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Read about web video marketing strategies, statistics, industry trends, business tips, hosting, analytics and software tools. News categories include video content marketing, video production, YouTube marketing, Video SEO, advertising, communications, online platforms, mobile video, social media and video email marketing. Search through over 10,000 articles in the WVMC Archive.

Stop Overlooking Video As a Top Marketing Tool

Stop Overlooking Video As a Top Marketing Tool

Monday, July 17 2017 | Social Media Today
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Written words with images may be powerful tools, but you can amp up your inbound power even more if those images move. Yes, we’re talking about video, one of the most effective yet commonly overlooked marketing tools that can increase engagement on your website. You won't believe the statistics on video effectiveness... Read the full article »
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5 Email Marketing Trends to Be Aware of in 2017

5 Email Marketing Trends to Be Aware of in 2017

Tuesday, July 18 2017 | Business
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If an image is worth a thousand words, a video clip is worth a thousand images. At the moment, most email clients don't display embedded videos. Adopting embedded video will boost engagement and make emails more attractive. Presenting an innovative product, explaining how to use an app, or showing a moving model wearing clothes for sale are just a few possible ways to use video within an email ... Read the full article »
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Why LinkedIn Video Helps B2B Marketers

Why LinkedIn Video Helps B2B Marketers

Sunday, July 16 2017 | Inc.
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Top brands and business personalities are excited to have a platform with video content that is better suited to reach a B2B audience than Facebook, Snapchat, or Instagram are. Marketers are excited about being able to showcase a product launch, have their company's thought leaders tell stories, and broadcast their events over video... Read the full article »
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How to Use Video in All of Your Business [Infographic]

How to Use Video in All of Your Business [Infographic]

Wednesday, July 12 2017 | Social Media Today
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Video is becoming the most important medium for companies to master in order to stand out in 2017. While written words are still important, expectations among internet users are changing. Video Marketing is the newest branch of content marketing that is changing the way companies think about delivering their content. There is no better way to build trust... Read the full article »
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Why Mobile Video Is a Trend to Try Now

Why Mobile Video Is a Trend to Try Now

Wednesday, June 28 2017 | BizReport
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In order to start using mobile video right, advertisers must adapt and institute new tactics and focus on a mobile-first approach. Some steps they can take to achieve this include in-app mobile video (not just mobile web) in media plans to optimize their approach and reach users where they spend the most time... Read the full article »
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Instagram Rules Video Engagement

Instagram Rules Video Engagement

Monday, July 10 2017 | Marketing Dive
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L2's latest report emphasizes the importance of strategic ad spend for maximized online engagement. Clearly, social media platforms have emerged as critical components of effective digital video strategy, but marketers should consider the distinct behaviors and challenges of each platform, such as varying audiences, formats, and other platform-specific tendencies... Read the full article »
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The Significant Seven Social Video Platforms of 2017

The Significant Seven Social Video Platforms of 2017

Monday, July 10 2017 | Tubular Insights
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As you prepare for marketing battles in the near future, you should recognize that each of The Significant Seven Social Video Platforms has a different personality, so each should play a different role. Even if you have a great creative idea, you can’t repurpose the same video format across the entire social video ecosystem... Read the full article »
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Video Content and Its Role in the Marketing Funnel [Infographic]

Video Content and Its Role in the Marketing Funnel [Infographic]

Thursday, July 6 2017 | Marketing Profs
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With 90% of consumers finding video helpful when making their buying decisions, it’s no wonder that marketers everywhere want to jump on the video bandwagon. But, as with any marketing technique, using video as part of your marketing strategy requires planning—specifically when determining which types of video should be used in which parts of the buying funnel... Read the full article »
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Online Video Set for Massive Growth Globally

Online Video Set for Massive Growth Globally

Tuesday, July 18 2017 | Campaign Asia
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"Online video is one of the fastest-growing channels of advertising, triggering heavy demand from brands for high-quality content," says Jonathan Barnard. "Video platforms that can capture the attention of the most consumers with the best content will reap the highest rewards."... Read the full article »
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How Brands and Publishers Create Effective Digital Video Content

How Brands and Publishers Create Effective Digital Video Content

Wednesday, July 19 2017 | Mumbrella
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Despite the challenges in measurement and monetisation, Joyce insists “brands are going to embrace” digital video and its content. “If you look at all the data around content marketing, it’s one of the biggest growing areas in advertising in general. I expect it to continue.” ... Read the full article »
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SUMMARY: People who find your website through a search engine can be highly qualified. This quality can stretch even further when they find you with specific, long-tail keywords.

See how one retailer earned a 9% conversion rate by targeting specific search terms. Find out how the team used highly targeted video and content to grab more real estate on search pages and convinced visitors to purchase.

Some consumers are "do it yourself"-ers. When their dishwasher breaks, they find the broken part, look up the part number, and enter "SparkleWash SW541D" into a search engine to find a replacement.

These types of searches are often called "long-tail." They are used by a small number of people who are looking for something very specific. They can drive highly qualified traffic to a website, and Ali Irani, President, MI Technologies, used them to build his business.

Irani's team sells replacement television parts online. To target long-tail searches, his team created FixYourDLP.com, a site that teaches visitors how to replace specific parts in specific televisions. Once visitors learn how to make repairs, they can click to visit the team's e-commerce site to buy the parts they need.

"There are hundreds of different TVs and they are compatible with about 200 to 250 different part numbers. So we created a matrix between TV models and part numbers and got very specific with our content," Irani says. "If you [search for] 'Samsung' with a model number and 'bulb' or 'lamp,' chances are that you will get a direct hit on one of our pages, particularly a page that is dedicated to that Samsung TV."

Creating these pages earned great results for the team:

  • About 80% of all the site's traffic comes from organic search

  • Visitors spend longer than 5 minutes on the site, on average

  • 9% of visitors to FixYourDLP.com make a purchase

  • 7% of visitors to Discount-Merchant.com (the team's e-commerce site) make a purchase


We sat down with Irani to understand how conversion rates like these are possible, and how his team created webpages that attract and convert inbound traffic from long-tail search. Here are the top tactics he highlighted.

Tactic #1. Create helpful, focused webpages

The idea of repairing a television intimidates most people. The goal of FixYourDLP.com is to help consumers overcome this hesitation and build their confidence through how-to content, Irani says.

one of the team's pages is devoted to replacing a lamp in a JVC television. It includes:

  • Video demonstration - A two-and-a-half minutes video demonstrates how to replace the part and is displayed just above the page's fold

  • Images and instructions - Immediately below the video, the page lists more technical information, such as a list of other models the part can be used in. This is followed by step-by-step instructions on how-to replace the part, complete with 14 images

  • "Buy Now" button - At the bottom of the page, visitors can click this button to purchase the product on the team's e-commerce site, Discount-Merchant.com


The team has dozens of these pages, each with images and instructions on how to replace a specific part in a specific television. More than 50 of the pages include a video.

Read the full story here