When Using Video to Market Building Materials, Remember This

Building Material Marketers are Using Video

Many building material and building product marketers are using videos to help sell their products.   Research has shown the effectiveness of video, but there is still confusion out there as to how to get the most of out these videos.  The answer has to lie, not in guesswork or gut feelings, but from keeping track of what is creating sales leads and what isn’t.

Pay Close Attention to What Actual Creates Sales Leads

While research shows the effectiveness of video for B2B sales and marketing, the industry is currently in the midst of a certain crisis. VidYard reports that 70% of B2B marketers are using video in their mix, and 82% of marketers report past success with video marketing initiatives, yet also makes the case that with the rise of easily quantifiable attention metrics — Likes, Retweets, Upvotes — many B2B building material and building product marketers have become complacent in the ways in which they evaluate the success of their marketing materials.

Don’t just post videos to your Youtube channel

Attention Does Not Guarantee ROI

Simply put, the production and distribution of quality content are only part of the picture. Attention does not guarantee ROI, and so a lazy approach to measuring the efficacy of your content is the ultimate misstep. While 86% of respondents to the VidYard survey said they were using some form of measurement of their video marketing effectiveness, the question is which metrics they are using.

Consider these two statistics:

• 70% of marketers claim video performs better than other types of content at provoking discussion among the target demographic about a product.
• Organizations that use both in-house and external platforms for their content see the greatest ROI on their video content.

Despite the fact that video is able to capture the attention of building material customers and generate interest from architects, builders and contractors on external sites such as YouTube, marketers still find that attention on YouTube does not produce the same results as the content which is viewed on an organization’s own website.   It is not that hard to take your youtube videos and embed them on your web site product pages.

Don’t Just Post Videos on Youtube & Walk Away

There is a distinct need for balance: content on YouTube may generate conversation and a higher search ranking,(and thus, even more attention), but ultimately sales are still generated when you are able to move people closer to your sales page. So, one must find the sweet spot whereby YouTube content strengthens the brand and generates attention, but still be sure to create low-attention high-return content to be kept in-house.

Don’t be lazy with your metrics or you’ll be left with a lot of buzz and no bucks.

Regards, and I hope you find beauty today, even when it isn’t pretty

-Jason Yana