With all the talk about creating effective video marketing content, remember that how you actually deliver that content is just as important.
There are lots of marketing channels out there at your disposal,and while some are video-specific, others are ideal for content of all shapes and sizes. But as with all forms of content marketing, if you’re going to take the time to create these videos, you should also have a strategy in place for putting them in front of your target audience.
With that in mind, here are some of the most effective video marketing channels to consider:
#1. YouTube – Let’s just get this one out of the way first, since it’s the most obvious. While platforms like Vimeo are certainly worthy of your attention. YouTube is the undisputed king of online video. With over 4 billion views each day, if you’re creating video content and not posting it to YouTube, you might as well not bother doing anything at all.
Remember, not only is YouTube the most viewed video platform on the planet, it’s also the most commonly shared, is easily embeddable, and reigns supreme in Google search rankings.
#2. Search engines – While YouTube videos are great for exposing more people to your messages, the goal is still to get them to visit your company’s own website. For that reason, it’s important to have quality video content posted right on your site as well, and to make sure those pages are optimized for search.
For that reason, you should create and submit a Site Map XML file to help Google and other search engines index your videos. You should also follow the traditional rules of SEO by creating fresh, interesting, keyword-optimized, and shareable content pages.
#3. Site pages and blogs – Don’t forget, video marketing on your site is about more than just search. You’ll notice that lots of companies these days have short videos right on their homepages that introduce visitors to their products or services. This isn’t just to make their sites look fancy and professional; videos are a proven way to communicate effective messaging in shorter periods of time.
Also, if your company has a blog for content marketing (and it should), embedded videos are a great way to create and repurpose additional resources and keep your content fresh.
#4. Emails and newsletters – According to a recent study by Experian Marketing Services, simply including the word “video” in the subject line of a newsletter or email led to a CTR increase of as much as 13%. Mobile devices are also a factor here, as more and more people are now using smartphones and tablets to check their email. Research has also shown that video content generally draws much higher user engagement rates on mobile devices, adding even more incentive to include videos with your email marketing campaigns. (Check out my full post on email marketing and video for even more tips.)
#5. Social media – This is another obvious one, but a lot of online marketing experts will tell you that video can go a long way in making your content more shareable. And where do people go these days to share content? Exactly.
Sites like Twitter, Facebook and Google+ make it easy for users to view video content straight from their streams and news feeds, and encouraging others to share your content via those platforms will increase the chances of your videos going (at least a little) viral.
#6. Public relations – As a former journalist, I can tell you this – reporters get a LOT of press releases. Because of this, one of the toughest parts of a PR rep or marketer’s job is to simply get the attention of a publisher. This is where embedding a video or creating a video press release can really help. Not only does video help you stand out from the rest of the typical press release-riddled pack, but it also creates a cool content item that publishers can potentially use in whatever they write or create as a result.
#7. Mobile marketing and QR codes – Obviously, marketers can no longer ignore mobile when developing their strategies. This is especially true when it comes to video, since I noted above, video content has proven to be more successful than text when it comes to mobile user engagement.
QR codes, while not particularly new at this point, have certainly become more commonplace over the past year or so. With so many people walking around with smartphones and tablets these days, QR codes offer a simple way to introduce them to more video content, especially at events and conferences. (Note: There are a lot of cool ways to utilize QR codes that I won’t get into here, but for more details, check out my previous post on cracking the QR code for mobile marketing.)
What other channels have you found successful for video marketing? Sound off in the comments and share your stories!