A strategic online video marketing campaign is perhaps the most underused Internet market domination strategy for small businesses on a budget. Like any strategic marketing campaign, it must be marked by large-scale planning, alignment with higher business objectives, and systematization (in order to monitor and optimize for the long term).

The Power of a Strategic Web Video SEO Campaign

Imagine that two digital media consulting companies decide to create a web video campaign to generate more business from the Internet. If both are advised to create a single YouTube video as the centerpiece of their campaign and are limited to spending the same amount, the video implemented as part of a strategic internet marketing plan will yield 5-10 times the final earnings each time.

Because?

An online video marketing strategic plan prepares for the end use of resources such as the YouTube video clip. By planning ahead where viewers should be sent and how they should be invited there, video can be produced to do a better job of sparking a landing page or special offer.

One of my favorite marketing mentors and business consultants once said that “strategy makes every tactic work five to ten times as well.” Strategy is about all of the overall planning and decision-making (choosing) that ensures that each resource (or video) that is subsequently implemented in a plan is utilized to the fullest extent possible.

An example of a strategic online video marketing campaign

Any strategic marketing campaign must begin with a clear and detailed analysis of the business objectives to be achieved. All resources and tools that will be part of the execution of the strategy must be audited and confirmed as affordable and available for use.

When consulting with clients, we look for market research that identifies the key needs that your clients have. We then develop a content strategy around the top 3-5 needs we identified (depending on the scope of the project).

In the next step, more research is carried out to connect the needs we found with keyword demand, competition, and cost metrics. We start working on videos only after we have developed a list of keywords and keyword phrases to anchor our web video marketing campaign.

The keywords we identify are then used to develop the themes of the videos. This is very important for videos to generate significant organic traffic from search engines.

When creating a video to market your business online or to sell your products and services upfront, it’s very important that your headlines imply a benefit and leave the viewer at least a little curious as to how the video will help you reap that benefit.

Profit plus curiosity is the key to most lead generation advertising (which is what this tactic is all about). Also, your videos should almost always end with an invite to a landing page or email capture page offering a great offer at a significant discount or a highly valuable piece of bait in exchange for a name and email address.

Many companies that venture into web video marketing get this step wrong. If you send people from your videos to your generic website, you risk losing them forever. If you capture their email addresses, you will have many opportunities to lead them to your websites, partner websites, and your products or services.

If you don’t currently use an email service provider that offers a robust autoresponder as part of the package, you might want to check out services like Aweber and iContact.

Video Promotion in a Strategic Campaign

An advanced strategy that we help our clients execute is to syndicate their videos across multiple video sharing sites, as well as share their videos through their social media presence.

TubeMogul.com is a great free video syndication service that gives you the ability to syndicate your videos to over 10 major video sharing websites. You may decide to spend some money and get a virtual assistant, or even an intern to distribute your videos among the many video sharing sites out there.

Finally, you can share your videos through your social networks in an organized and semi-automatic way by using syndication tools to share the links to your social network contacts. Another thing I like to recommend is connecting your videos to thematic and search engine optimized press releases.

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