Building a strategy for using online video goes beyond recording a few videos and putting together a YouTube channel. There is more to using video than YouTube, there are more reasons for companies to use video than just trying to become the next viral video sensation. To build an effective online video strategy, follow the 5 Es of Video Marketing: Engage, Educate, Entertain, Extend, and Enterprise. These components of video marketing strategy leverage all the strengths of online video—as well as minimize the weaknesses.

Engage

Successful video campaigns connect with people. This is beyond ensuring having a clear call to action—that’s enterprise—by its nature video draws people in, video encourages people to pause and consider what they are seeing and hearing. Connect with visitors by creating company profiles, testimonials, and simple product walkthroughs. Landing pages with video have 4–7x higher response and engagement rates than pages that don’t (Search Engine Watch). Retail site visitors who view video stay two minutes longer on average and are 64% more likely to purchase than other site visitors (Comscore). Engaging videos are ones that people watch and then understand the message being conveyed at a deeper level.

Educate

Using video to explain and educate about a company, products, services, or ideas is much more powerful than a blog post or an infographic ever could be. Short video tutorials can reduce support calls and requests by showing people how to solve common problems and help customers help themselves. Establish thought leadership in your niche with expert interviews, event coverage, and product showcases. Consumers who watch a video about a product are 52% less likely to return it and feel more confident in their purchase (Via: Invodo). Leverage the fact that ninety percent of information sent to our brains is visual and that information is processed 60,000x faster than text alone and create videos that educate.

Entertain

Laughter isn’t just the best medicine, it’s also one of the best tools for teaching and marketing. Think about the Old Spice commercials on YouTube. Think about the videos shared on Facebook. How many of those were for products or companies? A lot of them. Why? Because people like to be entertained. An entertaining video, even if it’s just enjoyable and not funny, is more than a nice break from the pace it can educate, engage, and entertain in one fell swoop.

Extend

Unlike a blog post, which should only “live” on one website and be linked to from sites, videos can be shared and embedded on websites all over the Internet—as well as on YouTube. An investment in an online video can be leveraged in more places and more times than any other piece of content. Video extends a message beyond one website onto all corners of social media. One of the greatest challenges marketers face, according to Marketing Profs, is creating enough content. One video can do the job of several guest blog posts purely because it can be shared, without SEO penalty, throughout the Internet.

Enterprise

Most of all, video is about business. More leads, more sales, more downloads, more clicks, more views, more traffic. Video marketing isn’t about trying to create the next viral video—while that is always a great thing to have happen—it’s about conveying a marketing message in video form so people will act on it. Every video produced needs a clear marketing or business goal attached to it. Even if the goal is just awareness and not a transaction the enterprise of the video is to meet a business goal.

Building a successful video marketing strategy goes beyond just five words, but remembering that all great video marketing campaigns engage, educate, entertain, extend, and have a basis in enterprise ensures that you are on track and on strategy.

Photo from Flickr by Lauren Manning.