PIOneers Blog: All Things
Online Performance Marketing

Video performance

Video performance is a subject that’s gained traction in recent years, mostly with a focus on analytics. However, in this blog post, we don’t just want to cover reporting – we want to deep-dive into how to improve video performance, start to finish. According to HubSpot, 85% of businesses are using video for marketing in 2020, so it’s timely to revisit end-to-end video performance and how to do it well – specifically for YouTube and Google search – so you can win at video.

Where does nearly every single one of your audiences go when they need information? They Google it. As Matt Lowe, CEO of performance.io, the industry’s first specialist online performance agency, notes, “this is a universal behaviour for all of your audiences – healthcare professionals, pharmacists, carers, nurses, patients, and payers”. But Lowe says that for most organisations, their performance and search engine optimisation (SEO) marketing strategy is a “barren desert”. Before we launched performance.io, I hadn’t come across one company in any market that had a congruent, well thought-out, SEO strategy,” he says.