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As video is becoming more and more essential to how businesses communicate with their audiences—whether potential customers, current customers, or employees—a video platform (VP) has become a necessary and useful tool for many business teams so they can manage, optimize, and measure content, and learn about their audiences.
Since teams have different goals and needs, what should marketing and sales teams (who are both focused on pipeline and closing deals) look for when choosing the right video platform for them? For marketers, for example, the tool would need to not only help you manage your growing library of video content, but also enable you to measure that video content’s effectiveness, generate more and better qualified leads, and allow video to fit seamlessly with the rest of your digital activities. When you’re on the hunt for a VP, consider a full list of options that you should be looking for.
There are 12 major categories on which to evaluate VPs. Of course, you may place more value on some categories than another company based on your unique business needs. And that’s exactly why identifying these needs first is imperative. For marketers, a few features may be key, while another team may need their own unique features. Try utilizing a list like the one illustrated below, which shows a snapshot that some marketers might favor, to compare platforms along similar criteria:
A layout like this could help you assign weights (percentages, numbers, or even letter grades) to each category according to its importance in the VP solution you’re looking for. For the example above, if a VP had extraordinary optimization features but lacked in some of the other categories, it would likely be eliminated from the decision set as the importance of optimization was only 5%.
These are the attributes you’re going to want to evaluate your VP short list on:
Don’t forget to define success for the adoption of this new technology. If you’re embarking on this investment, you’ll want to make sure you’ve defined KPIs beforehand so you can evaluate its success for your business even after you’ve made your selection.
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