Category: Tips

Things to Consider When Creating Online Video Marketing Strategy!

Ready to begin an online video marketing strategy?  Great!  Here are some fantastic tips, or elements to focus on, for when you start your campaign.  This video is the first part of a 3 video series.  The other two videos focus on YouTube Optimization and Bulk Email Campaigns, so look out for those soon.

Crazy Good Tips When Starting an Online Video Marketing Strategy:


Before you turn on the camera, write down the goals of the video(s).  Are your goals to inform, educate, entertain, or sell something?  If you are a clothing company showing at Fashion Week, is your fashion show video designed, to use a fashion term, to increase sales or to remind you how uncool you are to not be invited to the show?  If your video is to increase sales, then how much revenue are you expecting?  Understanding your goals will help you budget accordingly for future marketing endeavors.

Produce Several Videos

You can’t really accomplish much with just one video.  I’m reminded of that commercial that asks the question of “can one pushup or one stalk of broccoli help your heart”.  The obvious answer is NO.  You need to produce several videos, different styles, and always monitor the analytics.  Build up momentum.

Focus on Conversions and Call-to-Actions

A lot of videos don’t “ask for the sale.”  How-to videos that just show us how to do something is charity work without the reward.  Highlight a product you sell, with a link provided.  Ask the viewer to view more videos.  Convince them to call to make an appointment.  Whatever you ultimately want the viewer to do, simply ask them to do it.

Hook the Viewer in the first 10-15 Seconds

Back to the analytics for this one.  Check your Audience Retention, if using YouTube analytics, to see when viewers are turning your video off.  Most videos lose most of the views within the first 10-15 seconds.  Your content could be great, but maybe your title is misleading.  Or your title is great, but your  using a shaky iPhone and it’s in Standard Def (with the black bars on the side).

Link to Other Videos

Similar to call-to-actions and producing several videos, invite the viewer to view your other videos.  One reason is you don’t want them searching out your competitors for better content.  Another reason is, if you’ve embedded the videos on your website, is you want to keep them constantly engaged within your website.  The more engaged they are, the better you lead them down the sales funnel.

Why You Need to Create Online Video, Today!

You must create online video to stay competitive in the digital world.  I shouldn’t have to twist your arm to create online video, but I will share some reason why you should begin producing online video.

Here are my Top 5 reasons why everyone, no matter their budget, should begin an online video marketing strategy.

Top 5 Reasons to Create Online Video:

Increase Sales

YouTube videos influence the purchasing decisions of 53% of all consumers in the U.S. Invodo’s research found that there is a 400% higher conversion rate by viewing a video over those website visitors who didn’t view a video.

Expand Your Reach

Being visible on video distribution channels opens up your company, service, and brand to new audiences and new potential customers.

Easily Digestible

60% of website visitors view online video content before reading text on a website. Viewers retain 95% of a message when they watch it in a video compared to 10% when reading it in text (insivia).

Google Prefers Video

Google, the #1 search engine, will place optimized video ahead of text-heavy content on search results pages. Google places more emphasis on websites that produce consistently fresh, quality content, particularly rich content like video. Oh, and YouTube is the #2 search engine.

Your Competition is Using Video

According to Flimp Media, 81% of companies are producing video content for their website(s).

Our online video marketing strategies are revealed.

This video reveals our Top 3 Digital Marketing Strategies that also contain online video marketing.  A question we always gladly answer is, “What can anyone do, right now, to improve my web awareness?”

The answer isn’t just our opinion, it’s also what the data backs.  Analytics is the largest advantage over tradition marketing and advertising.  With digital, you know exactly how many people clicked on something, visited your website, downloaded a PDF, watched a video, etc.

With TV and print ads, it is impossible to acquire that information.  Therefore, you’re marketing budget is a guessing game using a shotgun approach.

The Top 3 Digital Marketing, or Online Video Marketing Strategies are:

  1. Create Videos
  2. Setup a YouTube Channel
  3. Send Bulk Emails

Increase Sales
YouTube videos influence the purchasing decisions of 53% of all consumers in the U.S. Invado’s research found that there is a 400% higher conversion rate by viewing a video over those website visitors who didn’t view a video.

Video is Easily Digestible
Sixty percent of website visitors view online video content before reading text on a website. Viewers also retain 90% of a message from video, versus only 10% from text. (Atwood Digital)

YouTube Channel Setup
YouTube is now the #1 social network, so it’s best to create a community around your videos. We properly setup your YouTube channel (e.g. settings, artwork, descriptions) and monitor the traffic analytics.

Watch the video to learn best tips when coming up with a digital marketing strategy.  We also have more detailed videos that go deeper into each strategy.

YouTube is a user-generated content machine, constantly applying algorithms to find and display the best videos for each member of its audience. But creators who optimize for silicon intelligence rather than the carbon-based kind are missing the point.

“You should be optimizing for humans, not machines,” said Yury Polnar, global lead for creator growth on the Creative Insights team at YouTube, in a VidCon 2015 presentation called “The Three Things You Need to Do to Grow Your Audience on YouTube.” If your content connects with people, Polnar said, YouTube’s algorithms will reward it.

Polnar outlined three central goals that every brand or creator who publishes on YouTube should try to achieve.

Be Found

It all starts with making sure viewers can find your content, which Polnar said is a result of crafting searchable titles, creating compelling thumbnails, and providing rich descriptions of each video. He offered some statistics from YouTube research to back that up.

YouTubeVidCon1More than 90 percent of top performing videos have custom thumbnails, Polnar said. Also, 60 percent had some title element repeated as text in the thumbnail and featured a face prominently, and 70 percent had various images layered on each other

YouTube’s algorithms don’t analyze the thumbnails. “You need to get actual viewers to click and watch the content,” Polnar said. “Those are the signals that help propel videos through all the indexing on the platform and future search placements.”

The thumbnails should also reflect accurately the content of the video, and titles should be more descriptive than colloquial. As an example, Polnar pointed to a video about brain science that performed 165 percent better when it had a more descriptive title—“What Can You Do Without a Brain” as opposed to “It’s a Real No-Brainer”—and a thumbnail with a photo of a brain rather than a headshot of the talent.

Keep ‘Em Watching

YouTube’s search and discovery systems reward videos that generate high watch times, which are measured in two ways: single video watch time and session watch time.

To score high on single video watch time, it’s important to make sure viewers watch each video for as long as possible. As for session watch time, any video that causes viewers to abandon their viewing session will be demoted in YouTube’s search and discovery rankings. So it’s important to create engaging content that gets people to watch from start to finish, and that encourages people to watch several videos in a row.

Creators are getting better at this, Polnar said, with overall watch time on YouTube up 60 percent year-over-year, and mobile watch time up more than 100 percent.

Polnar used John Green’s Crash Course as an example of a channel that creates a fantastic viewing experience with strong playlists like “U.S. History” in which each lesson builds on top of the previous one, encouraging viewers to go from one video to the next. In general, playlists are responsible for 30 percent more views than any other referral source, Polnar said.

YouTube creators can see how they’re doing by looking at the audience retention report for their content, which shows at any given moment of a video what percentage of the audience is viewing, engaging (sharing or rewinding to watch part of it again), or leaving

Drive Fandom

Once viewers have found and watched your videos, you want to make sure they keep coming back. Viewers respond favorably to a consistent programming schedule, which Polnar said is the single most effective strategy to get viewers to watch. You can use the channel trailer, channel banner, and end cards in individual videos to share your schedule, and, of course, subscribers will be notified when you upload a new video.

As proof, Polnar shared results from a “popular TV talk show” that he couldn’t identify. For two years, the show uploaded OTT content a day after episodes aired on TV, but the show’s YouTube channel went dark during the TV offseason. This caused viewers to disengage and community growth to slow down. YouTube went to show’s producers and encouraged them to upload supplementary content during the offseason. When they started doing that, they saw a 5X increase in subscriber growth, which allowed them to have a built-in audience and community when the show came back on the air.

In YouTube Analytics, you can watch the subscriber report to find out how many subscribers you’re gaining and losing, and where new subscribers are coming from.

As you optimize your brand channel to achieve these three, goals, ask yourself one question: “Is this strategy creating a great user experience for humans, or designed to appeal to machines?” As Polnar said, “If you focus on humans, our machines will reward you.”

You can find out more on the YouTube Creator Academy, which has over 60 lessons on how to be a more successful creator.

(article originally posted on

The 6 Key Players Vital to a Successful Online Video Strategy
When each of these players takes part in creating a strategy, your company’s videos will find their audience, deliver useful information, and build your brand.

Source: Bardwell Media Facebook Page