Video marketing in 40 minutes (FAQ)
- Author
- Effy Shkuri
- Published on:
- Published in:
- Video Marketing
Most Frequently Asked Questions
1. how to get started with video marketing?
Start with clear goals and choose an initial project or campaign. Use KPIs such as viewtime and attention span to measure success and make a list of questions that concern your target audience. Start small: repurpose existing content before producing new ones and choose channels that fit your strategy, such as LinkedIn, YouTube or Wistia.
2. what are best practices?
- The Upgrade: Short video trailers of white papers.
- The Multiplier: Start with a podcast, repurpose to blog & whitepaper.
- The Event: Personalize video for existing relationships.
- The Nurture: Videos in email drips and journeys.
- NPS: Add video to surveys to increase response rates.
- Interview: Internal interviews provide valuable insights and shareable content.
3. what tools are recommended?
A smartphone, natural light and a decent audio set are enough to get started. For professional use:
- Riverside - online recording & editing.
- Vidyard - distribution and analytics.
- YouTube - reach & findability.
- LinkedIn - B2B distribution.
- Vimeo - privacy & collaboration.
4. why internal engagement?
Video marketing only works if multiple people in your organization participate. Think of sales personalizing videos in 1:1 follow-ups or colleagues sharing their expertise in interviews.
5. how does video contribute to NPS?
NPS surveys often feel impersonal. Adding video warms the experience and increases response rates. Customers feel more heard and valued.
6. what are the benefits of interviews?
- Convenience: Recording via tools such as Zoom.
- Knowledge sharing: capture and share expertise.
- Personality: Direct connection with viewers.
- Reuse: Use excerpts for blogs, white papers and social posts.
7. how do sales teams reuse videos?
Sales teams can break down videos into clips and deploy them in their video knowledge base. With tools like Vidyard, they can track who is watching and respond accordingly.
8. why is a playbook essential?
A clear video marketing playbook provides direction, links KPIs to funnel steps and ensures consistency. It prevents random experimentation and increases impact.
Conclusion
Video marketing is indispensable at every stage of the funnel. Success requires clear goals, KPIs, engaged internal teams and smart repurposing. Add the right tooling and a playbook, and you have a solid foundation for making an impact and converting leads.
Effy Shkuri
"Our people make the difference." Really? As a former "digital workplace & IT entrepreneur," I've said this for years about my 25 colleagues. But the reality is we were only considered thought leaders by 5% of our target audience. Even today, this remains a common statement from MSPs and IT service providers. But these words lose their meaning if your expertise does not extend beyond your existing customers and a handful of prospects. I now help IT entrepreneurs with thought leadership in their niche.