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DIGITAL BEE
DIGITAL VIDEO
Solutions for Online & Mobile Marketing
http://digitalbee.com/en/

DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY
In the Digital Video White Paper,
we cover the following:
• Aligning video content strategy with the customer lifecycle
• Evaluating the essential elements of content publication and syndication
• Measuring and scaling repeatable video successes

http://digitalbee.com/en/DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY
CONTENTS
VIDEO IN MARKETING
The 6 Strengths of Video Marketing
Why Digital Video Now?
Video Content is the New King
Integrating Video Content across Marketing Channels
WHY VIDEO MARKETING MATTERS
Video Marketing across Customer Lifecycle
SMBs to Enterprise: Video Marketing Is Effective Across Organizations and Audiences
HOW TO USE VIDEO MARKETING: COUPLE HINTS
Brand Alignment: Company Video Identity
Video Portals: Rich Audience Experiences
Video SEO: Discovery & Search
Content Distribution: Video Everywhere
Video Marketing Analytics: Measuring Results
Marketing Automation: Further Engagement & Anticipate Demand
CONCLUSION
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VIDEO IN MARKETING
Today, we are witnessing an unprecedented and explosive growth in digital and mobile
advertising. Digital video is playing the leading role here, taking customer experience to the
new level. As a part of content marketing, digital video can and should be used through all
stages of the customer journey to turn prospects into loyal clients.
Video marketing is, actually, part of the
content marketing, where the medium to
convey ideas is video. Its main benefit is
extreme versatility within channels.
Through all stages of the customer journey:
awareness, engagement, conversion,
retention, and advocacy; there is the
opportunity to use video in an inviting,
thoughtful way.
of the buyer’s journey
is completed online.
67%
http://digitalbee.com/en/services/video-production/
http://digitalbee.com/en/services/digital-copywriting/

THE 6 STRENGTHS OF
VIDEO MARKETING
One look is worth a thousand words
CONVENIENT
Mobile bandwidths and generous data plans allow us to watch videos on the
go. Mobile video streaming is skyrocketing! 86.8 million Smartphone users
watched video on a monthly basis in 2014, up from 72.1 million in 2013.
MEMORABLE
The human memory ties learning to those experiences most like real-life.
Speech, music, images, and motion all converge in video, making it the closest
medium to our reality.
SUCCINCT
A 2-minute video can contain as much information as 30 minutes of reading.
Most people would rather watch a video than read text. Thus, video satisfies
the need for immediacy.
MOVING
Through a unique combination of words and images, video can buoy our
spirits; pull at our sentimentality; elicit our deepest fears; appeal to our sense
of goodness. When stories center on people, a video message is at its best.
PROLIFIC
Easily embeddable and shareable, video can move beyond the silo. In the
United States alone there has been a 94% increase in video posting on
Facebook year-over-year.
VALUABLE
Great content is a lead generator. A refined video marketing platform can
“gate” video content, placing lead generation forms before, after, or within the
video.

http://digitalbee.
com/en/
WHY DIGITAL VIDEO NOW?
Until recent years, lagging Inter net speeds kept audiences disconnected and arketers from
utilizing video to its highest maxim. Today, technology has caught up. We see the widespread
adoption of video in apps like Snapchat, Instagram, Meerkat, and Periscope.
Businesses have long been searching for an easy way to create, distribute and grant access
to video. These hurdles disappear with sophisticated video marketing platforms.
Today, approximately 75% of marketers are creating videos for their target audiences.
Marketers can now treat video like any other digital marketing tool — automating campaigns,
analyzing successes, generating leads, demonstrating ROI, and increasing engagement.
VIDEO CONTENT IS THE
NEW KING
The powerful combination of moving pictures and sound has enchanted society for over
100 years, displacing some of the popularity of newspapers, radio, and books. Radio and
Podcasts are passive. Online magazines, news sites, and blogs require a time commitment.
At the same time, a five-minute explainer video can cover roughly 750 words, similar to a
short-form blog, but with tandem images and motion to accentuate messaging.
Furthermore, with strategic optimization, video is easily discovered by search engines.
Transcribing to text or extracting audio from a video, allows the information contained
within transfer to other forms of media. Video should be the starting point of your content
marketing creation.

INTEGRATING VIDEO
CONTENT ACROSS
MARKETING CHANNELS
http://digitalbee.com/en/services/digital-marketing-strategy/
http://digitalbee.
com/en/DIGITAL BEE MARKET YOUR BUSINESS GLOBALLY
The adaptability of online video in digital marketing channels is another one of its
appealing qualities. Remember, video is a medium, not a marketing channel.
That said, it can function within the channels where you have already found success,
or lift channels that may be struggling to produce ROI.
SEARCH ENGINES (awareness)
Video is a necessity for the health and discoverability of your website. By 2018, video will
account for 79% of all search traffic. Video can be optimized similarly to other forms of
content, and YouTube is still an integral part of any awareness campaign.
EMAILS AND NEWSLETTERS (engagement/conversion/ retention/advocacy)
In 2013, adding the word “video” to the subject line of an email increased click- through rates
as much as 13%. The saying “show me, don’t tell me” resonates even louder when breaking
through the deafening inbox noise.
SITE PAGES AND BLOGS (awareness/engagement/conversion)
Video can and should be integrated into site pages and blogs. Fully integrate video through
your site, don’t keep it exclusively in a library, anchor videos with other pieces of content like
a blog piece, relevant support article, or landing page.

PUBLIC RELATIONS (awareness)
Journalists receive a staggering amount of press releases. Make your message short and
snappy by creating an easy-to-digest video press release. This video may be embedded in blogs
and trade sites, preserving your message and ensuring it is passed along to your ideal target.
MOBILE MARKETING (engagement/conversion)
Marketers know video is critical to a mobile strategy because phones are the number one
device for streaming or downloading online video. Just don’t make it hard to consume. One in
four people abandon pages that take more than four seconds to load.
“There is no doubt that innovative enterprises are focusing on how to create ongoing value
through video and video series. With barriers to entry in the video production game all but
gone, there are no more excuses for brands not to build amazing experiences through
consistent video creation and distribution.”
-Joe Pulizzi, Founder, Content Marketing Institute
SOCIAL MEDIA (awareness/engagement/ conversion/retention/advocacy)
The uses for social media are numerous, steadily moving the conversation from prospect to
lead to customer to evangelist. Currently, 32% of all social media uploads are video.

WHY
VIDEO MARKETING
MATTERS
Video marketing means relevancy. Staying relevant is not for the faint of heart. It
requires creativity, innovation, passion, and agility. In the past, marketers could not
utilize video to its full maxim because of the difficulty in creating, distributing, sharing,
and organizing video. The gate has swung wide-open to a new world.
Now, online video can be used to better understand and communicate with your
prospects and customers, automating personalized, data-driven messages at the right
time. Online video augments customer lifecycle marketing strategies because it is more
flexible and engaging than any other digital marketing medium.
General Awareness Goal: Become an industry leader.
75%
of marketers are creating
custom video for their
target audiences

http://digitalbee.
Video communication can reclaim the human connection that many brands and businesses
lack, but, of course, there is an appropriate time for each kind of message. Through smart
content, prospects will choose to engage with you. Building a campaign to target each stage
of the customer lifecycle requires you to be hyper-focused.
AWARENESS
Consider video blogs distributed on your site and housed in a branded video channel to
stimulate awareness. Measure upticks in site visits from search, and if search terms match
your optimized keywords for video content. Also look at site referrals in video analytics for
more traffic coming in through partner channels and industry leading blogs.
ENGAGEMENT
Consider a co-branded video case study which increases trust, provides peer validation, and
may inspire a trial from a prime candidate using complementary services.
CONVERSION
Consider video embeds in emails and calls-to-action within videos to solicit more leads.
RETENTION
Consider video tutorials and video messaging to answer questions, address pain points, and
proactively strengthen your relationships with your customers.
ADVOCACY
Consider elevating an advocate’s personal brand by asking for participation in an industry
panel, video interview, or case study.
VIDEO MARKETING
ACROSS CUSTOMER
LIFECYCLE

http://digital
bee.com/en/
SMBS TO ENTERPRISE:
Video Marketing Is Effective
Across Organizations
and Audiences
MARKETING THE B2C BUSINESS THROUGH VIDEO
52% of consumers say that watching product videos make them more confident in their
online purchase decisions. Yet, distributing content to where your target lives can be a
problem. Shifty consumer audiences moving across devices or multiple users per device
can dilute brand messages. How do we converse with a marketing adverse populous?
Prompt them to want to engage.
MARKETING THE B2B BUSINESS THROUGH VIDEO
70% of B2B buyers are watching videos throughout the journey to purchase, up 52% from
2013. Furthermore, one in five of these researchers will watch over an hour of video during
the discovery process. B2B marketers must accurately promote their unique value
proposition to differentiate themselves from their competition and grab the decision makers’
attention in a crowded landscape. B2B marketers understand the imperative for action: 68%
believe videos are the most useful tool in their content marketing strategy.
Video marketing magic doesn’t just happen. It requires time, dedication, and a plan.
Extracting the essential elements of video, it becomes apparent that video marketing
has the ability to solve challenging business issues. Whatever the challenge, be it a
particular customer lifecycle stage or an inconsistent audience, video’s versatility can
complement your marketing talents.

http://digitalbee.
HOW TO USE VIDEO
MARKETING: COUPLE
HINTS
Sometimes you just need a little help, and that is where video marketing gadgets come in.
Gadgets are your tools for a quick win when your marketing strategy needs a boost. If you
feel overwhelmed, refining and perfecting basics can help! Now, we move to quick and
powerful video marketing tips you can execute quickly.
DISTRIBUTIONBRAND
& VOICE
DISCOVERY
MARKETING
AUTOMATION
PORTALS ANALYTICS

BRAND ALIGNMENT:
COMPANY VIDEO IDENTITY
What’s your story? What do you stand for? Video is a powerful way to make a human
connection, helping customers understand, who you are and how you can help them.
Viewers are eager to know you. With video, the duration of the average site visitor on your
web page increases by two minutes.
Developing and maintaining brand is a core competency for modern marketers. Don’t cross
the threshold into video marketing without a well-articulated brand identity. Without this,
marketing efforts become disjointed and disorganized.

http://digitalbee.
com/en/
VIDEO PORTALS: RICH
AUDIENCE EXPERIENCES
Create an immersive video experience for audiences. Placing related video content in a
central place makes it easy for an audience to explore, engage, and consume. Whether the
portal focuses on prospects or customers, pre-recorded tutorials, or on-demand live events,
portals are the best way to organize and promote video content with a focus.
VIDEO SEO:
DISCOVERY & SEARCH
As marketers, we need to provide ways for our target audience to discover us. Optimization
tactics to draw an audience can be tricky. Marketers see the benefits, in fact, 58% of B2B
marketers run budgeted campaigns to heighten discovery on search engines. They also find
it to be the most efficient way to distribute content.
As a piece of high quality, rich, immersive content, video helps to increase search engine
rankings. Google likes it when information is consumable in a variety of ways. PR agencies
and media outlets prefer content in multiple forms as well. When these tastemakers linking
to your videos, your site now gets good quality, organic backlinks - lifting SEO even more.

CONTENT DISTRIBUTION:
VIDEO EVERYWHERE
With great power comes great responsibility. As video marketers, we have the responsibility
to drive interest and engagement. We create content to educate, inspire, and inform. We
seek to distribute our content in as many channels as possible, but in doing so, our focus
must be acute. Use video in social networks, emails, blogging, etc.

VIDEO
MARKETING ANALYTICS:
MEASURING RESULTS
If you can’t measure it, understand it, and improve upon it, you can’t achieve better results.
Video analytics are inherently suited for measurement: gathering statistics to tell you exactly
how engaged audiences are with your content, in real-time. Track the performance of your
video marketing strategy to make informed marketing decisions. Video analytics assist you in
determining what types of content work, improving upon results.
MARKETING AUTOMATION:
FURTHER ENGAGEMENT &
ANTICIPATE DEMAND
Marketing automation is an incredibly powerful tool to engage prospects and customers in
real-time with relevant content. Advanced marketers also know it is also a good way to score
leads and ideal sales touchpoints. It pays to be disciplined. Companies that use marketing
automation are three times more likely than companies without automation to track and
attribute their content-marketing efforts to multiple touchpoints, developing a better, fuller
picture of their prospects and customers.

Try Video Marketing Nowhttp://digitalbee.com/en/brief/
CONCLUSION
Meet and conquer your goals. How can you start using video today to achieve greatness?
With these actionable tips, we hope you’re feeling confident integrating video into current
campaigns. If you are already using video, we hope you uncover something you may have
forgotten.
Seize the day and start taking advantage of all of your video marketing gadgets to
supercharge your content marketing strategy and become Video Marketing Guru!

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