It can be frustrating to spend a lot of time and money creating a video you think is good, but no one is watching. Producing a great video alone won’t get eyes on it, but a robust video marketing strategy will.
You have to consider a number of pre- and post-production strategies to help promote your video. Whether it’s organically or through paid media services, there are multiple ways you can target your audience on search engines, social media, through native advertising and influencer marketing. In fact, there are strategists and demand generation experts whose job it is to ensure brand videos are seen by your audience.
But the process begins well before the first frames of video are shot.
Regardless of the type of video you produce or the product or service you sell, it takes much more for it to be found online. So, let’s look at some of the ways you can get more return on your investment in video marketing.
This might be the most important part of your video marketing strategy. You’ll need a demand generation team and brand journalists working together to develop an SEO strategy for YouTube and your website. This is as important as having a Google SEO strategy.
Producing an amazing video with a catchy title that pulls people in is only half the battle. At the same time, you’ll need to incorporate the main keywords that identify your video’s message.
Your description should include compelling copy that describes your video. This is done to benefit those who are unable to see your video. It also tells the search engines more about your video. The description strategy is similar to the SEO practices you would use for your website. Make sure to include a call-to-action and a link to your video landing page to create momentum.
Static banners are dying. Adding video clips to your pay-per-click (PPC) ads is more eye-catching and engaging. You can also create video teasers to embed into your ads that create curiosity and compel viewers to click. Teasers are a great way to pull prospects into your website, and the full video can make the sale for you.
A great lead generator is a long-form video hidden behind a great landing page. You can use it to collect information from the viewer prior to letting them watch. A user will gladly offer their information for the knowledge a long-form video can impart in the area of their interest.
This is the strategy Salesforce uses on their nonprofit signup page.
A graphic overlay on a video is a great way to get your message out without covering up your main message. Using an overlay as a call-to-action can boost your conversion rates. Plus, you only get charged when the video is clicked, so it is cost effective.
Here’s what a graphic overlay looks like:
Putting videos on your landing pages is a great way to improve your promotions. In lieu of static images, a video is more enticing. In fact, including a video on a landing page can increase conversions by as much as 80 percent. It may be because videos increase the length of time people stay on your page, giving your brand message longer to sink in. Here's an example:
Email campaign conversions go up when a video is included. Some statistics show that a video in an email can increase your click-through rate by 200 to 300 percent over emails without videos. One of the best ways to do it is to include in the body a little description of what the viewer is about to see. A great video thumbnail that leads to the video when clicked can also be enticing. HubSpot even allows you to include video in emails.
Social sharing has the potential to make your video go viral. And don’t just post it in one place. You can leverage all of your social media channels with your video. This can help spread your message to newer audiences faster if it’s shared by those who see it and improves your video promotion.
Just be sure to include a share button, and don’t be afraid to ask people to share your video. You can also put a little money behind your videos on social. It actually won’t cost you much to promote your video on platforms like Facebook and Twitter.
Outside of your social networks, create your own channel on YouTube where you can provide potential customers an organized video library they can use for training or further education in your industry. You can include categories such as:
All of your online videos can live in one place for everyone to see (talk about brand awareness).
Your videos can be used to educate prospects about your product or business. Videos with experts from your company help establish your credibility, thought leadership and authority in your industry. Using your experts to create informative videos are useful to your customer, whether B2C or B2B. It also establishes trust.
No matter the purpose of the video, each should have a call-to-action at the beginning, and it should be repeated at the end. Enhancing your brand and your message in the video requires a bit of repetition. It’s done to ensure your message will be seen (and heard) because viewership can start dropping in as little as 10 seconds.
Videos are a critical part of the sales process. They can sell directly with a great call-to-action, indirectly by preparing the viewer to accept the sale, and by easing “buyer regret” afterward with comforting reassurances.
The great thing is even if your viewers take no action, the rich message your video provides will be remembered. Video enhances any sales and marketing strategy and your educational and branding campaign. Promote your video and watch how well it works for you!
If you’re hoping to get more return on your investment in video marketing, you need a team of experts behind it. From audience research and storyboarding to SEO optimization, you need a group that’s reliable and that can do it all. A digital marketing agency has the experts to turn your videos into powerful weapons in your marketing strategy. With a video production house, your only end result is a video.
If you’d like to learn more about producing an eye-catching video that can be crafted to find your audience, visit our video marketing page. You can also make a request to talk to one of our consultants today.