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- Attract: The first step in any successful video content marketing strategy is to attract the user. Make sure your users can find your valuable content. For example, IP features, such as video SEO, video search, video content recommendations, and syndication to sites like YouTube are essential.
- Engage: The second critical step in any successful video marketing strategy is to engage the user once they’ve found your content. Strive to offer viewers a “lean forward” experience. This is derived from the ability to transcribe, tag, and translate the video content which delivers things like search within the video, closed caption based navigation, and other lean forward features to keep the viewer on your site and watching the video to completion.
- Convert: The third and most important step in any successful video marketing strategy is to convert the viewer to a lead, prospect or customer using the video content that you’ve produced. You can do this by synchronizing contextual related content and offers. This can include lead forms, offer forms, and other calls to action, including integrations with marketing automation platforms, such as Marketo, Eloqua, HubSpot, and others.
Content for these users can become more sales-oriented and we should consider bespoke, tailored audience advertising campaigns to maximize conversion rates.
Finally, be sure to monitor your social sales funnel and customer conversion rate, paying attention to key metrics, failures, and successes, along with the path.
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