Why you need to audit your video content (and how to go about it). There’s no way to dress this up. It’s not creative and it’s not exciting. But it may be the most useful time you spend on your marketing this year.
You need to carry out an audit of your video content. It sounds unappealing, like the marketing version of cleaning the fridge, but it is essential if you want to make the most of your video assets.
A video audit involves reviewing all your video content to see if it is working for you. It lets you find out if the videos you have on your website and social media are doing their job.
Actually, it’s not as bad as it sounds. To make it easy, we’ve broken the audit down into five steps.
1. What is your video for?
At some point in the past, you decided your business needed to use video. Why? What was the purpose of that first video and each subsequent video?
A good starting point for your audit is to reaffirm your marketing goals. What are you trying to achieve with your marketing and how is video helping that?
One way to look at video’s role in your marketing strategy is to see where it fits into your sales funnel. Broadly speaking, all your marketing activity should take a client or customer some way along the customer journey from becoming aware of your goods or services to signing up. There are a variety of names for the steps along the way but in a nutshell, they comprise: awareness, interest, decision and action.
A prospect might become aware of your business for the first time through video after finding your website online or seeing one of your videos on social media. This might be a viral video one of your contacts has shared such as the Adobe advert we blogged about here, for example. At this stage, the prospect finds out who you are and what you do.
If the prospect is interested to find out more about your goods or service, the next step is to show how you solve their problem. You are educating them about how your services or goods meet their need. Next, you want to help them make a decision and complete a sale by showing external validation from a client in the form of a testimonial or case study video.
Think about where each of your videos fits in your sales funnel.
2. Set your criteria
To keep or not to keep, that is the question? How you decide whether to junk a video or not depends on the criteria you set. Questions you should ask in relation to each video include:
- Is it still relevant to one of our existing products or services or does it relate to an old campaign?
- Does it meet your current brand values? Businesses change over time and you need to make sure your videos reflect your business as you want it to be perceived now, not how is used to be.
- Is it of sufficient quality? A quirky, hand-held video style may have suited your business as a start-up but does it still give the right impression? Do the production values reflect how you want to be thought of today?
- Do your videos match? There should be a unifying look to your videos that is unmistakably yours. A mish-mash of different styles will undermine your brand.
- What are the analytics telling you? Are viewers watching all the way through or bailing out half way? If they are clicking away early it will be a signal to Google and other search engines that the video is of low quality, in which case you should probably dump it as it will impact on your SEO.
- Is it interesting and entertaining, do you swell with pride when you watch it?
- Is it targeted at a specific audience or sector you are trying to reach or have you moved into new markets?
3. What video have you got?
This is the equivalent of taking all your camping gear out of the attic and laying it out neatly on the floor before deciding what to pack for your trip. You should categorise in a spreadsheet under useful headings such as:
- Product, service or campaign to which it relates
- Where it appears on the sales funnel
- Key analytics data such as total views, percentage of audience that watches it all, shares
- Where it is hosted
- Purpose of the video
- Target audience
- Page on the website it appears on
4. Evaluate each video against your criteria
Now you know what you have and what your criteria are, you need to make a decision about each video.
Get a team of people together to watch your videos and give their feedback. New recruits to the business or suppliers can be perfect for giving unbiased opinions and looking at the videos with a fresh eye.
As well as assessing each video on its own merits, you will need to see how the ones you plan to keep dovetail as part of your overall marketing programme.
In some cases, your decision-making may not be a cut and dried keep or reject. There may be videos you think could perform better if they were promoted more through social media or moved onto a different page on the website.
Similarly, a video may satisfy some criteria but not others. Perhaps it is still effective at generating conversions but let down by being outdated or out of step style-wise with more current videos. Rather than simply bin it, it may be possible to try to rework the original footage in post-production with up-to-date branding. Or, if your budget allows, you may decide to reshoot it along similar lines but with updated production values.
5. Identify what’s missing?
Once you have determined what you are keeping, what to chop and what to refresh, you need to revisit your marketing strategy and fill in the gaps. Work out what is missing and set up a programme to complete your video line up.
Element 26 offers a range of video packages as well as making bespoke videos. To discuss how you can use video as part of your marketing mix, contact us now.