Video Marketing for Startups

Yes, B2B video marketing works. B2B buyers appreciate video marketing as a dynamic and engaging way to:

• Access content that will help them overcome key challenges
• Get proof-of-expertise from a potential partner
• Visualize how a potential solution actually works

One of our content strategists leveraged video to increase a sales consultancy’s MQLs by 200%.

Believe it or not, Twitch can also work as an amazing B2B marketing platform. 

Yes, Google can index videos. It indexes and crawls videos hosted on its platform, YouTube, and other video hosting platforms like Vimeo and Dailymotion. When creating videos, optimizing them for Google to ensure that they rank well in search results is essential. This involves SEO best practices, such as:

• Creating high-quality content that isn’t merely transactional
• Using relevant keywords
• Optimizing the metadata

Here are some best practices that can help you create SEO-friendly content:

• Provide real value - Your content should be informative, engaging, and relevant to your target audience. If a video idea doesn’t add value to your audience, don’t invest in it.
• Keep it short and sweet -  Long-form content can be very useful (in some cases), but we recommend keeping it walled, and using it to connect with high-intent users. The lion’s share of your content production should be very easy to digest.
• Include a clear call-to-action - Your videos should include a clear call-to-action that encourages viewers to engage with your brand or take a specific action.
• Optimize video thumbnails - Use eye-catching and relevant thumbnails that entice viewers to click and watch your video. Thumbnails play a crucial role in attracting attention and improving click-through rates.
• Incorporate closed captions - Including closed captions or subtitles in your videos not only improves accessibility but also provides additional text for search engines to understand and index your video's content.
• Leverage video schema markup - Implement video schema markup on your website to provide search engines with structured data about your video. This helps search engines understand and display relevant information, such as video duration, thumbnail, and description, in search results.
• Embed your videos on your content - Created an amazing video? Repurpose it into a blog post and embed the video in it. That way, you’ll be creating a rich, multi-format content experience. 
• Create a video sitemap - Generate a video sitemap and submit it to search engines. This helps search engines discover and index your videos more efficiently, increasing their chances of appearing in relevant search queries.
• Leverage your videos as link-building assets - Connect with other content creators and invite them to embed one of your videos on a relevant piece of content. This can generate backlinks, increase exposure, and improve your video's ranking in search results.

Most brands publish new video content on a weekly basis. However, the ideal publishing frequency depends on your target audience and operational considerations. If your audience remains engaged even with less frequent content updates, and you can only manage to publish once a month, that schedule may work for you. Consistency is key, so opt for a content creation routine that you can sustain.

Video marketing offers several advantages, including enhanced visibility and engagement, improved search engine optimization (SEO), and increased conversion rates. It allows you to educate viewers about your products or services, demonstrate expertise, and foster trust with potential customers. Moreover, videos help establish relationships with your audience, leading to more sales and customer loyalty.

To optimize video content for SEO, incorporate relevant keywords in the video title and description. Structure your video to address genuine user queries. Additionally, utilize appealing thumbnails and titles, and provide links to related videos and content whenever possible.

There isn't a one-size-fits-all answer to this question as the type of video content varies for each company. Some brands find value in producing vodcasts (video podcasts) featuring customer stories, while others excel in video tutorials. Regardless of the format you choose, repurposing your content is recommended to maximize its reach and impact.

Yes, videos can definitely help improve your website's ranking on Google. When properly optimized, audiovisual content can have a positive impact on your website's visibility and search engine rankings. 

Here's how videos can contribute to higher rankings:

• Enhanced user engagement - Videos have the ability to captivate and engage users, increasing the time they spend on your website. This improved user engagement sends positive signals to search engines, indicating that your content is valuable and relevant, which can positively impact your rankings.
• Increased click-through rates - Including videos in search results can attract more clicks compared to plain text listings. Higher click-through rates (CTRs) indicate to search engines that users find your content compelling, which can lead to improved rankings.
• Improved dwell time - Dwell time refers to the amount of time a user spends on a webpage before returning to the search results. Videos can help increase dwell time as users tend to spend more time watching a video than reading text alone. A longer dwell time signals search engines that your content is engaging and valuable, potentially boosting your rankings.
• Enhanced backlink opportunities - Compelling and shareable videos have a higher likelihood of being linked to and shared by other websites, creating valuable backlinks. Backlinks from authoritative and relevant sources can significantly impact your website's authority and visibility in search results.
• Rich snippets and featured snippets - Well-optimized videos can appear as rich snippets or featured snippets in search results, providing enhanced visibility and driving more traffic to your website. These prominent positions can increase your website's chances of ranking higher.

However, it's important to note that simply embedding videos on your website is not enough. To maximize the SEO benefits, you need to optimize your videos with relevant keywords, compelling titles, descriptions, tags, and transcripts. Additionally, ensure your videos are hosted on a fast-loading and mobile-friendly platform.

The choice of platforms for promoting your videos should be based on your target audience. YouTube is the leading platform for video content and offers access to a vast viewership. Additionally, consider leveraging Facebook, Instagram, TikTok, and Twitter based on your goals and where your audience is most active.

While there isn't a universally applicable method to measure video marketing success, tracking audience metrics can provide insights. However, it's important to define specific key performance indicators (KPIs) and set SMART goals aligned with your desired outcomes before embarking on video marketing.

Video marketing can effectively drive more traffic to your website. It offers the opportunity to expand your online presence across various channels and engage with your audience on social platforms.

There is no one-size-fits-all budget for video content creation. The budget required depends on the type of content, targeted platforms, and expected return on investment (ROI). Creating simple YouTube videos may be achievable with a modest budget, while more sophisticated content might necessitate a larger investment.

We recommend developing a strategy that aligns with your target platforms and user needs. Repurposing your content is also advisable. Set SMART goals to guide your efforts. Moreover, prioritize completion over perfection and don't shy away from displaying spontaneity and letting your personality shine through.