street, 4th Floor, Boston, MA 02210
©2015 Brightcove, Inc. All Rights Reserved.
617 674 6500 tel
617 261 4830 fax
brightcove.com
1
The art of marketing is serving up the
right content to the right person at the
right time. The science of marketing is
discovering who the viewer is, her needs
and interests, and how to reach out to
that person. Metrics and analytics can turn
a good marketer into a stellar marketer
by providing the connection between
marketing art and science. Online video
has rich analytics built into its digital DNA.
Think about it: if a prospect downloads a
PDF white paper, you can assume there
was some sort of interest in the topic, but
you know very little about the prospect
from that download. You don’t know if
the PDF was ever opened, how much
information was consumed, or if the PDF
led the downloader to an action.
Basic video metrics will tell you the total
number of views an asset received, play
and drop off rates, device used (laptop,
tablet, smart phone, etc.), where the viewer
came from, engagement rates and time
viewed. If you create a clickable CTA or
interactive form, you will know if the viewer
was moved to take the prescribed action
such as downloading information or signing
up for a trial. You can use this information
to evolve your content, creative and
marketing strategies.
You should measure, track and optimize
the content of every video. Even small and
simple changes based on metrics analysis
can yield big results. If your video is long
and has a high drop off rate, consider
re-editing your content into multiple
short-form videos. If your audience is not
clicking on a particular video, consider
rewriting the description copy or changing
the thumbnail. You’ll never know what’s
effective, what’s not and WHY, if you don’t
try to track video metrics.
While the majority of marketers today understand the importance of content
marketing, many still struggle with execution. Creating content that engages your
customers at the right time with the right information is a challenge. Video is proven
to be one of the most effective modes of content communication at all stages of the
customer journey: awareness, engagement, conversion, retention and advocacy.
Brands are doing amazing things with video as part of their content marketing
strategy. Yet some brands are falling victim to a number of common mistakes that
are impacting their success. As the marketing landscape changes, marketers need
to change the way they interact with their customers. In order to help you avoid
common pitfalls, we present the Top 5 Video Marketing Mistakes of 2015.
1 NOT MAKING FULL USE OF METRICS TO UNCOVER
VIEWER INTERESTS AND PREFERENCES

3. 290 Congress Street, 4th Floor, Boston, MA 02210
©2015 Brightcove, Inc. All Rights Reserved.
617 674 6500 tel
617 261 4830 fax
brightcove.com
2
INCREASE YOUR EASE OF DEPLOYMENT, OPTIMIZE
VIDEO FOR HIGHLY PERSONALIZED LEAD GENERATION,
PROVIDE EXTENSIVE INDIVIDUAL VIEWER TRACKING,
AND INCREASE YOUR INSIGHT INTO ROI.
NOT INTEGRATING VIDEO WITH THE BROADER
MARKETING TOOLBOX VIA CMS, MAP AND CRM2
Video should never be viewed as a single
asset type to be managed outside your
other marketing content. Video is one of
your most effective marketing tools for
many reasons, but it should be deployed
and analyzed as a part of a holistic
marketing strategy. Once you have more
than a handful of videos, you’ll need a
content management system (CMS) that
enables you to organize and search for
your assets, create effective workflows and
also assign user management to maintain
control of your assets.
By integrating video with your marketing
automation platform (MAP), you will
increase your ease of deployment,
optimize video for highly personalized lead
generation, provide extensive individual
viewer tracking, and increase your insight
into both asset-level and full campaign ROI.
By syncing your video with both a MAP
and customer relationship management
(CRM) platform, you will further consolidate
your insight into the performance of your
video as well as send your sales team
important information about the prospects
they’re approaching, what information
the prospects are requesting and what
information they have already uncovered.
Video is fully empowered to serve your
marketing strategy when it’s fully integrated
with your marketing and sales technologies.

4. 290 Congress Street, 4th Floor, Boston, MA 02210
©2015 Brightcove, Inc. All Rights Reserved.
617 674 6500 tel
617 261 4830 fax
brightcove.com
3
BEING NON-PRESCRIPTIVE ABOUT YOUR
VIEWER’S NEXT STEPS3
There is no single asset that will take your
viewer all the way from awareness to
conversion to advocacy. Marketers need
to not only create content throughout the
customer journey, they need to provide
clarity on that journey by leading prospects
and customers down a prescribed content
path. In other words, as an effective
marketer you will know where a prospect
is starting on the journey, where you want
him to end up, and the path that will take
him through all the stages from the start to
the end goal.
You will be prescriptive throughout that
customer journey so the prospect or
customer gets the information she needs,
and is confident of next steps so she
doesn’t leave the journey before she gets
to the goal. One of the easiest ways to do
this is by creating actionable next steps for
the viewer, accessed via clickable CTAs or
interactive overlays within the player. The
viewer has accessed content A, and should
now go to content B – here’s the logical
and easy way to get to B. For example, if
your video is a product demo, allow the
viewer of the product demo to quickly and
easily sign up for a trial of that product by
embedding a trial sign-up form within the
video player.
Not only does this assist your viewer, it
lets you as a marketer know if your video
content is effectively driving to your
KPIs. You will also want to ensure the
recommended videos offered post-viewing,
as well as any playlists you offer, drive
viewers down your prescribed content path.

5. 290 Congress Street, 4th Floor, Boston, MA 02210
©2015 Brightcove, Inc. All Rights Reserved.
617 674 6500 tel
617 261 4830 fax
brightcove.com
4
Your company’s brand (look, feel, voice
and tone) is the unifying factor in all its
internal and external communications.
Every touch point with your products
and services should be a clearly branded,
high-quality experience. You as a marketer
need to take control of your video viewing
environment(s) so that every element is
branded cohesively. There are many DIY
and free video player options, and free is
an attractive thing. The downfall of free
is that the provider is not focused on
reflecting your company’s brand, nor is the
free provider contracted to ensure your
customer viewing experience is customized
to your specifications.
The effectiveness of your video is strongly
compromised when your video is preceded
by an ad for a competitor or followed by a
recommended viewing list that takes the
viewer away from your content. YouTube
is one of the best tools for SEO, so take
advantage of that opportunity by placing
teaser videos on your YouTube channel that
lead viewers to your website. Take control
of your viewing experience by creating
customized branded video portals, players
optimized for your site, and playlists and
recommended viewing titles that lead the
viewer down your prescribed marketing path.
NOT CONTROLLING THE VIEWING ENVIRONMENT
4
TRYING TO GO VIRAL
5
No top 5 marketing list is complete without
mentioning the use of “viral” as a marketing
goal. A CMO who requests a viral video may
as well ask for a Grand Slam that wins the
World Series. Those plays are memorable
and talked about for years, but frankly they
don’t succeed very often. Virality is not a
goal - it’s an outcome of effective audience
targeting and storytelling. Unless your goal
is broad audience brand awareness, your
marketing strategy is better served by
targeting your niche audience with the right
level of engaging messaging. If you engage
the right prospect with the right information
and give that person a clear next step, your
content will deliver results.
In the span of a year, marketers have moved
from asking “Why use video?” to “How do I
use video?” in my marketing strategy. What
separates good video marketers from great
video marketers is the ability to create an
enticing viewing experience that engages
and educates prospects and customers
throughout their journey