November 12, 2015 / by Guest Contributor

Marketers are starting to realize the power of video in today’s noisy landscape and are incorporating video into their content marketing strategies at a steadily increasing rate.

Worldwide 52 percent of marketing professionals think video content provides the best ROI and is the best way to reach millennials. According to the Aberdeen Group, 43 percent of brands that use video for marketing are able to perform (positively) across all channels. Video, both live and on-demand, coincides with important increases in performance on key marketing metrics.

Even though video will account for 80 percent of all consumer Internet traffic by 2019, some businesses are still hesitant to use this powerful content marketing tool. Among the brands that don’t employ video, only 16 percent report similar success.

How can your business start incorporating videos in your marketing strategy? Start by considering these five things:

What’s Your Goal?


Your video marketing strategy should align with your business goals and strategy. Are you looking to build brand awareness? Do you want to educate your customers or highlight testimonials?

If you need to target new customers, create product videos and post them on platforms that will reach prospective customers.

If your business strategy is focused on hiring top talent, your video marketing strategy should reflect your company’s values and explore what it is like to work there. For an example of what to include in recruitment-centered videos, check out Pro Procure’s video series.

Once you’ve decided on your goals, you’ll be able to develop the right video content strategy to achieve them.  

What Kind of Video?

Once you have a goal, concentrate on creating a strategy to reach that goal. You could create a variety of videos for marketing purposes. Talking head videos – the basic head and shoulders video – are most popular and easiest to make. Alternatively, you could make a PowerPoint video with basic narration.

Study your competitors to understand how they leverage their videos. Make it easy for people to share and embed your videos on their sites.

Listen to the conversations your customers are having on social platforms. Pay attention to their feedback and ideas to make new videos. Experiment to see what works best for your business’s audience.

Don’t risk litigation. Get “The Professional Communicator’s Guide to Copyright Compliance and Fair Use” to protect your brand from copyright violation fines!

Do You Have the Right Tools?

Some businesses believe that videos are too costly and time consuming, but that’s not the case if you plan well and invest in the right tools.

Start by investing in a digital camera, tripods and a microphone. The total cost of equipment should set you back by approximately $350 – 500, which will be your one-time expense.

You can also choose from several video-making tools like Camtasia, Magisto, Videoshop and Distill.     

Right Space for Hosting


According to research by Demand Metric and Ascend2, 81 percent of businesses prefer to host their videos on their websites, however, the most popular and effective videos are also uploaded to YouTube.

By posting your videos to your business’s website, you can reap the SEO value of those videos. Add transcripts to the videos to improve your search ranking even further.

Zendesk and Pegasystems have impressive YouTube channels worth exploring.

Measure ROI

You need to have the right tools in place to track ROI of your videos. First, you need to know the number of views the video had, organic and paid.

How many people watched the whole video? Where did people drop off? Did you get views from the right audience? How many times was the video shared? How many comments were received and what did they say?

Use tools like Wistia, Vzaar and YouTube analytics to get the numbers and the insights needed to measure your video content marketing efforts.


vivek-patel-headshotVivek Patel is a Local Search Specialist at E2M, one of the fastest growing digital marketing agencies based in India committed to meeting the highest ethical standards of digital marketing services to encourage and drive strategic and sustainable business growth. He covers local search optimization, link building tactics and social media marketing strategies. You can find him on Twitter @vivekrpatel.


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Images: jsawkins, Thomas Leth-OlsenBob (Creative Commons)

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