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DIGITAL BEE

DIGITAL VIDEO

Solutions for Online & Mobile Marketing

http://digitalbee.com/en/

DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY

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


http://digitalbee.com/en/ DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY

CONTENTS

VIDEO IN MARKETING

The 6 Strengths of Video Marketing

Why Digital Video Now?

Video Content is the New King

Integrating Video Content across Marketing Channels

WHY VIDEO MARKETING MATTERS

Video Marketing across Customer Lifecycle

SMBs to Enterprise: Video Marketing Is Effective Across Organizations and Audiences

HOW TO USE VIDEO MARKETING: COUPLE HINTS

Brand Alignment: Company Video Identity

Video Portals: Rich Audience Experiences

Video SEO: Discovery & Search

Content Distribution: Video Everywhere

Video Marketing Analytics: Measuring Results

Marketing Automation: Further Engagement & Anticipate Demand

CONCLUSION

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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.

Video marketing is, actually, part of the

content marketing, where the medium to

convey ideas is video. Its main benefit is

extreme versatility within channels.

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.

of the buyer’s journey is completed online.67%

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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.

MEMORABLEThe 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.


INTEGRATING VIDEO CONTENT ACROSS MARKETING CHANNELS

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http://digitalbee.com/en/ http://digitalbee.com/en/ DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY

The adaptability of online video 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.



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

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.


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.

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.

75% of marketers are creating custom video for their target audiences


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.

VIDEO MARKETING ACROSS CUSTOMER LIFECYCLE



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.



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.

DISTRIBUTIONBRAND

& VOICE

DISCOVERY

MARKETING

AUTOMATION

PORTALS ANALYTICS



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.



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.


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.


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.



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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