Techniques & Frameworks for Video Marketing Deployments & Strategies
The massive growth of online video consumption is undeniable – by 2019, Internet traffic is predicted to be 80% video traffic according to Cisco[i]. If you haven’t yet negotiated a successful online campaign, this article will help you break down the important steps.
Who are you?
Who is your target audience?
What differentiates you from your competitors?
Everything begins with answering these in your own mission statement. Selling your product or service is a given but shouldn’t be the entire focus. Here is the perfect opportunity to emphasize these 7 main points:
- Provide a company voice, culture, and/or brand persona
- Show success
- Publicize company ethics or morale
- Foster trust
- Share community programs that supplement core objectives or values
- Better automate your online presence
You should know these objectives beyond selling and can use videos as a platform to spread your corporate mission.
As with any expense, it’s important to be able to justify ROI. We broke down 7 reasons why it would be valuable to invest resources for a video campaign:
Enhancing Brand Visibility
Contently[ii] reports that the average American now spends over an hour a day watching video content online. Video files are 10 – 12 times more likely to be shared, embedded, or commented than text-based and image-based posts[iii]. 59% of consumers are more likely to watch a video over reading website text[iv], which goes to show how powerful video has become. The graph below from SEMRush shows the trending and keyword impressions of YouTube videos in 12 months.
Even the Playing Field
It’s important to persuade leadership that a video campaign is worthy of company resources. By investing in it, the company can open up avenues to rise in the SERP results and expand the brand’s reach. For example, Google’s web SERP results show Lowes in preferred positions for “home fixes” and “home repair” search queries. But YouTube’s SERP results show smaller niche players with relatively fewer subscribers, smaller budgets, and fewer videos uploaded that can still rank for high powered 2-3 word phrases when their content is targeted, appropriate, and viewed enough to convey popularity for such rankings.
Communicate to Reach Customer Expectations
Targeted videos not only help search rankings but can serve as an extension for customer outreach. According to Animoto[v], 58% of shoppers surveyed now considered product video content to be more trustworthy than other provided content, and 93% of consumers report seeking videos for post-purchase instructional help and support[vi].
Motivating Customer Base
SingleGrain reports that 26% of users will search related terms and info after viewing a video advertisement[vii]. Consumers are also more likely to engage and convert after viewing relevant videos, making investments in them very worthwhile.
Reducing Cost per Visitor
Top videos on YouTube capture billions of views and will evergreen in SERPs and user history by having:
- commonly searched keywords in titles and video descriptions,
- high number of views,
- high retention levels.
Also influencers can be leveraged to maximize product exposure, thereby reducing cost and increasing campaign efficiency.
Scoping your Current Audience
Good video engagement occurs when video content is personalized to a particular audience. Also remember that the USA isn’t necessarily the most socially connected on social platforms. When Nike launches an online campaign, it’s dubbed in most major European languages. Their “Risk Everything,” video has accumulated millions of views, mainly from international interest and appeal.
Enhance Long Form Advertising with Reduced Cost & Automation
The cost of average commercial time in prime time broadcast TV last year was $112,000 for 30 seconds, whereas the cost for 1000 impressions on Hulu is only $35[viii]. Companies can help reduce the cost of advertising by investing more streamed ad content, where a little goes a much longer way.
A Case Study
An interesting case study revolves around the razor blade and shave market. The razor/shave market generates $2.4 billion in annual sales. A company called The Dollar Shave Club is an online company that ships customers’ razors for only $1 per month. They order blades from the same manufacturer as Gillette and other big box brands but sell them at a relatively inexpensive price. Currently, The Dollar Shave Club has captured 8% of the total shave market[ix] as the online space has grown, making them valued at roughly $615 million[x]. A major key for them was being the first and fastest to come up with the online model and promote it via great video content.
Video Topic Curation
A big step is to calendar your targets and determine what phase in the Consumer Decision Journey the customer is in. Then, you need to work on the messaging. The video needs to have empathy for a problem that the consumer has, followed with a solution that solves the consumers’ needs.
It’s important to keep the video length in mind. Long videos need clickable annotations mid-video to encourage a point of conversion for short attention-spanners, and short videos need to have a call to action at the conclusion in either a slide or annotation.
If a video is longer than 5 minutes, you will need to have more than one call to action. The first needs to be early on for those who bounce early, and a later one for those who skip ahead or remain throughout the entire video.
30 second to a minute videos typically retain 70-80% of viewers to the video end, whereas longer videos have significant drop offs after 5 minutes of viewing, which is why it’s important to have multiple calls to action.
When using YouTube as a channel for video distribution, make sure to keep these three things in mind:
- upload an icon and background art,
- include social buttons on the “About Us” page,
- have a first look trailer
- the title should be 53-100 characters,
- front-load keywords,
- have a description provided with links that is 2 sentences up to 5000 characters.
There are many platforms to share your content, the best being Google+, Facebook, Twitter, LinkedIn, and your blog space to name a few. Just remember to keep in mind the types of channels your target audience and influencers frequent.
Video Ownership Best Practices
It’s best to avoid a verbatim transcript on your website landing page, especially if the transcript is uploaded to YouTube. Instead, paraphrase and provide other insights and graphics to complement your message. The transcript should be downloadable via .pdf and pasted onto your YouTube channel. This strategy can diversify your unique, authoritative content and increase long-tail keyword traffic while allowing both your website and YouTube channel to rank simultaneously.
As with all content, you should markup your videos using microdata or Json-ld. Be sure to markup the video file location on your website as well as submit a video-XML file pointing to the file location.
When hosting a video, first submit it to Google in the Webmaster Tools area until it’s crawled and indexed in order to claim video ownership. Then supply the video file to video hosting websites like Vimeo, Daily Motion, and YouTube.
As is with all marketing material, it is important to track your video campaign’s success. These three popular secondary video platforms provide useful analytic tools built in to provide crucial insights on performance-
Vimeo provides the number of total views, loads from embeds versus Vimeo.com, and ‘like’ votes.
Daily Motion provides public stats to assess the extent at which the video is being viewed in comparison to prior months/weeks. It also has free internal analytics to measure views, subscribers, times shared, and commentary over the course of a year
YouTube offers the most advance details of the three pertaining to video performance such as the number of views per day/week, new subscribers, what devices are being used to watch, commentary, average retention levels, viewer demographics, shared/embedded views, likes versus dislikes, and watch time duration.
- Know your objectives beyond selling
- Get both leadership and workforce onboard and involved
- Identify customers, social influencers, and partnering experts early on
- Build out messaging in varying ways for multiple customer types
- Tag, annotate and provide calls to action
- Avoid libraries and embedded transcripts – use unique landing pages with supporting information and markup
- Share in multiple locations and have the video channel linked in website footer
- Own the video through JSON or microdata markup and also a video XML sitemap
- Track KPIs to support future video ad campaign strategies
 http://www.reelseo.com/2019-internet-video-traffic/. Carla Marshall. 11 Jun 2015.
 https://contently.com/strategist/2015/07/06/the-explosive-growth-of-online-video-in-5-charts/. Amanda Walgrove. 6 Jul 2015.
 http://buzzkeep.com/future-100-facts-video-stats-123655/. 30 Oct 2013.
 https://animoto.com/blog/business/small-business-video-infographic/. Jeff Platt. 13 Mar 2014.
 https://searchenginewatch.com/sew/study/2333878/video-helps-persuade-73-of-people-to-buy-a-product-or-service-survey. Greg Jarboe. 13 Mar 2014.
 http://www.forbes.com/sites/bryanpearson/2016/01/15/what-dollar-shave-club-knows-getting-an-edge-on-utility/#182198edc47b. Bryan Pearson. 15 Jan 2016.
 http://www.latimes.com/business/technology/la-fi-tn-dollar-shave-club-investment-20150622-story.html. Paresh Dave. 6 Jun 2015.