Consumers crave video content. In fact, research has shown that 54% of consumers want to see more video content from their favorite brands. On top of this, video can help increase brand awareness and convert new customers. It’s a powerful way to generate maximum traction to your site too. But, in order to do that, you have to distribute your videos in the right places.
Here are the best places to start.
1. Include Videos In Your Emails
Email marketing is a key way to connect with your audience. Not only do you land directly in their inbox (so there’s no chance of getting lost on their various social feeds), but you also open up a two-way dialogue that builds trust.
Incorporating video into your emails can take your campaigns to the next level. Simply using the word “video” in an email subject line can increase open rates by up to 19% – but of course, you should follow through with actually sharing a video inside. This can reap huge rewards, too: including a video in the body of your emails can increase click-through rates by 96%.
Share your video as part of a wider narrative within an email or include a thumbnail that links to a landing page where users can watch the full video.
2. Publish Videos On Your Blog
If your blog is a tool for generating leads, prospects will probably expect to see a video or two when they get there. In fact, 96% of consumers actively seek out videos while making a purchase decision and people who watch videos are more likely to buy. As a result, adding videos to your blog can turn it into a lead generating powerhouse.
Simply add relevant videos throughout your blog post or use them as a CTA at the end of each post.
3. Upload Videos to YouTube
YouTube is the second biggest search engine in the world and can open up your brand to a whole new audience that might otherwise not have come across you.
Posting your videos on YouTube will help boost your search engine ranking and expose your brand to more potential buyers. But you should also strive to send viewers back to your website with a CTA in the video or a link in the video description.
4. Share Videos on Social Media
Videos perform really well on social media. Nearly all of Facebook’s two billion users watch videos, averaging around eight billion views a day on the platform. Remember that 85% of videos that are watched on Facebook are viewed without sound, so make sure your video has captions if there’s dialogue involved.
Over on Instagram, video is the fastest-growing type of content with an 80% year-on-year increase.
There are plenty of different formats to play around with on the platform; you can post short, snappy videos to Stories, share 60-second explainer videos in your feed to engage scrollers, and go Live on IGTV to share long-form videos of up to an hour.
Video also has a place on LinkedIn where users go crazy for this type of content.
In fact, they share it 20x more than any other type of content. In 2019, the platform released LinkedIn Live, a live streaming video option for certain users who can now share in-the-moment footage with their connections. To date, those that have used the feature have enjoyed 7x more reactions and 24x more comments which makes them more visible on the platform and therefore drives more website traffic.
Explainer videos also work particularly well on social media as they provide a quick insight into your brand in a fun and engaging way. Create short, snappy animations that tackle key problems your audience face and share them across your social platforms.
5. Share Videos On Partner Blogs
As well as posting videos on your own blog, why not share them on partner blogs too? This can be a great way to reach a new audience and position your brand as an expert in the industry.
You can share videos via a guest blog post, which will not only keep visitors checking out your content for longer, but will drive more readers back to your website. Ensure you include a CTA in your video or at the end of your guest post to encourage visitors to head back over to your website.
Distribute Your Videos in the Right Places to Get Maximum Traction
Videos are an excellent way to generate maximum traction to your website – if you distribute them in the right places.
Think about where your audience is already hanging out and share videos with them there, whether it’s on Facebook, Instagram, other social media channels, or partner blogs in your industry.
Remember, the key is to get maximum traction on your website, so include clear CTAs that drive people back to your website where they can find out more about your brand and start their journey through the sales cycle.
From legacy Fortune 100 institutions to inventive start-ups, Ryan brings extensive experience with a wide range of B2B clients. He skillfully architects and manages the delivery of integrated marketing programs, and believes strongly in strategy, not just tactics, that effectively aligns sales and marketing teams within organizations. You can check out Ryan’s Linkedin profile here.