But what exactly is video marketing? And how do you make it effective?

For a well-constructed digital-marketing strategy, marketing teams, team members as well as video professionals should bring video content into the fold. While the phrase "video marketing" may seem self-explanatory (essentially, adding videos into the marketing strategies you are running), it is not clear how you can go about effectively implementing it.

What is the importance of video marketing?

With the rise of sites such as and YouTube, social channels like Facebook and Twitter now incorporating video, as well as dramatic improvement in the streaming quality (bye bye, dreaded buffering) video is now a feature throughout all the stages of the marketing funnel. The traditional funnel looks like this: you intro someone to your business (awareness stage), educate them about the benefits (consideration stage) and then justify the offer (decision stage) and then keep them (delight the 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) instance. WebThyme is a (imaginary) software business which helps users create and host websites. Jenn is one of the potential customers.

• A good prospect Jenn is about to create a wellness and health site. WebThyme's target audience is entrepreneurs with small businesses.
• The best channel to go with: Jenn Googles advice regarding starting a business she stumbles upon one of WebThyme's video clips in a blog post in which they tell the story of an entrepreneur. Excited, she subscribes to WebThyme's newsletters which send Jenn a newsletter every week filled with useful information.
  
• The best action to take:Jenn clicks on a email link, which takes her on a web page that includes a video that delves into the latest WebThyme features available to small-scale business owners. She taps button linking to a trial for free -- - the call to action -- and decides to take it on.

This is only one of the examples of a possible video-marketing scenario. But how does that play out at a more specific or actionable basis? What are the most effective video marketing practices for key channels like social media, email, and your company website? Let's dig in...

Exploring social media

What makes social media so efficient in promoting growth? If your current followers share, follow, like or share your content, they essentially expose your content to their personal acquaintances and friends, a few of them may begin following your account. One method to get more potential leads from this market is by incorporating form for email capture, which is available in Business, so you can collect the viewers" information directly in the embedded player. You can then easily import the emails into email marketing services like MailChimp, Campaign Monitor, as well as Constant Contact.

Maybe you'd like your visitors to go to a landing page where they can discover more. It's possible! Business permits you to include clickable CTAs that allow you to direct people exactly where you'd like them to go.

It is also possible to grow your reach and get new followers at larger scale through sponsored social media. Depending on the specific site that you are on, you may be able to target specific viewers, as well as promote your video by putting it in pre-roll positions or promoted posts.

Let your email campaigns flourish

If it's about emails, videos are crucial to consider all the time: they can boost click-through rate by 200-300% (that's hundreds of percents or people), and reduce the number of un-subscribers. However, most email programs still cannot handle videos that are embedded directly in emails- but it's easy to overcome this issue by overlaying a play button on the still images that you've created, then driving users to a landing site that features the full thing.

It's fairly simple to do with those emails marketing tools we talked about up there and also in marketing automation systems such as HubSpot. And #protip: this is also an excellent way to A/B test which video thumbnail gets you the best rate of clicks. In general of thumb, you can enhance your campaigns" performance by customizing your design and copy to match the pages that they direct traffic to.

The website is packed with stunning videos

 Home Page

The majority of companies make an overview video to use on their home page, a video that shows what your brand's about, why what you do matters, and what problem that you're addressing. It's an enormous influence the way you're seen by someone just coming across your business. Take Canary, for example.

 Pages that land

Your homepage can serve numerous purposes to serve a large variety of users and visitors, landing pages can be great for informing specific segments of your customers about the wonderful things you offer in order to convince them to take your desired action. Marketers drive to landing pages via online advertisements and social media sites blogs, websites, and search engines. These videos help convert the traffic to leads and customers. Take the time to visit our Business page.

 Blog

It is a significant 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 through Google. This is also an excellent destination for sharing product and company news, events, and the best practices you've learned from your community. Need an example? What you're reading is (hopefully) more engaging with videos sprinkled around.

 Product and FAQ pages

All that is needed to put everything together

If your strategy for video marketing is executed correctly it creates an amazing environment that helps grow your company Your social media videos are attracting new followers and engaging existing ones; your video-filled blog articles are ranked top in search results Your email marketing campaignsthat feature stunning thumbnails of videos are directing users to your landing pages, with pertinent videos that have distinct CTAs, all of which are optimized for generating leads as well as increasing sales. The best part is that everything you do is trackable, measurable and can be adapted over time. And speaking of...