Video Marketing Strategy

"People don't give to need, they give to success," and other tips for nonprofit video marketing strategy.

Recently, managing partner Whitney Hahn was featured on the Good People, Good Marketing Podcast, hosted by Adam Walker from Sideways8 Interactive. In this interview, Whitney gets up on her soapbox and talks about what's new, exciting, and wonderful in the world of video marketing, and how nonprofit organizations should use it to win people over and earn their donations. Hear what she says and how it could change your life and the way you market.

Power up your marketing by partnering with well-known influencers

We all want to impress people, but in attraction, tourism, and destination marketing we’re looking to WOW people. And even when your marketing strategy is working and you’re getting more hits, sometimes that next big thing you do is what really makes a difference. This could be exactly the time to connect with an influencer.

Auto-play and improved engagement on social media mean a native Facebook upload is almost always a better choice.

If you use Facebook at all, you've probably noticed that posts with visuals are at least as common as text-only posts. That's because Facebook posts with images see 2.3X more engagement than those without images. Simultaneously, we know that videos on YouTube are a powerful SEO tool since Google owns YouTube and favors videos in search results. How are you supposed to know which platform to use when sharing videos?

What to do when YouTube's "Suggested Videos" or "Up Next" may not be what you want your viewers to see.

From the mailbag: "I’ve been trying to filter the suggested videos that come up on the bottom right corner of our YouTube page/videos but haven’t had much success. Our competitors videos often show up in this column and we are trying to prevent that from happening. Is there anything you’re aware of that we can do to alter the results that come up in this column?"

Small changes in your marketing conversion paths add up quickly.

While we don't create websites or manage email campaigns and social media posts for clients, we do touch those worlds often. We understand clearly how a marketing campaign video is typically shown on a website or social media property, and how the marketing conversion goal usually includes visiting a website. So if there is a disconnect somewhere along the path, even if we are not in control of that part, the conversion success of the video to the website or lead generation opt-in suffers. That makes us look bad, and we're really not down with that.

Here are four parts of your conversion path (or sales funnel, whichever term you prefer) that are worth a double check: