How to create, build out and manage an effective integrated video marketing campaign, from EUXmedia

1. Video Marketing Checklist
For the 24th-and-a-half century
Keith Laska
CEO, EUXmedia
keith@euxmedia.com

2. What is video marketing?
Grab a cup of coffee:
Social video marketing (SVM) is a component of an integrated marketing
communications plan designed to increase audience engagement through
social activity around a given video. In a successful social video marketing
campaign, the content, distribution strategy and consumer self-expression
tools combine to allow an individual to “add their voice” or co-create value to
a piece of content - then further propagating it out to their social circles
(Wikipedia).

3. Why are we talking about video?
Pick one, quickly:
Option 2:
Option 1:

4. Text or Video?
The reality is that customers are choosing
BOTH. They want to engage with your
BRAND contextually and visually.
However….

5. The stats are in… and growing
more popular
Online video will be
than Facebook and Twitter by 2017 (Gigaom)
59% of executives would rather
One minute of video
watch video than read text (Forbes)
is equivalent to reading 1.8 million
words (Forrester Research)

6. The Video Marketing Checklist
1. Who is your intended market segment?
2. Decide what kind of video you are making.
3. Does this video fit into an integrated marketing strategy?
4. What part of the customer journey does this video address?
5. Is there a demand generation component? (hint: rhetorical question)
6. How are you going to promote and distribute your video?
7. What video metrics / supporting analytics do you have in place?
Print or Save these pages to create a checklist

7. What is your intended market segment?
❏ New customers
❏ Existing customers
❏ Horizontal target (role focus)
❏ Vertical target (industry focus)
❏ Brand recognition
❏ Other_______________________
Be focused. Try to pick one target segment for the most effective video
campaign.

8. What kind of video series are you making?
❏ Corporate video
❏ Rebranding video
❏ Instructional video
❏ Product launch video
❏ Explainer video
❏ Conference keynote video
❏ Video blog series
❏ Video case study
❏ Executive profile
❏ Other_______________________

9. Part of an integrated marketing strategy?
❏ Yes - this includes supporting content
❏ No - this is a separate campaign
If Yes
❏ Component of larger PR push
❏ Part of brand awareness campaign
❏ Product / service launch
❏ Customer retention program
❏ Other________________________
Don’t do ad-hoc. Effective video
campaigns should be a part of a larger
content strategy.

10. Video for what part of the customer journey?
❏ Top of funnel (awareness and education)
❏ Mid-funnel (consideration and evaluation)
❏ Bottom-funnel (selection and decision)
❏ Post-purchase customer experience
❏ Other____________________________
Rome wasn’t built in a day. But parts of it were. Getting someone to
register for blog, and getting them to buy a product or service are two very
different actions.

11. Promotion and distribution strategy?
❏ Video social shares (vimeo, vine, instagram, youtube)
❏ Contextual social shares (linkedin, facebook, twitter, google+)
❏ Paid social: PPC, Banner ads, ad retargeting
❏ Promotional contest
❏ Subscription strategy / CTAs
❏ Other__________________________
Hard to pick just one? Pick them all. Integrated promotion and distribution
is the name of the game.

12. Tracking video ROI and metrics?
Soft metrics
❏ Website traffic, likes, shares, mentions, followership, SEO ranking
❏ Open and click-thru rates, conversions, unqualified leads
Hard metrics
❏ Qualified leads, pipeline contribution
❏ Improvement on historical KPI benchmarks
Making a video is fun. Proving ROI is a requirement.
Be famous in your company for making “that” video - be even more
famous for getting additional budget because you can prove a return.
Now we’re cookin with gas.

13. Enjoy this presentation?
Here’s our CTA: Help support by sharing, following and registering for our blog!
(Blog subscribers always get to see our content first. Pretty cool, eh?)