Video Marketing

Now What? A Video Marketing Guide

Shawn 03.05.2014

Video is the lifeblood of a successful marketing campaign. Problem is, no one tells you exactly what to do with your shiny new video once you get it.

So we’ve created a simple three-step video marketing guide for how to maximize that awesome new video and grow your business.

1) Email Outreach

Inbound marketing provider Hubspot absolutely nailed it with their video featuring CMO, Mike Volpe dodging sales calls. The video is personable and funny, and while it’s not a traditional explainer video, it illustrates the strength and intelligence of their product.

Adding this video to their email outreach campaign increased CTR – the only real metric in email marketing – from the industry standard 2.4% to over 16%.

That’s a 583% increase.

2) As Part of a Press Release

Is your product newsworthy? Send your explainer video to stations, bloggers, and reporters, and watch the engagement explode. This goes hand in hand with the first step – email outreach – but tailor your message to people who’s job is to break new stories. A study by Dan Zarrella shows that embedded video increases engagement by 55%. That’s tough to ignore, especially when the right media pickup can dramatically affect your SEO.

FlyKly– an electric hybrid bicycle design company – made an explainer video that grabbed The Huffington Post’s attention, which led to amazing visibility in an emerging field

3) To Raise Money

The #1 reason to make an explainer video is to grow your business. Period.

Yet ironically most startups don’t budget for quality video because they’re busy raising capital, improving SEO, attracting inbound leads, and increasing conversions. A well-made explainer video does all that for you, leaving you free to focus on other tasks, like staffing, optimizing performance, and coming up with the next big thing.

FlyKly set out with an ambitious goal:

To raise $100,000.

They made a great explainer video and put it up on Kickstarter.

They raised over $700,000.

The Takeaway

Animated explainer video drives conversions, creates inbound leads, improves your SEO, and raises money for the next phase of your business. When you employ animation professionals, you get top-quality results that creates higher ROI in every phase of your marketing efforts, from press releases to Facebook posts, white pages to email outreach.

Now get out there and start posting your amazing new video!


Born in Southern California, Shawn grew up surfing, eating In-N-Out, and growing his hair long. After graduating with a Liberal Arts degree from CSU Long Beach in 2005 he left the crowded freeways behind and spent the better part of a decade traveling the world living for stretches in Rome, Hawaii, Australia, New Zealand, and Brooklyn. He writes novels as well as copy, loves learning keyboard shortcuts, and plays his grandpa’s old lap steel guitar. You can hear his band at

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