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The Importance of Video in Marketing

In Digital marketing, Inbound Content Marketing, Search Engine Optimization, SEO Search Engine Optimization, Video by Julio Ahumada

video shoot, video marketing
Video camera taking live video streaming at people working background


Let’s talk about the importance of using video in your overall marketing plan.


  • 86% of US businesses use video on their websites.
  • 77% use video in Social Media.
  • Experts predict over 80% of web content will be video within the next 5 years.

Google is, of course, the world’s largest search engine: YouTube is the second largest. And we’re not just talking about music videos or funny cats.

  • 90% of customers say video helps them make buying decisions.
  • 64% say seeing a video makes them more likely to buy.
  • 54% of consumers want to see videos from brands they support (vs. newsletters or still images).

“Social media platforms such as Facebook prioritize video content. Recent data shows that 100 million hours of video are watched every day on Facebook, and one billion hours of video are consumed on YouTube every day.” – Fujisan Marketing

So, should you use (or increase) video in your marketing plan just because everyone else is doing it?

How about because video helps improve your SEO ranking? According to Comscore, you can up your chances of ‘top of the page’ search results by 53 times when you include video. Search engines use algorithms to measure the quality of messaging on your website. A website that contains diverse content is considered to be high quality, so search engines will boost your ranking if your website includes quality images, text, and video.

Video catches more attention and audiences are 10 times more likely to engage – like, share, comment, etc. – with video than with blogs or other social posts. Evoking your viewers’ emotions through video increases engagement also. You can use tone of voice, facial expression, and music, to capture your audience. Read more about that here. Customers gain trust and educate themselves with video in ways that can’t be accomplished through text alone.

Video marketers get 66% more qualified leads per year. The increase in quality comes from the education they were given through video as a medium. Video presents a unique way to stand out on business-oriented social media feeds; executives and decision-makers value this content highly when researching solutions

Video converts more customers. Recent research shows that 71% of marketers say video outperforms other marketing content, and organizations that host video on a combination of their own website and external websites, such as YouTube, are seeing the greatest ROI on their video marketing efforts.

The impact of video in digital marketing can’t be dismissed. If you’re just getting started with video, or want to step up your game, DNA Digital Marketing can help. We offer a full range of digital marketing services and have some of the best video talent in the business in-house. We’d love to chat about your goals, challenges and video projects!

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The Importance of Video for B2B Companies

In Digital marketing, Search Engine Optimization, SEO Search Engine Optimization, Video by Julio Ahumada

Video is revolutionizing the B2B digital marketing landscape.

B2C companies were the early adopters of video, but with Cisco predicting that video traffic will make up over 80% of all Internet traffic by the year 2021, B2B companies are coming to embrace the technology, as well.

“I think there’s solid evidence that we’re starting to see a pretty good movement behind video, especially in B2B,” said Michael Brenner, CEO of Marketing Insider Group. “I really think that LinkedIn has actually helped to spur that on with their big push into live video on their own platform. I’m definitely seeing evidence of brands finally listening to the call and the opportunities that video has presented and I think LinkedIn has really led the way.”

A recent Forbes study of more than 300 C-level executives at large US companies (over $500 million in revenues) revealed surprising insights on the growing impact of video content:

  •         Video is becoming a critical information source for senior executives. More than 80% are watching more online video today than a year ago.
  •         Senior executives are turning to video more frequently. 75% said they watch work-related videos on business-related websites at least weekly.
  •         Work-related video can drive executives to take action. Overall, 65% have visited a vendor’s website after watching a video.

Note: 80% of all video consumed on LinkedIn is done so with Audio OFF so make sure you embed subtitles into the video before uploading to the platform.

Traditional B2B marketing collateral – leadership reports, white papers, presentations and customer case studies – can be great tools, but video offers a different way to stand out. A company’s videos can serve as a virtual “handshake”, giving your audience a fuller impression of who you are than flat text or still images would. People like to buy from people that they know, and video is a great way to make an introduction.

Businesses can humanize their brand, deepen customer loyalty, tell a story, and build a personal connection with their audience through video. Use video to tell a story and make your potential clients feel connected to your brand. Concentrate on the value the product would bring, not just the product itself. (Don’t drive away viewers by throwing a sales script in their faces!)

You can use video to get your product out in front of decision makers by posting videos on B2B optimized social media sites like LinkedIn (the #1 social media platform for B2B companies) but you’ll also benefit from distributing videos over multiple channels, including YouTube and Facebook.

Embed the video on your website and use tagging, keywords, descriptions, and video transcripts to make it easy for people to find your video and to boost your SEO rank. Video use on landing pages can increase conversion rates by 80% and using video in emails can double click-through rates. Create videos for the various stages of your sales cycle:

  •         Top of sales funnel videos that raise brand awareness.
  •         Bottom of sales funnel videos that drive conversions.
  •         Customer retention videos that provide education on how to use the product.

Video Marketing is one of the most effective business communication tools available and the impact of video in digital marketing can’t be dismissed. If you’re just getting started with video, or want to step up your game, DNA Digital Marketing can help. We offer a full range of digital marketing services and have some of the best video talent in the business in-house. We’d love to chat about your goals, challenges and video projects!

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Video – Where to start?

In Digital marketing, Inbound Content Marketing, Search Engine Optimization, SEO Search Engine Optimization, Video by Julio Ahumada

Video – Where to start?

You know that adding video to your digital marketing strategy can help you keep up with the competition, but where should you start? Anywhere!  

Your strategy will differ a bit depending on your audience – do you sell a product or a service? Is your company selling business-to-business or business to consumer? Think about what type of videos your prospects would like to see.*

Here’s what was most popular in 2017:

B2C Video Marketing

By creating, brand-centric, eye-catching videos, B2C marketers can boost awareness of their brand and increase sales.

Video is an important part of today’s shopping experience:

  • Almost 50% of web users look for a video before visiting a store, says Google.
  • Wyzowl says that 79% of consumers prefer watching video to reading about a product.
  • And Hubspot says that 43% of consumers want to see more video content this year.
  • 84% of consumers have bought something after watching a video.
  • 91% of consumers have watched an explainer video.
  • Information about offers and discounts can be included in the video as click to buy a component.

And what your viewers hear (or don’t hear) is important, too:

  • 75% of consumers have not bought a product because the voiceover annoyed them
  • 83% prefer an informal and chatty tone.
  • 85% of Facebook video is watched without the sound turned on.

Experts tell us that 35 -65% of viewers bail out before the end of the video. B2C companies should aim for 30 second – 1 minute videos with a catchy title and attractive thumbnail/cover image. Closed-captioning should be used if the visual content needs narration. The first 10 seconds are critical for grabbing the attention of your audience.

The bottom line is to think about the viewer. Do they truly have an incentive to watch your content? Identify the audience and understand what kind of videos they want to see. Be relevant and on-brand. The most successful (and viral) B2C videos reflect pop culture and humor; however, make sure that your message is consistent with your brand.

We’ll cover B2B video strategies in our next post, so stay tuned!

The impact of video in digital marketing can’t be dismissed. If you’re just getting started with video, or want to step up your game, DNA Digital Marketing can help. We offer a full range of digital marketing services and have some of the best video talent in the business in-house. We’d love to chat about your goals, challenges and video projects!


*HubSpot suggests these ideas:

1) Demo Videos Showcase how your product works — whether that’s taking viewers on a tour of your software and its use cases or unboxing and putting a physical product to the test.

2) Brand videos Brand videos are typically distributed as a part of a larger advertising campaign, showcasing the company’s high-level vision, mission, or products and services. The goal of brand videos is to build awareness around your company and attract your target audience.

3) Event Videos Is your business hosting a conference, round table discussion, fundraiser, or another type of event? Produce a highlight reel or release interesting interviews and presentations from the gathering.

4) Expert Interviews Getting internal experts or thought leaders in your industry to do short interviews on camera is a great way to build trust and authority with your target audience. Find the influencers in your industry or those with a different point of view and get these discussions in front of your audience.

5) Educational or How-To Videos How-to videos can be used to teach your audience something new or build the foundational knowledge they’ll need to better understand your business and solutions.

6) Explainer Videos This type of video is used to help your audience better understand why they need your product or service. Many explainer videos focus on a fictional journey of the company’s core buyer persona who is struggling with a problem. This person overcomes the issue by adopting or buying the business’s solution.

7) Animated Videos Animated videos, such as the below one we created to promote a key theme from the 2017 State of Inbound report, can be a great format for hard-to-grasp concepts that need strong visuals or an intangible service or product.

8) Case Study and Customer Testimonial Videos Your prospects want to know that your product will solve their specific problem, and one of the best ways to showcase this and build trust is by creating case study videos that feature your happy and loyal customers. These are your best advocates. Get them on-camera describing their challenges and how your company helped them meet their goals.

9) Live Videos Live video is a great format for giving your viewers a behind-the-scenes look at your company. Stream interviews and live presentations, and encourage people watching to comment with questions.

10) 360-Degree & Virtual Reality Videos With 360-degree videos, viewers can see in every direction by scrolling around to see the content from different perspectives. This spherical video style is suited best for allowing viewers to experience a location or event, such as exploring Antarctica with scientists or meeting a hammerhead shark. Virtual reality allows viewers to navigate and control their experience. These videos are usually viewed through devices such as Oculus Rift or Google Cardboard.

11) Augmented Reality Videos In this style of video, a digital layer is added to what you are currently viewing in the world. For example: You can point your phone’s camera at your living room and see how a couch would look in the space.

12) Personalized Messages Recording a video can be a creative way to continue a conversation or get the attention of someone who has not responded via email or another communication channel. Record yourself recapping an important meeting or giving personalized recommendations using a tool such as Loom or Soapbox. These videos will be a delight moment for your prospects and can drive them further down the purchasing funnel.


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What is Digital Marketing?

In Digital marketing, Inbound Content Marketing, Marketing Automation, Search Engine Optimization, SEO Search Engine Optimization by Julio Ahumada

This is the age of digital marketing. The days of relying on Yellow Pages or local PennySaver ads for your business advertising are long gone. Your customers are online and your business needs to be, too.
If you’re new to the idea of digital marketing, (also called online marketing or internet marketing), here’s a basic introduction to this marketing technique.

Digital Marketing: The promotion of products, services or brands through electronic media – the internet, mobile phones, social media, etc.

Your online presence begins with your company’s website. It should be attractive, functional, informative and professional. It should look and perform well on mobile devices, also. In the US, over 40 million internet users access the web only on cell phones or tablets.
Your website should use the right wording (keywords) to help customers find you through search engines like Google, Bing and Yahoo. 90% of internet users use Google, which runs over two million searches per minute, so you want your site to show up in search results when people are looking for your products or services.

Search Engine Optimization (SEO) refers to the techniques that help your website rank higher in search engine results pages (SERPs). Besides keywords, search engines look for elements including title tags, image tags, internal link structure, and inbound links (also known as backlinks). Search engines also look at site structure and design, visitor behavior, and other external, off-site factors to determine how highly ranked your site should be in their SERP. If that sounds complicated, it is. Search providers also change their algorithms frequently, so SEO is an ongoing effort.

You’ll want a way for potential customers to communicate with you through your site. Using a “Contact Us” form, a Newsletter sign up, or some other method of gathering email addresses will allow you to keep in touch with them as well. Building a list of prospects who want to hear from you is the first step in Email Marketing, a highly effective and low-cost way to promote your business. Getting prospects to return to your website, ‘engage’ with your content and respond to a “Call to Action” generates active leads and shortens your sales cycle. (We’ll talk more about Lead Generation strategies later.)

A presence on Social Media sites is another way to reach potential customers. In the US, there are 214 million Facebook users. Sites like Facebook, Twitter, Instagram, LinkedIn and Pinterest help spread the word about your business and are great places to advertise and run special promotions or contests. And you can target your ads very specifically. Your online audience can share your content with their social networks to further your reach. (Video and photo posts are most frequently shared.) Your social media activities also play a part in your search engine ranking.

All of your digital channels should work together to promote your digital marketing strategy. DNA Digital Marketing can help you untangle the mysterious web that is internet marketing and give you a clear roadmap for online success. Contact us at

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Why I love Rochester NY, and You Will Too!

In News, Video by Julio Ahumada

Rochester: Why I love it! And why you will, too!

In many ways, Rochester seems like a much bigger city than it is. We’ve got everything that a big city has! There are tons of cultural offerings – a world renowned Jazzfest, Fringefest, the Lilac Festival, Clothesline Arts Festival – to name just few! Museums, art galleries, dance troupes, theaters and theatre companies. We even lay claim to the National Museum of Play. Rochester works hard and we like to play! (So, even if you’re a grown up, Go! Play! It’s amazing!) And how about the George Eastman House? Or the Seneca Park Zoo?

We have world-class universities, the Eastman school of music, RIT, the U of R. There is a plethora of smart folks, researchers, doctors, nurses and staff at Strong Memorial Hospital  (yeah, it’s a teaching hospital!), engineers, professors in all disciplines you can think of, tech people, writers, artists, craftspeople, musicians. We are a renaissance city, truly.

Food and Entertainment

Food? You bet. Even our food trucks get 5-star reviews. We’ve got a bunch of farm-to-table restaurants, community gardens, distilleries, tons of craft beers, and ciders made from local apples. We’re apple country! With the Finger Lakes so close, we have access to lots of great local wines, as well. Oh, and we have a great big Public Market, with all sorts of fresh produce and specialty shops and stalls – seafood, breads, spices, meats and way more than I can list here.

Another cool thing: We are located on the Genesee River – one of only four rivers in the world that flows North!

We’re just minutes away from so much more – Ithaca, Watkins Glen, Belhurst Castle, all sorts of parks, Lake Ontario, and the Erie Canal! Did I mention the scenic Finger Lakes? They’re gorgeous! We’re the gateway to the Finger Lakes. They’re close, offering water sports, boating, hiking, and wineries galore!

Travel a few more minutes and you can be in Niagara Falls or the Thousand Islands. For real!

Winter, yeah, it gets cold – [But it’s not as cold as Antarctica!]

So with all this going on, you might think you’d feel like you were in a big, bustling city, but nope. We are friendly folk! People here really are laid back, friendly, helpful. Life is taken at a reasonable pace, and people always have a minute to help. And your commute is nothing compared to some. Most of us drive half an hour or less. The joke is you can get anywhere in the Rochester area in about 20 minutes.

If you are considering a place where your business and your employees can thrive, consider Rochester. You’ll love it!

DNA Mission Statement

In Quote by Julio Ahumada

What is DNA Digital Marketing?

Our goal is to create a partnership that will provide the highest levels of digital marketing services to our clients. By leveraging our own competencies to solve the riddle of revenue growth for our customers, it is a key component to our self fulfillment. It is the basis of the “Why” we do this. We are passionate about winning through our customer’s successes. 

DNA Digital Marketing is about creating a digital presence for our clients that will leverage their core competencies and attract prospects who value those competencies in a profitable manner. We help companies get discovered by the individuals who are looking for the solutions they offer. At DNA Digital Marketing, we are feverishly dedicated to our clients and their revenue goals. We are constantly testing new methods, learning new tools and implementing processes that are focused on igniting and accelerating our client’s revenue goals.

We value our time as we value the time of our clients.

We will not devalue our offering to make the sale. In fact we look for a good overall fit – partnership/relationship with a potential prospect. Not any company can be our client.

We strive to do business in an ethical manner. We have a code of honor.

We are individuals with integrity. We do what we say we will do and if somehow we fail to do that, we will own up to it. We are accountable.

We are individuals with families. Work is very important to us however our families are at our core as humans, it is what keeps us centered. We believe an ongoing and shifting work/life balance is possible. By being prepared and through honest communication with one another and the stakeholders involved.

How DNA Digital Marketing Leverages LSI

In News, SEO Search Engine Optimization by Julio Ahumada

Leveraging LSI Keywords

We work at leveraging LSI keywords (latent semantic indexing) that are related to the core keywords related to the topic your page is about. They don’t just include synonyms but other words that often occur when a certain topic is written about that put the focus in context.

A good way of thinking about it is if your website talks about Apple. How does a search engine know if the website is talking about the computer company or the fruit? Search engines have been developed to actively seek these LSI keywords to better determine the context and relevance of the query. To verify a proper match.

Google is maniacally working to get the most relevant content with the highest quality authority. If the site has a higher domain authority because of good backlinks to other sites, it wins in the delivered search results. It is more than just packing keywords into your content but to create it that content with a relevant and natural manor. Google will see most ham fisted attempts to just pouring trending keywords into your content just to show up in a search. Google knows all, almost. 

Keyword matching but more of a topical match to the query. That means Google

Is trying to understand the meaning of the website or webpage instead of just matching the keywords. DNA Digital Marketing enjoys a high level of effectiveness when it comes to this level of SEO. That is our primary consideration when creating content 

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Why SEO Search Engine Optimization is SO IMPORTANT

In Digital marketing, Search Engine Optimization, SEO Search Engine Optimization by Julio Ahumada

I have actually heard Marketing Professionals – Digital Marketing Professionals, say that SEO is dead. I had to think for a moment, what did I miss? That is just crazy thinking. SEO is not dead. Simple two dimensional analysis of keyword terms should be dead it is just inadequate. But I see it all the time.

What I am saying that among all the marketing malpractice I see out there, part of which is what i cal 2D SEO. “Digital Marketers” are using one tool to try to figure everything out for their client. Half the time (probably more than that) they get a results that they don’t fully understand. So what should you be doing? Assuming you have mapped out the right buyer persona and you are using tools like Keyword XP, SEO SpyGlass, SEMRush, SpyFu. Screaming Frog SEO Spider (long name great tool) you are looking at the overall challenge in a very 2D way. Humans are very complicated, almost unpredictable, understanding what they are looking for, how they are looking and when is the reason we at DNA use so many tools. Just like one camera will not be able to get every angle in an action shot, one tool can’t possibly capture the buyer behavior of your prey. I mean prospect :-).

Without getting the proper keyword mapping down and of course I am talking about the Latent Semantic Indexing LSI of keywords, in order to create valuable content that get’s on your targeted prospects radar.

Keep on thinking SEO is dead, you will lose.

If you would like to discuss this further, just drop me a line. I love talking about this.