Save time, money, and energy by planning your video strategy upfront and targeting a clear ROI. Increase conversions, sales, and users by delivering data-driven videos built to meet specific goals.

Dan Englander shares his experience managing 100+ video productions for Fortune 500 clients, including Venmo, Electronic Arts, and Showtime. He reveals what separates a good video from a great one.

Explore who this course is for, from founders and entrepreneurs to chief marketing officers, product managers, designers, and engineers. Discover how video marketing helps grow a company across these roles.

Clarify what this course is not, including that it is not a video editing course, not a YouTube-only course, and that it focuses on production management and outsourcing.

Map the growth path for video marketing by aligning production strategy, launch, and measurement to craft scripts, voiceovers, visuals, and dissemination that drive results.

Plan goals and vision, perform keyword research, map video to the customer funnel, and craft messages across formats, with return on investment planning and hosting strategies.

Download and copy the video launch plan template in Google Docs, then translate course lessons into a practical plan for your company as you progress through the modules.

Video is a powerful medium that delivers quick, memorable messages and strengthens brand personality through stories and testimonials. It drives traffic and conversions, including 85% who buy after explainer videos.

Frame video as a strategic tool within your marketing plan, not the end goal; explore five ways to integrate video into existing campaigns and refine ideas as you learn.

Avoid jumping the gun by completing pre-production checks before video creation. Clarify your product or service, consider pivots or beta testing, and understand your audience to shape the central message.

Explore the lifespan of videos and when to create or refresh them based on new products, features, events, brand updates, or new audiences, and understand why evergreen is not guaranteed.

Identify your video goals—sales, user acquisition, lead generation, brand personality, or awareness—and what you want it to accomplish to guide your strategy, with aro targets and examples to visualize formats.

Place video across the top, middle, and bottom of your funnel on landing pages to move visitors toward leads and customers, using concise explainers and clear calls to action.

Engage viewers with a call to action in videos, avoid fading to black, guide them through the funnel, and prompt actions like downloading e-book or signing up for a newsletter.

Leverage a prominent video on your landing page to boost conversions, engagement, and lower bounce rate. Provide a clear next action to guide viewers toward contact, download, or additional content.

Discover how to conduct keyword research for video marketing using tools like Google Keyword Planner, BuzzSumo, Quora, and Google Trends to choose primary and secondary keywords for titles and descriptions.

Get real about virality: there is no formula, and going viral is often unrealistic. Instead, prioritize measurable sales conversions and engagement while weighing messaging and risk.

Develop your goals and vision for your video launch plan by answering nine questions, researching keywords, and defining what you want to accomplish to create a solid foundation before production.

Develop your message through a 20-question creative interview, establishing a discovery process that builds a foundation for scripts and marketing, analyzes product, brand, and audience to drive leads and sales.

Identify the problem your product solves and how it alleviates customer pain. Highlight one to two key features, pricing, objections, and differentiators to guide your video.

Align your videos with your brand personality and visual style, including color and tone. Explore sincerity, excitement, competence, sophistication, and ruggedness to shape copy and design for conversions.

Keep your audience top of mind by examining demographics, seniority, and buying stage to tailor video messaging, address audience mindset, and emphasize problem awareness.

Dig deeper into your audience with a customer development primer that uses interviews to identify problems, discover your product, and validate messaging before launching video campaigns.

Create your script's foundation by shaping the video launch message, then use case studies to model success, boosting sales, reach, and leads.

Explore a variety of video formats beyond the norm, from explainer videos and testimonials to tutorials and interactive formats, with a quick overview to help drive leads and sales.

Access the case studies spreadsheet to explore formats and search by company, categories, and keywords. Copy the file, add your data, and use explainers and testimonials to guide production costs.

Discover how explainer videos explain complex products in 90 seconds or less, using animation to sell the problem and the solution while boosting buying confidence.

Apply the explainer decision flowchart to decide when an explainer is needed, evaluate new products or buyer groups, and learn to sell the problem and solution or switch formats.

learn how a b2b landing page with a hero video boosted leads, time on page, and reduced bounce rate for HR professionals in large organizations using the whiteboard success model.

Explore the Dropbox explainer case study, a low-fi, single-video homepage that drives viral referrals and a 10% signup lift, illustrating effective video marketing and trust-building for a $99 product.

Use customer testimonials and videos to drive word-of-mouth marketing through trust and social validation. Streamline production with structured interviews, lighting tips, and customer-focused questions.

Explore the testimonial success model that follows a high-profile customer's journey, where the CEO and CTO detail email service problems and improvements, plus budget-friendly production tips.

Engage audiences with public service announcements and editorial videos on current, controversial, or confusing topics. Apply the three c's to craft focused PSA ideas with facts and a product takeaway.

Use a public service announcement style to address software patents for tech startups. Collaborate with a respected economist to boost reach, views, long-term SEO, and lead generation through video.

Use a culture video to showcase your brand's personality, build trust and familiarity with customers or prospective employees, attract talent, and educate or engage your workforce.

Explore culture video examples from Spotify, HubSpot, and Kixeye, then learn an affordable video format to educate customers and move leads to customers at the funnel's bottom.

Create product tours that educate while they promote, repurposing existing guides to onboard customers, address multiple user groups, and reveal complex features with a clear funnel and CTA.

Explore Wufoo and HubSpot success models through accessible screencast product tours. See how features, calls to action, and a free trial path drive leads and sales.

Explore interactive video, a cutting-edge technique that uses choose-your-own-adventure style interactions to tailor education for multiple buyer groups, boosting engagement and learning.

Discover how interactive video targets different audiences with embedded calls to action, such as email capture and white paper downloads, to drive product pages and sales.

Fill out the video launch plan's format section and use the explainer flow chart to decide if an explainer fits your needs, prioritizing it to boost conversions.

Discover a five-step process to find your target ROI for video marketing, plan affordable production and marketing investments, and set a measurable baseline to guide resources.

Identify your goal, select and value metrics in dollars, compare results, and calculate ROI using our spreadsheet to drive video marketing leads and sales.

Identify your marketing goal from sales, user acquisition, lead generation, awareness, or education, and decide the metric to measure success in step one of the ROI framework.

Decide on a metric for your goal—sales, user acquisition, or leads—and link it to a CRM, lead capture, and tracking tools, then value awareness and education outcomes.

Set the value per sale from gross profit margin, exclude fixed costs, and multiply that profit by your close rate to estimate value per lead for campaigns and awareness.

Compare post-launch performance with AB testing, using the chosen metric to set ROI targets and gather before-and-after case studies from competitors, partners, and studios.

Plug data into the video roi calculator tool and copy the spreadsheet, assign lead value ($250), and plan a one-month ab test to project roi around 230%.

Adding a home page explainer video boosted leads by 46% with Google AdWords traffic, demonstrating the value of video and the need for a measurement plan.

Set up Google Analytics to track your chosen metric and a conversion goal, establish a 300-user monthly baseline, and schedule regular measurements recording before and after results.

Explore practical video alternatives that act as stepping stones toward video, including Prezi, infographics, SlideShare, and DIY animation, to test ROI and plan for success.

Take action by completing the ROI-focused video launch plan, including measurement steps with the video ROI calculator spreadsheet, and prepare for hosting and the distribution strategy.

Choose the right video host for each purpose to avoid neglecting your content. Compare YouTube, wisteria, and Vimeo, explain why self-hosting isn’t ideal, and plan your hosting provider.

Discover why YouTube is a major search and brand awareness engine. Learn to host videos on multiple platforms, link to your site, and drive conversions with strong call to action.

Discover wisteria as a pure video host focused on driving traffic and conversions with strong analytics, a clean professional look, varied pricing, and easy upgrades from free to business.

Explore Wisdom's business option to create projects, embed videos, and customize thumbnails. Discover timeline actions, captioning with SRT, and video SEO with XML sitemap for indexing and engagement insights.

Explore Vimeo as a clean video host with an ad-free experience, password protection, and straightforward pricing tiers from free up to Pro for professionals.

Avoid self-hosting video content due to bandwidth limits, large files, and storage limits. Rely on professional hosting to handle browser compatibility, analytics, and reliable delivery for your video marketing campaigns.

Choose the right host for your video launch plan to enable analytics, embedding, and traffic control, then optimize YouTube by placing the right content to drive leads and sales.

Envision YouTube as a deliberate channel for SEO and brand awareness, tailoring videos to answer search queries, balance 80/20 content, and host home content off YouTube to avoid traffic cannibalization.

Discover a simple method for high-performing YouTube titles and tags by keyword research with Google Trends, placing keywords early in the title and aligning with user problems on YouTube.

Create a long-form YouTube description, using transcription-derived content, that ranks for long-tail keywords like explainer video for startups, and includes calls to action and key links.

Explore how an SEO chat tool pulls from Google, Amazon, and YouTube to surface long-tail keywords from your core term, such as explainer video.

Use compelling YouTube titles and descriptions guided by a study showing two searches on YouTube are up more than 70 percent, based on 100 million hours watched in 2015.

Create punchy thumbnails that grab attention, using a human face and bold text for live-action videos and alternative visuals for screencasts. Use keywords, color, framing, and differentiation to boost clicks.

Define your YouTube goals and formats, refine long-tail keywords and tags, and craft a standout thumbnail to boost conversions, leads, and sales before you publish.

Explore strategies, tools, and hacks to attract more eyeballs, boost conversions, and drive sales, with an evolving set of ideas that invites your input.

Learn how video transcriptions boost SEO and engagement, with Moz's white board Friday as an example of publishing transcripts and driving traffic without cannibalizing YouTube.

Create a video sitemap to boost crawlability and rankings and prepare for future video email campaigns that drive leads and conversions.

Boost email performance by using video, featuring a thumbnail hero with a play button and auto play on a targeted landing page to increase click-through rates.

Boost cold email effectiveness with a short back-and-forth approach, a video hook, concise messaging, and Yesware tracking guiding recipients into a lead funnel via an autoplay landing page.

Learn a step-by-step method for fast press placements using video, automated journalist outreach, and a blog contact list with names and emails for scalable coverage.

Leverage thought leaders and celebrities to reach a massive audience. Coordinate promotions, adapt existing presentations, script, storyboard, and publish editorial PSA videos.

Partner with industry thought leaders to create explainer videos and drive views, engagement, and leads, as shown by collaborations with Marginal Revolution and other big names in our industry.

Leverage Quora to drive high-quality traffic by using video to enhance posts, answer questions helpfully, and add a subtle promotional angle.

Automate video distribution across networks with drag-and-drop, encoding, and per-network metadata, posting to 20 sites at once and enabling a global video takedown.

Tour a versatile video distribution platform. Upload and edit metadata, link networks like YouTube and Twitter, and schedule campaigns across profiles.

Propel your video marketing by repurposing videos into a SlideShare presentation, extracting 20–40 key slides and adding a clear call to action and links in the description to generate leads.

Use visually engaging video with music and dynamic text to attract trade show attendees, then treat it as a hook that conveys information quickly across multiple screens.

Plan your video launch by outlining a distribution strategy to maximize views, conversions, and sales, while weighing script writing, voiceover, animation style, and outsourcing options against cost–quality.

Discover how to create the best possible video by selecting the right producer, balancing budget and quality, and mastering a persuasive script with a video producer database.