Inbound Marketing with Video for Law Firms & Attorneys

Let’s face it, law firms have had a harder time generating leads and new clients as competition has increased. Some law firms work with individual clients, while other firms specialize in B2B clients. Inbound marketing with video content can set your law firm apart from the rest and attract both of these target personas. Law Firms have seen incredible results with video for inbound marketing. What I’m going to share with you today is our proven inbound marketing with video formula for law firms that attracts, engages, and converts more clients.

Inbound Marketing with Video for Attorneys: Why is Video Important?

Video is important for attorneys because it helps achieve three primary goals that must be reached in order to win over a new client:

  1. Builds Trust
  2. Influences the Prospect’s Decisions
  3. Accelerates the Attorney & Client Relationship

We have found that there are three main reasons people make decisions on who they want to work with. People want to know, like and trust the people they are hiring. Think back to the last time you paid someone for their services. Odds are you know them (or someone you know recommended them), you liked something about them, and you trusted them with your cold, hard, cash.

Why people watch video:

  • Almost 50% of your brain is involved in visual processing. (Human Anatomy & Physiology 7th Edition)
  • We can get the sense of a visual scene in less than 1/10 of a second. (Human Anatomy & Physiology 7th Edition)
  • 67% of the audience were persuaded by the verbal presentation that had accompanying visuals. (Effectiveness of Visual Language)

Video Marketing Formula for Attorneys:

There are five essential videos that every lawyer needs in order to grow their law firm. Each of these videos server a specific purpose in attracting clients, engaging clients into becoming a lead, and converting those leads into clients. Some of the videos will have a certain amount of overlap in what they are helping the law firm achieve with their video marketing efforts. They are in order of importance with some examples that we have produced for a client of ours.

1. Law Firm Overview Video

There’s a reason that you became an attorney. There’s a significant reason that you are an attorney that is willing to work hard for your clients. People that are being introduced to your law firm for the first time need to know that reason why. They need to know and they want to know why you choose to represent your clients. Law firm overview videos or attorney profile videos help you tell that story.

Why? Because they help you tell your story in the best way possible. The prospect can see you onscreen, speaking to them. They can feel the passion you have for helping your clients.

What to include in your law firm overview video:

  • Why your firm does what it does.
  • Tell stories from working with clients.
  • Explain why the way your firm does things are better.
  • Give a brief history (super brief) of your firm.
  • Call to action – tell them why they need to contact you.

Tell a story for the best results. Remember, this is not the sales pitch. This is an introduction to your law firm.

2. Client Testimonial Videos

Did you know that 79% of consumers trust online reviews and testimonials? Client testimonial videos leverage the hard work that your firm has done to have satisfied clients. Now you give the opportunity for your prospects to hear first hand from your current or past clients.

What should you ask your clients to talk about in client testimonial videos:

  • Why the recommend your law firm.
  • What their experience was like working with you and your legal team.
  • What were the results of their case(s) with your representation.
  • How likely they are to recommend your firm to family, friends, and colleagues.

When this type of video is used within your sales process and in conjunction with your other premium content can dramatically improve conversion rates.

3. Landing Page Videos

There’s a reason why law firms with excellent conversion rates on their websites use landing page videos. Sometimes called welcome videos or call-to-action videos, they are video content that is created specifically to make people take action. The action that we want them to take on your website is to convert into a lead.

When the visitor first arrives on your website, there is a very short period of time that they will stay on your website before they leave. That time is typically less than 6 seconds. That means that within the first 5 seconds you need to engage them in a meaningful way. Using videos that automatically play are sometimes annoying but they are highly effective.

What you need in your landing page videos:

  • Introduce yourself or your firm
  • Explain what they will find on this page
  • Tell them why they should be interested in your firm or the content on that page
  • Tell them what to do at the end of the video (your call-to-action).

If you use auto play on the video, ensure that the stop controls are available. These videos can vary in length from a short 30 seconds or even as long as 5 minutes. I would try and keep it on the 1-2 minute range. 

4. Educational  Video Content

One of the most effective ways to build trust is to educate. When you are teaching someone or answering their questions they view you as the authority on that subject. It has a powerful psychological effect on the person without them even realizing it. One of my favorite moments was listening to someone share what I taught them in a video with someone else. That’s the kind of effect that you and your firm can have on people. 

Educational videos server several purposes. First, they are content that is out on the internet which will attract visitors to your website. The content will answer their questions enough for them to take the next step and contact you. As mentioned previously, they are relationship accelerators and can significantly influence the prospects decisions.

How to create educational video content:

  • Answer the questions that your prospects ask you when you do you free 30 minute consultations.
  • Have your list of topics that you need to cover.
  • Be specific. It’s better to have a short video that talks about one topic than a long video that covers several topics.
  • Film two takes for each one topic if you answer the questions on the fly and do not read from a teleprompter.
  • Reference other videos that you have filmed that go into detail about topics related to the video your filming at that moment.
  • If you’re going to mention statistics make sure you have the reference where you got those numbers.

Once you’ve created this video content, you’ll want to publish these videos on your blog. These are great pieces of video content that can be shared on social media channels like Facebook, Twitter and YouTube.

You can even use these videos as part of your follow up strategy with prospects. For instance, if the prospect becomes a lead, you can send them additional videos related to the topics that they have previously viewed. Getting this data is possible when you use a marketing platform like HubSpot in conjunction with your video hosting platform like Wistia or Vidyard.

5. Law Firm Case Study Videos

Prospects want to see that you’ve delivered results for your clients. There are a lot of similarities between testimonial videos and cast study videos. The major difference is that a case study video is about one client in particular. When your firm is directed by a client to provide legals services to resolve or prevent a problem gives your firm the opportunity to deliver an amazing experience. Case study videos can help set your firm apart from the rest and showcase your expertise. These videos have a great effect on how people make their final decision with who to choose as their law firm or attorney.

What you need in your law firm case study videos:

  • The problem that your firm solved.
  • The challenges that your firm faced in order to solve the problem.
  • How the challenges were overcome by your law firm.
  • The results of the case (or cases) that you handled.
  • The reaction of your client when you solved their problem.

Case study videos for attorneys should be part of a greater presence on your website. They should be placed on a page that goes into detail that will support your case study video.


Growing your law firm is an ongoing challenge. What is great about using video with inbound marketing is that it makes all of your content marketing efforts more effective. Videos have an enhanced effect on people that can’t be met or overcome by many other marketing tools and tactics. I invite you to share what your video marketing results are in the comments below. I’m looking forward to hearing the incredible results from leveraging this video marketing formula for attorneys.

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YouTube vs Wistia: What’s The Best Video Hosting for Video Content Marketing

YouTube vs Wistia: What's The Best Video Hosting for Video Content Marketing

So I get asked a lot. Where should I host my videos? Should I put them on YouTube? Should I put them on Wistia? Should I use Vidyard? Should I use Brightcove? There are always different places that I can put my video content on where should I put it and I tell people it really depends on what your goals are.

So by now you have to have your video content on YouTube, you are foolish if you don’t. And the reason why is because it is accessed to one of the largest audiences in the world. There are 4 billion views on YouTube every single day. That is crazy to me! 4 billion videos watched! So you need to have your video content there. That’s the first thing; you got to have some video content on YouTube.

And I’ll explain a little bit on how you should format that content for YouTube. Because it’s gonna be different then if you host that video on your website.

So first thing put video on YouTube, it has to be there. But then here’s the next thing what kind of goals are we trying to achieve? And really there’s kind of two that really impact where you gonna host your videos and this is gonna be our goal is to create brand awareness. We want people to know about us. And then the next is to increase conversions. So we want people to either convert as a lead or we want to convert them into a customer. So that’s our goal, conversion optimization is our goal.

And then the next one that kind of comes in there is we want to create video content that is going to help us on social media and on our blog and be able to attract an audience to be able to see our content. And so with each of this goals you kind of have some there’s a little bit overlap to each one of them however really at the end of the day the goals gonna drive where you put your video.

So let’s start with brand awareness like likes, shares and things like that. So when creating a brand awareness campaign you have to have that video content on YouTube. It has to be there. It is going to enable you in front of the massive audience that is looking for services or products or anything that you’re offering there looking forward on YouTube, there looking forward on Google. And Google right now they’re on YouTube and they favor YouTube videos within the search result a lot.

So brand awareness, bar none has to be on YouTube. If we are trying to get people to convert on our website, either to become a lead or become a customer then I would recommend that you host your videos with a company like Wistia, and they’re a business video hosting platform and they do more than just host your videos for you.

Their software platform actually provides massive amounts of analytics and data. So there are a lot of features that Wistia has with it. Basically be able to see how much of your video content is being watched you have a hit map of what video content has been watched and what it allows you to do is understand what part of your video is either making people convert or making people drop off and leave or not make that purchase.

And you can’t really get that type of analytical information from YouTube right now. That’s why I would host any type of conversion optimization type of video content on a video hosting platform like Wistia.

The next kind of goal that will have is the social media type of goal like likes and shares and also getting links and kind of traffic organically to your website. And for this you can use YouTube as a way to host your videos for that absolutely, however it has a lot of YouTube branding on it. It lets you embed the video properly. After those videos watched? There’s like 9 different options of suggested videos that Google offers. So then they watched that video and now they’re leaving your website there clicking through and watching another videos something totally different something nothing to do with your product or services or whatever it is you are trying to offer.

So that can be a real detractor of why you would not want to put your videos on YouTube for that or at least embedding your YouTube videos on your site for that. So in that case, I recommend using self-hosting or something like the business video hosting platform like Wistia or Vidyard either one of those are really good I’ve seen so far so I’ll try to play too many flavors but we use Wistia so you know that might have something to do with it.

In the end, if you’re going to try and have for instance a content marketing campaign that’s video centric; You’re producing video blogs or you’re producing interview style videos or something like that. Then I would say that you’re gonna be better off having the analytics and having better control of your video content by using a self hosted or a business video hosting platforms like Wistia, or Vidyard. Sometimes I hear about Vimeo and it’s a great platform to host video. It has a great quality. They do really great job of keeping the video quality itself of what you upload to be really good compared to other hosting platforms that really compress it a lot more. But let’s face it, Vimeo is great for creatives but it’s not that great for people who is trying to grow their business. Keep that in mind.

I hope that this had helped you better understand:

  1. How we host our videos
  2. How we go about that process of video content marketing
  3. Which type of video hosting platform that we would recommend base on your video marketing goals.

So thanks for reading and as always I love to hear your feedback so in the comments below make sure that you ask any questions or if you have any kind of comments or anything like that. Ask away and maybe you’ll be featured on one of our next videos or blogs.

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5 Videos that Attract, Engage & Convert Leads to Customers

5 Videos that Attract, Engage & Convert Leads to Customers

There are the five videos that every business needs in order to grow with video content marketing. Whether you’re B2B, or B2C; whether you sell a product or a service, these are the types of videos that you’re going to want to use. The videos coming up will be used at each stage of your sales funnel or buyer’s journey. Each video has a specific strategic business goal that it helps you achieve. There is some overlap in benefits however they each perform better at their specified goal.

You might notice a lot of videos from one particular business. This is because they are absolutely “killing it” when it comes to doing things right, generating leads and on-boarding customers with video content. Here’s a case study you can review if you’d like to learn more.

Related Article: How to Map Video Content to Your Buyer’s Journey

#1 – Thought Leadership Videos & Interview Videos

We hear a lot about video blogging and video content marketing. You might ask, what’s better? Should I try to do a blog or try to do a video? We see that since written content is great, if you’re not doing any type of blogging, I would say you have to do some business blogging. But if you want to see even more engagement, then you’re going to want to use video because it’s four times as engaging, than written content. If you’re going to be investing in content marketing, why go with something that’s only giving you a limited result, when you can have even better results. Some of the different benefits of using interview style videos is being able to attract leads to your website, answer your buyer questions, build buyer trust.

Strategic Business Goals:

  • Attracts leads
  • Answers buyer questions
  • Builds buyer trust
  • Build relationships
  • Educates future customers
  • Influences buyer decisions
  • Sales tool

[Tweet “Capture amazing content for blogs with interview style videos”]

How many of you guys have a hard time getting really good blog articles, or any type of information from the people that are experts? It’s difficult to get people to commit to sending you an email with their answers. This is how we get it. You sit them down in front of the camera. You ask them to talk about their business and their passion, and answer all those questions that they’re asked all the time on the phone during your consultations or sales calls. This is the way you get it across. It’s easy, it’s simple and you can record, we can do in four hours 50+ videos like this. So it can be very efficient.

#2 – Landing Page Videos:

We all know about premium content offers. These are great lead generation tools. On each landing page, we recommend a video. Did you know that using video on landing pages can increase conversion by 80%?! The video can be 30 seconds or it can be five minutes. There’s no like magic number of the length of an ideal landing page video. What you want to do is if you can get your message across in 30 seconds, it’s a 30-second video. If you can get your message across in five minutes, it’s a five-minute video. That’s how you determine the length.

You want to create desire, include the value proposition, and incorporate the benefits. This is going to entice them to convert. A lot of times the video is supported by the bullet point copy that’s included on your landing page. You can have it auto play or you can have people click on the play button. Both versions require you to test it on your audience.

Strategic Business Goals:

  • Creates desire
  • Clear value proposition
  • Converts leads
  • Thorough yet concise
  • Increases Conversion Rate

[Tweet “Using video on landing pages can increase conversion by 80%?!”]


#3 – About Us / Corporate Profile Videos:

This is where you really focus on your ‘why’. If you are not familiar with Simon Senik you need to watch his video: “Start With Why”. Click Here to watch the video “Start With Why” Focus on why you do what you do in your business. This is not a video about how you and your company are so amazing. It’s not why we are the best at everything. Nobody really likes to watch those kinds of videos and the goal is for people to watch your video and be engaged with your brand. So much so that they feel compelled to share it with others. You want to tell a story; tell a way that you’ve been able to engage your clients, your customers or however that works and how you help them and that help solved that problem that they’re having. Tell a story for the best results.

 Strategic Business Goals:

  • Tells your “WHY” story
  • Builds brand respect
  • Builds trust
  • Starts relationship
  • Builds brand loyalty

[Tweet “Tell your “WHY” story with a Corporate Profile or About Us Video”]


#4 – Testimonial Videos:

People want to see social proof that the products or services that you offer are legitimate or deliver results. There’s not a magic number of reviews that you need but if you have them people will read, or watch everyone of them. They’re like flowers to bees – they love all of them but they like beautiful ones more. Video testimonials are even more powerful than written text. Take excerpts of the videos and place it all over your website. Don’t build a testimonial page on your website. Put testimonial videos where people are researching information like your blog or services/product pages. Put them where you want people to convert. You can also send these video to your email list depending on where they are in your sales funnel. These videos can be the deciding factor for customers to choose you or to not choose you.

Strategic Business Goals:

  • Social Proof
  • Builds brand respect
  • Builds trust
  • Builds brand loyalty
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Close more sales

[Tweet “Testimonial Videos Provide Social Proof “]


Product Demo and/or Explainer :

There are two types of video featured here. There’s a difference between a product demo and an explainer video.

If you have a product then you’ll leverage product demo videos as that 5th essential video.

If you have a service an explainer videos as that 5th essential video.

You can have some overlap but for the most part, these are the where you need to start. Product demos can showcase exactly how a product works, how it’s used, how it’s different, etc. It can be really boring or they can be really entertaining. You’re style will impact effectiveness of each video. Explainer videos can show very well a process. What steps need to take place in order for something to be successful. Each of these videos make it easier for customers to understand what they’re about to purchase (of have already purchased).

Strategic Business Goals:

  • Concise & easy to grasp
  • Influence buyer decisions
  • Creates desire
  • Preempt competitors
  • Increase conversions
  • Close more sales

[Tweet “Help Customers Make Buying Decisions Easier with Explainer Videos”]



We’ve had the opportunity to work with several innovative companies in Atlanta and a cross the country. The focus has always been how to generate more leads and do it better than their competition. This has lead us to constantly be looking for ways that are going to be even more effective. This journey has lead us to leverage video content. I hope that these five videos will help you grow your business. Please continue the discussion in the comments below or on Facebook and/or Twitter.

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How to Boost Your Content Marketing Strategy With Video

How to Boost Your Content Marketing Strategy With Video

Video content marketing is a widely unadopted tactic by marketers yet is outperforming typical content marketing strategies. Content marketing is certainly working well for businesses, since 41% of marketers say inbound marketing produced measurable ROI in 2013. However, those that incorporate video strategically, as an additional layer to their inbound marketing, are leaving their competition in the dust.

Vidyard recently published a study stating 71 percent of marketers said their video content’s conversion performance was either somewhat or much better compared to other types of marketing content.

This kind of performance is noteworthy… so take note!

We’ve also seen a shift of mareters that are now valuing video content as being far more important regarding their marketing ans sales content.

95% of the participants reported that becoming somewhat or far more important as a form of marketing and sales content, according to the same study by Vidyard.

You can access the complete study here. With all of this information and data that’s been collected about video content performance and being more and more important to marketers, how can you leverage video within your company?

Boost Your Content Marketing Strategy With Video Content

Odds are you already have a blog on your company website. You’ve been blogging for months now and at a pretty rappid pace because you know that that’s what’s driving traffic to your website. If your content is providing value, your readers are sharing and commenting and things seem like they’re going great. How can you improve your engagement even more? How can adding video content increase the likelihood of a prospect purchasing your product or service? Here’s how you can do it!

There are three primary types of goals for your video content:

Each of these goals demand an optimized video experience. Keep in mind that the type of videos that you create might appear to be directed at multiple goals and you are likely to get a little “goal overlap”. This is true but don’t get confused with trying to achieve all three from one video.

What’s important about the video goals you choose are the metrics you look at to determine success.

Brand Awareness video content looks like this:


Conversion & Traffic Generation videos look like this:

With these videos, you’re looking to increase the conversion rate on a landing page or product page, as well as generating organic traffic to this page.

Gain Links & Social Shares Videos look like this:


Using Video Strategically to Increase Your Authority

Now that you’ve chosen the video content that you want to create based upon your goals, how can you use this to help increase your industry authority? People buy from people and the stronger the relationship that you can build with your audience the more likely they are to purchase from you.

There might be one specific goal that you’re seeking to achieve with your video content but you should have 7 strategic goals attached to that one goal.

  1. Build Brand Respect
  2. Build Buyer Trust
  3. Create Desire
  4. Preempt Competitors
  5. Build Brand Loyalty
  6. Influence Buyer Decisions
  7. Close More Sales


All of your video content can be leveraged to achieve these seven strategic objectives but only if you plan ahead of time.

Build Brand Respect & Build Buyer Trust
Building brand respect and trust go hand in hand. This is achieved by being authentic. In your videos, be yourself, showcase your company culture, and have fun! (Unless you’re a not so fun brand, then just be boring and see how that goes for you.)
Create Desire
You can create desire for your product or service simply by educating your audience. Odds are people are watching your brand awareness video content as a way to find a solution. If you’re the one providing that solution you’re building a relationship with them and increasing the desire they have to purchase from you.
Build Brand Loyalty & Preempting Competitors
Brand loyalty is shown when you’ve effectively preempted your competitors. Wouldn’t you like to have all of your prospects buying from you and not your competitors?

Building a relationship with your audience through video content is more engaging than other forms of text content. This means that people are going to feel bad if they purchase from someone else because they will feel as though they are violating the trust that’s been built through a strategic process.

Not that these relationships you’re building with your audience are false, quite the contrary. The relationship that you’re building is real and authentic, you’ve just created a system that can build it more effectively and faster.
Influence Buyer Decisions & Close More Sales
Having influence over buyer decisions and the ability to close more sales is strengthened by your video content. Videos are not going to be the single determining factor when a buyer is making a purchasing decision but they do have a major impact. There’s a 64% increase in a prospect’s propensity to buy from you after watching a video. (Internet Retailer) You videos need to be placed strategically within your sales process from awareness, consideration, and conversion stages.


How Can You Get Started?

The first thing that you’ll want to do is choose your goals. Phil Nottingham says:

Before creating a video, fill in the blanks: ‘The purpose of this video is to ____ the audience to ____.’

Once you have decided what kind of goal you have, you’re able to take the next step of determining how this is going to fit into your inbound marketing strategy.

One of the best ways that you can get started with video content marketing is creating videos based off of your best blog content. You have already measured the success of that article based upon views, links, and shares. Now you can turn it up a notch by adding a simple video to it.
Here are a few examples of blogs that we first published and then created a video to complament it.

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How to Reach C-Level Executives: Use Video Marketing (Part 2 of 3)

get in front of coo,cxo, cfo, ceo, coo

As a continuation of our series about How to Reach C-Level Executives: Use Video Marketing we hope you enjoy part two!

With the short amount of time allotted to reaching C-level executives, there really is only one method available to perform the necessary outreach of the advertising campaign: video.

Video provides benefits no other form of marketing is able to produce, making it invaluable in pushing the material and services you and your own company provides.

Video content marketing, while still growing in popularity, is one of the very best ways to driving home an idea and drawing the interest of a perspective party. Due to the time limitations of the C-level executives, this is your best course of action.

Video Content is More Popular than Ever

Online videos are more popular today than ever before and this popularity is only going to increase. In fact, a total of 83 percent of those polled said they either agreed or strongly agreed with watching more online videos today than they had the previous.

These kinds of numbers point to a rather significant increase in not only the popularity of the online video market but also the sheer number of videos online. This points to the importance of not only creating video marketing but to also ensure it is of the highest quality, as your marketing material now has more competition for potential views.

Benefits of Video Marketing According to Forbes Insight:


  • 65 percent of all executives who watched a work related online video all the way through eventually visited the vendor’s website.
  • Another 53 percent of viewers searched for additional produce information.
  • An average of 42 percent actually went on to make a business related purchase.
  • Even 30 percent of C-level executives state they have contacted a business after viewing a video ad through YouTube.

These statistics show remarkable benefits to producing a quality, online video. Of course, in order to garnish these benefits, the video must remain of the highest quality, as executives with tight schedules are not going to sit through inferior productions when they have more important tasks at hand. Video marketing stands as the best way to reach these potential, high-end companies, but only if it is done properly.

Video is Preferred Over Text Content

video content vs text content
(thanks Wistia for the image 😉

With the short time allotted to you to grab the attention of your target audience, you need to demonstrate why the C-level executive should select your product or purchase your services.

Large, thick paragraphs generally are not the answer, as few people actually want to read through every piece of marketing literature they receive on a daily basis. There simply is not enough time in the day to do this.

Your website can contain all of the necessary literature they might need to answer important questions, but in terms of grabbing their attention and turning on their interest, video is the way to go.

This is the easiest form of obtaining information the executive has. All they need is to click “Play” and you provide the information. While a catchy headline or image does help the word-based marketing platform, there is only so much that can be included and it all takes longer to grab the attention of the reader.

With more and more executives turning to video on a daily basis, it simply means your video has a better chance of catching their attention than another company who only produces text and print based marketing.

High Quality Video

With more and more videos going online for executives to find, it means you have more and more competition. This simply means you need to improve upon the quality of the video. This revolves around both upgrading the specifications of the video to high-definition and high-end audio.

You should to upgrade the overall appearance of the video as well, using professional lighting, graphics and music. While producing a high quality video does typically cost more, your marketing results depend on having a world class video.


Getting in front of c-level executives is never going to be an easy task. I hope that these insights into how executives are choosing video content over other forms of media is going to make you consider adding video to your marketing strategy. Looking forward to your feedback and questions in the comments below. If you like this article please share it with your friends and collogues!

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14 Video Marketing Tips from 5 Leading Video Hosting Providers [VIDEO]

14 Video Marketing Tips from 5 Leading Video Hosting Providers

I’ve been writing this article for some time now. It’s taken me a while to get it all together but I wanted it to be just right. I sought out the advice from 5 of the leading video hosting platforms for business. Each one was asked what tips would they give businesses regarding video marketing. What we received from them is beyond stellar. This is huge advice from the video hosting experts on how businesses can leverage video marketing like a BOSS!

Video Marketing Tips from the Leading Video Hosting for Business Providers

uStudio logo Do More with Video  | @ustudio


“Remember video can and should be used at every stage of the sales process. The best video marketers are empowering sales teams with video for personalized and trackable communication. Look for tools that will help you measure the true ROI of your marketing videos. When you know which videos are actually contributing to revenue, your video marketing strategy practically creates itself.”

Key Takeaway: [Tweet “Track your video content that contributes actual revenue @ustudio”]

wistia-logo-full Video Hosting for Business | @wistia


I had a wonderful conversation with Kristen C. over the phone from Wistia. I don’t have any exact quotes but I did take some concise notes 😉

Creating a video is only half the battle. Once you have your initial video content, how do you get it in front of your audience? If you’re looking to generate traffic organically, you need to have a video SEO strategy. Using a video hosting platform that has SEO tools built-in is a time and resource saver.

Make sure that your video content supports your goals. If you want to grow your email subscriber list, educate your existing subscriber list, grow your organic traffic, or even lower your website bounce rate, make sure that your video content is geared to support that goal.

It’s not enough to just produce a video and put it on your website – you need to use it intelligently and leverage the right toolset to reach your video marketing goals.

Key Takeaway:  [Tweet “Have a video SEO strategy and use video intelligently to reach your goals @wistia”]

vidyard logo black small Video Marketing and Sales Enablement | @vidyard


Always have a goal for your video. Before you click Record, know what success looks like, how you plan to measure it, and what your KPIs are! You’ll never know if something is effective if you don’t have a goal!”

Understand your audience. Not every viewer wants to sit through 10 minutes of video, and not every prospect responds to animated content. Understanding what your buyer profiles are lets you tailor content to your specific goals, and provide the right content for the right audience.”

Do your homework. There is no industry too boring for video, but there are a lot of boring videos out there. Explore the kind of content your audience interacts with and build your videos accordingly. If your audience loves testimonials, start getting your customers on film. If your audience likes humour, don’t be afraid to show the lighter side of your company, product, or industry!”

Don’t be intimidated. Anyone with a smartphone and a basic suite of video editing tools can produce video that works. Start small – interview professionals in your industry, or make a screencast that shows off a little known part of your product or service. Don’t be afraid of video – it’s effective, easy, and powerful!”

Make sure your videos are engaging. Getting a million viewers on your videos is great, but if they only watch the first 10 seconds of your content, they’re not really engaging. Shoot for videos that keep viewers engaged for the long haul – if you aren’t seeing 50-60% of viewers watching until the end of your videos, it may be too long, or something about your content is causing viewers to drop off early.”

Put your video data to work. Connecting your video data to your marketing automation and customer relationship management platform means you can score, nurture, and segment leads based on their viewing behaviour. If a prospect watches 100% of your video, your sales team needs to know, and your marketing campaigns should react accordingly.”

Key Takeaway: [Tweet “Have a goal, know your audience, do homework, get engagement, leverage data @vidyard”]

viddler logo Business Online Video Hosting Platform & Solutions Provider | @viddler


“Online video is no longer about getting views. It’s about what your viewers do and remember after they watch your video.”

– Now, Viddler responded quickly to my tweet request so let’s not be too hard on them. They put together probably the best tip that anyone could in less than 140 characters. I would encourage you to tweet them your questions and give them a chance at answering them. *Updated* 8/22/14 (Viddler sent us some more tips! – Thanks Eric!)

We have two tips to improve your video effectiveness:
1) Making videos interactive improves message retention and makes a lasting impression with your audience. Engage viewers with interactive videos by using timed overlays, quizzes, and video sequencing based on user actions.  
2) The ability to track video’s affect on goals is essential for businesses. By integrating your video and web analytics, you can see the direct impact your videos have on your website goals such call-to-action clicks, leads and sales.
Video Marketing is only the tip of the iceberg for online video. It can be used for customer support, internal training, and many other applications. Companies need to consider the needs of the entire organization through the use of secure, interactive video. 

Key Takeaway: [Tweet “Video marketing is what your viewers do & remember after they watch your video @viddler”]

RAMP logo

Ramp: We Make Video Valuable | @rampinc

“Transcripts are a video content marketer’s best friend. Search engines can only crawl what they can read. Transcripts supercharge the SEO value of your video and will provide your video with the same search and discovery opportunities of that of a traditional text-based article.”

“Since most consumers like visuals over text, your video is sure to attract a larger audience. However, if your video isn’t engaging, you’re not likely to convert. The best way to engage your audience is to create a viewer experience that keeps your visitor on your page. Ideas include interactivity or behavioral recommendations.”

“One of the most important goals of content marketing is conversion – always include calls-to-action (CTA) with every piece of content you have, including video. Better yet – make your CTAs contextually relevant to the content in the video, and track which parts of the video are driving the most conversions.”

Key Takeaway: [Tweet “Get your viewers to interact with your video content @rampinc”]

My Thoughts

I want you to know that these companies are each awesome. They responded quickly to my request with a beyond excited attitude. I would encourage all of you to reach out to each of these respective companies with your questions.

A special thank you to everyone at uStudio, Wistia, Vidyard, Viddler, and Ramp for their participation and awesome advice!

I’m looking forward to hearing your feedback and additional questions/advice in the comments.

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How to use Video Marketing for B2B Lead Generation Like a BOSS

How to use Video Marketing for B2B Lead Generation

Is Video Important for your Business?

Over 75% of Fortune 500 executives are viewing online video (Forbes). This is a BIG sign that B2B prospects are turning to online video to be educated. When you then factor in that 65% of senior executives have visited a vendor’s website after watching a video (Forbes) and 72% percent research an organisation after watching a B2B video marketing campaign (International Data Group) there is a lot to get excited about. Odds are you’re one of the 72% researching after watching a video.

Video and Your Search Engine Rankings

Atlanta ecommerce videosWe have all heard these days that SEO is dead. But what about video SEO? You might have seen in your search results video thumbnails (click on the image on the right).  Did you know that videos are 53x more likely to appear on the first page of Google’s search results (Forrester)? It’s really fascinating when you publish your videos online and they appear in the search results for the keywords that your clients are searching. Getting your videos to rank online is not something that a video production company can do for you. You need to learn how to implement this yourself or hire a company that specializes in video search optimization, otherwise known as video SEO.  When it’s all said and done, you need a video produced in the first place.

Setting up your Lead Generating Video Marketing Campaign

Step 1: Define Your Video Goals
What are you wanting to achieve through your video marketing campaign? More traffic, more leads, or more clients? I sure hope that awareness isn’t your goal because that’s a metric that you can’t possibly track or analyze.

Step 2: Create Your Video
There are many steps to creating an effective video. These steps are outline in out free guide: Corporate Video Production Cheat Sheet. Overall the video needs to be professional, tell a story and your call to action. If you nail those points you’re going to have a successful video for marketing.

Step 3: Create an Offer and Landing Page
Once you have a video for marketing, you’ll want to direct your viewers to some kind of offer and landing page. This is one of the essential steps to lead generation and actually getting your viewers to convert into leads. Remember, this is how you capture leads, everything else is getting them to this point.

How to Measure Results from your Video Marketing

Tracking conversions and monitoring video analytics is how you’re going to prove ROI. If you have a closed loop marketing software like HubSpot you’ll be able to use the new HubSpot & Wistia integration to monitor your video analytics.

Wistia and Hubspot Integration
Photo via Wistia

Otherwise you’ll need to rely on Google analytics and YouTube. This is a little more difficult to track unless you specifically ask,”how much of the video(s) have you watched?”. What you’re looking for is who is watching your videos (demographics), the amount of time that users watched your videos, and finally who has converted into a lead after watching your videos. Then it’s up to the lead nurturing and sales process to close the deal.

The Conclusion About Using Video for B2B Lead Generation

As you can see, video marketing is not especially difficult when the details are laid out. Overall video is making marketing easier and more effective. Since you can reuse your video messaging over and over it’s well worth an investment. Getting started is usually the hardest part, so use the statistics provided to get your team onboard. At the beginning keep it simple. Create your video(s), create a funnel, and close deals! Measure your progress on a weekly basis so that you can make tweaks to your CTA’s, offers, and landing pages. If you have any questions please contact us and we’ll be happy to help!

Photo Credit (Chekhter)

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10 Best Video Infographics Found on Pinterest! [INFOGRAPHICS]


In the last two years online video and inbound marketing tactics have really stood out and shined, while traditional T.V. advertisements, and marketing plans are starting to pale in comparison. Online video is quickly becoming a powerful tool for businesses, especially when paired with social media marketing, content curation, and search engine optimization. Below I’ve compiled the ten best video infographics from pinterest. If you’ve already used video for marketing, only thought about it, or are actively seeking to give it a try, these top 10 video infographics give insightful relevant information about what’s going on in the world of online video.

  1. Why Will CMOs Embrace Social Video?
  2. Online Video Snapshot
  3. How Advertisers Are Using or Not Using Video On Social Media Networks
  4. Wistia Infographic: One Nation Under Video
  5. How Social Media Savvy Celebrities Share Video
  6. Your Guide to Video SEO
  7. Video in 2012
  8. Teen Video Consumption
  9. Online Video Drives Conversions and Traffic
  10. Video Index Report 2011


Why Will CMOs Embrace Social Video?
Why Will CMOs Embrace Social Video?


Online Video Snapshot
Online Video Snapshot


How Advertisers Are Using or Not Using Video On Social Media Networks
How Advertisers Are Using or Not Using Video On Social Media Networks


Wistia Infographic: One Nation Under Video
Wistia Infographic: One Nation Under Video


How Social Media Savvy Celebrities Share Video [INFOGRAPHIC]
How Social Media Savvy Celebrities Share Video [INFOGRAPHIC]
Your Guide to Video SEO
Your Guide to Video SEO


Video in 2012
Video in 2012


Teen Video Consumption – Infographic
Teen Video Consumption – Infographic


Online Video Drives Conversions and Traffic
Online Video Drives Conversions and Traffic


Video Index Report 2011
Video Index Report 2011