7 Ways To Improve Your Video Marketing Strategy

Improve your video mar­ket­ing strat­e­gy by encour­ag­ing engage­ment. Invite your audi­ence to inter­act – com­ment­ing, shar­ing, and cre­at­ing.  

Greg Jarboe By Greg Jarboe from SEO-PR. Join the discussion » 0 comments

TV adver­tis­ing has, his­tor­i­cal­ly, focused on expo­sure. But to be suc­cess­ful today, brands need to har­ness the pow­er of video mar­ket­ing, which should be focused on engage­ment. By focus­ing first on those most like­ly to care, your brand can gen­er­ate insights and mobi­lize advo­cates to make your whole mar­ket­ing plan bet­ter.

Accord­ing to con­tent mar­ket­ing research, 76 per­cent of B2C mar­keters have a YouTube chan­nel, but only 49 per­cent are using it effec­tive­ly. Why? Because mar­ket­ing is under­go­ing a sea change and the TV adver­tis­ing strat­e­gy that earned senior mar­keters their last pro­mo­tion can’t be repur­posed into a video mar­ket­ing strat­e­gy that will get them pro­mot­ed to CMO. Online video presents oppor­tu­ni­ties that tele­vi­sion sim­ply doesn’t. For exam­ple, YouTube is patron­ized by a hyper-engaged, high­ly-con­nect­ed younger audi­ence who craves the two-way com­mu­ni­ca­tion that online video offers. And unlike TV, YouTube lives every­where because it’s acces­si­ble on hun­dreds of mil­lions of mobile devices glob­al­ly. So, a sig­nif­i­cant per­cent­age of brands must unlearn what they have learned about suc­cess­ful TV adver­tis­ing strate­gies before they’ll be ready to learn ways to improve their video mar­ket­ing strat­e­gy.

Flipping The Funnel From Exposure to Engagement

Last year, Google’s Engage­ment Project cre­at­ed the “Flip­ping the Fun­nel” info­graph­ic, which illus­trates how dra­mat­i­cal­ly the par­a­digm has shift­ed for senior mar­keters. In the old mod­el, which many of us learned in our col­lege mar­ket­ing cours­es, most com­mu­ni­ca­tion is one way – because that’s how mass media like tele­vi­sion, radio, news­pa­pers, and mag­a­zines worked in the 20th cen­tu­ry. As a result, brands need­ed to reach lots of peo­ple and then win­now them down to the con­sumers who mat­ter the most. In the new mod­el, brands invite their audi­ences to take part by inter­act­ing, com­ment­ing, shar­ing, and cre­at­ing. Brands get real-time feed­back when ideas res­onate and audi­ences help spread the mes­sage.

Ben & Jerry’s Is Successfully Flipping the Funnel

For exam­ple, Ben & Jerry’s is an expert at bring­ing its ice cream brand to life on Insta­gram. Focus­ing on its key themes of fla­vors, fun, val­ues and com­mu­ni­ty, Ben & Jerry’s was one of the first brands to join Insta­gram in Feb­ru­ary 2011. “It’s our visu­al sto­ry­telling plat­form,” explains Ben & Jerry’s dig­i­tal mar­ket­ing man­ag­er Mike Hayes. Ben & Jerry’s Ver­mont her­itage is also a key part of their sto­ry, but now that the brand has a glob­al pres­ence, they use Insta­gram to con­nect with peo­ple around the world and to source pho­tos from Insta­gram­mers enjoy­ing their ice cream in far­away places. In fact, at least half the pho­tos and videos that Ben & Jerry’s shares through their account today are from com­mu­ni­ty mem­bers, many of whom com­pose their shots using the fram­ing tech­niques mod­eled by the brand. One favorite: a shot of a cone or cup from the POV of the per­son about to enjoy it, with a fun back­drop that iden­ti­fies where they are. As Hayes sees it, “We’re a cura­tor of our brand sto­ry now.” Ben & Jerry’s does all of their account man­age­ment in-house, from shoot­ing images and videos, to review­ing Insta­gram pho­tos post­ed with Ben & Jerry’s relat­ed hash­tags, to select­ing the best of the best to share in their own feed. Hayes doesn’t point to a com­pli­cat­ed for­mu­la when asked how the brand has become so suc­cess­ful on Insta­gram. “Oth­er mar­keters ask us what the secret is,” he says. “It’s helped being on the plat­form from the begin­ning, but the secret is respect­ing the com­mu­ni­ty and pro­vid­ing val­ue to them.”

7 YouTube And Video Marketing Strategies For This New World

This sev­en part series explores sev­en ways that you can improve your video mar­ket­ing strat­e­gy. Here are the top­ics cov­ered:

Yes, even I have learned a thing or two from Ben & Jerry’s mar­keters while tast­ing Boston cream pie at Flour Bak­ery + Cafe paired with Hazed & Con­fused. Hey, who said writ­ing for Momen­tol­ogy couldn’t be a tasty assign­ment?

Greg Jarboe

Written by Greg Jarboe

President, SEO-PR

Greg Jarboe is President and co-founder of SEO-PR, an award-winning content marketing agency that was founded in 2003. He’s the author of YouTube and Video Marketing and also a contributor to The Art of SEO, Strategic Digital Marketing, Complete B2B Online Marketing, and Enchantment. He’s profiled in the book Online Marketing Heroes, a frequent speaker at industry conferences, and writes for Tubular Insights and The SEM Post. He’s an executive education instructor at the Rutgers Business School and the Video and Content Marketing faculty chair at Simplilearn.

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