The Eyeball Gap: 2 major tips to help your org WIN at Video Marketing!

Описание: Cameron Robinson, CEO of Whiteboard Geeks presents two simple steps to overcome "The eyeball gap" and make sure your most complex ideas are simple and seen!

Learn more at: http://whiteboardgeeks.com/ourappraoch/

Why Can't Most Companies Connect Video to Dollars?
Partial Transcript:

Today’s marketers are drowning in an ocean of data.
More people than ever are online, utilizing social media and generating trackable data through their smart devices.
According to IDC, the data generated from IoT devices is currently growing from 0.1 zettabytes in 2013 to 4.4 zettabytes in 2020. That means our standard output will be 44x what it was 7 years ago.
Over the last two years alone 90 percent of the data in the world was generated. Think about that ...90%... in just the last two years.

At the current rate, this is data is explosion is growing faster than we can keep up with.
But we can’t afford not to. The solution is focusing on the metrics that actually matter.
In today’s highly digital age where pixels and cookies follow you around the net like a school of fish, telling marketers what we look at, how long we watch, what kind of phone we watch it on and whether or not we clicked on the link, there is no excuse not to have robust data to drive marketing choices.
Gone are the days when marketing could be called a dark art. The digital age has made it into a science. And science runs on numbers.

At Whiteboard Geeks, we nerd out on the numbers. The data gives us a Pep Talk.
So let’s start with my area of expertise: video. I’ve been making videos for a decade, and as CEO of Whiteboard Geeks, I’ve seen our work reach over a million eyeballs.

We all know video is an essential part of any digital marketing or communications plan. And yet, tragically, we still don’t understand how to harness their power.

In a study of over 600 marketers conducted by B2B content marketing, only 8% said they were successful in measuring their video content in relation to revenue.
Wow.
Why did the other 92% fail to connect their marketing collateral to dollars?
For one, it’s hard.

Showing attribution of an asset, especially a top-of-funnel asset like an explainer video can be challenging.

Maybe you don’t have the capability through your CRM. Maybe you do have a CRM that can, but your sales force doesn’t use it correctly. Maybe you’re using it for internal communications and have no way to measure buy-in. Maybe your agency said they would. Or maybe it just falls through the cracks.
And when it falls through the cracks, so does the money. Cracks mean leaks, out of which revenue will silently slip away into space.

I call this “the Eyeball Gap” - the chasms that crop up when companies can’t connect their video to dollars.
--
How can you measure the effectiveness of your campaign if no one is seeing it?
WE know videos are one of the most effective tools to generate leads and revenue out there. They aren’t going away, their use is only growing.

Over 500 million (half a BILLION!) people are watching video on Facebook
every day.
And almost 5 billion videos are watched on Youtube every single day

Internet video viewing is predicted to grow to more than 82% of all consumer internet traffic by 2022. That’s a huge chunk of the internet that is just video - just like the earth is more than 70% ocean. Both have not been fully explored.

It comes down to this: If you want to prove your marketing efforts are generating revenue, do the following 2 things with your videos:
Eyeballs. Actually post it on Youtube, your website, and social media. Use one link of course. Don’t forget to UPLOAD a custom thumbnail too, because it can generate up to 20% more clicks. Just make sure you are getting eyeballs on it. The Right Eyeballs Don’t let it die on the vine!
Then create an implementation plan: Choose one KPI to measure against a control to show success. Put effort towards the test, then wrap it up and take home your prize: a shiny percentage increase.

While most marketers are missing out on success metrics that could improve their business (and get them promoted), the good news is: It’s easy to fix.

Instead of floating helplessly in the sea of numbers and data points, with the right focus you can surf the power of this information age. By zeroing in on getting the right eyeballs and the right KPI you can ride the waves to high-return successful campaigns.

It just takes determination and a little bit of core strength.