To YouTube and Beyond! 5 Places Where Including a Video Will Boost Results

by contributor on October 9, 2013 in Content Marketing

Editor’s Note: Today’s blog post comes courtesy of Jennifer Pepper, the Content Marketing Manager at Vidyard. Managing the Vidyard Blog and content assets, she loves all aspects of video production, information design, and using video to boost the success of marketing campaigns.

Uploading your marketing videos to YouTube is essential, it is after all the second largest search engine available and can be used to direct leads back to your website for more content and eventual conversion, but you can’t stop there to realize improved ROI. You’ve got to make sure everyone gets to see your video marketing masterpiece.

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With many distribution options to attract attention and encourage engagement, here are five places where you’ll want to share your video to make the most of your content marketing investment.

1. Use video assets in email campaigns

Serving as a direct line to your customer, email is a huge opportunity to leverage your video marketing assets for lead nurturing. In a GetResponse study of nearly a billion emails, those containing video had a 96% higher click-through rate when compared to non-video emails. This staggering increase in engagement with the inclusion of video makes adding an embed link a no brainer.

As Meagen Eisenberg, VP of Demand Generation at DocuSign revealed in a recent talk, in three rounds of partner-sponsored LinkedIn InMails they released, leads always gravitated to the video play button (unsurprisingly it was the most clicked on item within the email). It’s a mysterious force, and it works!

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Accompany your videos with a strong call to action (“Start your free trial”) and your emails will not only capture your prospect’s attention, but you’ll inspire action and drive leads through the sales funnel with a carefully constructed content path for them to follow.

To learn how to include video in your email campaigns, check out this great video marketing post by video specialist Ian Hutchinson.

2. Spice up a blog post

Using a video to start off a blog post is the fastest way to get your point across and appeals to today’s audience who wants to choose how they consume content (video, text, or a combination of the two).

How-to videos tagged with metadata about a specific topic within a post can also help your SEO efforts. Google recognizes pages where a click leads to longer time spent on a page, so a video capturing viewers’ attention on your blog for even two minutes longer can make your content more sticky and more likely to show up in Google search results for a particular topic. This is great for educational ‘about’ or ‘how-to’ content where a Google search result for “How do I save money?” directs to your video and, of course, your blog post.

If you have a lot of video how-to posts on your blog, your customers will come to see you as a trusted expert for information, you’ll free up your support team using video as your first line of case deflection, and you’ll have an increasingly visual presence in Google search results (the video results in search really do catch your attention).

3. Boost conversion by embedding video on your website & landing pages

Including video on your website and product landing pages sparks immediate interest and can increase conversion rates. In fact, a study by Eyeview Digital found that adding a video to a landing page can increase conversion by 80%.

Adding an automatic call to action after the video has ended can also direct viewers to other pages of your site; again making your webpages increasingly sticky and visible to search engines.

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As shown in the Eyeview Digital Study: eToro experienced a 33% increase in conversion based embedding an auto-play video on the landing page for first-time visitors.

4. Share video using social channels

With many social media outlets available, it’s really about choosing the most appropriate channels as each has a different purpose and audience. Sharing your video on Facebook and Twitter works to generate engagement via comments and shares, but only if the segments you’re targeting use these mediums. Pinterest is a good option when it comes to B2C companies with lots of visuals to showcase (you can embed your videos as a pin or even repurpose video content as stills with transcribed audio as text), but you need to consider your brand’s positioning to decide which channels suit your purpose.

A B2B company might consider using a combination of Twitter, Facebook, and LinkedIn rather than posting on every channel available in the hopes of appearing trendy.

5. Share video with the blogosphere

Moving beyond your own blog, it’s a good idea to reach out and see how far your video can go when shared as featured content on affiliate blogs in your industry. If your video contains information of interest to bloggers with a wide reach, determine if their site coincides with your goals and connect to see if industry influencers would be interested in sharing your video in original or guest posts.

Go forth and post!

Attracting customers with video has a lot to do with making sure your content gets the initial opportunity to persuade (you gotta get it out there!). Wide distribution on appropriate channels makes all the difference and can help you reach your conversion goals.

Which distribution channels have been the most helpful for you so far? Let us know where you’ve been successfully converting leads with a comment below.

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