As a business owner or marketer, you want to get the most out of any marketing spend.
Too often, I see businesses who have commissioned a video do nothing more than just upload it YouTube and hope for the best. As far as strategies go, it’s not the best!
Here are 3 quick and easy ways to get the most bang for your buck from your next video production project!
Embed videos on your website
Video content is the most powerful marketing tool for building trust and engagement, so having video embedded on the most popular pages on your website is essential.
In fact, including a video on your landing page can boost your conversion rate by up to 80% (so say Wordstream). So whether that’s adding a promotional video onto a product page, including an event video on a sales page for an upcoming event or even just adding a simple brand video to your homepage, including video on your website should be the first thing you do to get the most value out of your video project.
If you make sure the videos are hosted from a popular streaming service like YouTube or Vimeo and implemented properly, there won’t be any noticeable effect on the performance of your site. In fact, it’s been estimated that as of today at least 82% of web traffic will be video (according to Cisco), so make sure your site is ready for video because your customers certainly are!
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Share videos on your socials
Video is well known for getting more engagement and exposure on social media than simple text or image posts. This is for the simple reason that they capture viewers attention for longer. Twitter says that tweets with video get 10 times more engagement than those without and on LinkedIn, video posts are shared over 20 times more than any other.
But don’t just upload your videos to every social platform! The key to making this work properly is ensuring that your content is tailored to the social networks you are posting on.
The audience on Instagram isn’t the same as the audience on Linkedin, and the audience on Tik Tok isn’t the same as that on Facebook. So keep that in mind when commissioning your video and think about where it’s going to end up.
Also, it’s always a good idea to get a few different versions of your edit too. The same video project could have a number of different edits created from it. For example, you could have a shorter version edited in portrait mode to use on Instagram stories and another slightly longer edit produced in a 1:1 square format for your Instagram feed.
But try not to get too bogged down in the detail. Hubspot say that 93% of brands got a new customer because of a video on social media so there’s no time like the present to get your video out there!
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Consider retargeting adverts
Retargeting video ads are adverts displayed to users who have already shown interest in the products or services you offer. They’ve also been shown to improve the click-through rate of ads by 74%, and your return on investment by 49% (link)
For example, a potential customer might land on a webpage, use an app or enter a physical store and yet not make a purchase. But with retargeting ads, you can send these warm leads a video ad using Facebook or YouTube Ads to remind them to buy.
The best thing about retargeting ads is that they can never be seen as spam by your audience. The very nature of dynamic retargeting means that you’re showing your prospects adverts based on something they’ve already shown interest in. Your video is acting as a casual reminder to click back through to the website and hopefully make a purchase.
These are just a few simple things you can do to get more mileage out of your video project. Even doing one of these above you’ll be transforming the impact of your video content over the vast majority who rely on the ‘upload and pray’ tactic!