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Video Marketing Strategy

Video Marketing has the power to help any business grow. Video content naturally helps boost impressions, website dwell time, along with dozens of other digital KPIs. Achieving success with video marketing is about more than just creating video content. With a video content strategy that leverages the approach of Hubspot’s Flywheel model, your business can drive growth with an effective Video Marketing effort.

In this article, you will learn key information to help ensure that your brand’s video content is on-target and optimized to achieve real business goals.

The Flywheel

Attract

Engage

Delight

Video Marketing Strategy

Content

Channels

Optimization

TL;DR

What is the Flywheel?

Learn how to grow your business with a Video Marketing Flywheel.

HUBSPOT FLYWHEEL

The Flywheel originated from Hubspot and is a new way to think about the customer lifecycle. Every business must attract prospects, engage with those leads to turn them into customers, and then delight those customers. Video can be used at all stages of the Flywheel to effectively achieve business goals and drive growth.

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attract

Capture attention and invoke curiosity. Use videos to attract new business and spread your message across social media and other advertising platforms.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

engage

Use video to develop interest by educating your target audience. Convince and convert by turning interested viewers into paying customers.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

delight

Word of mouth is more important than ever. Using video to create happy, informed customers also creates evangelists of your brand.

Attract prospects & provide value

“Give them something they actually want because that content builds up the relationship that then allows you to ask for the sale.”

[Gary Vee]

Regardless of industry, attracting qualified leads is vital to your business’s growth. This stage is all about showing who you are, highlighting your expertise, and providing unsoliticted value.

The Attract stage where we get the Flywheel spinning. Here you begin to generate interest about your company.

Here’s some tips on how-to attract qualified leads.

Provide Unsolicted Value

Provide value before you ask for anything in return. It’s just like any job- you have to work before you get a paycheck.

Feel free to give away:

  • helpful tips relevant to your industry
  • a free trial of your service
  • a small sample of your product
  • a limited time offer

Helping your prospects right off the bat creates a feeling of trust and develops a deeper relationship, which later on will make selling your product or service much easier.

Make Content Easy to Find

Eliminate barriers to make your content feel like a natural experience. People who are genuinely interested will pay attention.

Free, educational content is often posted on channels such as:

  • Social Media
  • Website
  • Blog
  • YouTube

Use Video

Consumers are obsessed with video.

In fact, about 80% of the Internet is comprised of video. Plus research shows that 45% of Internet users watch over an hour of Facebook or YouTube videos per week.

Businesses are constantly trying to cut through the clutter to reach their target audience. Since consumers love video, communicate with your audience using their preferred medium- video.

There are several types of Videos designed to attract your target audience:

  • Brand videos show people who you are, why you do what you do, and serve as an introduction between you and your prospects. Consider making this video one of your most high-end pieces of content. 
  • Micro videos are 5-15 second videos designed to be eye-catching to someone scrolling through social media. Humans now have attention spans shorter than a goldfish, which is why we also call micro-videos, ‘goldfish’ videos.
  • Thought Leadership and Industry FAQ videos both provide free information and establish trust between you and your audience.

As Gary Vee says, “Give them something they actually want because that content builds up the relationship that then allows you to ask for the sale.”

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Brand video

Show who you are and what your company values are.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Micro videos

Short-form content is perfect for capturing attention on social media.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Thought Leadership

Build authority by establishing yourself as an industry thought leader.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

industry specific faq

Provide expertise about your industry to establish trust early on.

Engage with prospects & turn them into customers

“Landing pages containing video receive 80% higher conversion rates.”

[Vidyard]

Once an ideal prospect has learned about your brand, it is now time to convert them into a customer. In this stage we must ‘Engage’ our audience and give them a reason to buy. However the engage stage actually contains several sub-sections- including both consideration and conversion.

During the Engage stage, you must:

  • Form Relationships
  • Build Trust
  • Show Prospects that your Product is their Solution

Typically, during this stage, the prospect will be learning about your offering through your website or through one-to-one communication with a rep via email.

Today’s consumers don’t want to spend a lot of time trying to understand your product or service. Oh, and statistically speaking they also don’t trust you. Sounds grim for marketers…

But don’t worry! Video provides easy solutions for these shifts in consumer behavior.

Capture Attention Quickly

When both text and video are available, 72% of consumers would rather watch the video.

If a prospect has to spend too much time scouring your website trying to understand your company, she will likely leave your website, do a quick Google search, and land on your competitor’s site.

This isn’t because people are lazy (well, maybe that’s part of it), but as consumers, we have endless options at our fingertips thanks to the evolution of the Internet.

Having a product video or services video easily accessible on your website will help prospects learn about your product offering and value propsition.

Earn Your Audience's Trust

After a lifetime of being advertised to, consumers are skeptical to trust brands.

Consumers actually prefer referrals from a friend or colleague over advertisements. We will learn more about ensuring current customers are referring us in the delight stage, but regardless of whether a lead comes to you from a social media ad or a referral, you still have to gain their trust before they make a purchase.

There are several types of videos that will help you earn trust from your prospects:

  • Customer Testimonial videos give life to the positive experience an existing customer has had with your company. It’s three steps above the written testimonial because you can see and hear from them. 
  • Case Study videos are a cousin to the testimonial, but are less narrative-based and tap into logic using numbers and statistics. Typically this is told from the seller’s perspective, rather than from the customer.
  • Thought Leadership videos establish your brand as an industry leader. If you’re an authority in your field, you’re easier to trust.

Most markets are saturated. Even if your company is the very best in your industry, you must still stand out and convince someone to become your customer.

Using video will help prospects quickly understand your company and give them a reason to trust you. Once they trust your brand, they are much more likely to become a customer. 

Keep Your Audience Engaged

Video keeps users engaged for longer than text.

The longer you keep a user on your website, the more likely they are to eventually become a customer.

When asked how they’d prefer to learn more about a product or service, 68% of consumers cited short video as their #1 choice. Video gets a message across quicker and more efficiently than text on a page.

To convince and convert, give users what they want- which is video!

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

testimonial videos

Develop trust with relatable customer stories

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

product / service videos

Demonstrate your features and competitive advantage

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

case study videos

Back Up your Value Proposition with facts

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

Thought Leadership

Establish yourself as an industry thought leader.

Delight customers and turn them into advocates

“About 50% of loyal customers have left a company for a competitor who was able to stay more relevant and better satisfy their needs.”

[Hubspot]

Remember when Alec Baldwin gave the “ABC- Always Be Closing” monologue in Glengarry Glen Ross?

Sure, making sales and closing deals is important, but it’s only the first step. In the 90’s, this ABC mentality might have worked well, but so did low-rise jeans and frosted tips. Society evolves.

Allow me to mount my digital soapbox to give my own version of an ABC speech, except mine is ABD- Always Be Delighting.

Delighting our customers is more important than ever. This is for a few reasons.

Word of Mouth Reigns Supreme

Over 80% of consumers trust peer recommendations over company recommendations.

When your customers have a pleasant experience, they will recommend your company to prospects. 

In a day-and-age where consumers trust friend and family referrals far more than they trust marketers and advertisers, creating evangelists out of your customers is more important than ever.

Cost per Acquisition

It is much cheaper to keep a customer than to acquire a new one.

Customer delight directly correlates to churn rate.

It is 6-7X more expensive for companies to attract new customers than to keep existing customers.”

[Kolsky]

Since consumers love video, it’s one of the best mediums for delighting.

Show your customers the best way to use your product with how-to videos. Answer their questions in frequently asked questions videos (this also alleviates your customer service team from having to repeatedly answer the same questions). Highlight the best parts of an event with event recap videos. 

Delighting customers makes the flywheel spin faster, ultimately fueling company growth.

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how-to videos

Show your customers how to be successful with your product

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

product specific faq

Avoid answering the same questions over-and-over

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

event recap videos

Make your event last forever.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

onboarding video

Provide support for your new customers

What is a Video Marketing Strategy?

Video Marketing

Video is taking over. By 2021, there will be so much digital video in existence that it will take 2 full years to watch all of the video content circulating in any given moment.

This begs the question- How does your video content cut through the clutter? Well, with a tailor-fit Video Marketing Strategy based on your business goals.

“Any video is only as successful as the digital strategy behind it.”

[Me]

Every Video Marketing Strategy is made up of a careful combination of

  • Custom Content
  • Channels Strategy
  • Optimization Tools

How we use Content-Channels-Optimization depends on what stage of the Flywheel we’re concentrating on. Regardless of whether you’re attracting new prospects, engaging with those prospects and converting them into customers, or delighting customers, a solid video marketing strategy helps businesses reach their goals.

After all, any video is only as successful as the digital strategy behind it!

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content

What video content should be created to help you reach your business goal?

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels

What channels are your target audiences living on? How do we reach them on these channels?

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimization

How do we optimize our content on these channels to reach the greatest number of qualified eyeballs?

Content

Video content differs depending on business goals

Video Content

Your video content strategy will differ greatly depending on your specific business goals. When deciding which types of video content are right for you, think about it your customer’s lifecycle with a Flywheel approach.

If you want to attract new prospects, a brand video or social advertising campaign will likely benefit you the most. This is how we get our brand message to our target audience in an interesting and easy-to-understand way. 

If your goal is to convert those prospects and turn them into customers, testimonial videos or product/service videos will be extremely beneficial. By providing prospects with clear value propositions and actionable information, they can be informed enough to make a buying decision. 

If your goal is creating & retaining happy customers, how-to videos and FAQ videos can delight these customers and turn them into evangelists of your brand.

While most companies need content throughout all stages of the customer lifecycle, sometimes it can be easiest to start with one stage and build from there.

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videos that attract

Brand Video

Social Ads

Thought Leadership

Industry-Specific FAQ

Event Promotion

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that engage

Company Overview Video

Product Explainer Videos

Services Videos

Product Demonstrations

Customer Testimonials

Case Studies

Recruiting Videos

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

videos that delight

How-To Videos

Product Specific FAQs

Event Recap

Conference Recording

Onboarding Videos

Channels

Go where your audience already lives

Distribution Channels

As you are creating your video strategy, it’s important to think about more than just the content of the video. F0r example:

1. How do you ensure people see your video?

2. How do you ensure the right people see your video?

The channels used to communicate with your audience greatly depend on your business goals and where your target audience lives.

If your goal is to attract qualified leads:

Use video on Social Media and YouTube to build your brand and communicate with your audience.

  • Don’t worry about using every social media platform, focus on what your target audience uses.
  • Post your videos on YouTube to build your brand and house a library of helpful content.

If your goal is to engage with your prospects:

Use email, your website, and a video marketing platform to convince and convert prospects, turning them into customers.

  • The promise of video crushes the email game because it significantly increases your email CTR. We say ‘promise of video’ because you can’t embed a video in an email, but you can lead your audience to a video back on your website. 
  • When users are on your website, they want to quickly and easily learn about you. The most efficient way to do that is with video. Use video across your website to communicate different messages. 
  • Video Marketing Platforms such as Wistia help your video campaigns perform better and provide advanced back-end analytics so we know how our video are performing.

If your goal is to delight your customers:

Post your delight video content on your website and on social media.

  • Create a helpful page on your website housing FAQ videos and how-to videos so your customers can get immediate answers to their questions.
  • Posting helpful video content on social media is a great way to reach current customers since many of your followers are likely customers.

Social Media

Social media is a great way to make your brand more relatable. Consumers today spend so much time on social media, so make sure your brand is staying top of mind by integrating yourself with their social feed.

Video outperforms text-based and image-based posts combined, so using video on social media is will help you cut through the clutter.

Don’t underestimate the power of your personal social media too. Post your company’s video on your personal LinkedIn or Facebook. People trust other people, (especially their friends) so they are more likely to pay attention to posts from another human.

Email

Email is an important channel of communication for virtually all businesses.

Email can often be monotonous and boring, but nothing jazzes up a dry email like a video. Consumers love video, and both open rates and click-through rate increases significantly when an email contains the promise of video.

Since it isn’t yet possible to actually embed videos in emails, use a GIF instead and link it to a place on your website where the video lives.

Website

Your website is where interested parties go to learn more about your brand, product, or service. 68% of consumers report video being their preferred method of learning about new products or services.

Let your site be a place full of content. Interesting and educational video content will help you establish your authority and trust between your company and a potential customer.

 

YouTube

YouTube is a great platform to help build your brand because it is the most popular video platform and the 2nd largest search engine on the Internet. Hosting your content on YouTube will help people be more likely to stumble across your brand while searching Google. 

Wistia

Like YouTube, Wistia is also a video marketing platform. However Wistia is unique as it is geared to work for businesses. 

Wistia offers advanced analytics and a custom-branded video player that helps you be more knowledgable on the back-end and more enticing on the front-end of your website.

We suggest using YouTube to build a brand, and Wistia to host your video on your website.

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channels for attracting

Social Media

YouTube

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for engaging

Website

Email

Wistia

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels for delighting

Social Media

Website

Optimization

To ensure maximum reach and engagement

Optimizing Your Videos

The 3rd component of a Video Marketing Strategy is Optimization.

We already know that video is the most effective way to get your message across and helps create the best performance across many metrics such as:

  • Engagement rate
  • View count
  • Shares
  • overall reach
  • Length of dwell time

However, there are ways to ensure that your video is optimized to perform better than your competition’s content. Your video will perform best on each respective channel if it is optimized for that platform.

Each digital platform is set up differently, which means that the video formatted for YouTube is not designed to work as well on your Instagram Story. 

Here are some subtle tips that will help your video content reach it’s maximum potential.

 

Subtitles

The optimization tool that transcends any Flywheel stage is subtitles.

The majority of all videos on the Internet are watched without sound, so regardless of where exactly your video lives, including subtitles ensures your message gets across with or without sound.

Native

Sharing natively is hugely beneficial on social media. Native video far out performs a link to a video. Uploading the video file itself to social platforms (instead of sharing a link to YouTube) results in further reach, more engagement, and more views.

Format

Optimal video format differs depending on the platform.

Landscape videos are best for website and email while square and vertical videos perform best on social media.

Length

Different lengths are optimal for goals and different platforms. 

Short videos are best for attracting prospects. because these people don’t yet care about you! It’s all about quickly capturing attention.

Longer videos work better later in the customer lifecycle during the engage and delight stages because your audience is more invested in what you have to say.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to attract

Subtitles

Native

Format

Short

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to engage

Subtitles

Format

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimize to delight

Subtitles 

Parting Words

Key take aways

TL;DR

If this was too long and you didn’t read it, don’t worry, I’ll summarize everything in 33 words:

The Flywheel is a customer lifecycle model designed to “drive business growth and customer delight.” Combined with video, the most powerful medium on the Internet, you can create a successful video marketing strategy.

The Flywheel

The Flywheel, created by Hubspot, has 3 stages that are designed to drive customer growth:

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

attract

Provide value and invoke curiousity to attract new leads.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

engage

Convince leads and convert them into customers.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

delight

Delighted customers are repeat customers. And then they tell their friends.

Video Marketing Strategy

Video is taking over the Internet. And the world.

But remember, any video is only as successful as the strategy behind it. Video Marketing Strategies are comprised of 3 components:

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

content

Create video content around your business goals.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

channels

Use the channels where your audience lives.

Consume Media Atlanta Video Production Services Increase Sales with Video Marketing

optimization

Optimize your content for each channel to maximize quality views.

START YOUR JOURNEY

Landon Yarborough

Customer Success Manager