I Have an Awesome New Video! Now What?
Building a creative marketing video that tells your story takes a lot of energy and effort. Once you have it–you want to put it to work. You know you should do the basics–post it on your website, send it in a marketing email, and share it on social. But how are you doing those basics? Are you experimenting and doing more than checking the boxes?
Here are three quick tips on ways you can use your marketing video so it reaches its fullest potential:
- Embed the video in your marketing email so it’s more than just a link or static picture
- Share your video on social and host it directly on each channel (it will boost your video’s chances of being seen!)
- Optimize your video for search
Let’s dig into each of these tips for how to use your marketing video and maximize its reach, engagement, and conversions.
When you embed your video in your marketing email, it’s a much more engaging experience for your potential clients. It looks polished and entices the recipient to click through to learn more about your company or service. Some email platforms don’t allow the video. Instead you will often see a GIF (still looks great!) or static image.
This is something we have tried for our own marketing emails and we found that it worked best when we sent our emails early in the morning. This is a time when our clients review the email on their phones which DOES play the video inside the email. Almost 50% of emails are opened on mobile devices so there is definitely a huge opportunity to get your beautiful video into the hands of the people you want to see it.
You know you should share your video on social, but you might not have thought about if you should just post a link or host it directly on each social media channel. Depending on the video it might make sense to upload your video directly to each platform because each platform has super smart algorithms that favor their own hosted videos over links to videos. Try uploading a video to YouTube and then sharing it on your Facebook page. You’d think you’d get the same type of engagement and reach, right? Guess again. A native Facebook video’s reach is 10 times greater than a YouTube link. And Facebook is on an upward trend when it comes to video views with eight billion views each day.
But, make sure you post your video on your own website first because you want to be Google’s original content! If your website has a blog, consider writing a post that includes the video or dives into its creation and development — kind of like what we do in our portfolio. Why? Blog posts with videos attract three times as many inbound links as posts without videos, which helps your video spread across the internet and to blogs that may have a similar audience as yours.
Don’t forget that YouTube is the second largest search channel behind Google so you need to make sure your video is posted to YouTube with strong keyword tags and a killer thumbnail.
How is the world going to find your video? It's great that you’ve added your video to your website, but have you made sure that Google will find it? I was just reading about a tactic that explains that you should create a video sitemap to increase the likelihood that your potential clients will discover your video. Google provides a nice guide on how to implement this on your website so check it out! If this looks way too technical, pass it to your webmaster and see if this is something you can make happen.
When it comes to your videos, you want to incorporate keywords that your audience is searching for across the web. If you’re uploading a video to YouTube, you’ll want to use your focal keyword in both your video’s title and throughout its description to help your target audience find it, watch it, and enjoy it.
Transcribing your video is another way to optimize it for Google. This step may seem odd, considering 1.8 million words is worth 60 seconds of video, but the tactic works by helping your content show up in more run-of-the-mill Google searches. Transcriptions are also helpful for converting your consumers. A substantial number of business leaders prefer to read rather than watch a video when they’re making a business decision.
Additionally, whenever possible, create a “mini-campaign” and use supplemental content to get your video seen by more people. Pull a few stills from your video and overlay a concise quote relevant to your messaging or a powerful statistic that provides some food for thought for viewers. Distribute these nuggets of content for a few weeks following the original video launch to keep engagement high and drive people back to your site or YouTube channel. We found this tactic extremely valuable when helping CropLife America generate views for their #GiveaCrop campaign.
Creating a powerful video that delivers the message you want to make is the first step in incorporating video into your marketing campaign. Make sure your investment was worth it by going beyond the basics and get those new viewers to see your new masterpiece!