9 Critical Steps To Ensure Your Video Marketing Investment Pays Off


You’ve established a comprehensive communication strategy that combines video with your other marketing tools. You need to create a detailed strategy to release the online content that complements your existing marketing plan.

By following these six important steps, you will not only create content that moves your targeted buyer to take action, but you will also have three important metrics to determine the return on your investment into video marketing.

Develop a video marketing plan

  • 1. Gather video topic ideas. Effective marketing begins with a solid understanding of your company’s value proposition and your services or products. According to a recent study by video platform KZO Innovations, generally people remember 50% of what they see and hear. Along with providing a brief history of your company, your marketing videos should answer the following three questions: What pain points do you solve for the viewer? What is the best objective solution to this problem? Why are you the best company to solve this problem?
  • 2. Begin with a detailed budget. Creating a successful video library takes time and money. But if you plan in advance, your production budget doesn’t have to be expensive. If your company is short on cash, you can borrow a few dollars from your other marketing budget areas, because you’ll integrate video into the other communication zones as well.
  • 3. Create a style guide. Before you hire the production company or begin story boarding, decide whether you want you videos to have a home movie vibe or if you are creating a more professional and polished look. Every detail in a video counts – from the sound quality and the background to the type of camera you use to shoot. That is why adhering to a style guide ensures that the look and feel of your videos are consistent.
  • 4. Plan your video production schedule. The most successful marketing videos are carefully planned at least 6 months in advance. Because video production has a lot of moving parts, make sure that you give you and your team plenty of time to coordinate your video launch date with your other marketing activities.
  • 5. Address every detail to create a compelling product. As the creator of these videos, you are responsible for every frame that the viewer watches. If the video begins on a high, but become boring somewhere in the middle, you could lose your prospect’s interest and ultimately a sale.
  • 6. Cut the fluff. The purpose of a video is not only to educate and entertain your prospects, but also to move them a few steps closer to making a sales decision. Therefore, it is important to make every second count. Irrelevant and extremely boring videos do not serve your prospects well or lead to conversions. Remove any frames that do not lead to conversions.

Review key metrics to determine market reach and ROI

  • 7. Measure the activity levels of your video viewership. No matter how many people see your videos, it is most important to measure the number of views that directly relate to sales.
  • 8. Look for influence. Video marketing on YouTube and Vimeo has created an opportunity for brands to establish a strong position of influence. Take a look at the number of video comments, Facebook likes and retweets of your video links to determine your weekly and monthly online influence.
  • 9. Check for delight and audience retention.  The audience that you are looking to reach is not the general market; it is your customer base. Use a heat map and analytic software to determine which content resonates with your targeted consumers most.

YouTube Vs. Vimeo? Which Is Best For Video Marketing?

YouTube vs VimeoAlthough YouTube is clearly the biggest video show in town, it isn’t the only one worth checking out. Vimeo is steadily climbing the ranks as not only an alternative, but an option that brings something of its own to the table. This article will pit Vimeo against web giant YouTube in attempt to determine which is best for video marketers.


Businesses looking to get the most from Vimeo will probably want to sign up for a Pro account. The professional version gets you a generous 50 GB in storage, unlimited bandwidth, and compatibility with TVs, tablets, and mobile devices. Vimeo Pro has a lot to offer, but the asking price of around $200 per year is going to be a turnoff for some businesses.

YouTube, on the other hand, is completely free to use. Your free account comes with all the fixings, including powerful video editing tools and the ability to upload unlimited videos. If your videos generate a large number of views or your channel attracts a lot of subscribers, you could become eligible for YouTube’s revenue sharing program, which gives you the opportunity to make money from ads.


If you want your videos to reach as many people as possible, than YouTube is the place to be. This site has a huge audience that attributes to the billions of views it sees on a daily basis. It also has the benefit of having great authority with Google, which means that a little optimization can go a long way in making sure your videos enjoy nice visibility in the top search engine. YouTube itself is ranked as the second largest search engine, so just having content there could boost your visibility big time.

Vimeo is getting there, but its audience is much smaller than YouTube’s. That aspect alone means your exposure potential is limited right off the bat. However, a smaller audience means less competition, which could work to your advantage when it comes to narrowing your focus for targeted results.


YouTube gives channel owners the power to customize the look and feel of their channel. You can control various aspects of the layout, including the background, colors, and fonts that can be changed to suit your preferences. Also included is the ability to upload custom banners and avatars as well as implement background links that lead to your online destinations outside of YouTube.

Vimeo takes customization to a new level by giving you control over the look and feel of your video player. For example, you can incorporate a company logo or image into the player viewers use to watch your content, which is very powerful luxury from a branding standpoint. YouTube’s logo is forever attached to its player, and that factor could have some taking your brand less serious.


In 2011, YouTube introduced YouTube Analytics, a tool that provided a much more detailed look than the system it was designed to replace. In addition to serving up an at-a-glance overview of your core statistics, YouTube Analytics allows you to drill deep into metrics that tell you which videos are making the biggest impact and the retention they have on your audience. This self-service tool also includes an interactive map that lets you see where in the world your videos are trending.

YouTube Analytics is a powerful measuring stick, but some have argued that Vimeo’s version is even better. Advanced Statistics with Vimeo not only gives you the ability to see who is watching your video content, but how they are interacting with it in the way of comments and likes, where they are interacting with it, and when as you can view statistics over weekly, monthly, or yearly periods. You can also see where online your videos have been embedded, how many times they have been loaded, completed, and more.

The Verdict

Sorry to disappoint you, but in the case of YouTube vs. Vimeo for video marketing supremacy, there is no clear cut winner. The best platform depends on your business and what it needs to make an impact. However, we will help you make this important decision with some recommendations.

If you want to save money or go after the pond with the most fish, then YouTube is the answer. If you want a brand-friendly solution that gives you a little more control and the ability to better target your efforts, Vimeo can probably accommodate you best. There is no right or wrong, but if you carefully evaluate your individual situation, you will be able to make the right decision.

5 Tips for Posting Videos and Images Online

images and videos onlineDo it already! If you’re not posting online images and videos for your local business, you’re missing out on a great opportunity to capture the attention of your target market. Studies and statistics continue to prove that images capture the attention of online users significantly more than text, especially when they show up in search results. And more and more people are watching online videos for both personal and business use; don’t you want them to be viewing yours? Webmasters and Bloggers even use viral videos to drive traffic to their blogs.

To make images and videos work for your local business, I’ve provided five tips below.

1. Have a plan

What types of images and videos will you capture? Where will you place them? What’s the goal of your images and videos? Do your homework and create a marketing game plan to get the most out of your images and videos. You can use before and after pics, graphs, professional images, and more in regards to images, and you can capture all sorts of videos, including how-to, interviews, testimonials, employees on-the-job, and more.

2. Post them everywhere appropriate

Once you have images and videos, post them on your webpage and social media networks as a start. Facebook gets a lot of hits for images and videos. YouTube is also significant for video posting given that it’s the number one used video streaming site online.

3. Use GEO-modifiers

Local search is huge, so be sure to include your contact address (zip, city, etc.) when you post images and videos, and if you can, include such information in the URLs for each image or video.

4. Don’t forget about Pinterest

We could have included this in #2 above, but I felt it was worth it to mention it in its own section.  After only a few months, Pinterest has quickly climbed to the number 3 slot as one of the most popular social media networking sites. Pinterest allows you to ‘Pin’ images throughout the web and is a great way to create back links to your local business website. Do your homework to see if it could work to help indirectly (you’re not supposed to directly promote businesses on Pinterest) promote your local business to gain leads and traffic.

5. Spread the word

Once you’ve loaded images and videos, be sure to post the links throughout all of your online pages and networks, including email campaigns.  Post the links on your Facebook page for business, Tweet about it on Twitter, post them on your local business blog, etc.

To keep up with and stay ahead of your competition online, use these tips to incorporate a variety of videos and images into your local business’ online marketing strategy with ease. You’ll be sure to generate more leads, traffic and repeat visitors if you do (which equates to increased conversions and profits for your local business!).

Do you use images and videos for your local business? Do you have any recommendations and suggestions for posting images and videos for optimal results? We’d love to hear about it below.

5 Steps To Create A Video Marketing Strategy For Local Business

Video Marketing StrategyBased on the recent 2012 Social Media Marketing Industry Report written by Michael Stelzner and sponsored by Social Media Examiner, video marketing holds the top spot for future plans of marketers. In fact, per the report, seventy-six percent of marketers plan on increasing their use of YouTube and video marketing, making it the top area marketers will invest in for 2012.

And it’s no wonder. More and more people are logging onto the Internet to download and stream videos for both personal and business purposes. To keep up with and stay ahead of the competition, it’s a great idea for local businesses to develop a video marketing strategy to promote and build their business.

Below are 5 steps to help you get started!

1. Set Goals: What do you hope to accomplish with video marketing? A boost in SEO, expert status, lead generation, or??? By setting goals, you can then determine the types of videos to capture to make your goals happen.

2. Develop a list of videos to capture: Based on your goals, what kind of videos should you develop? Some examples of videos a local business can capture include:

  • Customer Testimonials
  • Employee Testimonials
  • How to videos
  • Educational videos
  • Interviews
  • Employees on the job in the office
  • Employees on the job in the field

3. Make it easy to produce videos: Producing videos is easier than you think. Simply buy a flip camera, a small digital cam-corder, or even a cell phone with built-in video capability, and then give your employees easy access. Take your list of videos you plan on making and assign someone to each and set then loose. Once the videos are recorded, check out the post, 5 Video Editing Tools for Marketing Local Business, to identify the right editing software for quick and easy editing and uploading.

4. Post videos with keywords in mind: When you post your videos on line, but sure to include keywords relevant to your business in the URL and video title when possible to boost search engine rankings and to help your videos get found.

5. Post and share videos: Once your videos are created, you want to post them on YouTube, Facebook and all of your social media sites that allow for video posting. If video posting isn’t possible, then share the link to your video on YouTube. You should also post your videos on your local business website and blog(s), and announce the videos as part of your email marketing campaign.

Related Posts:

  • HOW TO: Build A Successful Email Marketing List
  • 10 Email Marketing Software For Sending Bulk Emails

Creating videos is an easy and great way to generate more leads and brand loyalty for your local business. In addition to the benefits listed previously, videos can also boost employee participation and be a fun way to engage customers. So if you don’t already have a video marketing strategy in place, use these tips and tools to put one in place as soon as possible, and preferably this week!

This article is written by Chris. He writes from real world experience building businesses and closing sales. His company Surefire Social specializes in local business marketing. If you wish to write for HBB, kindly check this.