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DIGITAL VIDEO Solutions for Online & Mobile Marketing

In the Digital Video White Paper, we cover the following: • Aligning video content strategy with the customer lifecycle • Evaluating the essential elements of content publication and syndication • Measuring and scaling repeatable video successes

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CONTENTS

VIDEO IN MARKETING

4

The 6 Strengths of Video Marketing

5

Why Digital Video Now?

6

Video Content is the New King

6

Integrating Video Content across Marketing Channels

7

WHY VIDEO MARKETING MATTERS

9

Video Marketing across Customer Lifecycle

10

SMBs to Enterprise: Video Marketing Is

11

HOW TO USE VIDEO MARKETING: COUPLE HINTS

12

Brand Alignment: Company Video Identity

13

Video Portals: Rich Audience Experiences

14

Video SEO: Discovery & Search

14

Content Distribution: Video Everywhere

15

Video Marketing Analytics: Measuring Results

16

Marketing Automation: Further Engagement & Anticipate Demand

16

CONCLUSION

17

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VIDEO IN MARKETING Today, we are witnessing an unprecedented and explosive growth in digital and mobile advertising. Digital video is playing the leading role here, taking customer experience to the new level. As a part of content marketing, digital video can and should be used through all stages of the customer journey to turn prospects into loyal clients.

67% http://digitalbee.com/en/services/video-production/ Video marketing is, actually, part of the content marketing, where the medium to http://digitalbee.com/en/services/digital-copywriting/ convey ideas is video. Its main benefit is extreme versatility within channels.

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of the buyer’s journey is completed online.

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.

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THE 6 STRENGTHS OF VIDEO MARKETING One look is worth a thousand words

CONVENIENT Mobile bandwidths and generous data plans allow us to watch videos on the go. Mobile video streaming is skyrocketing! 86.8 million Smartphone users watched video on a monthly basis in 2014, up from 72.1 million in 2013.

MEMORABLE The human memory ties learning to those experiences most like real-life.

Speech, music, images, and motion all converge in video, making it the closest medium to our reality.

SUCCINCT A 2-minute video can contain as much information as 30 minutes of reading.

Most people would rather watch a video than read text. Thus, video satisfies the need for immediacy.

MOVING Through a unique combination of words and images, video can buoy our spirits; pull at our sentimentality; elicit our deepest fears; appeal to our sense of goodness. When stories center on people, a video message is at its best.

PROLIFIC Easily embeddable and shareable, video can move beyond the silo. In the United States alone there has been a 94% increase in video posting on Facebook year-over-year.

VALUABLE Great content is a lead generator. A refined video marketing platform can “gate� video content, placing lead generation forms before, after, or within the video.

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WHY DIGITAL VIDEO NOW? Until recent years, lagging Inter net speeds kept audiences disconnected and arketers from utilizing video to its highest maxim. Today, technology has caught up. We see the widespread adoption of video in apps like Snapchat, Instagram, Meerkat, and Periscope.

Businesses have long been searching for an easy way to create, distribute and grant access to video. These hurdles disappear with sophisticated video marketing platforms.

Today, approximately 75% of marketers are creating videos for their target audiences.

Marketers can now treat video like any other digital marketing tool — automating campaigns, analyzing successes, generating leads, demonstrating ROI, and increasing engagement.

VIDEO CONTENT IS THE NEW KING The powerful combination of moving pictures and sound has enchanted society for over 100 years, displacing some of the popularity of newspapers, radio, and books. Radio and Podcasts are passive. Online magazines, news sites, and blogs require a time commitment.

At the same time, 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.

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INTEGRATING VIDEO CONTENT ACROSS MARKETING CHANNELS The adaptability of online videohttp://digitalbee.com/en/services/digital-marketing-strategy/ 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.

SEARCH ENGINES (awareness) Video is a necessity for the health and discoverability of your website. By 2018, video will account for 79% of all search traffic. Video can be optimized similarly to other forms of content, and YouTube is still an integral part of any awareness campaign.

EMAILS AND NEWSLETTERS (engagement/conversion/ retention/advocacy) In 2013, adding the word “video” to the subject line of an email increased click- through rates as much as 13%. The saying “show me, don’t tell me” resonates even louder when breaking through the deafening inbox noise.

SITE PAGES AND BLOGS (awareness/engagement/conversion) Video can and should be integrated into site pages and blogs. Fully integrate video through your site, don’t keep it exclusively in a library, anchor videos with other pieces of content like a blog piece, relevant support article, or landing page.

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SOCIAL MEDIA (awareness/engagement/ conversion/retention/advocacy) The uses for social media are numerous, steadily moving the conversation from prospect to lead to customer to evangelist. Currently, 32% of all social media uploads are video.

PUBLIC RELATIONS (awareness) Journalists receive a staggering amount of press releases. Make your message short and snappy by creating an easy-to-digest video press release. This video may be embedded in blogs and trade sites, preserving your message and ensuring it is passed along to your ideal target.

MOBILE MARKETING (engagement/conversion) Marketers know video is critical to a mobile strategy because phones are the number one device for streaming or downloading online video. Just don’t make it hard to consume. One in four people abandon pages that take more than four seconds to load.

“There is no doubt that innovative enterprises are focusing on how to create ongoing value through video and video series. With barriers to entry in the video production game all but gone, there are no more excuses for brands not to build amazing experiences through consistent video creation and distribution.”

-Joe Pulizzi, Founder, Content Marketing Institute

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WHY VIDEO MARKETING MATTERS Video marketing means relevancy. Staying relevant is not for the faint of heart. It requires creativity, innovation, passion, and agility. In the past, marketers could not utilize video to its full maxim because of the difficulty in creating, distributing, sharing, and organizing video. The gate has swung wide-open to a new world.

75%

of marketers are creating custom video for their target audiences

Now, online video can be used to better understand and communicate with your prospects and customers, automating personalized, data-driven messages at the right time. Online video augments customer lifecycle marketing strategies because it is more flexible and engaging than any other digital marketing medium.

General Awareness Goal: Become an industry leader.

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VIDEO MARKETING ACROSS CUSTOMER LIFECYCLE 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.

AWARENESS 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.

ENGAGEMENT 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 Consider video embeds in emails and calls-to-action within videos to solicit more leads.

RETENTION Consider video tutorials and video messaging to answer questions, address pain points, and proactively strengthen your relationships with your customers.

ADVOCACY Consider elevating an advocate’s personal brand by asking for participation in an industry panel, video interview, or case study.

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SMBS TO ENTERPRISE: Video Marketing Is Effective Across Organizations and Audiences MARKETING THE B2C BUSINESS THROUGH VIDEO 52% of consumers say that watching product videos make them more confident in their online purchase decisions. Yet, distributing content to where your target lives can be a problem. Shifty consumer audiences moving across devices or multiple users per device can dilute brand messages. How do we converse with a marketing adverse populous?

Prompt them to want to engage.

MARKETING THE B2B BUSINESS THROUGH VIDEO 70% of B2B buyers are watching videos throughout the journey to purchase, up 52% from 2013. Furthermore, one in five of these researchers will watch over an hour of video during the discovery process. B2B marketers must accurately promote their unique value proposition to differentiate themselves from their competition and grab the decision makers’ attention in a crowded landscape. B2B marketers understand the imperative for action: 68% believe videos are the most useful tool in their content marketing strategy.

Video marketing magic doesn’t just happen. It requires time, dedication, and a plan.

Extracting the essential elements of video, it becomes apparent that video marketing has the ability to solve challenging business issues. Whatever the challenge, be it a particular customer lifecycle stage or an inconsistent audience, video’s versatility can complement your marketing talents.

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HOW TO USE VIDEO MARKETING: COUPLE HINTS Sometimes you just 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! Now, we move to quick and powerful video marketing tips you can execute quickly.

BRAND & VOICE

DISTRIBUTION

DISCOVERY

PORTALS

MARKETING AUTOMATION

ANALYTICS

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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.

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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.

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.

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.

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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. Use video in social networks, emails, blogging, etc.

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VIDEO MARKETING ANALYTICS: MEASURING RESULTS 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.

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, developing a better, fuller picture of their prospects and customers.

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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.

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

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