Videos can be created for just about any type of marketing strategy, regardless of industry.
Whether they are introductory videos, instructional videos, product demos, client testimonials, employee interviews, office tours, etc., videos help businesses drive home their messages and create brand awareness like nothing else.
Many brands are discovering the potential that video marketing gives them for creating higher levels of engagement and sales than written blog posts alone.
51.9% of marketing professionals worldwide cite video as the type of content with the best ROI. ~ eMarketer, 2013
Are you ready to learn more about using videos in your marketing strategy?
To start, here are a few places you may consider for marketing your online videos and increasing their reach – and potentially, your ROI.
Using multi-platform promotion for your video content
YouTube: After you have embedded your video on your site, make sure to add it to YouTube.
One important thing to remember is to give the video a different title in YouTube. Since YouTube and Google are both search engines, you don’t want to “cannibalize” your SEO efforts.Tweaking your content, even slightly, allows you to take advantage of the powerful search capabilities for videos. Click To Tweet
As part of your YouTube video marketing strategy, you should always include a URL in the description that guides viewers back to your website. This is especially important for product and service landing pages.
The following social media channels are also great outlets for maximizing the exposure of optimized videos:
Facebook: Drive engagement and traffic to your website by creating Facebook posts with your videos’ links. Facebook allows you to either upload a video directly from your computer or by copying/pasting the URL. Create a catchy headline for the video which both entices your viewers and encourages them to share. If you manage a Facebook page, you also have the option to display your video as a call to action (CTA).
Twitter: Since you only have 140 characters to work with for a “tweet,” or Twitter post (for now!), you want to be brief and to-the-point with your message. Just like Facebook, you can create posts which include your video’s link back to your website. Consider a link-shortener, such as bit.ly, so you have more room for a brief headline. You’ll want to implement strategic and relevant hashtags, which help further designate your video for specific audiences.
LinkedIn: LinkedIn an often underutilized social media network, but should be considered seriously. It is a powerful search engine with a lot of authority on Google, as well as other search engines. Update your profile with video links, links to your virtual tour, and/or presentations which point back to your website to boost SEO.
Note: Be sure each video on your website includes social media buttons to encourage sharing by its viewers.
Other ways to market your video content
Email Marketing: The open rates for email marketing campaigns with video is high. A study by the Relevancy Group with U.S. marketing executives in February, 2013, revealed the following: “55% of marketers who used video in email campaigns saw a higher click through rate, 44% saw a spike in time spent, and 41% witnessed an increase in sharing.”
Per Lindsay Kolowich in her article for HubSpot, “research has found that using the word “video” in an email subject line boosts open rates by a whopping 19%.”
Blog: Create and/or repurpose blog posts around your video content. This is a great way to boost your site’s SEO, as well as gain and keep traffic on your website.
- Be relevant and make sure you’re using the right content and tone for channel participants.
- Don’t rule out humor, but always remember that you are representing your brand.
- A “behind-the-scenes” video can be great but probably works better for Facebook and Twitter rather than your website. Once again, be mindful of your brand’s image.
Do you need more convincing that video marketing is growing? Check out these statistics from 2015:
- 92% of mobile video viewers share videos with others. – Invodo
- 65% of executives have visited a vendor’s site after watching a video. – Forbes
- (39% have called a vendor after watching a video)
- 70% of marketing professionals report that video converts better than any other medium. – MarketingProfs
- When marketers included a video in an email, the click-through rate increased by 200% – 300% – Forrester
- The average internet user spends 88% more time on a website with video. – Mist Media
- 300 hours of video are uploaded to YouTube every minute. – YouTube
- 64% of consumers are more likely to buy a product after watching a video about it. – comScore
- Visitors who view videos stay on websites an average of 2 minutes longer than those who don’t view videos – comScore
- 59% of senior executives prefer to watch video instead of reading text, if both are available on the same page. – Forbes Insight
- Homepage videos are shown to increase conversion rates by 20% or more. – ReelSEO
- Using video on landing pages can increase conversion by 80% – Unbounce
- Mobile makes up almost 40% of global watch time on YouTube. – YouTube (6 billion hours of video are watched monthly on YouTube)
- 1.8 Million Words is the value of one minute of video. – Dr. James McQuivey, Forrester
Source: Adelie Studios
Keep the conversation going
Your video is just one customer touch point.The best content marketing strategies encourage continued conversations long after the video ends.Click To Tweet
Don’t be afraid to ask for viewers to engage – whether it is clicking through the rooms of an interactive tour, or to view a “how-to” video on measuring for the use of their product — then showing the user how to order it right there on the website.
At a bare minimum, encourage users to access more information on your website, by including a relevant link in both the video itself as well as in its description.
Are you using video marketing, or do you have plans to do so in 2016? I’d love to hear your thoughts about using videos. Please feel free to leave a comment below.
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