how our video marketing campaign increased leads by 427%
TRANSCRIPT
A targeted campaign that uses video as
the main content - the aim is to make an
impact on the target audience and - in
this context - the impact was to inspire
the viewer to make an enquiry
WHAT IS A
VIDEO
MARKETING
CAMPAIGN
ANYWAY?
1. GOAL
4. CONTENT 5. DISTRIBUTION
Start Here!INCREASE LEADS BY 200% ON SAME TIME LAST YEAR
CASE STUDY VIDEO EMAIL LIST, PAID FACEBOOK PROMOTION, ORGANIC SHARING
2. AUDIENCE 3. CHANNELS
6. METRICS 7. KPI
MANAGEMENT IN HEALTHCARE ORGANISATIONS
EMAIL, FACEBOOK
VIEWS, SHARES, ENGAGEMENT, ACTIONS
NUMBER OF LEADS GATHERED IN 3 MONTHS FOLLOWING LAUNCH
THIS IS WHAT THE
CAMPAIGN FRAMEWORK
LOOKED LIKE
THE BENEFITS OF
SETTING A
CAMPAIGN
FRAMEWORK ARE . . .
Provides fantastic focus and direction
Enables clear and simple planning
Great communication tool for all stakeholders
Enables easier reporting
Helps to quickly define success
Promotes better campaign results
CREATING
THE
CONTENT
Getting the core piece of video content right was paramount - it always is. Without the correct
messaging and script, the video won't be effective and the campaign will flop.
Our process was a collaborative one - meaning we drew the most powerful information from the
experts.
This helped us understand the video's audience in minute detail - enabling us to understand their
worldview. Then, and only then were we in a place to craft the most impactful message possible.
Script written. Footage film. Video cut... Onward to the campaign!
Using a targeted list to
help launch the video
USING THE CHANNELS
TO LAUNCH
CLIENT'S WEBSITE
FACEBOOKINFLUENCERS
Video hosted here so viewers
could easily get in touch
Utilising organic reach
and promoted postsOutreach to those with
influence over our
audience
TARGETED TRAFFIC
THE LAUNCH
WAS STRONG
BUT THE
CAMPAIGN
NEEDED TO
DEVELOP
OVER TIME
SUPPORTING
ACTIVITIES:Weekly blogs on themes that linked to the campaign Micro content (images, gifs, micro blogs) distributed on social mediaEncouraging of organic sharesPress releasesSecond email campaign to a segmented list
WHAT WE
MEASURED :
Video play rate (% of those visiting the site that
hit play)
Video engagement rate (% of the video being
watched)
Video conversion rate (% of those who watched
the video that made an enquiry)
HOW WE IMPROVED
CAMPAIGN PERFORMANCE
INCREASING
PLAY RATE:
The key to this is the call
to action linked to the video.
The first one we used was a general:
"Hit play to watch our new video!"
While clear, we wanted it to be more
compelling, so we changed it to:
"How is our service changing lives? Click
play to watch the video and find out!"
It is longer but there's more intrigue.
HOW WE IMPROVED
CAMPAIGN PERFORMANCE
ENGAGEMENT
RATE:
This was a healthy 77% -
very strong for a video of
almost 4 minutes. So we
were pleased :)
Engagement levels tend to be linked to video
duration.
The longer the video, typically, the shorter the
engagement rate.
If your engagement is low, read the analytics.
Where are people dropping off. Is there a
confusing point? Or is it too long?
Don't be afraid to re-edit and optimise the video
- the long term success of the campaign is
worth the effort!
HOW WE IMPROVED
CAMPAIGN PERFORMANCE
INCREASING
CONVERSIONS:
Conversions were the KPI, so we wanted
to optimise this as a priority.
The key are the calls to action in the
video...
It wasn't so much the wording of the call to
action that made the difference but the timing...
The link to click to make an enquiry popped up
at 85% through the video.
But, the average person was watching 77%, so
never saw the link!
By moving the link to pop up 70% through the
video, we were able to see a dramatic rise in
conversions.
METRICSPost Campaign
PLAY RATE:
31%
ENGAGEMENT:
78%
CONVERSION:
13%
Up 39% from Month 1
Up 1.3% from Month 1
Up 54% from Month 1
427% Increase in leads on same
time previous year
CAMPAIGN IMPACT
Nationwide coverage
for the brand
They needed to hire more staff
to cope with demand
Opened up opportunities
in new sectors
Valuable data insights gathered
for future campaigns
KEYS TO SUCCESS
1. Understanding the worldview of the core audience. Doing this enabled
us to create highly relevant and engaging content.
2. Developing the framework to the campaign. This provided everyone with
a sense of purpose and direction. It gave everyone confidence in what we
were after and provided great transparency to all involved.
3. In campaign optimisations. After analysing the metrics after month 1, we
were able to figure out how to make improvements to the campaign, these
compounded over the life of the campaign and helped get the great result
that came from our efforts.
THANKS
FOR
READING
Feel free to get in touch with any questions:
www.apricotvideomarketing.com