The Start-up Guide to Online Video Marketing

The Secret to Double (Almost) Conversions: Online Video Marketing
May 6, 2015
6 New Facebook Tools for Businesses (and How to Master Them!)
May 15, 2015

(This article is the second installment of a two-part series. To set the context, read the first one here.)

In the previous article entitled: The Secret to Double (Almost) Conversions: Online Video Marketing, we laid down the verdict regarding online video marketing—it’s a must-have. We also promised to teach you all the tips and tricks to help you start your very own online video marketing campaign. In this article, we will make good on our word.

But first, a recap of what we learned about video:
1. It’s a weapon of mass conversion. 90% of videos are being watched by consumers all over the world and the same people are more likely to buy or subscribe by as much as 1.8x.
2. Video is an SEO’s friend. Video integrated in content earns positive feedback and impact from search engines such as Google. Their algorithms prioritize video content because of the value it delivers to users.

And now, without further ado, here is the step-by-step plan of founding your video marketing campaign.

In marketing, whether digital or traditional, it’s all about these three letters: R-O-I.

Now, ROIs don’t come out of thin air. (even though we all wish it would) ROIs can only be achieved through conversions. So the key here is to make solid marketing campaigns that will convert leads to sales, from intent to purchase.

With a lot of alternatives, competitors, and market saturation, it’s more and more complicated to get a leg up against the factors that work against you. Your clients/customers’ attention is becoming more expensive by the minute. So it helps to keep them locked in with while you’re engaging with them. A tool that’s effective for catching their attention and keeping them occupied is video. However, it’s not just about embedding YouTube clips on your website and praying that something will happen. No, it doesn’t start there.

To truly capitalize on video marketing, you need to devise a strategy, a plan to conquer your client/customer’s mindset.

How is this done? Before you fire up the cameras and start hiring a cast and crew, remember to always revolve around the persona of your target market. The first step is:

1. Start with your market’s demographic profile.

Time for some old fashioned research.The data you’ll accumulate from research will help direct your game plan towards a tangible solution for your market’s needs, then your ROI. The size and scope, the age, the language, the gender, buying and behavioural patterns all come to play in setting the stage for your video production.

There’s a lot of ways to conduct research. You can:
• Interview customers and prospects to identify their needs. Through this, you’ll be able to flesh out a persona that your market can universally relate to.
• Study your AdWord campaigns to see which keywords are ranking or converting the most.
• Analyze the content strategies or digital campaigns of your competitors.

Once you’ve got this covered, it’s time to proceed with the production of the video.

2. Create your video.

With all the data interpreted and under consideration, it’s now time to make your video. There are several types of videos, the most popular are:
• Animation
• Audio-visual presentation
• Live-action video

These have different time frames of completion and costs, depending on the length of the video. Make sure you have this figured out beforehand.

Start-up guide to online video marketing 2

The key to a fairly unproblematic production is the schedule. Make a schedule and stick to it. Credit:


In addition, the production of a video is the most demanding part in both time and money. Consequently, technical and practical challenges will come up front. Stick to a schedule to mitigate these. If problems arise, restructure, and if the situation begs for it, reset your resources according to the goals and objectives of your video. Make fast and well-thought-of decisions. There are a lot of ways to package a message and deliver; it’s up to you and your team.

Be open-minded to the fact that not everything will go as planned. Learn when to “punch” and when to “bob-and-weave”. Make adjustments.

Also in the process of video creation, a number of factors can affect the message you’re trying to communicate. Keep in mind that the conveyed message has to be faithful with your business’s identity. Do this to avoid consumer confusion. It should also be able to complement other campaigns, both digital and traditional.

3. Promote, promote, promote.

Like a well-placed trap, your video has to be put on the right position to succeed.

Obviously, the next thing you should do is to lead as many buyers as possible to your website. SEO should be considered in marketing a video to maximize its potential and convert leads to sales. The higher your video ranks on relevant searches, the more chances of it being seen by your clients, the better opportunity it has to work its “converting” magic.

You can go about this by familiarizing yourself with the buyer’s journey. A buyer’s journey is basically a road map that shows your buyer’s trail or tracks, starting from awareness of a product/service to purchasing.

Start-up guide to online video marketing 3

The Buyer’s Journey should be familiarized by every marketer by heart. Credit:


A buyer can come across your website at any point along his journey, so it’s best to come prepared with your videos in order to influence them to stay on the path towards purchasing from you. It’s best to make a video that will speak most relevantly to your buyers at every stage of the journey.

A cool promotion tip we can add is to look for video “green fields”. These are SERPs (Search Engine Result Pages) that are untouched by any ranking video content. Take advantage of Google’s inclination to yield video results. Leverage on being the first-mover on the field because, statistically, it has perks.

However, don’t expect a miracle to happen just yet. Factors like authority must come into play. You can only gain authority by asserting it through consistent production of relevant videos.

The Start-up Guide to Online Video Marketing 1

The “First-Mover” Advantage should be applied to Video “Green Fields”. Credit: Harvard Business Review/Verizon

More tips:

a. Experiment on which platform your video must be hosted. YouTube, a Google-owned company, normally is given preference when it comes to video search. But it has a few negatives like competitive advertising, video quality, and lack of “premium” function. A popular alternative is Vimeo because it covers YouTube’s flaws. However, Vimeo doesn’t have the reach quite like YouTube’s. Our recommendation is to start with YouTube first.

b. Continue to evolve your production, script, research, case studies etc.

c. Optimize your metadata on YouTube. Make sure your thumbnails and titles can hook leads up.

d. Organize your videos on YouTube into a playlist for better user experience.

e. Take advantage of annotations that can be placed on YouTube videos. These are like overlying links to other videos, content, or to your website’s purchase landing page. Use this to influence their journey.

f. Use VideoObject Tags to make top search engines recognize your video content easily.

g. Attach the text transcripts of your video in the page. Transcripts are rich in words and potential keywords that’ll get your website found.

h. Put your videos in a gallery. The more pages that feature your video content means more chances to be found.

Kevin Joshua Ng
Kevin Joshua Ng
Kevin is Content Marketing’s humble scribe. He has no doubt in his mind that Content is still king and he will serve it ‘til the day of his demise. He’s known to lurk around the walls of social media, thinking and writing. So follow him on the BuiltbySF blog and on LinkedIn, Twitter.

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