HERO’S

GUIDE TO
VIDEO
MARKETING

The Journey Begins: Chapters 1 - 3

®
In the Video Marketing Hero Epic,
we cover the following:
• Aligning video content strategy with the customer lifecycle
• Evaluating the essential elements of content publication and syndication
• Assembling a team to execute an enviable video vision
• Measuring and scaling repeatable video successes
with advice from video marketing mentors

No, this book won’t give you special powers. Like most
superheroes, you will discover, you had it in you all along.
Contents
What is Video Marketing? 1
The 6 Strengths of Video Marketing 2
The Evolution of Video 3
Why Online Video Now? 5
Integrating Video Content across Marketing Channels 7
Finding Your Video Marketing Super Powers 8

Why Video Marketing is Vital to the Customer Lifecycle 9

How to Say It Better with Video: The Human Connection 10
Why Video is the Vital Link to Your Buyer 11
Understanding Customer Lifecycle Goals 11
SMBs to Enterprise: Video Marketing Is
Effective Across Organizations and Audiences 14

How to Use Video Marketing: The Video Marketing Hero’s Utility Belt 16
Brand Alignment: Company Video Identity 17
Video Portals: Rich Audience Experiences 18
Video SEO: Discovery & Search 18
Content Distribution: Video Everywhere 19
Video Marketing Analytics: Measuring Results 21
Marketing Automation: Further Engagement & Anticipate Demand 22
Conclusion 23
CHAPTER 1

What is Video Marketing?

Video marketing is content marketing. extreme versatility within channels. We will

Or inbound marketing. Or demand also look back at the growth of a captivating
generation marketing. Or whatever kind and enduring medium, moving across time
of marketing you want to call it. Video and devices to keep audiences educated,
marketing simply means that in any informed, and entertained. History shows us
campaign, video is the medium through there is an affinity for video. So with mobile
which ideas are conveyed. Ultimately all consumption at an all-time high, the time
brands, along with the dedicated individuals for video marketing empowerment is now.
who market them, want to expose their
audience to a new way of doing. This
takes creative, compelling, enthralling
brand stories. Through all stages of the
customer journey: awareness, engagement,
conversion, retention, and advocacy;
there is the opportunity to use video in an
inviting, thoughtful way. If you’re bored
of the same old tactics or stressed about
campaigns not reaching their full potential,
it’s time to leave the mundane behind
and step into a new and exciting world.

Marketers understand video has value,

but there is a lack of confidence piloting a
strategy forward. In the following chapter,
we will examine the benefits of video as a
preferred marketing medium, including its

1
The 6 Strengths of Video Marketing
Is video’s strength legendary? Perhaps.
“It might sound odd for a writer to talk about how awesome video is. But here’s the thing:
When it’s done well, video makes your words resonate even more. Video is simply a rich way
to tell your story.”
-Ann Handley, Chief Content Officer, MarketingProfs

CONVENIENT MOVING
Mobile bandwidths and generous data Ever watch an online video that brought
plans allow us to watch videos on the tears to your eyes? How is it you feel a
go, enhancing experiences within our connection with a person you’ve never met
favorite apps. Mobile video streaming is before? Through a unique combination of
skyrocketing! 86.8 million Smartphone words and images, video becomes a shared
users watched video on a monthly basis experience. Video can buoy our spirits; pull
in 2014, up from 72.1 million in 2013.1 at our sentimentality; elicit our deepest
fears; appeal to our sense of goodness.
MEMORABLE Humans are hard-wired to respond and
The human memory ties learning to those collect insights via body language and
experiences most like real-life. Speech, facial movements. 5 When stories center
music, images, and motion all converge in on people, a video message is at its best.
video, making it the closest medium to our
reality. Furthermore, video can overcome PROLIFIC
the fatigue people experience through Easily embeddable and shareable, video can
sensory overload. 2 Meaning, when we move beyond the silo. In the United States
start to “tune out” audio, we are drawn alone there has been a 94% increase in
back in through imagery, or vice versa. video posting on Facebook year-over-year.6
Marketers take note; useful content can take
SUCCINCT on a life of its own as you gain advocates
The average American speaks at a willing to amplify your brand’s voice.
rate of 150 words per minute3 and
180 words per minute in a fast-paced VALUABLE
conversation. Meanwhile, we read at Great content is a lead generator. A
roughly 300 words per minute. Despite refined video marketing platform can
this, 59% of senior executives would “gate” video content, placing lead
rather watch a video than read text.4 generation forms before, after, or
So while it may seem counterintuitive, within the video. We suggest mid-roll
video satisfies the need for immediacy. gating before another prized piece of
knowledge or advice is revealed.7 Be
aware video length and subject matter
will play a huge part in delivering on this
implied value. Know your audience.

1. ] Lambert, A. (2014, August 11). Marketing in the Mobile-Social-Video Age [Report]. Retrieved July 22, 2015
2. Murphy, S. (2015, February 25) Why We Learn More Faster Through Videos: 4 Reasons the Human Brain Loves Video [Web log post].
Retrieved July 23, 2015
3. Voice Qualities, National Center for Voice and Speech. (n.d.). Retrieved July 23, 2015
4. Video in the C-Suite: Executives Embrace the Non-Text Web. (2010). Retrieved July 23, 2015
5. Rosensteel, S. (2013, January 28) Why Online Video Is Vital For Your 2013 Content Marketing Objectives.[Web log post]. Retrieved July 23, 2015
6. Peterson, T. (2015, January 07). Facebook Users Are Posting 75% More Videos Than Last Year [Web log post]. Retrieved July 22, 2015
2
7. Childs, M. (2015, July 14). Getting Started With Video Gating [Web log post]. Retrieved July 22, 2015
The Evolution of Video
Video has captivated people for more than a hundred years. Though
the methods of consumption have changed over time, video is still
a socially oriented medium eliciting enduring excitement.

1890 1927
A sight to see! The first moving pictures You talkin’ to me?! Prior to 1927, movies
are produced in Paris by the Lumiere were without sound. The Jazz Singer
brothers, Auguste and Louis. These changes all this, being the first synchronized
recordings, centered around everyday dialog film. The “talkie” is born.
life, are a series of shots, without
sound, and under one minute long. 1941
Prolific marketing? WWII propaganda for
1905 a growing world leader. The United States
All great content needs a venue. The uses film houses to reach Americans with
first successful permanent theater was pro-war sentiments. The war stalls some
“The Nickelodeon” in Pittsburgh, PA. 8 Film development of the growing TV “fad,” but
houses change the way in which Americans NBC, CBS, and ABC invest in broadcast
spend free time and disposable income. studios in key markets, nonetheless.10 This
By 1910, newsreels are commonplace same year the first commercial airs on TV,
with show-goers now gaining access to a 10-second spot for Bulova Watches.11
news in a remarkable and novel way.
1950
1920 In-home entertainment. An estimated
The birth of Hollywood. America is 10 million American homes now own a
entranced by movie stars. The United TV.12 Many Nickelodeons close. Short-
States reaches a production rate of form content thrives on TV while
roughly 800 films per year or 82% of the theaters find a niche with long-form.
global total.9 To protect their content and Brands flock! Early television shows
unique offerings, emerging studios engage feature one sponsor per program. In
popular actors in exclusive contracts. some cases, networks grant advertisers
full control over the show content.13

8. History of Film. (n.d.). Retrieved July 23, 2015

9. Dirks, T. (n.d.). The History of Film: Pre-talkies and Silent Era. Retrieved July 23, 2015
10. TV History, A Brief History of Television. (n.d.). Retrieved July 23, 2015
11. Jezek, G. (n.d.) Television Facts: Firsts In The TV Industry. Retrieved July 23, 2015
12. The History of the Hollywood Movie Industry, History Cooperative. (n.d.). Retrieved July 23, 2015 3
13. Advertising. (n.d.). Retrieved July 23, 2015
1975-1980 overabundance of kooky cat and laughing
Viewing preferences, personalized. baby videos. Brain cells die. Brightcove
Specialized cable channels are introduced. launches to bring professional video to
HBO in 1975; TBS in 1976; C-SPAN, ESPN, the masses. Vimeo, Daily Motion and
and Nickelodeon, all in 1979. In 1980, Blip.TV are founded within a year.17
CNN became the first 24-hour cable
news station.14 A year later, MTV kicks 2007
off. Soon channels like QVC and the Video on Demand. Netflix introduces
Home Shopping Network are dedicated streaming Web content. Hulu also launches
wholly to advertising. During this time this year with content from networks
closed captioning gains prevalence like ABC, Fox, NBC, and The CW. These
through organizations like the National streaming services inevitably lead to a new
Captioning Institute.15 A previously kind of video consumption: binge-watching.
under-serviced group can now gain Audiences of the 21st century refuse to wait.
access to TV news and programming.
2013, 2014, AND INTO THE FUTURE
1993 Watch on Repeat. Online video
We will rock you. A few short years progression is paralleling many early video
after the Word Wide Web is created, developments, yet shifts come at a more
Mark Weiser, Chief Scientist at Xerox rapid clip. The past few years have brought:
PARC, tests the streaming capabilities of
• More widespread access to video
the Internet. Streaming and screaming,
his rock band, Severe Tire Damage, • Less video equipment
broadcasts a live performance.16 needed for production
• The evolution of “YouTube Stars”
1997 with exclusive talent contracts
Death by dial-up. Real Networks launches
• Specific niche online video channels
the first streaming video player, Real
Player.17 This development ushers in a • Captions become legally required for
pivotal change in the consumption of all online video (previously broadcast)
video, moving from the living room to • Sponsored business content and the
the home office. Video access and video growth of online video advertising
publishing are freed from constraint.
• Native video integrated into our
daily social experiences
2005
On the cusp. News sites are integrating Ever since the first moving pictures rolled,
video clips on their sites regularly, but we’ve been crazy for video. Whatever the
it’s cumbersome for the end-user and device, it pervades our existence.
requires on-site hosting for the creator.
YouTube launches in 2005 providing an

14. Stephens, M. (n.d.). History of Television. Retrieved July 23, 2015

15. History of Closed Captioning. (n.d.). Retrieved July 23, 2015
16. A Short History of Online Video, Part 1 - Before Youtube. (2012, February 13). Retrieved July 23, 2015
4
17. Childs, M. (2011, July 20). Great Moments in Online Video History. Retrieved July 23, 2015
Why Online Video Now?
Throughout history, we’ve shown a and delighting their business prospects.
voracious appetite for video. However, as Even more exciting, marketers can now
mere mortals, our reach extends our grasp. treat video like any other digital marketing
Until recent years, lagging Internet speeds tool — automating campaigns, analyzing
kept audiences disconnected and marketers successes, generating leads, demonstrating
from utilizing video to its highest maxim. ROI, and increasing engagement.
Technology has caught up to our desires.
We see the widespread adoption of video
in apps like Snapchat, Instagram, Meerkat,
and Periscope. Our hand-held devices
give us the ability to clip, filter, edit, and
publish video with a few finger flicks. The
hardware necessary for video production
is greatly reduced; video is everywhere,
anyone can be a video producer. Thanks to
video, today’s marketers have a tremendous
opportunity. Will you accept your destiny?
VIDEO AS A MARKETING
The rise of content marketing in tandem DIFFERENTIATOR
with surging video adoption marks the Video marketing captures the attention of
intrepid video marketer for success.18 an audience that is increasingly impatient,
Businesses have long been searching for demanding, and advertising adverse.
an easy way to create, distribute and grant The online consumer is empowered. This
access to video. These hurdles disappear active audience chooses when they want
with sophisticated video marketing to interact. 67% of the buyer’s journey is
platforms. Today, approximately 75% of completed online. 20 The online consumer
marketers are creating videos for their seeks knowledge. Prospects are inspired
target audiences.19 Buying ad time is during research; whether this be by
unnecessary. Businesses understand they online reviews, video case studies, social
can be the content producers, enlightening recommendations, or stellar product videos.

18. Lessard, T. (2014, December 17). 2015 Will Be the Year of Video Marketing. Retrieved July 23, 2015
19. 70% of brands say video is the most effective for content marketing. (2015, February 20). Retrieved July 22, 2015
5
20. Heuer, M. (2013, July 3). Three Myths of the “67 Percent” Statistic [Web log]. Retrieved August 12, 2015
VIDEO CONTENT IS KING
As we touched on within the history of
video, the powerful combination of moving
pictures and sound have enchanted society
for over 100 years, displacing some of
the popularity of newspapers, radio, and
books. One could argue the same is true of
modern online equivalents. Let’s compare.
Radio and Podcasts are passive. Radio is
an escape during a hellacious commute,
or to drown out office chatter. Podcasts,
typically more informative and niche,
allow us to learn during otherwise
unproductive time. While the audience
member chooses to tune in and engage,
there is an issue of discovery as they
lack promotion and the same shareable
buzz that surrounds other mediums.
Online magazines, news sites, and blogs
give us text-heavy, in-depth content.
While this allows us to dive further into
a subject at our own pace, there is also
a time commitment. We are forever
scrolling on mobile screens, trying to
avoid distractions while pummeled with
notifications. Online media such as news
sites and blogs are heavily reliant on
advertising and subscription collection,
often sacrificing a positive user experience.
Video doesn’t just educate; it invites
consideration with a naturally persuasive
disposition. A five-minute explainer video
can cover roughly 750 words, similar to a
short-form blog, but with tandem images
and motion to accentuate messaging.
Furthermore, with strategic optimization,
video is easily discovered by search engines.
Transcribing to text or extracting audio from
a video, allows the information contained
within transfer to other forms of media.
Video should be the starting point of your
content marketing creation.
6
Integrating Video Content across Marketing Channels
The adaptability of online video in digital marketing channels is another one of its
appealing qualities. Remember, video is a medium, not a marketing channel. That
said, it can function within the channels where you have already found success, or lift
channels that may be struggling to produce ROI.

Let’s examine the adaptability of video across channels:

SEARCH ENGINES EMAILS AND NEWSLETTERS

(awareness) (engagement/conversion/
retention/advocacy)
Video is a necessity for the health and
In 2013, adding the word “video” to
discoverability of your website. By 2018,
the subject line of an email increased
video will account for 79% of all search
click-through rates as much as 13%. 24
traffic. 21 Video can be optimized similarly
With even more users checking email
to other forms of content, by building
on mobile devices today, it’s fair to
video pages with keyword targets.
assume this number has increased.
Additionally, optimization specialists should
The saying “show me, don’t tell me”
employ video sitemaps and include a
resonates even louder when breaking
transcript or link to a caption file in page
through the deafening inbox noise.
HTML. 22 Always a shape-shifter it seems,
Google’s search algorithm was updated SOCIAL MEDIA
and no longer supports rich snippets (awareness/engagement/
or schema markup for most sites. 23 For conversion/retention/advocacy)

this reason, YouTube is still an integral Social media — think of it as the multi-
part of any awareness campaign. headed Hydra you have yet to tame.
The uses for social media are numerous,
SITE PAGES AND BLOGS steadily moving the conversation from
(awareness/engagement/conversion)
prospect to lead to customer to evangelist.
Video can and should be integrated into Currently, 32% of all social media uploads
site pages and blogs. Fully integrate are video. 25 Keep in mind, social media is
video through your site, keeping in mind fragmented, with wildly different audiences
information is consumed and processed and expectations. Pinpoint a few social
in different ways. Some will prefer to opportunities and begin testing video.
scan bulleted feature lists whereas
others will want you to guide them
through the new feature set of your
product. Don’t keep video exclusively in
a library, anchor videos with other pieces
of content like a blog piece, relevant
support article, or landing page.

21. Cisco Visual Networking Index: Forecast and Methodology, 2014–2019 [Whitepaper]. (2015, May 27). Retrieved July 23, 2015
22. Edwards, S. (2015, Feb 24) Everything You Need to Know About Video SEO [Web log post]. Retrieved July 22, 2014
23. Nottingham, P. (2014, August 25). Video SEO in a Post-Rich Snippet World [Web log post]. Retrieved July 23, 2015
24. Experian Marketing Services. (n.d.) The 2012 Digital Marketer: Benchmark and Trend Report. Retrieved July 22, 2015 7
25. A Day In the Life of the Modern Smartphone User [Infographic]. (2014, February 20). Retrieved July 23, 2015
 PUBLIC RELATIONS MOBILE MARKETING
(awareness) (engagement/conversion)

Journalists receive a staggering amount Marketers know video is critical to a mobile

of press releases. Luckily, super-speedy, strategy because phones are the number
clear communication is one of a marketer’s one device for streaming or downloading
super powers. Make your message short online video. 26 Knowing the routines of
and snappy by creating an easy-to-digest your audiences’ lives is important, and
video press release. Your press release knowing when it is okay to ask for their
will receive more attention by the writers attention, paramount. 27 Analyze how people
and influences your customer looks to are finding your business’ videos and read
for advice and guidance. This video may comments to understand what they found
be embedded in blogs and trade sites, useful. See if you can apply these tactics to
preserving your message and ensuring solve additional marketing problems with
it is passed along to your ideal target. video. Just don’t make it hard to consume.
One in four people abandon pages that
take more than four seconds to load. 28

So what is video marketing and why has

its time come? Video marketing utilizes
video to campaign for the awareness,
engagement, conversion, retention, and
advocacy of your most attractive audience
segments, all while using the marketing
channels you already know and love. Stellar.

Finding Your Video Marketing Super Powers

Online video is an essential aspect of “There is no doubt that innovative
a modern, proactive, digital marketing enterprises are focusing on how
strategy. Not sure you can do it? Rarely do to create ongoing value through
heroes start out knowing the full strength of video and video series. With barriers
their abilities. to entry in the video production
At Brightcove, it is our quest to make you a game all but gone, there are no
Video Marketing Hero. Yes, challenges like more excuses for brands not to
time, money, know-how, and strategy do build amazing experiences through
exist, but they’re not unconquerable. With consistent video creation and
the right tools, anything is achievable. Just distribution.”
think of us as your trusty sidekick. Now, on
-Joe Pulizzi, Founder, Content Marketing Institute
to greatness!

26. The 2015 Digital Marketer [Report]. (2015). Retrieved July 23, 2015
27. Fitzpatrick, I. (2015, Jun 17). UX and Content: It’s a Marriage Not a Date - from Content Rising 2015 [Slideshare] Retrieved July 22, 2014
8
28. West, L. (2014, November 10). MTech14: Marketing Automation for the New Buyer’s Journey [Slideshare]. Retrieved July 23, 2015
CHAPTER 2

Why Video Marketing is Vital

to the Customer Lifecycle

Video marketing means relevancy. Staying the mystical potential of video? Still
relevant is not for the faint of heart. It searching for answers? That’s okay. In this
requires creativity, innovation, passion, and chapter we will:
agility. In our last chapter, we recognized
• Discuss the science behind video
that in the past, marketers could not utilize
affinity and how it is the perfect, human,
video to its full maxim because of the
storytelling medium
difficulty in creating, distributing, sharing,
and organizing video. The gate has swung • Create SMART customer lifecycle goals
wide-open to a new world. Now, online and explore which types of videos can
video can be used to better understand work in each stage
and communicate with our prospects and • Observe video marketing success stories
customers, automating personalized, data- in Enterprise, SMB, B2B, and B2C, proving
driven messages at the right time. Video video is for everyone
Marketing Hero, your time is now!

Online video augments customer lifecycle

marketing strategies because it is more
flexible and engaging than any other
digital marketing medium. In fact, 75% of
marketers are creating custom videos for
their target audiences. 29 We know you’ve
answered the call, but have you unlocked

9
29. Kaye, L. (2015, February 20). 70% of Brands Say Video is the Most Effective for Content Marketing. Retrieved July 27, 2015.
How to Say It Better with Video:
The Human Connection
Video resonates. The elements that make video the perfect storytelling
medium are rooted in our biology. The human brain is hardwired to
perceive and respond to faces, voices, emotions, and movements.
In comics and myths, science is a tool that has created, enhanced,
and even destroyed superheroes. Apparently, you are no different.
Here’s how you can use science to your advantage, Hero.

Faces: The brain reacts to faces. 30 From an Movements: Did something out of the
evolutionary perspective, there are many corner of your eye grab your attention?
reasons as to why we have evolved this way. Movement, especially periphery, is
Recognition of the human face captures stimulating. Furthermore, studies show
our attention, making common explainer we do not need to stare at the center
videos highly effective and engaging. of a frame to understand the whole
composition. Indirect vision is the
Voices: Vocal tone and resonance
key to identification. We interpret our
work together in the human brain to
surroundings, “skimming the edges.”
convey a multitude of information. A
communication need is met through Faces, voices, emotions, and movements:
audio that text alone cannot touch. combine these essential pieces of human
communication and you have a movie! Now
Emotions: The region of our brain
you need a compelling story. A human
specializing in human faces is deeply
story. Why not cast your customers as the
rooted in the emotional part of the brain.
lead, and show them how much they’re
Processing information emotionally means
appreciated? You can achieve this through
understanding that information in a deeper
a customer case study or a compilation of
way. Video has a huge advantage over
user-generated video content. Customer-
text in that it can communicate beyond
centric marketing always wins.
facts, imparting social signs, creating
a core connection with the material
and enhancing our understanding of
it. Human emotion is contagious. 31

30. Weinschenk, S. (2013, January 22). 4 Reasons Why Online Video Is Compelling & Persuasive [Video web log]. Retrieved July 27, 2015.
10
31. Weinschenk, S. (2011, August 24). 5 Reasons Why Online Video Is So Persuasive [Web log]. Retrieved July 27, 2015.
Why Video is the Vital Link to Your Buyer
Our earliest conversations with a prospect validates decisions. In some cases however,
are typically one-way interactions. We 80% of B2B purchase cycle is completed
throw a whole lot of messaging out there, before the buyer ever contacts the vendor. 33
a bit desperate and insecure, with fingers This makes breaking through with effective
crossed. Each re-tweet, share or click- communication that much more important.
through is a celebration. When the numbers
Compelling, customer-focused, and
aren’t significant, however, we’re left in
effective content is a power that your
a weird gray area, guessing. Buyers are
prospects and customers want you to
interacting with our content behind-the-
use for good. These are real people,
scenes, performing 67% of their buyer’s
with a real problem, that needs a real
journey online. 32 During on-site research
solution. They tirelessly search for
and introductory sales contacts, intelligent
answers, inundated by an irrelevant,
content makes the difference in setting
useless, barrage of marketing messages.
apart your business from competitors and
But you can save them, dear Hero.
overcoming objections. Content marketing

Understanding Customer Lifecycle Goals

Video communication can reclaim the human connection that
many brands and businesses lack, but, of course, there is an
appropriate time for each kind of message. Through smart
content, prospects will choose to engage with you. Building
a campaign to target each stage of the customer lifecycle
requires you to be hyper-focused. So what is your grand plan?
Don’t settle for marketing generalities, make SMART (specific,
measurable, achievable, results-focused, timely) goals. Bringing
the people to your cause requires your most captivating powers.

AWARENESS MARKETING CAMPAIGN GOALS

Magnetism. The goal of an awareness campaign is to build your brand’s recognition,
generating an affinity with buyers and catapulting your solution to “top of mind.”

General Awareness Goal: Become an industry leader.

Specific Awareness Goal: Become an industry leader though a six-month content marketing
initiative. This includes publishing three blog posts weekly and one whitepaper every month,
lifting site visits from search and industry publications up to 70,000/month by EOY.

Video Tip: Consider video blogs distributed on your site and housed in a branded video
channel to stimulate awareness. Measure upticks in site visits from search, and if search terms
match your optimized keywords for video content. Also look at site referrals in video analytics
for more traffic coming in through partner channels and industry leading blogs.

32. Heuer, M. (2013, July 3). Three Myths of the “67 Percent” Statistic [Web log]. Retrieved August 12, 2015.
11
33. Crandell, C. (2013, April 3). Sales and Marketing Alignment Begins with the Customer. Retrieved July 27, 2015.
ENGAGEMENT MARKETING
CAMPAIGN GOALS
Mind Reading. The goal of an engagement
campaign is to break out of segments
and connect with individuals through
personalized messages. The conversation
should occur across channels, with
behavioral data to ensure messaging is
“where” the audience is (email, social,
Web), and that it’s consistent.
General Engagement Goal: Grow
monthly email subscribers.
Specific Engagement Goal: Grow
monthly subscribers by 15% month-
over-month through a content
exchange on partner blogs and social
media channels, culminating in a
45% growth by the end of Q3.
Video Tip: Consider a co-branded
video case study which increases trust,
provides peer validation, and may
inspire a trial from a prime candidate
using complementary services.
CONVERSION CAMPAIGN
MARKETING GOALS
Psychic Persuasion. The goal of a conversion
campaign is to move a qualified lead to a
sales accepted lead (SAL). Even reaching
consideration will require specific actions
on the part of your prospect. Whether it be
clicking through an email, filling out a lead
form or tweeting out content, you’re trying
to entice a prospect to do what you want,
when you want; and in the process, moving
them through the funnel. For example,
a marketing qualified lead may need to
read three blog articles, visit 10 pages, and
download two pieces of content within six
weeks to move out of the nurturing bucket.
From there, sales can then qualify the lead.
It is worth noting that in a traditional
marketing-sales funnel, the funnel ends.
This would be where our conversation on
the accolades of video communication
would close. Instead, a customer-centric
view recognizes that marketing, two-
way communication, and upselling occur
past the point of conversion. Lifecycle
marketing is a continual process.
General Conversion Goal: Increase
sales revenue by 20%.
Specific Conversion Goal: Increase
sales revenue 20% by tripling lead flow
and employing a new lead generation
strategy. This lead gen strategy will
deploy video and social media ads to
target audiences bringing 10,000 more
monthly unique visits to landing page
offers, reaching the target by Q2.
Video Tip: Consider video embeds
in emails and calls-to-action within
videos to solicit more leads.
12
RETENTION CAMPAIGN ADVOCACY CAMPAIGN
MARKETING GOALS MARKETING GOALS
Hypnotic Charm. The goal of a retention Enchantment. The goal of an advocacy
campaign is to reduce customer churn and campaign is to turn your customers into
delight current customers. Surprisingly, loyal advocates who organically spread
many companies do not use marketing the message of your product’s value.
and communications to combat, or Advocates are your best fans, those who
even plan for, churn. Why you should cheer on your company with unbridled
care: an unhappy customer will tell 9–15 excitement. This segment deserves
people about their experience. 34 Ensuring your attention and your appreciation.
your customers are deriving real value Word-of-mouth recommendations lead
from your product or service is vital to to 3–5x higher conversion rates when
keeping them engaged and happy. 35 compared to digital marketing methods
like email. 36 Furthermore, decision makers
General Retention Goal: Add
will always prefer the feedback of their
three new product features.
peers over a branded message.
Specific Retention Goal: Add three
General Advocacy Goal: Generate
new, highly desired, product features
30% more customer referrals.
based on customer support tickets.
These features will be promoted in the Specific Advocacy Goal: Generate
press, on site (blog /video tutorials), and 30% more customer referrals through a
within the platform; increasing SaaS log- new customer marketing program. This
ins by 20% within two months and new program will build an online community for
feature adoption by 70% at year-end. customers while deploying local meet-ups
in each key city within 3 months, allowing
Video Tip: Consider video tutorials
marketing to pinpoint and engage our most
and video messaging to answer
influential advocates by November 2016.
questions, address pain points,
and proactively strengthen your Video Tip: Consider elevating an
relationships with your customers. advocate’s personal brand by asking
for participation in an industry panel,
video interview, or case study.

Magnetism, mind reading, psychic

persuasion, hypnotic charm, and
enchantment. Wow, you’re shaping up to
be one cunning marketer! Lucky for all,
you’ve chosen to use your powers for good.

34. Dunn, A. (2013, October 2). 6 Reasons Why Customer Service Is the Most Powerful Word-of-Mouth Marketing Weapon. Retrieved July 27, 2015.
35. Goh, G. (2014, April 18). The Relationship between Engagement and Churn {Web log]. Retrieved July 28, 2015.
13
36. Customer Obsessed Marketing: Turn Customers Into Advocates. (2014). Retrieved July 27, 2015.
SMBs to Enterprise: Video Marketing Is Effective
Across Organizations and Audiences
Wait, don’t run! We get it. You’re a bit wary. First, we told you how the
human mind can’t resist video. Now we just asked you to summon
some of your most potent powers. We promise to be a little less
intense. Need more inspiration? Let’s examine the path of Video
Marketing Heroes who set out on this journey long before you.

MARKETING THE B2C BUSINESS MARKETING THE B2B BUSINESS

THROUGH VIDEO THROUGH VIDEO
52% of consumers say that watching 70% of B2B buyers are watching videos
product videos make them more confident throughout the journey to purchase, up 52%
in their online purchase decisions. 37 Yet, from 2013. Furthermore, one in five of these
distributing content to where your target researchers will watch over an hour of video
lives can be a problem. Shifty consumer during the discovery process. 38 That’s a lot
audiences moving across devices or of consideration, but also a lot of potential
multiple users per device can dilute brand competitor video content. B2B marketers
messages. How do we converse with a must accurately promote their unique value
marketing adverse populous? Prompt them proposition to differentiate themselves from
to want to engage. their competition and grab the decision
makers’ attention in a crowded landscape.
“Our primary goal with our live- B2B marketers understand the imperative
streaming apps is to grow our for action: 68% believe videos are the
audience, drive membership and most useful tool in their content marketing
advance our mission of educating strategy. 39
the public and getting people excited
about science and conservation,” “We clearly needed a different way
Rotter said. “Because the apps to deliver content. Our customers
are so popular, we have received are very passionate and more
thousands of new museum visitors than willing to speak on behalf of
– many of whom we believe will our products, but we need that
become regular donors, members, content to be accessible for it to be
and supporters.” successful. Online video solves this.”
Britten Follett, PR and Communications Manager
Greg Rotter, Interactive Developer for the
for Follett Corporation
California Academy of Sciences

37. Davey, N. (2015, June 3). Techniques to Make Your Videos More Engaging. Retrieved July 28, 2015.
38. Snyder, K., & Hilal, P. (2015, March). The Changing Face of B2B Marketing. Retrieved July 27, 2015.
14
39. Kaye, L. (2015, February 20). 70% of Brands Say Video is the Most Effective for Content Marketing. Retrieved July 27, 2015.
ENTERPRISE MARKETING EMPOWERED of how to measure ROI! Yet research
WITH VIDEO shows the presence of videos makes
Enterprise companies face a unique business websites 2xs more engaging.41
challenge of marketing multiple business Meaning that during the discovery
units across global properties. There phase, videos can serve as SMB brand
are often too many videos, they’re not advocates beyond the brick and mortar.
organized in a central resource, and adding
to the inefficiency is a system not built to “Our customers make great content;
scale for distribution. The global enterprise that’s their job. We provide a conduit
video market is expected to grow from where they can show their videos
$13.01 billion in 2014 to $32.87 billion in on our site. Our plan is to create a
2019.40 Reining in enterprise video assets community page with a widget pull-
and organizing content has never been down menu that makes uploading
more crucial. video and tagging simple.”
“We gate our product demo video Jonas Cox, Electronic Video Events
so that once 20% of the video is Specialist for Avid Technologies

viewed, the customer is presented

Video marketing magic doesn’t just
with a lead form embedded in the
happen. We all wish it was that easy. It
video, which then flows to Marketo.
requires time, dedication, and a plan.
If someone watches to that point,
Organizational goals must align with
we know they have a good level of
customer lifecycle marketing priorities.
interest.” Extracting the essential elements of video,
Jerry Trudell, Manager, Demand Generation, it becomes apparent that video marketing
Hyland, creator of OnBase has the ability to solve challenging business
issues. Whatever the challenge, be it a
SMBS SOLVING PROBLEMS particular customer lifecycle stage or an
WITH VIDEO MARKETING inconsistent audience, video’s versatility
Small and medium-sized businesses often can complement your marketing talents.
employ scrappy marketing teams with
limited budgets. When marketing online Set goals now. Investigate the strengths
they must consider what will garner and weaknesses of your current video
the most exposure. Once more, SMBs strategy. This information will help you
often sell tangible products within their as we dive deeper. In our next chapter,
communities, making them more reticent we will introduce you to a handy
to engage a sophisticated video marketing dandy “utility belt” with more tips to
strategy- particularly when they’re unsure empower your video marketing strategy.
Upwards and onwards, friend.

40. Jag. (2014, December 4). Enterprise Video Market Growth Statistics [Study]. Retrieved July 29, 2015.
15
41. Kaye, L. (2015, April 29). The Results Are In: Videos Make Websites 2x More Engaging. Retrieved July 29, 2015.
CHAPTER 3

How to Use Video Marketing:

The Video Marketing Hero’s
Utility Belt

Sometimes Heroes need a little help, and that is where video marketing gadgets
come in. Gadgets are your tools for a quick win when your marketing strategy needs
a boost. If you feel overwhelmed, refining and perfecting basics can help!

In our first chapter, we defined video marketing. What it is and why it is the strongest
medium for storytelling and connecting with audiences. To that end, we showed
you video uses across marketing channels. Later, in chapter two, we spoke about
creating specific goals that address each of the lifecycle stages and how video
can help. You learned the stories of video marketing mentors; marketers who have
successfully implemented video as a solution to their marketing woes. Now, we
move to quick and powerful video marketing tips you can execute quickly.

In the following chapter, grab quick tips so that you can:

• Match video marketing efforts • Optimize video for distribution channels

to current brand guidelines,
preserving company identity
• Create compelling video experiences
that keep your audience engaged
• Discover new audiences through
video SEO and social sharing
like email, social, and blogging
• Streamline personalized content
delivery through integrating video
and marketing automation
• Augment video marketing efforts
through video metrics analysis

TH E HE RO’S GADGE T S

BRAND MARKETING
DISTRIBUTION DISCOVERY PORTALS ANALYTICS
& VOICE AUTOMATION

16
Brand Alignment: Company Video Identity
What’s your story? What do you stand for? Video is a powerful way
to make a human connection, helping customers understand who
you are and how you can help them. Viewers are eager to know you.
With video, the duration of the average site visitor on your web page
increases by two minutes.

Developing and maintaining brand is a core competency for modern marketers.

Don’t cross the threshold into video marketing without a well-articulated brand
identity. Without this, marketing efforts become disjointed and disorganized.

Avoid muddling video brand messaging with these tips:

1. Develop brand guidelines for video 3. Showcase brand-centric video

that align with and enhance corporate content in the best way possible.
brand guidelines. Create a consistent • Add a business overview video
message across all content with to the homepage to explain the
an appropriate look and feel. company mission and vision.
Attach visual elements such as
2. Strategize how to integrate brand video bumpers and on-screen
pillars into your video strategy. text that match brand creative.
• What are the emotions you • Record product demos to
want to evoke? How will you place on product pages to
use the branded voice and tone demonstrate the value of the
to achieve this with video? product. This relevant information
will drive additional action.
• What visuals tell your story?
Go beyond talking heads and • Put customer support videos
signature colors. Illustrate points throughout support web
with a combination of on-camera pages or email to customers
talent, graphics, and animations. to decrease the time it takes
to resolve technical issues.
• What is the goal of the video?
Desired call-to-action? Where
does it fit into the larger goals
of the company brand?

17
42. Kolowich, L. (2015, August 10). 25 Video Marketing Statistics for 2015 [Infographic]. Retrieved August 27, 2015.
Video Portals: Rich Audience Experiences
Create an immersive video experience for audiences. Placing related video
content in a central place makes it easy for an audience to explore, engage,
and consume. Whether the portal focuses on prospects or customers, pre-
recorded tutorials, or on-demand live events, portals are the best way to
organize and promote video content with a focus.

Here’s how to get started with video portals:

1. Gather video content into logical 3. Double-check the portal created

collections. A unified theme apparent can feed information to other
to viewers is essential. Why are they systems, like analytics or a marketing
viewing this group of videos? Use automation system. This is essential
this question as a starting point to to measuring success and tailoring
keep content relevant and useful. the content to engage viewers.

2. Design the portal to be brand 4. Intermix video content while diversifying

compliant, so it seamlessly fits each portal, building personalized,
into the overall Web presence. strategic experiences for each stage
Responsive design is a win for mobile of the customer journey. Segment by
engagement and user experience. persona, vertical, and conversion goals.

Video SEO: Discovery & Search

As marketers, we need to provide ways for our target audience to discover
us. Optimization tactics to draw an audience can be tricky. Marketers see the
benefits, in fact, 58% of B2B marketers run budgeted campaigns to heighten
discovery on search engines. They also find it to be the most efficient way to
distribute content.43

As a piece of high quality, rich, immersive content, video helps to increase search engine
rankings. Google likes it when information is consumable in a variety of ways. PR agencies and
media outlets prefer content in multiple forms as well. When these tastemakers linking to your
videos, your site now gets good quality, organic backlinks - lifting SEO even more.

Keep in mind the following tips when trying to optimize video content for search:

1. Create an XML sitemap so that search 3. Craft unique URLs for each video.
bots can quickly find and index content. A keyword heavy URL string still
Structure is important. plays heavily into relevancy. Consider
including the word “video” to further
2. Generate a separate, optimized site page
identify your content to search engines,
for each video so search engines can
like yourdomain.com/top-10-reasons-to-
find and index assets individually.44
purchase-our-product-video.

43. B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends - North America [Report]. (2014, October 1). Retrieved August 27, 2015.
18
44. Wilkins, E. (2014, May 7). 10 Video SEO Tips That Can Truly Impact Your Rankings. Retrieved August 27, 2015.
4. Consider grouping together video assets content in the video while also helping
into a niche, user-friendly video portal. drive search engine discoverability.
Adding categories and tags makes it
6. Use metadata and content organization
easy for viewers to find what they are
to optimize click-throughs. Populating
looking for.
meta tags for Facebook’s OpenGraph
5. Transcriptions can be useful in driving and Twitter’s Cards into the HTML of
video SEO. Add video transcriptions your site means you determine the look
directly to on-page content, giving of a social media share, including title,
viewers the option to read through the thumbnail, and description.44

Content Distribution: Video Everywhere

With great power comes great responsibility. As video marketers, we have the
responsibility to drive interest and engagement. We create content to educate,
inspire, and inform. We seek to distribute our content in as many channels as
possible, but in doing so, our focus must be acute. Grab your slingshot. We’re
going to help you optimize your efforts, honing on the best video content tactics
for social media, blogs, and email.

VIDEO IN SOCIAL MEDIA

The future of social focuses on video shares and using video stories to bring others into our
experiences.45 With that information, it’s not hard to see why social channels like Twitter,
Facebook, and YouTube have built video into core services. While another bevy of video-
centered social networks such as Snapchat, Instagram, Meerkat, and Periscope are getting
in on the excitement! Video is taking off on these social channels, Facebook uploads now
outpace those of YouTube.46 Marketers know social channels are vital for content discovery
and funneling audiences back to a website.

When integrating video into social, remember:

1. Audit social media channels and decide for longer-form content than Twitter,
which are generating the best results/ which should have 15-20-second video
most impact to date. Double down. “previews.”

2. Diversify video content for each channel. 3. Distribute content that is inherently
No one size fits all. Personalize and shareable. Short-form video wins on
adapt content for the style and viewing social. Consider teasing out a story,
habits of each channel. For example, including a CTA to go watch similar,
YouTube is much more appropriate longer content on-site.

44. Shepard, C. (2013, November 7). Must-Have Social Meta Tags for Twitter, Google, Facebook and More. Retrieved August 27, 2015.
45. Online Video Marketing Statistics [Video]. (2013, June 26). Retrieved August 27, 2015.
19
46. Facebook Video Uploads Reportedly Overtake YouTube. (2014, December 9). Retrieved August 27, 2015.
4. Audit and interpret! Carefully monitor VIDEO IN EMAIL
clicks, views, and engagement across Email is a valuable communication
social networks. Track how many touchpoint in marketing. Campaigns that
visitors come to the site from each. focus on personalization and a variety of
This will help you to determine which content formats will be most successful.
content is most useful and which Emails that contain video generate a
channels deserve further investment. 55% increase in click-through-rates.48

5. Drive the “next action” in social. Social Here are some tips on how to make emails
networks should be leveraged to get more effective with the use of video:
the attention of a target audience
1. Add the word “video” in
and drive them back to your site,
the email subject line.
where you control the experience and
have more tools at your disposal. 2. Put an attention-grabbing thumbnail
image of the video with a play
VIDEO BLOGGING button, in the email body. Then, link
Enliven blog content with integrated videos, the thumbnail to a landing page
such as short case studies, interviews, where one can watch the video.
product announcements, event highlight
reels, and videos of company leaders. 76% 3. Use a call-to-action starting with
of B2B marketers will be employing video strong verbs. For example, “Watch
as a content marketing tactic this year.47 Now,” “Play Again,” “See the
Playlist,” “View More,” “Discover our
1. Use the word “video” in the blog Difference,” “Experience ‘X’ Event.”
headline. Also consider other content
hacks like odd-numbered lists. 4. A/B test with different email subject
lines, thumbnail images, or copy to
2. Embed full video assets in blog posts ensure you are crafting a message that
for longer time spent on-site. Provide resonates with your target audience.
a blog summary or transcript with The results may surprise you.
you video to assist in engagement.
5. Include the measurement of video
3. Employ teaser videos in blog posts plays and engagement in email
to drive traffic to other content campaign analysis. How did using
assets, such as whitepapers, e-books, video affect your campaigns?
video playlists, and portals.

4. Experiment with messaging and

content. Be creative, but measure
results to optimize and find what
makes the most sense for you.

47. B2B Content Marketing: 2015 Benchmarks, Budgets, and Trends - North America [Report]. (2014, October 1). Retrieved August 27, 2015.
20
48. Andrzejewska, H. (2014, July 4). How to Use Video in Email [Infographic]. Retrieved August 27, 2015.
Video Marketing Analytics: Measuring Results
Winners and losers. If you can’t measure it, understand it, and improve upon it, you
can’t achieve better results. Video analytics are inherently suited for measurement:
gathering statistics to tell you exactly how engaged audiences are with your
content, in real-time. Track the performance of your video marketing strategy to
make informed marketing decisions.

Video analytics assist you in determining what types of content work, improving upon results.

1. Understand the overall performance • Engagement by Player: How

of video marketing by channel and engaged the audience is with a
specific player. Different player
geography.
configurations and designs can yield
2. Assess macro level analytics such as: different engagement results. Analyze
this information to see what is best for
• Impressions: How many times the your audience.
video player loads for a web visitor
• Engagement by Day: How engaged
• Total Views: How many times is your audience over a given period
someone clicked play of time? This information reveals ideal
• Play Rates: Percentage of how many viewing times, cycles, and seasonality.
views happened per total impressions
4. Integrate video analytics with overall
• Device Types: What devices your
audience is watching video on business processes. Export your data,
create customized reports, or directly
• Operating Systems: What operating
link video analytics to other business
systems your audience is watching
video on intelligence and analytics platforms via
API access.
• Referral Source: Where viewers were
before they came to your site
VIDEO IN LANDING PAGES
3. Check micro level analytics like: Immersive landing pages and microsites, in
• Engagement Rate: Engagement rates tandem with smart conversion tactics, can
tell you how engaged your audience engage audiences and convert quickly. Use
is with your video. A low engagement videos on landing pages and conversions
score reveals the audience increase by 86%.49
abandoned the video without
watching much. High engagement 1. Consider what you want to accomplish.
scores mean the video message Video goals should be front-of-mind
aligned with audience need and most
before filming. Download a companion
of the video was watched.
e-book? Read a case study? Watch
• Engagement by Video: Particularly
more videos? To this aim, integrate
useful reviewing a group of videos our
playlist. How engaged is an audience persuasive language, statistics, and
with a particular video? Use this figures into a great story.
information to understand how your
message/content is resonating. 2. Start the brainstorming with a customer
pain point. How can you reinterpret your
standard pitch into an impressive story?

21
49. Smith, N. (2014, July 7). 15 Digital Facts Every Marketer Should Know [Web Log]. Retrieved August 27, 2015.
3. Simplify landing page copy. Position information to gain access to the in-
products or services, but keep it brief. depth content. In one test, ungated
Also, mention how long the video is, video used to promote a case study
so that easy to digest content isn’t went on to convert 33% of viewers. 52
ignored. 50
6. Don’t miss the mark. Anchor your
4. Push play. The play button is a very video with additional, valuable content.
enticing CTA. However, it is important to Consider text-based content assets such
guide your audience, 51 whether in-video as ebooks, whitepapers, or a blog series.
or on-page directions, to the landing This will help add even more analytical
page’s conversion goal. Include your information to your customer profile.
CTA in both the video and on-page.
7. Enable your marketing automation
5. Resist fluff and give away some or CRM system to push notifications
information for free. Test an ungated around lead activity, like percentage
video player by teasing out some watched, or time spent on page.
essential elements of a piece of content. Automate emails to engaged leads or
Upon completion, viewers will see it as establish triggers to send a qualified
an even exchange to give their contact lead directly to sales.

Marketing Automation: Further

Engagement & Anticipate Demand
Marketing automation is an incredibly powerful tool to engage prospects
and customers in real-time with relevant content. Advanced marketers
also know it is also a good way to score leads and ideal sales touchpoints.
It pays to be disciplined. Companies that use marketing automation are
three times more likely than companies without automation to track
and attribute their content-marketing efforts to multiple touchpoints, 53
developing a better, fuller picture of their prospects and customers.

How does it work? As video viewers 1. Use marketing-automation-integrated

work through the site and watch video players across Web properties to track
content, marketers can track their path individual viewership analytics.
and subsequent video consumption by
2. Set up lead forms in players to leverage
integrating video analytics into your
video as a lead generation opportunity.
marketing automation platform. From here,
If you have a brand new visitor, you
marketing automation platforms can assist
need to be able to gather their contact
in delivering relevant content based on
information to follow up.
viewing habits and accurately monitoring
lead engagement.

50. Rose, D. (n.d.). Best Practices for Using Video on Marketing Landing Pages. Retrieved August 28, 2015.
51. The Benefits of Using Video on Landing Pages. (n.d.). Retrieved August 27, 2015.
52. Pepple, J. (2014, May 15). Don’t Bother Using Video on Your Landing Page Unless You’re Doing These 5 Things. Retrieved August 28, 2015
53. lenskold.com/content/LeadGenStudy_2013.html&sa=D&usg=AFQjCNF-F6w02XlvGVk3pJkNEj7_IkXGoA. 22
3. Test when to present the lead form. When is best to display a lead form?
Before, during, or after? Experiment with varying times in playback.

4. Utilize a video marketing platform with advanced analytics.

Track video title, percent viewed, and type of player.

5. Advance marketing and sales alignment by creating a complete video marketing

hub of life cycle activity. Integrating a video marketing platform with your
Web analytics, marketing automation system, and CRM will help to:

• Allow marketing to see opportunities • Align sales with activity across

and the implied value from each.
This will contribute to measuring
ROI for video marketing.
• Adjust content and communications
per contact, better-addressing an
individual viewer’s wants and needs.
the customer journey, and give
the sales team insight into which
type of content interests individual
prospects. You will also be able
to inform sales which potential
customers are most engaged so
that they can prioritize follow-up.

Conclusion
Meet and conquer your goals. How can you start using video today to achieve greatness? With
these actionable tips, we hope you’re feeling confident integrating video into current campaigns.
If you are already using video, we hope you uncover something you may have forgotten.

In our next chapter, we provide planning sheets and strategy questions to help you prepare
for adding in more video across marketing channels. At a glance, you will be able to assess if
an explainer video is well suited to an engagement email campaign or more appropriate for an
awareness social media campaign.

Seize the day and start taking advantage of all of your video marketing gadgets to
supercharge your content marketing strategy and become the next Video Marketing Hero!

23
 The Journey Continues

Marketers. We’re always on the quest to

be better, so the journey doesn’t stop
Upcoming Adventures
here. What’s next for the fledgling video • Chapter 4: Strategies in Video
marketing hero? Even more dynamite video Marketing, The Hero’s Planning Sheets
marketing strategies! Yearn no longer for
• Chapter 5: Key Components of
the ability to coordinate video with stages
a Video Marketing Solution
of the customer journey. We’re going to help
you deliver on your unique marketing goals. • Chapter 6a: How to Get Started
Creating a Video Content Strategy
Up next: Planning sheets with prompts,
• Chapter 6b: How to Build a Video
fully customizable to business needs.
Marketing Production Team. In-
Forthcoming: Absolute guidance to house, Agency or Freelance?
surmount the toughest video marketing • Chapter 7: What’s Next? Measuring and
obstacles. We will help you evaluate Scaling Video Marketing Successes
video marketing solutions based upon
• Chapter 8: Additional Resources
needs; understand the essential elements
and Appendices
of a well-planned video strategy; form
an enviable video content team; and
lastly, apply video analytics to structure
and plan greater video campaigns.

Video Marketing Hero. Limitless.

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