What is Video Marketing Software and Why Do We Need It


Video Marketing

Marketing and IT are no longer unrelated silos within an organization. Digital technologies have opened so many marketing doors that this marriage of the two departments even has a name: MarTech. Taking it a step further, many modern businesses are creating the position of Marketing Technologist to fill their MarTech needs.

There’s more to MarTech than big-picture marketing automation software and customer relationship management (CRM) platforms. Video marketing software, for example, can add value to your video campaigns, maximizing reach, SEO, and even conversion rates. If you thought all you needed for successful video marketing was a YouTube account and a solid video camera, think again. Let’s explore video marketing software and why your business should get on board.

The Video Marketing Conundrum

Video is a powerful and popular tool in your content marketing arsenal, used by 60 percent of respondents to the Content Marketing Institute’s 2017 Benchmarks, Budgets, and Trends—North America report. Factor in B2C organizations, and you can bet that number is much higher overall. Let’s juxtapose that data to another important figure: Shockingly, nearly two-thirds of the respondents to the 2017 Video in Business Benchmark Report indicated they lacked the metrics to measure engagement or ROI from their video initiatives. (If you want more data from the report, I broke it down in detail here.)

These two bits of data don’t add up. The number of YouTube users alone makes up almost one-third of everyone on the Internet, and more than half of them are watching on their mobile devices. That combination is huge, and ignoring the opportunity there would be doing your business a disservice. Investing time and resources without using data to verify whether they’re successful, though? That’s an even bigger one.

Lacking or altogether missing metrics aren’t the only challenges video marketers face today. With the plethora of video being created by modern brands, it’s important to understand there’s more involved in a successful video campaign than simply shooting a video and uploading it. In fact, there’s so much to be done that it can be easy to get it a little bit right, and a lot wrong. That’s where video marketing software comes in.

Video Marketing Software: What It Is, How It Can Help

Video marketing software allows you run video campaigns from start to finish quickly and easily. What does that look like, exactly? Most video marketing tools allow you to do the following (and more):

  • Create and edit videos from scratch or from templates, complete with adding still photography, music, clickable calls to action, etc.
  • Curate and post additional videos that might be of interest to your target audience.
  • Manage an editorial calendar to streamline scheduling and promote collaboration.
  • Make video storage more efficient with a singular, searchable video library.
  • Ensure your video descriptions, tags, etc. are SEO-friendly.
  • Syndicate your video on third party-sites or embed it on blogs or social media.
  • Track the success of your video campaign through targeted KPIs.
  • Integrate with other MarTech tools like marketing automation platforms (MAPs).
  • Use APIs to integrate with custom systems for maximum interoperability.
  • Score leads generated from video content for use in CRM platforms, enabling your sales teams to do their jobs more effectively.
  • Automate video distribution, even on mobile.

What’s Next?

If you’re engaging in video marketing—and you should be—you should strongly consider video marketing software for all the reasons above. If not, you risk wasting time and resources, not to mention having your message get lost in the sea of branded videos available online.

That said, remember not every video marketing solution is created equal. You must ask the proper questions—how well the platform fits your specific marketing needs, what SEO and analytics tools are included, how the vendor approaches key considerations like contractual agreements and customer service—and more.

Is your business on board with video marketing software? If so, how has it worked for you, and how would you rank it in terms of utility when compared with your other MarTech solutions? If you’re late to the video marketing software party, what’s been the hold-up? What are your questions or concerns? Ask away, and I’ll address them in the comments.

Additional Resources on This Topic

20 Video Marketing Examples Used by Project Management Software & Cloud
Video in Business: Benchmark Report 2017

Photo Credit: beckirk Flickr via Compfight cc

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