What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.


As you probably know, the most common workaround for embedded videos is to create a “fallback image”. This is a static image that users will see if they can’t view the video. Or you can just make an image that looks like the video, complete with the player controls at the bottom. While I was searching through several thousand emails to find examples for you, it was these static images that just looked like videos that were used 95% of the time.

Create a series. This is a great way to keep people engaged with your expertise, as long as what you’re providing is valuable to them. Stay away from a five-part series on your latest offering. Instead, solve a problem.Using the law firm video marketing again as an example, you could set up a list-building campaign and do a four-part video series on ways to prepare for a separation or divorce:

He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.


I’ve talked about using video many times in the past, but in case you’re still not convinced or didn’t think to use video in your email marketing efforts, it’s time to pay close attention. According to a study done by SuperOffice, including video in emails led to open rate increases of six percent (the average open rate across industries is about 25 percent).

A final video worth mentioning was never intended to be humiliating to singer Rick Astley. Yet for some reason, someone somewhere decided the video, "Never Gonna Give You Up" was a hoot and began sending links to the video on YouTube disguised as links to important news, jokes, or "must reads." This prank was soon known as "Rickrolling" and the term became as viral as the video itself.
You can work with an agency to develop the videos. This option is more expensive, and you will often end up spending thousands of dollars for a single video. However, you get what you pay for. If you’re looking to create a single, impactful video (or if you have a healthy marketing budget), working with professionals is certainly a beneficial option.
Video advertising is becoming more and more affordable and widespread. Video adoption grows partly because advances in technology but also because it’s easy to spread across the globe. Making marketing videos for your business requires creativity and knowledge of human psychology. The cocktail of these components makes it possible to create real miracles of advertising at minimal cost.
Try to launch your campaign with three to five videos and add to your video collection over time. If you only have one video - don't try to take it viral until you have more because one video is a clear indication you are just not ready yet. If you don't have time and resources to make more than one video, you probably don't have the ability to handle hundreds of calls a day either.

That said, simply knowing how much video is being consumed and thus you need to be using video to grow your business, is not enough. The essential element of making video marketing work in your favor is creative content, strategy and consistency of publishing. Your videos need to be ones that get attention and engagement and  you also need to approach it methodically with a performance mindset.
Low budget: Most viral videos have not blown the budget on fancy effects, big actors and lavish locations. They are usually videos that have been done on very little money or were simply captured on a cell phone camera or another cheap recording device. That's not to say there is no big budget viral videos (just take a look at Rebecca Black's Friday, that was not exactly cheap to produce) but generally, content is way more important than budget. Also, there is the appearance of low budget. Take, for example, the Chuck Testa taxidermy commercial. It looks cheap and tacky, and so far has had over 17 million views. But, it was masterminded by YouTube stars Rhett and Link for their IFC TV series Commercial Kings. Either way, low budget, whether real or faked, can be a great way to get videos to go viral. People don't usually like sharing fancy ads that cost millions of dollars unless they are very, very cool.
Hunker down and get to work learning the 101 of running an ad. Starting with Facebook is your best bet, and there you’ll be using the conversion optimization feature. Conversion Optimization guarantees that your videos are seen by a target audience who are likely to be interested in your business and will complete the lead of sales funnel you are hoping for.
Far too many brands are still sending their audience to YouTube, or Vimeo, or some other third party page to watch their content. You can either own the entire multimedia experience that your audience is about to embark on, or you can send them to a page to watch your video and inevitably get distracted by the latest cat video recommended to them. Optimizing your videos is about more than just the video – it’s about the entire user experience.
He is the co-founder of Neil Patel Digital. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies. Neil is a New York Times bestselling author and was recognized as a top 100 entrepreneur under the age of 30 by President Obama and a top 100 entrepreneur under the age of 35 by the United Nations.
Pro-tip: Think outside the box a bit here. Are there other products that are successful and complement your own? How can you use those products to create how-to videos that still let your brand shine? Where’s the cross-section of a problem or question your audience has and how your product can help? Asking questions like this can help you come up with great ideas.
Idea Starter #3 - Viral Videos with Kids or Animals: There's a reason people love kids and animals. And it can be summed up in one word - genuine. They don't fake things. Genuine responses or actions are much more likely to go viral because people love authentic reactions. A fake laugh is boring. A real laugh is infectious. So, can your idea revolve around these two segments…or both?
Pam Neely has been marketing online for 15 years. She's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a New York Press Award. Her book "50 Ways to Build Your Email Marketing List" is available on Amazon.com. Pam holds a Master's Degree in Direct and Interactive Marketing from New York University. Follow her on Twitter @pamellaneely.
It shouldn’t be hard work for your email subscribers to watch your videos. So, instead of having users click a link that leads them to a landing page to watch your video -- an extra step -- embed the video directly into your email. This will save users that extra click and improve the user experience. Increasing the number of views your video will receive in turn increases the odds that your subscribers will convert. 
Low budget: Most viral videos have not blown the budget on fancy effects, big actors and lavish locations. They are usually videos that have been done on very little money or were simply captured on a cell phone camera or another cheap recording device. That's not to say there is no big budget viral videos (just take a look at Rebecca Black's Friday, that was not exactly cheap to produce) but generally, content is way more important than budget. Also, there is the appearance of low budget. Take, for example, the Chuck Testa taxidermy commercial. It looks cheap and tacky, and so far has had over 17 million views. But, it was masterminded by YouTube stars Rhett and Link for their IFC TV series Commercial Kings. Either way, low budget, whether real or faked, can be a great way to get videos to go viral. People don't usually like sharing fancy ads that cost millions of dollars unless they are very, very cool.
Businesses that start with a large audience are more likely to reach viral content fame organically (without paid tactics) because their audience propels their content forward. Businesses that are starting with a smaller audience may want to invest in paid promotion methods to ensure that their content reaches the most people possible to help it spread quickly.
Sending video in email is still a tricky business even though marketers have been trying since the late 1990s. In this post, we’re going to go over some of the ways to get around the difficult issues with sending video in email. It seems fairly obvious that video email marketing will be more common in the future – so we might as well get used to it now!

We’ve seen many eCommerce brands take the idea of demo/how-to video content and customize it to fit their audience. For example, ButcherBox produces recipe tutorial videos to teach their customers how to cook with their products.  Another good example is Dawn Dishwashing Liquid that put together a series of unique demo videos by highlighting how their product could gently clean ducks covered in oil from an oil spill.
Be sure to span out your own replies. Don’t comment back and forth to yourself more than every few hours or better, once a day. People are smart; they will catch on quickly if you are the only poster and only post comments on your own videos. It pays to offer some balance and post nice things about other peoples’ videos – they may visit your videos and comment back.
This is just the tip of the iceberg as the surgance of video continues to climb. As Influencer and Best-Selling Author Joel Comm points out, “Instead of designing a graphic ad that’s likely to be ignored, you can create a simple video ad that people will actually watch and might even share.” And at the end of the day, that’s the point, creating something that viewers want to watch and spread across the web.
Pam Neely has been marketing online for 15 years. She's a serial entrepreneur and an avid email and content marketing enthusiast with a background in publishing and journalism, including a New York Press Award. Her book "50 Ways to Build Your Email Marketing List" is available on Amazon.com. Pam holds a Master's Degree in Direct and Interactive Marketing from New York University. Follow her on Twitter @pamellaneely.

Idea Starter #1 - Viral Video Piggybacking: One way to get directly into the viral arena is to piggyback a current viral video or trend. You will know which videos are going viral, you'll see them in your inbox, on Twitter, or on the front pages of many social websites. Do a parody of it, remake it, just make sure you don't infringe on anyone's copyright.
These are not the only signals that help a video ascend to the trending charts for the day, however. YouTube collects additional engagement data for videos including like and dislike counts, comments, and – most importantly – how long users watch the video. They specifically state that, “…the video with the highest view count on a given day may not be #1 on Trending, and videos with more views may be shown below videos with fewer views.”
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
Videos allow you to increase the time spent by visitors on your site. Thus, longer exposure builds trust and signals search engines that your site has good content. Moovly gives us whopping statistics: You’re 53 times more likely show up first on Google if you have a video embedded on your website. Since Google now owns YouTube, there has been a significant increase in how much videos affect your search engine rank.
Great tips Gabrielle! The part about the mission caught my attention a lot, it’s something I guess I understood but hadn’t really put that much thought about. It makes total sense, you don’t wanna over saturate your customers with your product, it’s better to sell them on on the depth of it (even thinking of myself as a customer it’s actually easier for me to connect with that than whatever product), so thanks a lot.

What does this mean from a marketing perspective? Video is quickly becoming the number one way to connect with consumers, viewers, and followers.Between the automatic video-playback on most social media mobile feeds, and the 2.08 billion global smartphone users in 2016, an effective video marketing strategy can provide one of the highest ROIs for any brand’s digital marketing strategy.


Viral content reaches people in different ways, depending on the platform they are using. YouTube users, for example, can browse trending videos. According to YouTube Help, YouTube evaluates signals such as the video’s view count, rate of growth in views, where the views originate from (i.e., YouTube search results vs. an embedded video in a blog post), and when the video was published. 

You’re probably thinking about topics you can address with video. In its nature as a medium video is multisensory so the best topics should go hand in hand with that fact. Some good examples include product demonstrations and service demonstrations because it’s likely that your buyers will have a lot of questions about those subjects. We talked about the correlation between video and emotions earlier. To connect with viewers’ emotions video uses sounds, color and motion, those qualities make it memorable and that’s why video messages resonate with potential buyers. According to a Forrester research study, a good one minute video is worth 1.8 million words! How can you afford to ignore that much value? It’s one thing to know when to use video, but providing quality content is a whole other subject. It doesn’t have to be scary. No, really, it shouldn’t be scary at all if you keep a few tips in mind.
Idea Starter #4 - Voyeuristic Viral Videos: We are all voyeurs in some way. The number of reality shows on our TV screens is a testimony to that. So, think about a way that your video can be something that's filmed "under the radar." From hidden camera techniques to surveillance footage, making people feel like they're being let in on something that should be secret is a great way to get attention.
Study videos making "hot" lists on video publishing sites. Try to figure out what is trending (because you may never understand why>.) Look at thumbnails, titles, and content. Are there any common threads? Do certain keywords, images, or subject material keep appearing? This information can serve as an important tool in deciding what to include in your own videos – or, in how to present them.
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