Marketing + Video
Marketing Video Production is Only the Beginning: How to Get Your Videos Seen
October 12, 2023
Video has proven its dominance in the marketing world, with statistics showcasing its unprecedented ability to captivate and convert.
They attract 300% more traffic compared to other content forms. And by merely slotting a video into your landing page, you could skyrocket conversions by up to 80%. The popularity of video content is also evidenced by its rank as the second most reviewed asset by creative teams.
However, crafting a mesmerizing video is just the tip of the iceberg. The real challenge is making sure it gets the spotlight it deserves. Keep reading as we unveil how to ensure your video doesn’t just exist but gets seen.
Why Should You Promote Your Videos?
To truly harness the power of videos and ensure they achieve their full potential, you should invest in proactive promotion. Here’s why promoting your videos is an essential step in any content strategy:
1. Enhanced Visibility and Reach
Without promotion, even your most compelling video might not see the light of day, let alone achieve the desired traction. By promoting videos, you can ensure that your content reaches a wider audience, breaking through the noise of the overcrowded digital space. Leveraging platforms like social media, email campaigns, or paid advertising amplifies the video’s reach, ensuring it gets in front of those most likely to find it valuable.
2. Boosting Engagement and Retention
Statistics have consistently shown that people engage more with video content than with any other form of media. Videos have the power to captivate audiences, tell compelling stories, and evoke emotions, leading to higher engagement rates.
Furthermore, the combination of visuals and audio in videos makes it easier for audiences to retain the information. As such, promoting videos not only grabs attention but ensures that the message remains memorable.
3. Driving Conversions
A well-crafted video can guide viewers through a brand’s narrative, culminating in a compelling call to action. When you promote your videos, you’re essentially pushing a conversion tool to the forefront. It’s no wonder that videos on landing pages can significantly increase conversion rates.
4. Strengthening Brand Identity and Trust
Videos allow you to personify your brand, showcasing values, culture, and the people behind the scenes. This visual and personal connection can foster trust more effectively than textual content. When you consistently promote high-quality video content that resonates with your audience, you position your brand as an industry authority, building both credibility and trust.
5. Meeting Consumer Expectations
With the proliferation of video content on the internet, 91% of consumers now expect brands to communicate through this medium. Promoting videos helps you meet these evolving consumer expectations, ensuring your brand remains relevant and aligned with the preferences of its target audience.
Strategies for Promoting Marketing Videos
Employing effective promotion strategies can transform your video from just another piece of content to a marketing powerhouse. Here are some avenues that can elevate your video’s reach and impact:
1. Utilize Video Distribution Channels to Reach a Wider Audience
As you create stellar video content, limiting its exposure to a single platform can stifle its potential. Diversifying the channels through which you distribute allows you to tap into varied audiences with unique browsing habits. Think beyond just your website.
Platforms like email newsletters, industry blogs, and even third-party websites can be optimal spaces to showcase your work. For instance, data shows that incorporating videos into your email content can increase click-through rates by as much as 300%.
Collaborations with influencers or guest posting can also introduce your video to audiences who resonate with your message. These platforms often cater to niche audiences who share a keen interest in your industry or topic, making them more likely to engage with and share your content. Remember, each distribution channel offers a new opportunity for engagement, feedback, and conversion.
2. Implement Effective Video SEO Techniques
After investing in marketing video production, you should ensure they’re easily discoverable by your target audience. That’s where video SEO comes into play.
Optimizing your videos for search engines increases the likelihood of your content being found organically, leading to higher engagement, more shares, and, ultimately, increased conversion rates. Here are some video SEO techniques you should keep in mind:
- Craft Keyword-rich Titles and Descriptions – When users type queries into search engines, they’re essentially seeking answers. Your video’s title and description play crucial roles in signifying that your content holds the solution. Spend time researching relevant keywords related to your video topic and ensure they’re naturally integrated into both the title and the description.
- Create Accurate Video Transcripts – Transcripts enhance the accessibility of your content, making it consumable by a broader audience. They also provide search engines with more text to crawl, boosting the chances of your video being indexed and ranked. Remember, the more relevant content you offer search engines, the better your chances of gaining visibility.
- Optimize Video Thumbnails – Thumbnail serves as the visual preview that viewers see before they play a video, whether on a website, a video platform like YouTube, or in search results. Videos featuring custom human-centric thumbnails see play rates that are approximately 30% higher than those using generic or unrelated images. Incorporating an engaging, relevant thumbnail can entice users to click on your video instead of scrolling past it.
- Leverage Video Sitemaps – Video sitemaps are specialized maps that provide search engines with crucial details about the video content on your site. This metadata can include information like video duration, category, and title. The information ensures that search engines have a comprehensive understanding of your content and aids in more accurate indexing and ranking.
Utilize Video Sharing Platforms
Video-sharing platforms are goldmines teeming with users hungry for engaging content, making them invaluable for marketers aiming to maximize the reach of their video assets. Platforms like YouTube and Vimeo boast billions of users, presenting a golden opportunity to introduce your content to a global audience.
When you upload your marketing videos on these platforms, you’re not just passively waiting for your audience to find you. Instead, you’re actively placing your content where viewers are already searching and consuming video content.
Moreover, these platforms have their own set of analytics, offering insights into viewer behavior, demographics, and engagement metrics. Such data can be invaluable for refining your future video content and promotional strategies.
Consider Video Advertising Options
While SEO offers organic reach, its dynamic nature and frequent algorithm changes can make results unpredictable. For a more controlled and immediate boost in visibility, you should turn to paid video advertising.
Video advertising allows you to specifically target your content toward an audience that is most likely to find it relevant and engaging. You can target a specific audience based on demographics, behaviors, interests, and browsing habits.
Platforms such as Facebook Ads provide a cost-effective means to place your videos directly in front of a carefully selected audience. Other platforms like LinkedIn, YouTube, and Instagram also offer advanced targeting options that let you define your target audience with precision. This means less wasted exposure and a higher return on your advertising investment.
Incorporate Videos into Social Media Marketing
Social media, with its vast and continually growing audience, presents a goldmine of opportunities for video promotion. Approximately 4.9 billion people use social media today, a figure that’s predicted to rise to over 5 billion by 2027. These numbers alone underline the importance of having a strong organic social media strategy for your videos.
When you leverage organic social media video marketing, you’re tapping into a space where audiences don’t just consume content. They also engage, share, interact with it, and spark conversations around it. Unlike paid advertising, organic strategies are built on genuine connections, trust, and community engagement.
Sharing your video content on platforms like Facebook, Twitter, Instagram, or LinkedIn allows you to weave a narrative that resonates with your followers. It also provides the opportunity for spontaneous sharing, where the power of word-of-mouth can exponentially increase your video’s reach.
Moreover, by regularly interacting with comments, shares, and reactions, you foster a deeper relationship with your audience, turning casual viewers into loyal brand advocates. This genuine engagement can often lead to higher retention rates and more meaningful interactions than purely transactional advertising campaigns. So, in essence, while the glitz and immediacy of paid campaigns have their allure, you cannot overlook the authentic connections and community-building potential of organic social media marketing for your videos.
Choose Cross & Crown for Marketing Video Promotion
For those looking to promote their brand awareness while expanding their reach, merely focusing on marketing video production is just scratching the surface. To truly harness your videos’ potential, you should delve into promotion strategies that maximize visibility and engagement. It’s best to utilize a blend of strategies—from SEO and video-sharing platforms to organic social media engagement—to ensure your videos reach their desired audience.
If you’re serious about amplifying the reach of your marketing videos, consider partnering with Cross & Crown. Beyond aiding in crafting quality, engaging videos, we specialize in tailoring promotional strategies that ensure your content resonates with your desired audience. Reach out, and let’s discuss your project.