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This Week’s Online Video Marketing, Advertising and Production News

Stay informed with the latest industry news, trends, tips, and statistics about online video marketing, advertising, production and communications. We publish a wide range of news articles about business video marketing trends, content strategies, video production practices, marketing campaign results, software tools and online video platforms. Article categories include B2b video marketing, web video production, video advertising, video content marketing, YouTube marketing, mobile video marketing, social video marketing, video SEO and video communications.

  • Facebook Changes Its Social Video Advertising Prices After Criticism from Marketers

    | Wednesday, 01 July 2015 | The Wall Street Journal - Jack Marshall and Ben Fritz |
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    On Tuesday Facebook announced that it is changing its pricing strategy for video advertising after a backlash from marketers forced it to respond. Now marketers have a choice to pay only for video advertisements that are viewed for at least 10 seconds. Previously marketers were charged immediately after the ad began to play. This issue is part of a larger problem over what is considered "viewable" content. Facebook's response to criticism shows that it is working towards fulfilling the desires of marketers, rather than arbitrarily making decisions that solely benefit the social media platform. Read the full article »
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  • Millennials Want Content, Not Ads, From Web Video Marketing

    | Wednesday, 01 July 2015 | AdWeek - Garett Sloane |
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    As the Cannes Lions wound down over the weekend, AOL's digital prophet David Shing, a.k.a. Shingy, gave a keynote address that focused on how to advertise to the Millennial crowd. According to Shingy, whose job title is actually digital prophet, Millennials are "freaky for video". Millennials are not disinterested in brands, but they don't want to be sold to. They want meaningful content that speaks to their needs. We reported over a year ago Millennials are mostly interested in video and it seems as though the trend is only growing. Read the full article »
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  • Three Short Ways to Create Great Video Content Marketing Material

    | Wednesday, 01 July 2015 | Marketing & Social Media News |
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    What's the quickest way to get your message in front of an audience? Content marketing is all about doing that -- presenting a unified message about your product to qualified sales leads. These three short methods of creating video content marketing material will enable you to start putting into practice your own strategies that will lead to great sales leads. Just don't forget to analyze the data. Read the full article »
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  • Download This: How To Use Video In Your Marketing Automation Process

    | Wednesday, 01 July 2015 | Business2Community - Kimbe MacMaster |
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    Adding video content to your marketing automation process isn't just a maybe-we-should -- it's a must-have. Why? According to Cisco, by 2018 nearly 80% of web traffic will be video content. And it's essential content that will help you learn more about your sales leads, even better than any text-based medium. Download the new ebook from Vidyard and Marketo on how to incorporate video into your marketing automation process so you'll learn how and why this medium is a must-have. Read the full article »
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  • How to Choose a Video Production Company For Your Explainer Videos

    | Thursday, 25 June 2015 | Flimp Media - Jesse Albro |
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    You might think all video production companies can do the same thing, but when it comes to explainer videos, you want to make sure you've chosen the right people to make compelling videos for your marketing campaign. These are the top five things you should consider when picking a video production company. Read the full article »
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  • Facebook Adds Video Tab to Insights Admin Panel For Better Social Video Marketing Tracking

    | Monday, 29 June 2015 | Marketing Land - Martin Beck |
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    With the demand for video on Facebook outstripping the platform's capability to measure metrics by 4 to 1 over a six month period, Facebook finally announced this week that they have a better tool for measuring video metrics on their Pages. For a full review of the new functionality, head over to Marketing Land. Read the full article »
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  • FTC Changes Rules for Social Video Marketing Endorsements By Influencers

    | Friday, 26 June 2015 | Media Post - Erik Sass |
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    The Federal Trade Commission has updated their social media marketing guidelines to include clearer rules on video endorsements. If you happen to use YouTube Influencers for your video content, which is a great way to appeal to the Millennial market, you need to make sure you're following the rules. What are the rules? Read on to find out. Read the full article »
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  • How to Create Great Social Video Advertising

    | Friday, 26 June 2015 | Marketing Land - Andrew Waber |
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    Now that Twitter has announced auto-play functionality on their platform, and with Facebook's near domination over YouTube in terms of video plays, it's important to get to know the functionality of video advertising on social media, cause it can really make an impact for your business. These four techniques presented by Nanigans can help you figure out how to maximize your content's presence on social media. Read the full article »
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  • How to Do Right With Social Video Marketing

    | Friday, 26 June 2015 | Business 2 Community - Kylie Jane Wakefield |
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    Considering how quickly video is becoming a major part of any marketing campaign, you may want to jump in sooner rather than later. A great way to do that is to develop video content for social marketing. These four brands examined are excelling at the social media video marketing game. Read the full article »
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  • Mobile Video Advertising and Content Marketing Views Insanely Up YoY

    | Monday, 29 June 2015 | Marketing Land - Amy Gesenhues |
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    A new survey conducted by video advertising platform Ooyala claims that smartphone video plays are the number one device that is causing the massive spike in video viewing. According to the survey, video views are up 100% YoY in the 2015 Q1 and up 367% since 2013. Read the full article »
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  • Employees Benefit from Better Video Communication

    | Thursday, 25 June 2015 | Flimp Media - Wayne Wall |
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    The traditional model of employee communication, through paper, text and seminars, is starting to make way for a new mode of communication using video. This is especially evident in the area of wellness and employee benefit communication. The field is growing rapidly and Flimp Media's Episend communication solution is a great solution. Find out more about the growing trend and how you can incorporate it into your business. Read the full article »
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  • Pricing Strategies for Better Explainer Videos For Your Content Marketing Campaigns

    | Thursday, 25 June 2015 | Flimp Media - Jesse Albro |
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    So you've decided you would like to make some explainer videos for your business. Great! Explainer videos are a great way to generate new leads, especially when you add a call to action at the end of the video. Now here's the question -- how much are these videos going to cost you? And are they worth the price? Flimp Media outlines the cost of explainer videos and the pros and cons of developing a custom explainer video marketing campaign. Read the full article »
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  • Study: Four Brands Show How to Use Emotional Content to Hook Viewers

    | Thursday, 25 June 2015 | ReelSEO - Eric Hinson |
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    As a B2B video marketer, you might thing that your brand's content doesn't have an emotional side to it. We've posted B2C brand examples before of how to hook the viewer by emotion and we've also posted using micro-moments to create compelling content. Here are four more examples of B2C brands that utilize emotion to convey their brand message successfully. Learn from it so you too can create compelling content. Read the full article »
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  • Three Types of Micro-Moments for B2B Video Marketing Content

    | Wednesday, 17 June 2015 | Marketing Interactive - Noreen Ismail |
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    As we mentioned at the end of May, "micro-moments" are a new type of opportunity to connect with Millennial audiences. That same report also showed half of all B2B buyers in the marketplace are from the Millennial generation, so it's in your best interest to market your content towards them. Marketing Interactive suggests three types of "micro-moments" you can use to influence those buyers. Read the full article »
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  • Tracking the Right Metrics for Successful Video Marketing Campaigns

    | Tuesday, 23 June 2015 | Business 2 Community - Greg Shuey |
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    Creating compelling content is only half the battle when it comes to video marketing campaign success, the other part is creating measurable goals for each and every video that match your business's needs. Business 2 Community shares some of the metrics you should measure beyond views. Read the full article »
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Long-tail Search Marketing: SEO how-to content and videos earn 9% conversion rate

  • Written by Marketing Sherpa - Adam T. Sutton
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
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