Report: What Marketers Need to Know About the ‘State of Video Marketing’

These days, there’s little doubt among marketers that video content is an incredibly powerful content marketing tool. After all, humans are visual creatures by nature, so it stands to reason that video often satisfies our content appetite. In fact, according to a Think With Google study, 50% of internet users said they’ve looked for videos related to a product or service before visiting a store.

But as more brands and marketers jump on the video content marketing bandwagon, it’s more important than ever to examine your strategy to ensure you’re getting the most out of your efforts. And a great starting point is to get the lay of the current video marketing land and emerging trends.  

Thankfully, Demand Metric and Vidyard recently published the 2017 Video Content Marketing Benchmark Study, featuring data and insights collected from marketers at B2B or mixed B2B/B2C companies—all of which reported revenue growth in the previous fiscal year, as well as using video to some degree.

Below I highlight some of the findings that I found most interesting, as well as what that means for you as you begin or refine your video marketing efforts.

1. Video marketing usage is not only on the rise, but the amount of video being created is growing rapidly.

According to the study, for the fourth consecutive year, over 90% of study participants reported that video is becoming more important to their efforts. But what’s more, the average number of videos being produced annually jumped from around 29 in 2016 to 38 in 2017.

Video Marketing Production

Of course, smaller companies are producing less video than big companies, but the gap is narrowing. For example, 2016 numbers showed that more than one-third of small companies were producing less than five videos every year. But in 2017 that number shrunk to just one-fifth.

What does this mean for marketers? While video seemed like the answer to overcoming content overload and capturing audience attention, the competition for creating high-quality, engaging and compelling video is growing. So, it’s more critical than ever to make sure you’re not just “doing” video, but that it’s a strategic and thoughtful piece of your overall content marketing mix.


It’s more critical than ever to make sure you’re not just “doing” #video. @CaitlinMBurgess
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2. The types of video marketers are investing in are expanding.

Product, demos and explainer videos lead the pack in terms of the most common types of videos being created, which isn’t a surprise. This type of content highlights a company’s product or service offerings, and expertise in a visual way. However, more forms of video such as how-tos, live streams, social media and those focused on company culture are becoming more widely used.

What does this mean for marketers? To me, this signals that video can and does enhance the customer journey at every stage of the funnel. Just as you craft written content to satisfy your audience’s quest for knowledge at different stages, video can be used in the same way. Furthermore, it can be used to achieve a variety of different marketing objectives such as recruiting new talent, humanizing your brand or sparking real-time engagement.


Video can & does enhance the customer journey at every stage. #videomarketing
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3. Video can inform, engage and convert.

Video, both produced and native, has long-been dubbed as a great way to inform and engage your audience. Studies have shown that we spend a huge chunk of our online time watching video, often multiple times a day. (My personal favorite are all those Tasty videos of recipes I’ll probably never make.)

But if you’ve been skeptical on the conversion power of video, don’t be. According to the report, roughly 70% of participants said video converts better than other forms of content.

Video Marketing ROI

What does this mean for marketers? Building off my point in the previous section, if you really want to commit to video and drive the ultimate objective of getting conversions, you should aim to create relevant, quality video content for every level of buyer’s journey.


70% of marketers say #video converts better than other content forms. @DemandMetric @vidyard
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4. Advanced measurement is key to unlocking the best ROI.

As with any marketing initiative, measurement is critical to understanding how you’re performing and uncovering opportunities for improvement. However, most marketers are just tracking and analyzing the basics such as views or shares—making it difficult to map video to ROI.

According to the report, just 13% of respondents said they’re using advanced metrics such as views by embed location, viewer drop-off rates, heat maps and attribution to sales pipeline. However, of that 13%, 71% say that these metrics help report much better on video ROI.

“A true and accurate measurement of the ROI of video (or any type of content) requires the adoption and use of advanced metrics,” the report states. “When advanced metrics are not in use, ROI determination is an estimate at best. When advanced metrics are in use, marketers have the information they need about video content performance to achieve even better results.”

What does this mean for marketers? Marketers are often looked at as the spenders within an organization. And while video can no longer be considered a “rising” trend, it can still be hard to get buy-in and more budget if you can’t prove its value. According to the report: “The best way to capture and exploit advanced metrics is to integrate video viewing data into Marketing Automation and/or CRM systems.”


Advanced #videomarketing metrics are key to achieving better results. @DemandMetric @vidyard
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Looking for Video Content Marketing Best Practices & Tips?

Check out these helpful resources on the TopRank Marketing blog:

  • How to Get Started with Video Content (Without a Blockbuster Budget)
  • How 7 Brands Connect with Audiences Through Long-Form Video Content
  • Going Native: Tips & Examples for Effectively Incorporating Native Video Into Your Social Strategy

In addition, if you want more on the state of video marketing, read the full report here.


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© Online Marketing Blog – TopRank®, 2017. | Report: What Marketers Need to Know About the ‘State of Video Marketing’ | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

How 7 Brands Connect With Audiences Through Long-Form Video Content

Content comes in many forms, including social media messages, blog posts, video, and more. But video is largely ignored with only 30% of B2B marketers believing video will be critical to their content marketing success.

Considering video accounts for 74% of all internet traffic your brand cannot ignore video marketing. With audience’s having an average attention span of only eight seconds it’s one of the best ways to hold attention and increase audience engagement. This is especially true for long-form video—videos that are roughly 10 minutes in length or longer. In fact, audiences engage in more long-form videos accounting for 63% off all time spent watching videos across devices. Long-form video is a proven and effective way of capturing and engaging audiences, but where do you begin?

To help inspire your own long-form video content ideas and drive audience engagement, we gathered seven leading examples from leading B2C and B2B brands.

#1 – Patagonia

Core to Patagonia’s mission is to use their business to inspire and implement solutions to the environmental crisis. One of the ways they do this is by encouraging their own customers to hang on to their clothing for as long as they can and to pass them on to loved ones. It’s a message you wouldn’t expect to hear from a clothing brand, but Patagonia is passionate about the environment and created a special program that enables customers to purchase recycled and reused Patagonia gear. To generate awareness for the program and discourage throwing away clothes, they created the short film, “Worn Wear.”

In “Worn Wear,” Patagonia shares the story of several Patagonia customers and the stories of their clothes. Ranging from 11 to 30+ years old, each vignette features a well-loved, well-worn Patagonia item and the experiences the clothes have held. Patagonia’s message is clear throughout the film, saying, “The most responsible thing you can do is buy used clothes.” It’s an inspirational thought that resonated with their audience, collecting over 800,000 YouTube views to date and climbing. But most impressive of all is how the video has changed their audience’s perception of clothes with comments like, “I truly believe this film has influenced the way I look at clothing specifically, material goods, and what is actually necessity. Thank you!”

The Final Take: Use your company’s mission or purpose to drive long-form video content and connect with audiences on a personal level.

#2 – Chevrolet

As a car company, Chevrolet helps you get from point A to point B. On a deeper level, cars help you get to where you want to go and help you achieve the goals you’ve set your sights on. That’s the message Chevy wants to instill on their customers, but with strong competition and a recovering American car industry it was going to take more than a mission statement.

To illustrate the importance of reaching your dreams, overcoming challenges, and rising to new heights, Chevrolet created a documentary highlighting baseball superstar Mo’ne Davis. Mo’ne was the first female pitcher to have a shutout game in the Little League World Series, an accomplishment that would make her the first female baseball pitcher to appear on the cover of Sports Illustrated. Chevrolet’s documentary interviews Mo’ne, her family, and friends to share what makes her unique both as a daughter of America and as a person in general. The end result is an emotional film that leaves the audience inspired to accomplish the impossible.

The Final Take: Evoke emotion within your audience by showcasing inspirational people and life stories.

#3 – GE

General Electric (GE) has a wide range of products and services, making it a challenge to market them effectively. And given the name, many people may assume that GE is simply a power company. In reality, GE has segments in aviation, healthcare, lighting, transportation, and more. So how can they educate the masses that they’re more than a power plant?  

To educate their audience on how GE powers everything from cities to jet engines, GE created a video series “Into the Wild.” The series follows former Mythbuster Adam Savage as he endeavors to understand the mechanics behind GE’s many products and services. Through expert interviews, animations, and easy to understand explanations, Adam (and the audience) learn just how GE helps power the world.

The Final Take: Long-form video is a great opportunity to educate your audience with visual learning tools like in-person interviews, demonstrations, diagrams, and more.

#4 – Cisco

Cisco, one of the world’s largest networking giants, is well aware that cyber security is one of the most important things they can offer in today’s hyperconnected world. Without a strong and secure network, businesses, markets, and people’s personal information is at risk. Recognizing this, Cisco created Ransomware Defense to keep hackers at bay.

To generate awareness for their new security product, but also for ransomware itself, Cisco made a video that highlights exactly how a hacker completes ransomware. The video itself is very informative, but what makes it so effective is the suspense they created. By creating a mini-movie that follows a hacker performing a successful ransomware attack, the audience is left feeling vulnerable and in need of protection or further information. Given this feeling, it’s no wonder that it is one of Cisco’s most watched YouTube videos to date.

The Final Take: Grab your audience’s attention through a suspenseful storyline that leaves the audience needing more.

#5 – REI

REI stores are rooted in community given their status as the nation’s largest consumer cooperative. Starting as a group of 23 mountain climbers, the brand quickly grew to become a community of active people who love the outdoors—it’s part of what makes REI a unique brand. To highlight their unique communities and the camaraderie that can be found in the outdoors, REI turned to video content.

The most powerful piece of video from REI is their documentary titled “Paul’s Boots.” After hearing about the death of Paul, a man whose greatest dream was to hike the Appalachian Trail, REI and their partner The Dirtbag Diaries reached out to 400 hikers and asked them to carry Paul’s boots the entire length of the AT. This documentary follows Paul’s pair of boots through the eyes of each hiker that offered to carry them, showing how one community came together to help Paul achieve his dream.

The Final Take: The most incredible stories can come from right under your nose. Take inspiration from your customers—do something special for them and share their story with the world.

#6 – IBM

IBM is all about innovation. And one thing they realize is that it is the people who work at IBM that power innovation. To help them recruit leading minds and progressive thinkers, IBM decided to highlight the teams that are behind groundbreaking innovations. Not only would the video showcase their incredible work, but it would also showcase the makeup of the team.

Through exploring the team that created their most recent breakthrough in polymer bonds, IBM showed how a strong team bond with a diverse background can power innovation. And by focusing on the people and allowing them to share their backgrounds, it humanized IBM while establishing their credibility.

The Final Take: Humanize your company and show your expertise by highlighting the personalities that make your brand exciting to work for.

#7 – BMW

Believe it or not, BMW has been making films since 2001. A pioneer of long-form video content, BMW has been using online video to engage audiences in their brand and foster brand loyalty since before the creation of YouTube. The original films follow actor Clive Owen as a driver for hire who encounters several unique challenges while on the job, showing off the capabilities of the car along the way.

Most recently, BMW Films released “The Escape,” a new short that revisits their original Clive Owen film series. Not only does the film showcase the performance of their new 5 series sedan, but it also embodies their tagline “The Ultimate Driving Machine” with Clive Owen using speed, torque, agility, and wit to escape his pursuers.

The Final Take: While the production value of these films are obviously high, the real reason they captivate audiences is the action-packed story that breaks the norm. Don’t be afraid to get creative with an exciting narrative that showcases your brand, values, or products as well.

Form Meaningful Connections With Your Audience

Long-form video is an enormous opportunity for content marketers to connect with audiences on a new level. Find out how to get started in video content marketing with our own video tips or check out our interview with comedic genius and Cisco Creative Director of Marketing, Tim Washer.


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© Online Marketing Blog – TopRank®, 2017. | How 7 Brands Connect With Audiences Through Long-Form Video Content | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Twitter Video Ads, Livestreaming Rise, RIP Eric Ward

Livestreaming

The Rise of Livestreaming: Why People Watch, and How Brands Can Benefit [Infographic]. Facebook users comment 10 times more on live videos than on regular videos. Find out what people are watching, what their preferences and behaviors are in this infographic from Koeppel Direct. MarketingProfs

The four habits of successful data-driven marketers. Econsultancy invited marketing experts to discuss what they do, the problems they face, and how they overcome obstacles which revealed 4 keys to data-driven marketing success from data management, to testing hypothesis and proper attribution models. Econsultancy

Twitter introduces a new video-centric ad format. The Video Website Card starts out as an auto-playing video with a customizable headline, which then opens up to a larger video and website preview, and ultimately directs viewers to the advertiser’s chosen website when they tap on it. Will this format take off? TechCrunch

Facebook Live cuts out the middle man, adds its own screen-sharing feature. Now this seems like a great feature for educational content. Facebook has added an option to share your screen directly on Facebook Live, eliminating the need for other software for many users. TheNextWeb

Top Brands by Customer Loyalty 2017

Fall 2017 Taking Stock With Teens report reveals favorite social networks. 47% of respondents say Snapchat is their favorite social network, and 24% say Instagram is their favorite. Guess which network only received 9% of the vote? Face who? MarketingProfs

Somehow, this is news. Snapchat is selling an $ 80 dancing hot dog costume on Amazon. The costume is based on Snapchat’s new celebrity character: the app’s dancing hot dog filter that quickly became an internet meme sensation over the summer. Business Insider

Eric Ward
The Search Community lost the Father Of Link Building, Eric Ward, aka Link Moses.
I met Eric Ward at my first Pubcon conference about 2004 or 2005, approaching him at a table to see if this SEO celebrity would be friendly to a nobody like me. Eric was the most generous, welcoming person I could have met and that openness is something that has stuck with me over the many years since. Eric was a really good guy and a true original when it came to search marketing and link building.

Like many in our industry, I learned a lot from Eric about low risk, high impact and high value link building and online PR. He used a photo I took of him in 2006 as his profile photo online and it always made me happy that he liked that image enough to use it. Eric will be missed and I wish the most heartfelt condolences to his family and friends. See the outpouring of commentary on Search Engine Roundtable.

IBM Watson Webinar Lee Odden Michael Trapani
Save the date! Oct 26 I will be co-presenting a webinar: Connecting the Dots From Data to Better Customer Experiences with IBM Watson’s Michael Trapani. This is a free webinar and will highlight the new realities of the customer journey, obstacles caused by fragmented data and tools. We’ll also cover how a best answer strategy + cognitive marketing can deliver insights and context for creating conversations with customers that are relevant, personalized, meaningful and consistent across channels. Don’t miss it! More info here.

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


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© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Twitter Video Ads, Livestreaming Rise, RIP Eric Ward | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads

LinkedIn Video Ads

Video Ads Are Finally Coming to LinkedIn (client) – When LinkedIn began allowing users to upload videos in August, video ads seemed like an inevitability, and they are now one step closer. LinkedIn announced today that it is running a closed beta test of video for sponsored content “with a limited number of advertisers.”  AdWeek

Twitter Plans To Release A Bookmarking Tool #SaveforLater. You know how you can save posts to read later in Facebook? Well, Twitter is looking to do the same thing. For all of you liking posts as a way to bookmark, you can stop that practice with this new feature. Will this mean likes will go down? Probably. BuzzFeed

New Research: The state of marketing attribution – A growing number of marketers are using attribution in all or most of their marketing efforts, according to a recent study from Econsultancy and AdRoll. However, the number of marketers acting on the insights they pull from attribution data is dwindling. Econsultancy

Snapchat Introduces “context cards” – Snapchat released ‘Context Cards’ this week, which have the potential to bolster marketing efforts for restaurants, venues and other destinations. These cards will pull in information based on the Snap’s geo-filters and map information that will lead viewers to online reviews, Uber and Lyft information and more. TechCrunch

AdWords Charges & Your Daily Budget – If you’ve been struggling to reach your advertising goals, AdWords has made some recent changes to help get you over the hump. As of October 4th, campaigns are now able to spend up to twice the average daily budget. Don’t fret about racking up the costs at the end of the month as you will not be charged more than your monthly charging limit. Google

Twitter Happening Now – Twitter is adding a “Happening Now” feature that will group tweets by event, the company announced today. The feature, which will start with sports games, is yet another way the company is seeking to highlight information on its platform outside of the traditional follow model. Buzzfeed

Social media monitor Brandwatch acquires content marketing platform BuzzSumo –  Two things that are great on their own are not often better together, but that’s exactly what the marketing industry expects from the combination of BuzzSumo and Brandwatch. TechCrunch

Connect the Dots from Data to Better Customer Experiences – Join me and Michael Trapani of IBM on October 26th for a free webinar to better understand the opportunities around creating best answer experiences with cognitive technologies. IBM Watson

Smart Speaker Commerce

NEWS NUGGETS

Infographic: YouTube has grown to 1.5 billion monthly active users – MarketingProfs

LinkedIn connects sales, marketing tools for B2B advertisers to target leads, accounts – MarTech Today

70% of Brands Work with Instagram Influencers – Research Brief

Majestic and SEMRush Combine Forces – Majestic Blog

Bing Ads Launches Automated Bid Strategy to ‘Maximize Clicks’ – Search Engine Land

As Voice Has Its Moment, Amazon, Google and Apple Are Giving Brands a Way Into the Conversation – AdWeek

New Study from D&B Shows What Frustrates B2B Buyers Most – MarketingProfs

70% of Marketers Do Not Use Anonymized Consumer Identity Data But 75% Say it Helps Campaign Optimization – MediaPost

63% of Amazon Advertisers Plan to Spend Even More Over the Next Year – AdWeek

What was the top digital marketing news story for you this week?

Be sure to stay tuned until next week when we’ll be sharing all new marketing news stories. Also check out the full video summary with Tiffani and Josh on YouTube.


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TopRank® Online Marketing Newsletter.

© Online Marketing Blog – TopRank®, 2017. | Digital Marketing News: Twitter Happening Now, Snapchat Context Cards, LinkedIn Video Ads | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

Google releases a variety of Accelerated Mobile Pages Project (AMP) updates: scrolling animations, video analytics, fluid ad support

The scope and feature list of the open-source project continue to expand. The post Google releases a variety of Accelerated Mobile Pages Project (AMP) updates: scrolling animations, video analytics, fluid ad support appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Google’s latest Easter Egg is a video game that shows up with searches for ‘snake’ & ‘play snake’

Announced in conjunction with Google’s 19th birthday surprise spinner doodle, the digital game can be played on both desktop and mobile. The post Google’s latest Easter Egg is a video game that shows up with searches for ‘snake’ & ‘play snake’ appeared first on…

Please visit Search Engine Land for the full article.


Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know

Video content is eating the internet. It started with video-specific platforms like YouTube and Vimeo. Then Twitter and Facebook added support for live and pre-recorded video. Now these insatiable moving pictures are becoming serious business: LinkedIn now supports native video.

What would compel a buttoned-down, professional networking site like LinkedIn to embrace video? Simply put, people—even businesspeople—want to watch. Fifty-nine percent of executives say that if text and video are available on the same topic, they’re more likely to choose video.

There’s no denying that marketers should embrace video content as a general rule. If your audience wants video, it’s wise for your brand to be the one supplying it. But why publish natively on LinkedIn?

Here are the upsides, downsides, and what-you-need-to-know-sides.

How to Create a LinkedIn Video

LinkedIn has been slowly rolling out its video capabilities, starting with a few influencers and expanding out from there. Most members who have the most recent version of the mobile app should have the capability now.

If your account has video enabled, you will see a camera icon available where you normally post to your feed. On mobile, you can create a video (not a live stream…yet) or upload from your photo gallery. On desktop, you can only upload a pre-recorded video. Nearly every common form of video file is supported.

To record a video, just tap the camera icon, give the app permission to access your camera, and go. To upload video, just navigate to the file you want to add and select it—there’s no learning curve there.

Your file must be at least three seconds long and no longer than 10 minutes, but LinkedIn suggests between 30 seconds and 5 minutes for better engagement. The maximum file size is five gigabytes, which should be plenty of space.

Your post will look…well, a lot like a post with an embedded video, just without the link out at the bottom:

Why Marketers Should Care about LinkedIn Video

You can already embed YouTube video in your LinkedIn feed posts, of course. But posting native video may get you more engagement. On Facebook, native videos typically get 10x more shares than embedded videos. If that trend holds for LinkedIn, you could be missing out on a substantial chunk of potential audience by linking to a YouTube video.

So native video matters—and for virtually all B2B marketers, LinkedIn matters. While Facebook videos can be dominated by memes and entertainment, the LinkedIn audience is specifically there for business. They’re browsing their feeds looking for something that can help advance their career, give them a competitive edge, or just do their jobs better. Useful, professional video content is likely to fare better on LinkedIn than on Twitter or Facebook.

The other reason to go native on LinkedIn video is LinkedIn’s analytical capability. Their demographic data is likely to be more useful to B2B marketers than Facebook’s data is. You can zero in on job function, job title, and seniority of the people who view your video. That data will help you adjust your strategy to hit and engage the right audience.

As native video is more widely adopted by its userbase, LinkedIn is likely to give it preferential treatment over embedded video. LinkedIn has already switched from a pure timeline feed to an algorithm-based feed. Just as Facebook currently gives pride of place to native videos, LinkedIn is likely to prioritize it in their feeds, too.

Downsides to LinkedIn Video

Since this is a new feature, there are some still some quirks to be ironed out, and a few features that are missing. These negatives won’t keep your video from being seen and appreciated, but they’re worth noting:

  1. No playback speed or picture quality settings. Users can’t customize the viewing experience the way they can on YouTube.
  2. It’s hard to link out. the URLs for a video-embedded post are unwieldy: https://www.linkedin.com/feed/update/urn:li:activity:6316276929771245568/, for example.
  3. The video isn’t embeddable on other sites. It’s definitely intended for consumption on LinkedIn.
  4. Only members can post, not companies.
  5. There’s no dedicated video tab, which can make video content hard to find. I’m willing to bet some kind of tab or filter is in the works, but we don’t have it yet.

What to Use LinkedIn Video For:

Given the limitations of the format, it’s best to think of video on LinkedIn as an add-on to your current marketing strategy. Use it to build your personal brand, or go behind-the-scenes at your company, or interview co-workers and executives.

Many users are already using the format to do quick tips, like this video from Viveka Von Rosen. That kind of informal, live-shot video is an easy way to get started.

There are a few people attempting to create series on the platform, too. Building an audience for a series could be tricky without a dedicated video tab, but Mike Morgan’s Humans of LinkedIn series is making a go of it. If more people start serializing their videos, LinkedIn is likely to add tools that support the practice.

LinkedIn to the Future

If you’re marketing to a B2B audience, native video on LinkedIn is well worth a try. Instead of linking out to YouTube, upload the video natively to LinkedIn and keep an eye on how it performs. Make sure to include keywords and relevant hashtags in the post so your video is easier to find, keep an eye on your analytics, and let the data guide your next steps.

Need more help? Check out these easy ways to get started with video content marketing.

Disclosure: LinkedIn Marketing is a TopRank Marketing client.


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© Online Marketing Blog – TopRank®, 2017. | LinkedIn Native Video: What Works, What Doesn’t, What Marketers Need to Know | http://www.toprankblog.com

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Online Marketing Blog – TopRank®

How to Use Facebook Video Ads to Move People Through Your Sales Funnel

Are you using video in your Facebook ad campaigns? Wondering how video can best move people through your sales funnel? In this article, you’ll learn how to move prospects through three stages of the decision-making process by serving the right video at the right time. Why Use Video Ads in a Sales Funnel? Before you […]

This post How to Use Facebook Video Ads to Move People Through Your Sales Funnel first appeared on .
– Your Guide to the Social Media Jungle

12 Questions You Need to Answer if You Want to Launch a Video Content Strategy

There’s no question that video is an increasingly important digital marketing tactic. Humans are visual creatures by nature and, when done right, video allows brands to tell their story and create meaningful, emotional connections with their audience. For California-based Jordan Vineyard and Winery, video content has become a central piece of their marketing strategy. Lisa Mattson, Director of Marketing & Communications, shared how they’re winning at video during her Content Marketing World session “How Jordan Winery Crushed Content Marketing With a Video-Centered Strategy.” For a little background, Jordan Vineyard and Winery has been around since the early 1970s, and until Mattson came on board, they’re marketing strategy hadn’t changed in more than 40 years. “Even the finest wine has a shelf life,” Mattson said in reference to a brand’s image and personality. “You have to innovate.” But before you get started with video content, Mattson said you need to answer some critical questions if you want your venture to be successful. Below I outline some of the key questions you need to consider.

#1 – Do you have the upper management support?

This one’s pretty simple. The success of any of your marketing initiatives, especially if you’re looking to add a new tactic like video to the mix, depends on getting buy-in from the top. When the leaders at the top support what you do and are excited about it, that trickles down.

#2 – Are you willing to embed yourself in other departments?

In order to create dynamic video content, you’re going to need to lean on folks in multiple departments. Not only are your colleagues going to be a source of inspiration for the type of content you create, but they may need to actually participate in the filming.

#3 – Are your spokespersons comfortable on camera?

Quite obviously, anyone you put on camera needs to feel comfortable there. If they aren’t, that discomfort will be obvious to your audience and turn them off.

#4 – Are you prepared for resistance from co-workers?

As mentioned above, you’re going to have to work with several people from several departments to create awesome video content. But video is time consuming. And your colleagues are busy and this will add more to their already full plate. As a result, you need to be prepared to be met with some resistance, and have a plan to help you work around it.

#5 – What are the best video stories to tell?

At the end of the day, you’re creating video to help tell your brand’s story. So you need to think critically about what types of stories are a good fit for the medium.

#6 – Can you run lean and mean?

If you’re just starting out with video, you likely don’t have a huge team of resources just yet — and maybe you never will. So, you have to be able to commit to running your video strategy “lean and mean.”

#7 – Do you have IT infrastructure?

Video content can take up a lot of bandwidth, so it’s essential to consider your IT needs from the beginning. Mattson recalled an instance where the retail sales department couldn’t process online customer orders because marketing was using so much juice to upload videos to YouTube. So, it’s absolutely critical to make sure you have the right IT infrastructure.

#8 – How big and thorough is your budget?

While it’s widely known that video costs more to produce, Mattson said you don’t need to have a huge budget. You just need to know what your budget is and make a thorough list of what needs to be included. “Little things add up,” Mattson said. “You might need a little bit of stock footage, or maybe you need to buy some props, and that all costs money.” She went on to share some of the specific items you’ll need to budget for upfront, including: lenses, camera body, external drives, iMac, lighting, tripod, audio, editing software, and miscellaneous. She estimated the investment to be about $ 14,000, which seems high. However, hiring a production company to create just one three-minute video, she said, could cost anywhere from $ 3,000 to $ 10,000.

#9 – What are the right skill sets and job responsibilities?

Of course, in order to produce high-quality video content, you need capable people to actually do it. Mattson suggested in embracing multi-talented positions, and hiring candidates with core skills and be willing to cross-train them. In addition, she noted that it’s important to know what skills simply can’t be taught, and that it’s important to set job expectations early and clearly.

#10 – Do you have an editorial plan?

For Mattson, consistency is the key to video success. As a result, you need to have a strategy content plan that helps you keep a cadence that will keep your audience coming back and make an impact. As an extra tip, she also suggested leaving a little wiggle room in there to take advantage of what’s trending. For example, the song “Despacito” is going gangbusters on the radio, and they created a parody video about bottling their wine. You can watch it below.

#11 – Do you have distribution?

According to Mattson, content might be king, but distribution is queen. Once you create an amazing video, you need to set it free to your audience and go beyond social media. Some of the distribution considerations mentioned included: where you’re hosting your video content (i.e. YouTube, Vimeo, etc.), paid placement, influencers, and search.

#12 – Do you have an audience?

This is the big one. At the end of the day, if you’re going to do video you have to make sure that you have an audience for it. Depending on your industry, product, service and type of customer, video may not resonate.

One Final Thought

When it comes to creating and executing on a video strategy — or your overall marketing strategy for that matter — there’s one big thing that Mattson said that really resonated with me: [bctt tweet=”People don’t buy what you do, they buy why you do it. – @lisamattsonwines #video #CMWorld” username=”toprank”] For me, this comes down to storytelling. You need a compelling narrative that’s hyperfocused on why your organization does what it does. Stay tuned for more #CMWorld coverage and insights on the TopRank Marketing Blog. In addition, follow myself and the rest of our on-the-ground team members on Twitter at: @CaitlinMBurgess, @Tiffani_Allen, @leeodden, @knutesands, @NiteWrites, @amywhiggins and @azeckman.

The post 12 Questions You Need to Answer if You Want to Launch a Video Content Strategy appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®

Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video

It might only be 1pm in the afternoon, but it’s five o’clock somewhere – a perfect time for a great dry martini.

Research “how to make the perfect dry martini”, and you’ll get over 1,560,000 results. Ask a content marketer “how to tell a good story”, and you’ll get about the same quality of results — except when you ask the fabulous Tim Washer. Like the perfect dry martini, Tim’s strategy for how to tell a good story is simple, neat, and well…perfect.

In his session at Content Marketing World, Tim not only shared how improv can help your B2B marketing, but he shared the five ways you can kill the joy in your videos.

What are his simple rules of how to stop the marketing killjoy?

5 Ways to Kill the Joy in Your Videos

#1 – Death by the Committee

Everytime I think about asking a committee for agree on a single answer, all I envision is that scene from Monty Python of the Knights Who Say “Ni!”. With every question you ask that the they don’t like, the committee responds with an answer you can’t understand – “Ni!”.

In order to find the joy again, keep your committee small. Also, make sure to not set an expectation that they are approving the entire video script. Instead, give them a short list of concepts to approve.

For example, imagine if the entire script for Van Damme’s ‘Epic Split’ Volvo Ad would have been asked for committee approval. We wouldn’t have this:

#2 – Death by the Explanation

As marketers, we sometimes forget to trust our audience. This causes us to feel the need to explain everything. We add in a lot of transitions or talk about items than our audience can easily figure out for themselves based on the imagery shared in the video.

Once you start explaining, you lose your audience.

#3 – Death by Talking About Yourself

We forget that we have customers or clients and talk all about our products or services. This is a sure fire way to kill the joy in your videos. And it must be stopped.

Don’t get me wrong, there’s a place to talk about the product. However, when you look outside the product and look directly at the customer’s pain of why they need the product or service, you hit their emotional center. This is a great place to find empathy, which creates understanding and a common bond.

Meaning > messaging.  Don’t change how people talk; change how they think.

#4 – Death by the Entire Story

We all have that one friend who tells the story of their latest vacation from beginning to very end. And somewhere between the story of their flight being delayed and them returning home to a dirty house, we miss the part about them meeting the love of their life at the hole-in-the-wall restaurant they happened to walk into on a rainy day in Paris.

When telling a story, share one point at a time and move forward. You can always expand on that point in other videos.

#5 – Death by Superlatives

When we use amazing words over and over again, they have the amazing ability to lose their amazing meaning. What’s the amazing-freaking point?

Stop telling people that your company is amazing. Instead, start telling them stories and let them reach their own conclusion.

For example, Tim used to work at Accenture. They thought they were unique until Deloitte came out with very similar messaging.

As videos become more of your marketing repertoire, don’t forget to help your audience find the joy in your story.

Bring Joy with Video Marketing

In the end, video is a means of which many people consume content but a bad video doesn’t make for a great experience. Focus your efforts on creating a great story that helps to solve the problems of your audience (in the same way you would with any other piece of content) and connects them to the content in a meaningful way.

What types of videos have you found to be most successful for your B2B marketing efforts?


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The post Stop the Marketing Killjoy: 5 Ways You’re Turning off Audiences with Bad Video appeared first on Online Marketing Blog – TopRank®.


Online Marketing Blog – TopRank®