But what IS video marketing is, and how do be successful in it?

For a well-constructed digital-marketing plan, the team, marketers, and video pros alike must bring video into the fold. While the phrase "video marketing" may seem self-explanatory (essentially, adding videos into your marketing plans) but it's difficult to figure out the best way to go about effectively implementing it.

Why video marketing matters

The rise of websites such as and YouTube and social media channels such as Facebook and Twitter now incorporating video, and dramatic improvements in streaming quality itself (bye bye to that dreaded buffering) video is now a feature across all stages of what's known as the funnel of marketing. The traditional funnel looks like this: you intro someone to your business (awareness stage) to educate them about the benefits (consideration stage) and then justify the offer (decision stage) and then keep them (delight stage).

So how do you do video marketing right?

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

• A good prospect Jenn is about to launch a health and wellness website. WebThyme's target audience is entrepreneurs with small businesses.
• The correct channel: Jenn Googles advice for starting a new business and stumbles across WebThyme's videos on a blog post in which they tell the story of an entrepreneur. In awe, she signs up to WebThyme's emails, and they deliver Jenn a newsletter every week with helpful info.
  
• The best action to take:Jenn clicks on a email link, which takes the reader to an online landing page, which features a video delving into the newest features of WebThyme for small-scale business owners. Clicking on the button will lead to a free trial -- the call to decision -- and then decides to take it on.

It's just one instance of a scenario that could be used for video marketing. But how does that play out at a more specific and actionable scale? What are the top video-marketing strategies for the most important channels such as emails, social media as well as your website? Let's dig in...

Social media exploration

Why is social so effective to grow your business? When your followers who already follow you like, comment, or share your posts and share your content to their personal acquaintances and friends, a few who may decide to follow your blog. One way to generate more leads in this ecosystem is to include email capture forms, available with Business and Business Plus, allowing you to get the viewers" details directly inside the embedded player. Then, you can effortlessly import these email addresses into email marketing services like MailChimp, Campaign Monitor, and Constant Contact.

But maybe you want for your readers to be directed on a page that lets them learn more. This is also possible! Business allows you to add clickable CTAs that allow you to send people exactly to the place you want.

It is also possible to increase your reach and gain new followers at larger scale through sponsored social media. In accordance with the site you are using it is possible to target certain groups, and also increase your visibility by promoting your videos through pre-roll placement or sponsored posts.

Let your email campaigns flourish

In the case of emails, videos play a significant role. in time. They could boost click-through rate by 200-300 percent (that's so many percents or users), and reduce the number of non-subscribers. However, many email applications aren't able to handle video embedded directly into emails -However, you can get around it by placing a play button over an image that is still that you've created, then driving users to a landing page that has the whole thing.

It's relatively easy to accomplish with the systems for marketing via email that we discussed up there and also in marketing automation tools such as HubSpot. And #protip: this is an excellent method to test whether a particular video thumbnail gets you the best rate of clicks. As a rule to follow, you can increase your campaign" performance by customizing your design and copy to correspond with to the landing pages they lead to.

The website is packed with incredible videos

 Home Page

Most companies create an overview video to use on their home page, a video that shows what your brand's about, why what you do is important, and the problem you're solving for. It's a huge influence on how you are seen by people who are just discovering your company's name. Take Canary as an example.

 Pages that land

Although your website serves many purposes for a wide range of people, your landing pages can be great for educating specific segments of your target audience on the great things you have to offer, and enticing them to take your desired decision. People who market to your landing pages come through online ads, social media, blogs, and websites. Search engines and videos help convert these leads into customers. Take an look at our Business pages.

 Blog

It is a significant source of inbound traffic to your site -- particularly if your content contains helpful info, industry news as well as thought leadership on the topics that your audience cares about, since they're likely searching for these topics through Google. It is also a great destination for sharing product and corporate news, events and best practices with your audience. Do you need an example? What you're reading will be (hopefully) more engaging with videos sprinkled throughout.

 Product and FAQ pages

All that is needed to put it all together

If your strategy for video marketing is executed correctly it creates an amazing network that can grow your company Your social media videos are drawing new fans and enthralling those who already follow you; your videos-loaded blog posts are ranking high on search results; your email campaigns -that feature stunning thumbnails of videos -- lead fans to to your landing pages, which include pertinent videos that have clearly-written CTAs All of these have been optimized to bring leads as well as driving the conversions. And all of that can be tracked, measured, and able to be improved in the course of time. In the context about...