Video​ ​Marketing​ ​Strategies​ ​&​ ​Trends​ ​for  2017    Video​ ​Marketing​​ ​continues​ ​to​ ​grow​ ​and​ ​will​ ​keep​ ​expanding​ ​in​ ​2017​ ​and​ ​beyond.​ ​If​ ​your​ ​business​ ​isn’t  using​ ​video​ ​as​ ​a​ ​marketing​ ​channel​ ​yet,​ ​it​ ​shouldn’t​ ​be​ ​long​ ​before​ ​you​ ​make​ ​the​ ​leap​ ​and​ ​start  considering​ ​a​ ​video​ ​marketing​ ​strategy​ ​in​ ​your​ ​plan.   

    Consider​ ​these​ ​video​ ​marketing​ ​statistics:    ● 75%​ ​of​ ​executives​ ​watch​ ​work-related​ ​videos​ ​on​ ​business​ ​websites​ ​at​ ​least​ ​once​ ​a​ ​week  ● By​ ​2017,​ ​online​ ​video​ ​will​ ​account​ ​for​ ​74%​ ​of​ ​all​ ​web​ ​traffic.  ● 75%​ ​of​ ​online​ ​video​ ​viewers​ ​have​ ​interacted​ ​with​ ​an​ ​online​ ​video​ ​ad​ ​this​ ​month  ● 36%​ ​of​ ​online​ ​consumers​ ​trust​ ​video​ ​ads  ● The​ ​average​ ​user​ ​is​ ​exposed​ ​to​ ​32.3​ ​videos​ ​in​ ​a​ ​month  ● ..more​ ​video​ ​marketing​ ​statistics​ ​for​ ​2017  ● The​ ​video​ ​is​ ​an​ ​often​ ​untapped​ ​channel​ ​that​ ​is​ ​perfect​ ​for​ ​businesses​ ​to​ ​reach​ ​clients.    But​ ​before​ ​you​ ​dive​ ​into​ ​the​ ​latest​ ​video​ ​content​ ​trends,​ ​be​ ​sure​ ​that​ ​you​ ​identify​ ​your​ ​business​ ​case​ ​for  creating​ ​video​ ​content.    Define​ ​Your​ ​Strategy…Create​ ​a​ ​Video​ ​Marketing​​ ​Roadmap​ ​for​ ​2017. 

  Whether​ ​you​ ​are​ ​experienced​ ​in​ ​video​ ​marketing​ ​or​ ​you​ ​are​ ​just​ ​getting​ ​started,​ ​you​ ​need​ ​a​ ​video  marketing​ ​roadmap​ ​that​ ​outlines​ ​your​ ​business​ ​goals,​ ​who​ ​you’re​ ​trying​ ​to​ ​reach,​ ​and​ ​how​ ​to​ ​measure  success.    Why​ ​is​ ​a​ ​roadmap​ ​important?​ ​A​ ​sound​ ​plan​ ​can​ ​tell​ ​you​ ​if​ ​your​ ​video​ ​content​ ​is​ ​delivering​ ​a​ ​return​ ​on  investment​ ​(ROI).    Video​ ​Marketing​​ ​Strategy​ ​-​ ​Define​ ​the​ ​scope.1.​ ​Identify​ ​the​ ​Scope​ ​of​ ​Your​ ​Video​ ​Marketing​ ​Plan    First,​ ​identify​ ​which​ ​parts​ ​of​ ​your​ ​business​ ​will​ ​be​ ​using​ ​video​ ​content.​ ​Will​ ​the​ ​content​ ​be​ ​consumed  internally​ ​by​ ​employees​ ​or​ ​externally​ ​by​ ​a​ ​wider​ ​audience,​ ​or​ ​possibly​ ​both?​ ​Consider​ ​the​ ​following  business​ ​functions​ ​and​ ​types​ ​of​ ​video:    ● Product​ ​Videos  ● Sales​ ​Videos  ● Training​ ​Videos  ● Corporate​ ​Event​ ​Videos  ● Human​ ​Resources  ● Internal​ ​Communications    Next,​ ​you’ll​ ​establish​ ​what​ ​kind​ ​of​ ​stories​ ​you​ ​need​ ​to​ ​tell​ ​for​ ​each​ ​of​ ​these​ ​business​ ​functions.    2.​ ​What​ ​business​ ​goal(s)​ ​are​ ​you​ ​trying​ ​to​ ​accomplish​ ​through​ ​the​ ​video?    For​ ​each​ ​business​ ​area​ ​you’ve​ ​identified,​ ​consider​ ​the​ ​reason​ ​you​ ​need​ ​video​ ​marketing​ ​in​ ​the​ ​first​ ​place.  For​ ​example:    1. To​ ​convince​ ​your​ ​audience​ ​to​ ​take​ ​an​ ​action​ ​(sign​ ​up,​ ​purchase,​ ​call,​ ​etc.)?  2. To​ ​improve​ ​your​ ​brand​ ​exposure?  3. To​ ​spread​ ​a​ ​certain​ ​message?  4. To​ ​educate​ ​sales​ ​staff​ ​on​ ​product​ ​benefits?  5. To​ ​train​ ​employees?  6. The​ ​reasons​ ​you​ ​might​ ​want​ ​to​ ​create​ ​video​ ​content​ ​may​ ​seem​ ​limitless.​ ​To​ ​avoid​ ​losing​ ​focus,  really​ ​hone​ ​in​ ​on​ ​the​ ​business​ ​objectives​ ​for​ ​creating​ ​the​ ​video​ ​content.    Video​ ​Marketing​ ​Strategy​ ​-​ ​Target​ ​Audience3.​ ​Who​ ​are​ ​you​ ​trying​ ​to​ ​reach?    Now​ ​that​ ​you​ ​know​ ​why​ ​you​ ​are​ ​creating​ ​video​ ​content,​ ​define​ ​who​ ​the​ ​target​ ​audience​ ​is.​ ​Be​ ​as​ ​specific  as​ ​possible.    ● Marketing​ ​managers​ ​in​ ​middle​ ​market​ ​companies?  ● Busy​ ​moms? 

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Customers​ ​who​ ​recently​ ​purchased​ ​your​ ​product?  New​ ​sales​ ​employees?  All​ ​existing​ ​employees  …spend​ ​some​ ​time​ ​on​ ​this​ ​and​ ​are​ ​specific.  4.​ ​Define​ ​the​ ​mission​ ​statement​ ​for​ ​your​ ​video​ ​content. 

  Bring​ ​together​ ​the​ ​why​ ​and​ ​who​ ​and​ ​write​ ​out​ ​a​ ​“mission​ ​statement”​ ​for​ ​your​ ​video​ ​content​ ​like​ ​this:    “At​ ​(Your​ ​company​ ​name),​ ​we​ ​create​ ​(adjective)​ ​video​ ​content​ ​for​ ​(specify​ ​target​ ​audience),​ ​so​ ​they​ ​(what  you​ ​want​ ​them​ ​to​ ​do)​ ​which​ ​means​ ​(the​ ​reason​ ​this​ ​is​ ​beneficial).”    Some​ ​examples​ ​of​ ​this​ ​in​ ​action​ ​are:    At​ ​ABC​ ​Widgets,​ ​we​ ​create​ ​educational​ ​video​ ​content​ ​for​ ​people​ ​who​ ​have​ ​purchased​ ​our​ ​widget​ ​system,  so​ ​they​ ​understand​ ​how​ ​to​ ​use​ ​the​ ​widget​ ​systems​ ​which​ ​means​ ​they​ ​will​ ​be​ ​less​ ​likely​ ​to​ ​return​ ​it​ ​or  have​ ​a​ ​bad​ ​experience.    At​ ​XYZ​ ​University,​ ​we​ ​create​ ​fun,​ ​informative​ ​video​ ​content​ ​for​ ​students​ ​living​ ​off-campus,​ ​so​ ​they  understand​ ​the​ ​advantages​ ​of​ ​living​ ​on​ ​campus​ ​which​ ​means​ ​it​ ​is​ ​more​ ​likely​ ​they​ ​will​ ​live​ ​on​ ​campus  increasing​ ​university​ ​revenue.    5.​ ​Where​ ​will​ ​your​ ​video​ ​content​ ​live?    Think​ ​about​ ​how​ ​your​ ​video​ ​will​ ​be​ ​delivered​ ​to​ ​your​ ​audience.​ ​Will​ ​it​ ​have​ ​a​ ​permanent​ ​home​ ​on​ ​your  website​ ​or​ ​will​ ​it​ ​be​ ​exclusively​ ​shared​ ​on​ ​social?    Pay​ ​close​ ​attention​ ​to​ ​specific​ ​considerations​ ​for​ ​mobile​ ​video​ ​advertising.​ ​Will​ ​your​ ​audience​ ​be  watching​ ​on​ ​mobile​ ​devices​ ​or​ ​on​ ​desktops?    Understanding​ ​how​ ​your​ ​audience​ ​will​ ​be​ ​viewing​ ​your​ ​video​ ​content​ ​will​ ​help​ ​guide​ ​decisions​ ​about​ ​the  format.    Tracking​ ​ROI​ ​for​ ​video​ ​marketing​ ​campaigns.6.​ ​How​ ​will​ ​you​ ​measure​ ​success?    Specific​ ​goals​ ​will​ ​vary,​ ​but​ ​one​ ​thing​ ​stays​ ​the​ ​same.​ ​Companies​ ​that​ ​produce​ ​video​ ​content​ ​expect  some​ ​sort​ ​of​ ​return​ ​on​ ​their​ ​investment.    You​ ​should​ ​have​ ​a​ ​good​ ​idea​ ​of​ ​how​ ​you’ll​ ​align​ ​video​ ​content​ ​with​ ​the​ ​goals​ ​of​ ​your​ ​company.    Some​ ​metrics​ ​you​ ​may​ ​consider​ ​tracking​ ​for​ ​each​ ​campaign​ ​are:    ● Engagement​ ​on​ ​Social​ ​–​ ​#​ ​of​ ​Likes​ ​and​ ​Shares,​ ​for​ ​example  ● Number​ ​of​ ​Views 

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Number​ ​of​ ​Conversions​ ​from​ ​the​ ​Call​ ​to​ ​Action​ ​in​ ​the​ ​video  An​ ​Increase​ ​in​ ​Brand​ ​Awareness  Attention​ ​span/drop-off​ ​rates:​ ​Does​ ​60%​ ​of​ ​your​ ​audience​ ​make​ ​it​ ​to​ ​the​ ​end​ ​of​ ​the​ ​video?  Click​ ​through​ ​rates​ ​when​ ​video​ ​is​ ​used​ ​in​ ​email​ ​marketing.  Revenue  Explore​ ​other​ ​KPI’s​ ​for​ ​Online​ ​Video​ ​from​ ​Google​ ​BrandLab  Software​ ​tools​ ​can​ ​help​ ​you​ ​track​ ​conversions. 

  To​ ​track​ ​revenue​ ​generated​ ​from​ ​video​ ​content,​ ​these​ ​conversions​ ​need​ ​to​ ​be​ ​differentiated​ ​from​ ​those  generated​ ​from​ ​general​ ​marketing​ ​efforts.    This​ ​can​ ​be​ ​as​ ​simple​ ​as​ ​creating​ ​a​ ​dedicated​ ​URL​ ​for​ ​transactions​ ​flowing​ ​through​ ​your​ ​video​ ​content  or​ ​a​ ​more​ ​sophisticated​ ​solution​ ​that​ ​uses​ ​a​ ​software​ ​tool​ ​to​ ​provide​ ​more​ ​insight.    Wistia’s​ ​video​ ​analytics​ ​software​ ​is​ ​one​ ​of​ ​a​ ​complete​ ​software​ ​options.​ ​ ​You​ ​can​ ​embed​ ​Calls​ ​to​ ​Action  directly​ ​into​ ​videos.​ ​Wistia​ ​video​ ​statistics​ ​help​ ​you​ ​to​ ​analyze​ ​conversion​ ​rates​ ​for​ ​your​ ​video​ ​CTAs,  links,​ ​and​ ​forms.​ ​The​ ​software​ ​can​ ​show​ ​you​ ​more​ ​clearly​ ​how​ ​your​ ​audience​ ​is​ ​responding​ ​to​ ​different  content.    YouTube​ ​offers​ ​analytics​ ​such​ ​as​ ​YouTube​ ​Insights​ ​that​ ​breaks​ ​down​ ​viewers​ ​by​ ​demographic  information.​ ​You​ ​can​ ​also​ ​embed​ ​marketing​ ​CTA’s​ ​directly​ ​into​ ​YouTube​ ​videos​ ​to​ ​funnel​ ​viewers​ ​to​ ​a  specific​ ​URL​ ​for​ ​tracking.    Other​ ​video​ ​software​ ​tracking/platform​ ​options​ ​to​ ​consider​ ​are​ ​Vidyard,​ ​Brightcove,​ ​and​ ​Vimeo.    Get​ ​to​ ​Know​ ​the​ ​Video​ ​Marketing​​ ​Trends​ ​for​ ​2017    As​ ​we​ ​move​ ​into​ ​2017,​ ​consider​ ​the​ ​latest​ ​video​ ​marketing​ ​trends​ ​and​ ​how​ ​you​ ​might​ ​incorporate​ ​them  into​ ​your​ ​video​ ​marketing​ ​strategy.    2017​ ​Video​ ​Trend:​ ​360​ ​Videos1.​ ​The​ ​Surge​ ​of​ ​360-Degree​ ​Videos    A​ ​recent​ ​360​ ​video​ ​study​ ​by​ ​Magnify​ ​comparing​ ​engagement​ ​with​ ​traditional,​ ​flat​ ​frame​ ​video​ ​vs.  360-degree​ ​video​ ​demonstrates​ ​some​ ​remarkable​ ​statistics.    The​ ​average​ ​percentage​ ​viewed​ ​was​ ​28.81%​ ​higher​ ​with​ ​360-degree​ ​video​ ​than​ ​with​ ​regular​ ​video.  2X​ ​the​ ​viewers​ ​watched​ ​the​ ​video​ ​to​ ​100%​ ​with​ ​the​ ​360-degree​ ​version.  360​ ​Video​ ​is​ ​Perfect​ ​for​ ​Showcasing​ ​Products    An​ ​overwhelming​ ​90%​ ​of​ ​users​ ​say​ ​that​ ​seeing​ ​a​ ​video​ ​about​ ​a​ ​product​ ​is​ ​helpful​ ​in​ ​the​ ​decision​ ​process.    It​ ​is​ ​easy​ ​to​ ​imagine​ ​how​ ​360-degree​ ​video​ ​is​ ​an​ ​effective​ ​method​ ​to​ ​showcase​ ​a​ ​product,​ ​real​ ​estate,​ ​or  an​ ​experience​ ​such​ ​as​ ​a​ ​hotel​ ​or​ ​restaurant.​ ​An​ ​interesting​ ​real-world​ ​example​ ​is​ ​ticket​ ​seller​ ​Rukkus 

using​ ​360​ ​videos​ ​to​ ​show​ ​ticket​ ​purchasers​ ​exactly​ ​what​ ​the​ ​view​ ​from​ ​their​ ​seats​ ​will​ ​be​ ​before​ ​they  purchase.    2017​ ​Video​ ​Marketing​ ​Strategy​ ​Trend​ ​-​ ​Watching​ ​video​ ​on​ ​multiple​ ​devices2.​ ​Videos​ ​Watched​ ​on  Multiple​ ​Devices    According​ ​to​ ​a​ ​Google​ ​report​ ​about​ ​online​ ​video​ ​trends​ ​for​ ​2017,​ ​85%​ ​of​ ​adults​ ​ages​ ​18-49​ ​use​ ​multiple  devices​ ​at​ ​the​ ​same​ ​time.​ ​The​ ​same​ ​study​ ​reports​ ​2/3rds​ ​of​ ​YouTube​ ​users​ ​watch​ ​YouTube​ ​on​ ​a​ ​second  screen​ ​while​ ​watching​ ​TV.    That​ ​means​ ​your​ ​2017​ ​video​ ​marketing​ ​plan​ ​probably​ ​should​ ​not​ ​rely​ ​on​ ​just​ ​one​ ​platform​ ​for​ ​reaching  your​ ​audience.​ ​Consider​ ​cross-promoting​ ​on​ ​multiple​ ​platforms.    3.​ ​Live-Streaming​ ​is​ ​Set​ ​to​ ​Go​ ​Mainstream    Live​ ​streaming​ ​video​ ​via​ ​platforms​ ​like​ ​Facebook​ ​Live,​ ​Periscope​ ​and​ ​SnapChat​ ​will​ ​be​ ​on​ ​the​ ​rise​ ​in  2017.​ ​This​ ​type​ ​of​ ​video​ ​content​ ​has​ ​the​ ​lowest​ ​barrier​ ​to​ ​entry​ ​and​ ​can​ ​be​ ​a​ ​very​ ​effective​ ​marketing​ ​tool  when​ ​used​ ​in​ ​the​ ​right​ ​context.    Live​ ​video​ ​can​ ​be​ ​ideal​ ​for​ ​giving​ ​your​ ​audience​ ​a​ ​peek​ ​behind​ ​the​ ​scenes​ ​of​ ​your​ ​business​ ​or​ ​streaming  an​ ​event.​ ​Facebook​ ​Live​ ​video​ ​watchers​ ​enjoy​ ​the​ ​spontaneity​ ​of​ ​live​ ​video​ ​spending​ ​3X​ ​more​ ​time  watching​ ​video​ ​that​ ​is​ ​life​ ​vs.​ ​video​ ​that​ ​is​ ​no​ ​longer​ ​live.    Video​ ​Storytelling​ ​Marketing4.​ ​Video​ ​Storytelling    Numerous​ ​studies​ ​over​ ​the​ ​years​ ​have​ ​shown​ ​that​ ​human​ ​brains​ ​are​ ​far​ ​more​ ​engaged​ ​by​ ​storytelling  than​ ​by​ ​dry​ ​facts.    Video​ ​storytelling​ ​is​ ​powerful​ ​because​ ​our​ ​brains​ ​treat​ ​on-screen​ ​moments​ ​the​ ​same​ ​as​ ​real​ ​moments.  Video-based​ ​storytelling​ ​marketing​ ​is​ ​one​ ​of​ ​the​ ​most​ ​effective​ ​ways​ ​to​ ​tell​ ​your​ ​brand​ ​story.    2017​ ​will​ ​be​ ​no​ ​different,​ ​bringing​ ​more​ ​storytelling​ ​in​ ​marketing.    Using​ ​the​ ​word​ ​“video”​ ​in​ ​an​ ​email​ ​subject​ ​line​ ​boosts​ ​open​ ​rates​ ​by​ ​19%,​ ​click-through​ ​rates​ ​by​ ​65%    5.​ ​Video​ ​Email​ ​Marketing    Using​ ​the​ ​word​ ​“video”​ ​in​ ​an​ ​email​ ​subject​ ​line​ ​boosts​ ​click-through​ ​rates​ ​by​ ​65%​ ​and​ ​reduces  unsubscribes​ ​by​ ​26%.​ ​(Source:​ ​Syndacast)    Video​ ​content​ ​incorporated​ ​into​ ​email​ ​marketing​ ​will​ ​continue​ ​to​ ​increase​ ​in​ ​2017.    Now​ ​is​ ​the​ ​time​ ​to​ ​get​ ​serious​ ​about​ ​a​ ​video​ ​marketing​ ​strategy. 

  If​ ​your​ ​brand​ ​or​ ​business​ ​has​ ​yet​ ​to​ ​start​ ​engaging​ ​with​ ​video​ ​content,​ ​2017​ ​is​ ​the​ ​perfect​ ​year​ ​to  consider​ ​it.​ ​Odds​ ​are​ ​that​ ​most​ ​of​ ​your​ ​competition​ ​is​ ​already​ ​using​ ​video​ ​marketing.    To​ ​stay​ ​ahead​ ​of​ ​the​ ​pack​ ​and​ ​relevant​ ​in​ ​today’s​ ​marketing​ ​landscape,​ ​video​ ​should​ ​no​ ​longer​ ​be​ ​an  optional​ ​component​ ​of​ ​your​ ​Video​ ​Marketing​​ ​strategy.    Contact​ ​Details    Influence​ ​Engine​ ​Marketer  185​ ​North​ ​9th​ ​street​ ​Suite​ ​2  San​ ​Jose,​ ​CA​ ​95112  (408)​ ​390-4876  Website:​ ​http://www.influenceenginemarketer.com/video-marketing  Google​ ​Website:​ ​https://sites.google.com/site/thevideomarketingcom  Google​ ​Folder:​ ​https://goo.gl/NP8G8G  https://plus.google.com/u/0/b/109387518070652117716/+Influenceenginemarketer  https://www.youtube.com/channel/UCiT1J71eEK09NQqmBs_E_sw  https://disqus.com/by/iempol  https://secure.gravatar.com/iempol  http://iempol.livejournal.com  https://influenceenginemarketer.tumblr.com  https://influenceenginemarketerblog.wordpress.com  https://twitter.com/PolvanRhee  https://www.diigo.com/profile/iempol  https://www.linkedin.com/company/2198455  https://www.pinterest.com/polinate/influence-engine-marketing  https://postimg.org/iempol  http://influenceenginemarketerblog.blogspot.com  https://medium.com/@pol_31565  https://www.facebook.com/InfluenceEngineMarketer  https://500px.com/poln  https://www.instagram.com/pol9533    Recommended​ ​Links    Internet​ ​Marketing​ ​Online  Viral​ ​Video​ ​Marketing  Web​ ​Video​ ​Marketing  Digital​ ​Marketing​ ​Videos  Social​ ​Media​ ​Video​ ​Marketing  Video​ ​Marketing​ ​for​ ​Business  Video​ ​Marketing​ ​Stats 

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