Video Marketing Tips for 2015: It’s all about the context

Friederike Nissen


As a performance agency, we love video marketing. Used in the right context, videos can revitalise conversion rates, overcome plateaus of engagement and improve customer perceptions. We encounter many companies still hesitant to invest in this area. The perception is still video is too expensive, risky and time consuming. All in all, it’s a lot of effort!

To tackle that stigma we’ve collected some compelling insights from industry leaders and summarised them for you here.

If you get a chance, I strongly recommend checking out Phil Nottingham, a video marketing expert at Distilled, who presented the strategies of three video marketing campaign types. The entire hour-long video can be seen here, but we have condensed the information into a short guide.

Phil Nottingham

Video marketing campaign structure

Always consider that context is king. With that, break your video strategy down into three main goals: Brand Awareness, Consideration & Advocacy and increasing Conversion Rates. And start all your planning from there.

Brand Awareness

The main aim here is to build a brand that people can recognize. To do this, you can use two main types of video, “home” and “hero”. Your home videos should contain content that is relevant to audiences that know nothing about your brand and be highly visible. This includes tutorials and how to’s and should be shown on your YouTube channel. Next, hero videos are the viral videos that should be viewed by the masses and are aimed to increase unprompted brand recognition. These hero videos require lots of capital for the content and promotion. If done correctly, these videos will increase unprompted brand awareness and bring more visitors to your site.


Consideration & Advocacy

Next, the consideration and advocacy goal falls in the middle of a sales funnel after the brand awareness. Our objective here is to create content for people in our existing community. The videos should focus on information and provide uncommon expertise and insight that personifies your brand. This will keep people engaged with your site, thus increasing repeat visitors. These videos can come in a variety of formats. Many of them are interactive and help the customer gain a better understanding of what your company does. These videos should be implemented on your site but still be sharable on social media and Internet platforms like Facebook, StumbleUpon, and Reddit.


Increasing Conversion Rates

The, often, most desired goal in video marketing is to stimulate conversions. To achieve this, you should create very basic informational videos that describe each product or service. The videos should then be placed directly on their product page and serve to augment the user-experience. When creating the content, aim to get real people with real expertise giving genuine advice. The videos purpose is to connect with the customer when they are trying to make a decision. This is more easily done through in-house experts rather than actors. While this channel may seem unnecessary, it has shown that customers are twice as likely to convert and spend 9.1% more on average.


Extra Tips

Now that you have an understanding of the different channels, here is some advice that can improve their total productivity. After creating your official YouTube Channel, you should insert a custom homepage video that describes what your channel is all about. Also, it is more important to publish a video only when you have quality content instead of on a time schedule. Additionally, you should not add your conversion videos to YouTube because customers cannot be converted there. The clickthrough rate from a video on YouTube to your actual page is around 0.72% and it drives more organic traffic away from your actual conversion page. For sites that you want to drive customers to, adding a rich snippet will show the video on search results page and increase its clickthrough rate.


Video Marketing Attribution

To wrap it up, a good video strategy can be compared to a soccer team. Each player on the team has their specific role. Not all players are supposed to score and no one player can win the game by themself. But when each position works together, the team runs efficiently until a goal, conversion, is scored. In direct terms, a video strategy should have multiple channels that target specific points in your funnel. By doing this, you create content directly for its purpose and allowing customers to be reached at different positions in the sales funnel until they are finally pushed through and a conversion is made.

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Friederike Nissen

Friederike Nissen

Managing Director

Before her time at The George, Rike was headhunted from Google to become an International Digital Marketing Manager and undertake global digital transformation at Wall Street English, a Pearson company. She holds a Masters in International Business and Management from the University of Groningen, Netherlands.