Which Video channels should you use to get the best reach for your business?
How you can use various mediums to increase your conversion rates? It’s a great question. But just as importantly, it’s vital to know which channels you should use to promote video content, and how to measure their success.
“So what are my options,” I hear you ask? Sit back, grab a coffee, and let us guide you through…
Step one: Consider what channels are best suited to your video in terms of where your audience is going to be looking.
For example, if you’re in retail, or sell tangible products or food items, then Facebook and Instagram are great promotional mediums for this.
Instagram in particular is fantastic, because unlike Facebook it doesn’t require paid advertising in order to achieve exposure for your posts. Similarly, YouTube is also another great option, especially when it comes to showcasing product review/‘how to’ videos.
Video position
One of the most important things to keep in mind is the positioning of your video. Bear in mind that your website can have videos on several pages, and you can also place it on your landing pages and in emails to customers. Placement on landing pages increases your conversions; given that the ad script and context is aligned with the video content, and that a sign-up form is present.
You can also experiment with videos as follows:
Embedding videos: Having a video embedded in an email can easily get your message through without the recipient having to read a paragraph. It provides a quicker message delivery and absorption into the brain with visual cues.
Blogs: Support your blog posts with expert interviews, short reports from your company events or trade shows, and in-depth educational content.
Frequently Asked Questions (FAQs): This section of a website is important but often boring. A few short videos that answer the most important questions can help significantly.
Learning Centres: Many sites have educational sections where customers and prospects can find more information about your industry, products, and related topics. Video is one of the most effective ways to provide educational content that people appreciate and share with others.
About us Pages: Most prospects look at this page before making buying decisions. Presenting your company in an attractive video is a perfect way to make a lasting impression.
Step two: Measuring what makes your video successful
Once your video is complete and on show for customers to view, don’t forget to track its progress using analytics and insights. For example, check YouTube to see the video stats regarding how long people watch your video, where they are from and where they found – or how they were referred to – your video link.
Insights
Did you know that you can also access Facebook stats on your video using insights? If people leave comments on it, read through and take onboard any constructive feedback you receive. The beauty of this platform, is that it provides instant feedback on the video, its content and more.
Google Analytics will also help you assess what people did with the video on your website. For example, did they watch the whole thing and fill out a form, or did they bounce off the page to another section of your website? Use all of this data to tailor your next step in the video marketing strategy. If it’s working, keep it going. If it fails, find out why; tweak and change it until you get it right.
