Creating compelling video content takes time, energy and, often, a team of dedicated marketers.
Once you have something you think your audience will like, it can be tough to determine which distribution method to use.
From VidYard, here are a few possible outlets. Choose one and perfect it, or dabble in each to determine which will work best for your strategy.
Increase your activity on YouTube and other social media channels.
If you’re going to use YouTube, VidYard data suggest coming up with a few calls to action.
From customer success content strategist Jennifer Pepper:
Though YouTube on its own isn’t a video strategy, it can help build awareness. Use the channel to drive viewers back to your website where they can consume more content—free from distraction. Just be sure to use calls to action. Once they’re back on your website, you’ll be able to track their behavior. If you aren’t comfortable giving the asset away, don’t put it on your YouTube channel; self-host it, instead.
Outside of Google Plus and Facebook, the visual platforms Pinterest and Instagram are just as valuable for posting and sharing videos. Give them a try. If you can influence even a small audience with either, you should explore integrating that channel into a future campaign.
With Instagram, Pepper advises:
When you have a piece of long-form video content, use Instagram video to create a teaser trailer directing everyone to the [full version] of your content.
Your website is your most valuable asset—use it.
Compelling content can make your organization more relatable. A how-to or welcome video can help make meaningful connections with first-time website visitors.
Whether you want to include an introductory video that walks visitors through the ins and outs of your site or a funny video that shows off your organization’s personality, it’s important to try to make a human connection.
The content you select for your site can have a lasting effect on consumers—and even influence their buying decisions. Use video to persuade consumers to visit your site more regularly, as well.
Here’s an added benefit of embedding videos on your website, from VidYard:
Videos embedded on your site can help increase conversion by 80 percent. Google recognizes pages where a click leads to longer time spent on a page, which means if your viewers click and watch a two minute video, those two minutes will make your site more “sticky”—and more likely to appear in Google search results.
Email campaigns can work, too.
No matter your budget, most marketers have access to two things: an email account and a smartphone.
Here’s insight on the latter, from Rain Castle’s marketing blog:
Marketers may think production cost is too expensive, but videos don’t need to be television-quality. In fact, a video shot with a pocket video camera that looks less commercial will feel more personal.
When it comes to including videos in emails, here’s more:
Email campaigns can serve as tremendous opportunities to leverage your video marketing for lead nurturing. In a GetResponse study of nearly a billion emails, those containing video had more than a 95 percent higher click-through rate when compared to non-video emails.
Not sure about sending videos in the bodies of your emails? Pepper says to consider using your email signature. Here’s how:
Beyond email campaigns you send out to promote your video, have your team members change their email signature to include a catchy line with a hyperlink to your video embedded on your site. You can switch up your signature every time you release a new video.
What video distribution channels would you recommend, Ragan readers?