What exactly is video marketing is, and how do you do it well?

For a well-constructed digital-marketing strategy, marketing teams, team members and even video experts must bring video in the mix. Although the concept of "video marketing" might seem straightforward (essentially including videos in the marketing strategies you are running) however, it's far from obvious what you need to do in effectively implementing it.

The importance of video marketing

Thanks to the growth of sites like and YouTube and social media channels such as Facebook and Twitter are now including video and dramatic improvements in streaming quality itself (bye goodbye to the buffering, the dreaded thing), videos now appear across all stages of what's known as the marketing funnel. The funnel that is traditional looks like this: you introduce someone to your company (awareness stage) to educate them about the benefits (consideration stage) to justify the benefits of your offer (decision stage) to keep customers (delight phase).

So how do you do video marketing right?

Let's give life to a standard video-marketing funnel by using a real-world (but actually made-up) illustration. WebThyme is an (imaginary) software firm which helps users create and host websites. Jenn is an aspiring customer.

• The perfect prospect: Jenn is about to create a wellness and health site. WebThyme's target audience is entrepreneurs from small companies.
• The correct channel: Jenn Googles advice regarding starting a business and comes across one of WebThyme's video clips in the form of a blog article which tells entrepreneurs' stories. Excited, she subscribes to WebThyme's email list which provide Jenn a weekly newsletter with helpful info.
  
• The correct action:Jenn clicks on a email link, which takes her to a landing site, with a short video, which delves into the newest features of WebThyme for small-scale business owners. Clicking on the button will lead to a trial for free -calling to decision -- and then decides to take it on.

This is just one example of an conceivable video-marketing scenario. But how does that play out on a more precise or actionable basis? What are the best video-marketing practices for key channels like email, social media, as well as your web site? Let's dig in...

Exploring social media

Why does social is so beneficial for growth? If your current followers share, follow, like or share your content, they essentially expose your content to their personal acquaintances and friends, a few of them may begin following your account. One way to generate more leads within this community is by incorporating the email capture form, that is included with Business software, which allows you to collect your viewers" details directly inside the player embedded. After that, you are able to effortlessly import these contacts into marketing email services such as MailChimp, Campaign Monitor, and Constant Contact.

But maybe you want your visitors to go to a landing page where they can learn more. You can do that too! Business allows you to add clickable CTAs which allows you to guide people precisely where you'd like them to go.

Additionally, you can grow your reach and get new followers on a larger scale via paid social media. In accordance with the site you are using it is possible to target certain groups, and also promote your video by putting it in pre-roll positions or promoted posts.

Let your email campaigns flourish

In the case of emails, videos matter big in time. They could increase click-through rates of 200-300 percent (that's many percentages, people) in addition to reducing the number of non-subscribers. Unfortunately, many email clients still cannot handle videos that are embedded directly in emailshowever, it's possible to overcome this issue by placing a play button over an image that is still from your video, leading to a landing page that includes the entire video.

It's relatively easy to do with those email marketing systems we mentioned up there and also in marketing automation systems like HubSpot. It's also an excellent way to test whether a particular video thumbnail is most effective for conversion rates. As a rule of thumb, you can enhance your campaigns" performance by customizing your copy and design to correspond with the landing pages they drive to.

The website is packed with amazing videos

 Home Page

Most companies create an overview video for their home page, a video that explains what the brand's mission is, why what you do matters, and what problem your company is solving. It's a huge influence on how you are seen by someone just coming across your brand. For instance, take Canary as an example.

 Landing pages

While your homepage serves numerous purposes to serve a large variety of users Your landing pages are ideal for informing specific segments of your customers about the great things you have to offer, and enticing them to take your desired decision. Marketers drive to landing pages via online advertisements as well as social media, blogs, and websites. Search engines and videos help convert this traffic into leads and customers. As an example, have an look at our Business page.

 Blog

It is a significant source of inbound traffic to your site -- particularly if your content contains informative information, business news and thought-leadership regarding topics that the people who visit your site are concerned about because they're probably searching for those subjects through Google. This is also an excellent site to share your product or corporate news, events as well as best practices to share with the community you serve. Need some examples? This article will be (hopefully) more engaging with videos sprinkled throughout.

 Page for FAQs and product pages

Then putting it all together

If your strategy for video marketing is implemented well, you create an incredible network that can grow your business: your social videos are attracted by new customers and are engaging those who already follow you; your videos-loaded blog posts are ranking highly in results for search engines; your email campaigns -- with gorgeous video thumbnails will direct users the landing pages of your website, which include relevant videos and distinct CTAs, all of which have been optimized to bring leads as well as increasing sales. All of this is trackable, measurable and able to be improved over time. In the context about...