How To Include Video in Digital Marketing: ‘cause it’s hot and ain’t cooling

Posted by Randi Mann on Jul 27, 2017 10:05:00 AM


The stats are in and they are resounding, video is taking over the world (never give up Pinky and the Brain). Most aggressive stats:
  1. Want your email click-through rate to increase by 200-300%? Video.
  2. Want to be a part of the 80% of web traffic as of 2019? Video.
  3. Want to sell get more contacts via landing pages? Video.
  4. Want to help convince 64% of customers to buy your product? Video.
  5. Want to stay on trend with YouTube’s mobile growth rate of 100% year-on-year? Video.
  6. MY FAVOURITE: Do you want to appeal to 59% of decision makers? Newspapers! Jokes. VIDEO!

(This is HubSpot’s ridiculously meticulous research).

If you’re not convinced, I give up. If you are, please join me in the breakdown of HOW to include video in your marketing plan. I use Content Corner, the video series we’ve started, as an example. Mostly so we can live in a hypocrisy-free land where we practice what we preach.


1.Determine your goals

Content Corner example strategy:

Goal 1: Produce videos that shows we can produce videos (it’s meta).

Goal 2: Drive traffic from social and the innerwebs to our site.

When determining goals, take into consideration budget, resources, and talent. Though most videos should not be longer than 2 minutes, they take a surprising amount of time to produce. There are likely more people involved in video than other content types, like: writers, performers (if people are on-camera), videographers, studio managers (if in-studio), editors, and the list gets longer as the videos get fancier.


2. Determine your strategy

Content Corner example strategy:

Audience: Small/medium business owners and marketing managers in Canada and the US ages 30 - 55 (demographic info).

Platform: Facebook, LinkedIn, and YouTube (Answering questions ‘where does my audience hang out?’ and ‘how to these platforms deal with video?’).

Format: 3-4 minute videos. People on-screen. Educational. Entertaining.  (Answering questions ‘how does my audience like to consume video?’ and ‘what format works best for the chosen platform?’). Remember: Subtitles - If there are words on your video and it’s on Facebook.

Style: (Looking at variables like: tone, breaking fourth wall, parody, instructional, motivational…)

Value: Make sure your video has value in the currency of knowledge/emotion.

(Just remember the acronym: APFSV. Acronyms need to die.)


3. Remember ‘boost’ budget

The flip side of video becoming more popular, is that it is more competitive. To stand out, video needs be worth watching and has to appear in front of the right eyes to do the watching.

Beyond organic reach, your video is going to need some social ads, AdWords, or “boosting” (Facebook speak) to ensure you are targeting the right audience. And you can see who viewed/interacted with it.

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4. Measure results

The goal-measure sandwich. If you are not measuring results against the goals, then what is this all for? Why are we even here?! Did your video do what it set out to do? Did you get more from it than it cost to produce? Return on investment. Not unique to video, but lest us forget.  

And that’s how to include video in your marketing efforts. Those beginning stats suggest that you should probably do just that. Remember when uploading videos the actual anatomy of the video (talk’n headlines, description, on-screen buttons, ect…).

Check out all the carefully crafted details