Secrets of Successful Video Marketing

frank guzzo

You’ve all heard it or read about it. And if you haven’t then you haven’t really been paying attention to the buzz surrounding Social Media. Gary Vaynerchuk in his book, Crush It, which I recommend you read as soon as possible shows how he took a company doing several million in business to well over 60 million by using the Internet. Not just "the Internet"; he used the power of video marketing.

YouTube is the preeminent video sharing service online. Marketers work feverishly to broadcast themselves and reach audiences with their messages. That’s because YouTube represents a great opportunity to reach consumers who are searching for information about a brand or related products and services. Perform a search on “How To__________(anything).” Sure enough, a video pops up and there it is; someone provides the answer through video.

*Here are some compelling reasons as to why a business must add video to the marketing campaign;

  • YouTube views exceed two billion views per day.
  • 2nd largest search engine in the world after Google.
  • 24 hours of video are uploaded per minute.
  • The average person spends 15 minutes per day on YouTube.
  • More video is uploaded on YouTube in 60 days than all three major networks created in 60 years.
  • 94 of Advertising Ages’ 100 top advertisers have run campaigns on YouTube and the Google Content Network.

Here is a classic example of a hugely successful YouTube campaign: Old Spice. If you would like to be entertained, you can watch a few of these videos and see why they have reached over 19 millions views on just one of the videos. P&G took a product that was non-existent and brought it back to life like never before through a carefully orchestrated marketing campaign. You can read more about it in this article in The amazing part of this campaign happened on major social media platforms like Twitter and FaceBook and the best part was that the advertising cost was zero on those platforms.

This is an extreme case of how successful online video campaigns can be. The point I want to make is that video marketing must be a part of your overall strategy in marketing. You do not need to spend hundreds of thousands of dollars, however you do need to carefully plan the strategy so that it is successful.

Publishing new, fresh material on a regular and consistent basis is what will separate videos with a few views to those that have long-term success. Remember, video is just one component in your marketing game plan.

Once you start, keep it going. Be consistent and not overly worried about perfection to the point where video posts are delayed.   

Take advantage of free services like TubeMogul that can post your video on most social bookmarking sites or the fee-based services. It comes down to budget and time. 

If you remember that social media is all about “How can I help you?” then you will have no problem coming up with ideas for videos. Are you in manufacturing? How about a tour of the more glamorous part of your facility exemplifying FDA GMP compliance (or any relevant certification)?

Do you sell a widget? How about showing several uses for your widget and perhaps things that most consumers would never think of using it for. Think outside the box.

Do you provide a service? How about educating your potential customers on some legal issues that they may not be aware of? Or, giving them ideas on how to save money, time, live healthier…you get the idea.

Use video to promote and brand your name, Web site, service; use key words in the tags lines; promote or let everyone in your database know when you post a new video; allow for comments; get creative and get your employees involved. Chances are they have a ton of ideas and can contribute to the success of your video campaign. Video marketing also helps in Google rankings. 

We can come up with more ideas for videos than you will have time to create. The key is you need to create and use them effectively. Video marketing will only continue growing and become a greater part of what we do on a daily basis. Stay

ahead of this curve and embrace this growing marketing strategy for your continued success.

*Statistics provided by ViralBlog.


Frank Guzzo is a speaker/trainer and coach at Emerging Sales Success, a sales and marketing consulting company specializing in social media marketing and focused on creating solutions for entrepreneurs and corporations. To learn more about how you can use social media marketing or to hire Frank as a speaker for your next event, call, 877-617-7717.