How to Sell Video Marketing to the C-Suite

By: Guest | September 4, 2012 | 

Today’s guest post is written by Adria Saracino.

YouTube has more than 800 million unique viewers every month.

And more than 500 years of YouTube videos are watched every day on Facebook.

This is evidence enough video is incredibly popular, and not only for social purposes.

With such a captive video audience, video marketing has become increasingly popular thanks to improved technology, Internet connections, and the sheer popularity of video consumption demonstrated by these statistics.

If you’re in marketing and you aren’t producing videos, you might want to consider doing so.

But what if your executive team isn’t convinced video marketing is the way to go?

What is Video Marketing?

Video is one tactic in your overall marketing strategy. It integrates visual, aural, and conceptual content, and should not be viewed as a type of content that is interchangeable with text and image, but  rather as an integration of these elements, requiring the full attention of your audience.

During the past few years, faster connection speeds have allowed easy, instant streaming of HD web video on both desktop and mobile devices, making video instantly accessible to web users and an important form of engagement for businesses of all sizes.

Why Video is Important to Your Marketing Campaign

Using video as a supplemental tool in your marketing campaign can add three main benefits:

  1. User engagement;
  2. Personable branding; and
  3. Search engine optimization (SEO) benefits.

1. User Engagement

Video consumption is inherently a passive experience. When viewers play a video, they are being shown something. They receive the content in an integrated, multi-disciplinary form rather than having to actively dig through and explore the meaning themselves, as they would when reading text.

In this way, engaging a viewer in video is a very different experience than engaging with text or static images. With video, comprehension is more immediate—through body language, sound, movement, narrative elements, and a short timescale. Consequently, the amount of information that can be displayed through one second of video vastly outnumbers the amount of information that can be read.

2. Personable Branding

Video provides viewers with a more direct and realistic simulation of a face-to-face experience. Viewers can pick up on tone of voice, body language, and subtle physical indications that characterize who they see on the screen.

This allows viewers to see someone much more fully and honestly than they could through images or text. As a branding tool, it allows companies to demonstrate a personable, human side to their services, employees, or products, which in turn creates a sense of trust and loyalty in viewers.

3. SEO Benefits

Using video can help your business build more links and improve conversions. This adds up to helping you get found on search engines.

Links are the main standard search engines use to determine the authority of a piece of content. Links to a website are seen as a “vote” in favor of that website. In general, people link more to pages with video, and people embed video on their websites often.

The personable branding aspect of video marketing, and the trust and loyalty it creates in the viewer can help improve conversions, especially on a commercial landing page. This is why product videos have become popular in the e-commerce world – as a method of improving the rate at which users click “add to basket” and complete a full purchase.

Tips for Getting Buy-In from Your Boss

Be Prepared

Remain company-focused in your preparation. Ask yourself why your boss would want to use video marketing for the good of your company. Show how it will affect your business goals and how you anticipate it to improve customer conversions. Use the information above, but create specific goals for your company and show how it will improve the bottom line.

Bring examples of successful video marketing campaigns and ideas the company can use to demonstrate you’ve been giving the issue more thought.

Distilled released a comprehensive video marketing guide you can download to help you create your plan. It’s not available to the public yet, but this is a sneak peek – with an option to download the complete white paper at the end.

Start small

You don’t have to go all in at the beginning. Build trust with your executive team by showing small successes with one to a few videos at first. Once you can establish a baseline and show how you are helping to achieve your business goals, you’ll be given the go-ahead to do more.

If you need more ammunition for your argument or plan for video marketing, click on the downloadable PDF guide below. If you find yourself convinced video marketing could give your marketing projects the boost they need, then don’t be afraid to be a leader of thought in your office – bring it up, and bring it up now!

Have you been thinking about video marketing? Are you using it? I’d love to answer questions or hear about your experience.

Adria Saracino is the head of outreach at Distilled. When not consulting on PR and content strategy, you can find her writing about style on her personal fashion blog, The Emerald Closet. You can follow her on Twitter at AdriaSaracino.

  • Another point, Adria. Video, when done well, can make a great impression when the job of your website is to validate your capabilities and professionalism. For instance, you’re in a highly technical niche, and you don’t expect a lot of traffic, but whatever traffic you get must be impressed. Or if you have high-profile endorsements, video can be especially compelling 

    • adriasaracino

       @barrettrossie Completely agree! Plus, it’s easier to explain some things (and digest it) via video, so not only will it help with branding, but you’ll be making more useful content at the end of the day. Great insight!

    • And I just want to add: @Danny Brown and @ginidietrich  make great points above… BUT I LEFT THE FIRST COMMENT! Whoo-hoo!! 

  • magriebler

    I think leveraging personal branding can be huge with video. I worked for an organization where the CEO came across very cold and stilted in written communication but demonstrated a warm, eloquent and charismatic presence in front of a camera. He was a natural, and we put his talent to good use while positioning him as a thought leader in the industry. To overcome his concerns about the video shoots being a time suck, we established a routine for everything from wardrobe selection, script development and taping. When the kudos came pouring in from the first video we posted on our Facebook page, he was sold. I was too.

    • adriasaracino

       @magriebler Oh, completely agree! Thank you for that example. This is something that I discuss continuously with my team of Outreach Coordinators – how important it is to make real connections despite the urge to keep it all digital. Just as this is important in PR and traditional networking, I think it can be equally as important to personal branding. A lot can get lost in the written word, we respond to subtle cues like body language and inflection to form a complete opinion. Leaving those out can leave a lot lost to perception!

  • Video is emotional… it can cause people to respond unlike any other medium. Those that dig into this kind of stuff know that purchase decisions are usually made on an emotional level, therefore Video helps people ‘convert’… Plus with all the interactivity now rolling out within the video space (aka G+ Hangouts & Hangouts on Air) not doing video will allow your competition ‘steal your customers’.

    • adriasaracino

       @videoleadsonline Completely agree! Have you seen this video from Seattle Children’s Hospital? Emotional for sure, I cried when I saw it! If that video didn’t get conversions I don’t know what will!

  • Adria… as a video producer… no surprise… I LOVE your post. 🙂  Good videos help companies/organizations connect with their customers and prospects.  
    –Tony Gnau

    • adriasaracino

       @T60Productions Thanks so much for your kind words, Tony!

  • djWotlai

    @steveology @ginidietrich.

  • jeffespo

    @hessiejones @ginidietrich @DannyBrown @JugnooMe I would say of course.

    • hessiejones

      @jeffespo btw looking forward to my new business cards from VISTA Print — love your online site. I spent a good hour on it last nite

      • jeffespo

        @hessiejones wel well well, why thank you lady 🙂

        • hessiejones

          @jeffespo heading to the Dachis Social Business Summit next week. Needed some ID:)

        • jeffespo

          @hessiejones 🙂 you best not have made up fake ones

        • hessiejones

          @jeffespo haha. I’m well above age of majority!

        • jeffespo

          @hessiejones I was talking businesses, not the whole fake ID/passport because well that would just be foolish talk on the Twitters

        • hessiejones

          @jeffespo sorrryyyy!!! I can fake it til’ I make it….. just like the majority of businesses!

        • jeffespo

          @hessiejones 🙂 🙂 🙂

        • hessiejones

          @jeffespo the best thing!! I didn’t have to design my own cards. You had beautiful templates #LoveVISTAPrint

        • jeffespo

          @hessiejones 🙂 aww now you have me blushing

        • hessiejones

          @jeffespo if the shoe fits! …. let’s see how you do on a three-day rush:)

        • jeffespo

          @hessiejones I am sure you will let me know

        • hessiejones

          @jeffespo on the Twitters, Facebooks, G+, Linked In, MySpace, Reddit, blogs…. no less

        • jeffespo

          @hessiejones oh I know…

        • hessiejones

          @jeffespo I know you won’t disappoint:)

    • DannyBrown

      @jeffespo @hessiejones @ginidietrich @JugnooMe Sounds like a plan!

  • Hi Adria,
    Over at Jugnoo – – one of the core features of our Social CRM platform is a video creation and distribution tool, for the very reasons you point out here. It’s no surprise that it’s one of the most used features of our platform by our users. You can see an example here from marketing agency


    • adriasaracino

       @Danny Brown Thanks for pointing this out Danny, I’ll have to take a look!

  • Hey Adria! Thanks for the thoughtful post AND the sneak peek at the white paper. I love video and am a big proponent of it with our clients. In fact, we’re just embarking on a video testimonial campaign for one client…that is two years in the “please, oh please can we do this” making. It makes me sad this is an often overlooked tactic, but this blog post surely will help people think about it differently. 

    • adriasaracino

       @ginidietrich So happy you finally got sway with the client, I know all too well what that is like! Convincing shouldn’t have to be the whole battle! Glad you thought this woiuld help, and look forward to seeing the final result!

    •  @ginidietrich long time for convincing… good thing video has not faded during that time!

      • adriasaracino

        @videoleadsonline  @ginidietrich Well if it helps validate anything, I’m at Content Marketing World and there is a LOT of big discussion about video being the wave of the future.

        •  @adriasaracino  @videoleadsonline The wave of the future?? We’d better get on there first, then!

  • Great post!
    Question: I see in your PDF that you recommend self-hosting videos or paying for video hosting. Why not archive your videos locally and host them on YouTube?

    •  @John Fitzgerald I’d love to hear her reply to your questions… chances are because of the SEO value when you might get Video Thumbnails that point to your site instead of your YouTube Channel… ties in with the age-old battle between Hosted vs. Posted discussion. Kinda like Mac vs. PC or Apple vs. Android, etc. 😉

      • adriasaracino

         @John FitzgeraldYou’re right @videoleadsonline. Great question John. This question is covered in some detail in chapter 3 of the guide (I know, it’s long!). In short, the approach you suggest can be appropriate, but only when you have a variety of aims for the video and a style of content good enough to support those aims. Video hosting should always be decided based on the aims you have for the video – as there’s no “one size fits all” solution. Self hosting/third party hosting is the correct approach if you want rankings and rich snippets or links – but not for brand awareness and notoriety (as your website will never get the views YouTube will in most cases). The reason you don’t always take the approach you suggest is that it dilutes your ability to rank for your videos and ensures links/shares pass to YouTube rather than your own site.

  • Pingback: Lady Luck Productions » How to Sell Video Marketing to the C-Suite by @AdriaSaracino …()

  • startcut

    @allenmireles Wanna make fans around the world? Check out they will distribute your videos for you for free!