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Understanding Video As A Marketing Tool

Understanding Video As A Marketing Tool

We all know that Google is the biggest search engine in the world. But do you know what the second biggest search engine is? It’s not Yahoo. It’s not Bing. It’s YouTube.

Now many people don’t actually think of YouTube as a search engine. After all, YouTube is all about the videos. But when we know that a full third of all online activity is video watching, and YouTube is the unquestioned go-to source for video, things begin to make more sense.
Creating and uploading videos to YouTube can be a vital part of your marketing strategy. Video presents an ideal way to introduce yourself to new customers, extend the reach of your messaging, and share your story in a way that people really enjoy.

Three Types of Marketing Video You Need To Know About

There are three types of videos that are particularly powerful for promoting your business. The first is the Tutorial Video. These how-to videos are a great way to demonstrate how your products can be used. The best tutorials are short, simple, and inspire the viewer with a sense of confidence that they can achieve the same result if they have the right gear.

The second type of video that’s very effective is the Lifestyle Video. These videos highlight people who are representative of your customer base, doing the things that make them who they are. While your products or services may appear in the lifestyle video, they’re not the focus of the piece. The reason lifestyle videos are effective is that people like to watch people like themselves in action. The experience tethers them more tightly to your brand as an essential part of that experience.

The third type of video that works well is the Humorous Video. People love to laugh, and more importantly, they like to share the things that make them laugh with their friends. Creating a humorous video is typically more challenging than any other video type, but the effort can pay off tremendously.

Paid Promotion Is Essential To Successful YouTube Marketing

An important thing to understand about adding video to your marketing mix is that in order to maximize the reach of your video, you have to pay to promote them. This is really not negotiable: depending on serendipity & organic discovery of your video may work – but it could take months, even years, to happen. Build paid promotion into your video budget. It’s an essential element.

Do You Need Help Adding Video To Your Marketing Mix?

Technology Therapy Group is a full service digital marketing agency. We have considerable filmmaking and video marketing expertise, which means we can assist you in every aspect of adding video to your marketing mix. From concept creation to successful promotion of your video, we do it all! Call us to find out more information.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office