But what exactly is video marketing, and how can you make it effective?

In order to develop a successful digital marketing strategy, teams, marketers as well as video professionals need to bring videos in the mix. While the phrase "video marketing" might seem straightforward (essentially the inclusion of videos into the marketing strategies you are running) but it's far from obvious how you can go about effectively implementing it.

What is the importance of video marketing?

Thanks to the growth of sites such as and YouTube and other social networks like Facebook and Twitter now incorporating video, and dramatic improvements in video streaming's quality (bye bye, buffering, the dreaded thing) video is now a feature throughout all the stages of what's referred to as the funnel of marketing. The funnel that is traditional looks like this: you intro someone to your business (awareness stage), educate them about it (consideration stage), justify your offering (decision stage), and retain customers (delight stage).

So how do you do video marketing right?

Let's bring life to a standard video-marketing funnel by using a real-world (but in reality, a fictional) example. WebThyme is an (imaginary) software business which assists people in creating and host websites. Jenn is an aspiring customer.

• The perfect prospect: Jenn is set to start a health and wellness site. WebThyme's intended audience are entrepreneurs from small companies.
• The correct channel: Jenn Googles advice for starting a new business and comes across one of WebThyme's video clips in an article on their blog which tells an entrepreneur's story. Excited, she subscribes to WebThyme's newsletters which send Jenn a weekly newsletter that contains helpful information.
  
• The right action:Jenn clicks on a email link, which takes the reader to an online landing page with a short video, which delves into the newest features of WebThyme for small business owners. The button she taps will take her to a no-cost trialcalling to move -- and chooses to give it a go.

This is just one example of an conceivable video-marketing scenario. How does it play out on a more granular, actionable level? What are the most effective video marketing methods for important channels like emails, social media and even your own web site? Let's dig in...

Social media exploration

Why does social is so beneficial to grow your business? When your existing followers like, comment or share your content and share your content to their personal acquaintances and friends, a few of them may begin following your account. Another way to increase the number of potential leads from this market is to include email capture forms, available with Business software, which allows you to collect your viewers" contact info directly within the embedded player. After that, you are able to seamlessly import those contacts into marketing email services such as MailChimp, Campaign Monitor, as well as Constant Contact.

Maybe you'd like to drive your viewers to a landing page to learn more. It's possible! Business permits you to include clickable CTAs, so you can guide people precisely where you'd like to direct them.

It is also possible to increase your reach and gain more followers through the use of paid social media. In accordance with the site you are using, you can target key audiences, and advertise your content through pre-roll placement or posts that are promoted.

Let your email campaigns flourish

When it comes to emails, videos play a significant role. in time. They could increase click-through rates by 200-300 percent (that's many percentages or users), and reduce the amount of people who don't subscribe. However, most email programs still cannot handle videos integrated directly into emailshowever, it's possible to solve this problem by placing a play button over the still images from your video, leading to a landing page which features the full thing.

It's fairly simple to accomplish with the email marketing systems we mentioned in the past and also in marketing automation systems like HubSpot. It's an ideal way to test whether a particular video thumbnails get you the highest rate of clicks. And as a general rule to follow, you can increase your campaign" conversion rates by tailoring the design and content to the landing pages they drive to.

Your site is loaded with amazing videos

 Homepage

A majority of businesses create videos for their homepage, one that explains what the brand's mission is, why what you do matters, and what problem that you're addressing. It's a huge influence how your brand is perceived in the eyes of anyone who is just observing your company's name. Take Canary For instance.

 Pages that land

Your homepage can serve numerous purposes to serve a large audience, your landing pages are ideal to educate specific sections of your customers about the wonderful things you offer as well as entice them to take your desired decision. Marketing professionals drive traffic to landing pages through online ads and social media sites, blogs, and websites. Search engines and videos assist in turning these leads into customers. As an example, have a look at our Business pages.

 Blog

It's a major source of inbound traffic to your website -- particularly if your content contains helpful info, industry news, and thought leadership regarding topics that your audience cares about as they're likely to search for the topics they're interested in on Google. This is also an excellent destination for sharing product and company news, events, as well as best practices to share with the community you serve. Need some examples? The very thing you're reading will be (hopefully) more engaging with videos scattered throughout.

 Product and FAQ pages

Then putting it all together

If your strategy for video marketing is implemented well it creates an amazing network that can grow your business: your social videos are attracted by new customers and are engaging those who already follow you; your videos-loaded blog posts rank highly in results for search engines; your email campaigns -featuring stunning video thumbnails will direct users to your landing pages, which include pertinent videos that have clear CTAs and clear CTAs. All of them have been optimized to bring leads and driving the conversions. All of this can be tracked, measured, and can be adapted as time passes. In the context of...