Dynamic Marketing Communiqué

A leading sportswear company elevated their brand digitally using this approach! [Every Thursday: FYO!]

March 12, 2020

The introduction of the internet has greatly helped improve the accessibility of different types of media.

This not only increased the variety of content available, but it also helped introduce new and innovative ways to promote brands online.

In recent years, one type of content that has been on the rise is internet videos.

Thanks to better software and faster internet connection, more people now have the ability to watch videos using any device and through different platforms!

This approach is called video marketing and is one of the best ways for people to find your brand!

Optimizing your Video Marketing!

When done right, video marketing can help improve your brand’s online presence and increase user engagement that can lead to more sales and inquiries. Like standard SEO strategies, there are different ways that you can optimize and promote your video content online.

With that in mind, here are some effective ways that you can optimize your video marketing to boost traffic and engagement:

  1. Pick the right platforms – While YouTube remains the biggest online video streaming platform, it does not mean you should be exclusively publishing content there. Facebook, Twitter, and Instagram have recently optimized their video streaming capabilities, making them excellent platforms to promote your content. One of the most important things that you need to remember when optimizing your video marketing strategy is to find the ideal platform that provides the best way to engage with your audience.

  2. Improve searchability – Video content has now become easier to search over the past few years. Search engines and online platforms help you access video content across the web. Along with using the right keywords, you can also add the appropriate tags and hashtags. Both elements can be used to help increase the number of ways that users find your videos.

  3. Use eye-catching images – With so many types of video content available on the internet, it is important to make sure you catch your target market’s attention instantly. The best way you can do this is by using creative and eye-catching thumbnails.Most images and thumbnails contain the title of the video, the image of the topic, and even a striking statement that helps get people’s attention. It is best to commit a good amount of time to edit your thumbnails, as this is a significant factor that would help users decide to click and watch.


One of the companies that has effectively utilized video marketing is Nike, one of the biggest sportswear and footwear brands in the world.

Founded as Blue Ribbon Sports in 1964, Nike began creating shoes for track and field athletes. This soon expanded to other sports like basketball, where the brand gained worldwide recognition thanks to its superior quality, performance, and innovative design.

Their rise to becoming one of the biggest sportswear brands can also be attributed to their marketing approach. Over the years, they have launched a number of marketing campaigns that present Nike as the go-to brand for famous athletes, sports teams, and people who want to live a very active lifestyle.

Nike was able to incorporate this to their video marketing as well. Their video content is some of the most viewed pieces of media on any platform. The videos tackle numerous topics and social advocacies.

In fact, many of their videos generate millions of views across the internet!

One of the most recent examples was the highly successful “Dream Crazier” video marketing campaign launched in February 2019, which garnered critical acclaim, along with millions of views across different social media and streaming platforms!

The campaign celebrates female athletes who have broken barriers in their respective sports. The campaign features athletes like tennis icon Serena Williams, gymnast Simone Biles, and the United States Women’s Soccer Team.

Overall, the campaign was able to generate a high number of views and engagement. In just 4 months, the video posted on Twitter was viewed 31.6 million times and had over 655,000 engagements!

The video campaign was also successful on other platforms as well. The video was shared on the Facebook pages of Reese Waters and NowThis, generating 10.7 million and 21.5 million views respectively.

In terms of sales, Nike has remained one of the most successful brands, generating over USD 40 billion in 2019.

Brands like Nike have shown how video marketing can help promote your brand digitally. In the world of SEO, videos provide another way for people to discover your content, products, and services.

Videos generate a high level of traffic. They can translate to more people visiting your website, viewing your content, and even making inquiries and transactions.

Videos are also highly searchable. They would be able to appear at the top of the search results with the right amount of optimization. You can also tap into the power of social media to promote your videos and create more engagements.

Through effective video marketing, you will be able to expand your online presence and engage with more people on multiple platforms!

About The Dynamic Marketing Communiqué’s
Thursdays: FYO! Find You Optimization

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
Powered by Valens Research

This content is used with permission from The I Institute and The Business Builder Daily.

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