It’s almost 2020, and if you aren’t already using video as part of your digital marketing strategy, you’re lagging behind. Fortunately, you aren’t completely out of the race with your competitors. You can still catch up by focusing on adding video to your strategy in 2020.
We’ve already talked about why video is going to be important in 2020. Now, we’re going to walk you through the steps you can take to incorporate video into your digital marketing strategy.
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Decide What Types of Videos to Make
Implementing a video strategy isn’t as easy as throwing together a video of anything and putting it online. You need a strategy that will help you decide what types of videos to publish so you can maximize your efforts and get the most ROI out of your video campaigns.
Here are some common types of videos that businesses invest in as part of their digital marketing strategy along with actionable guides from online video companies that can help you get started:
- Video emails, Vidyard
- Product reviews, Oberlo
- Product launch videos, Biteable
- Explainer or how-to videos, Adobe Spark
- Company culture/introduction videos for recruiting, Cincopa
You might decide you want to try all of these video types and then track which ones get the most engagement. Or, you may want to focus your efforts on one specific type of video before moving on to another type.
If you’re only going to start with one type of video in 2020, we suggest video emails, especially if you already have an email marketing strategy in place. Data from Vidyard shows that emails containing video content as opposed to just written content have 19% higher open rates, 50% increased clicks, and generate 64% more revenue.
The best part of starting with email videos is that you can create videos for your emails and then use them in other places. Publish them on your website, put them on your YouTube channel, and publish them on social media for additional traffic.
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Create a YouTube Channel for Your Business
It’s easy to create a YouTube channel for your company. You can get set up in just a few minutes and start publishing videos immediately.
The great thing about having your own YouTube channel is that you now have a place to store all of your videos, even if you publish them on other platforms. With YouTube, you can categorize your videos, create playlists, and use metrics to determine which types of videos are getting the most engagement so you can adapt your video strategy accordingly. Make sure to add a call-to-action at the end of each video to direct your viewers to your product page.
Here are some informative guides that can help you get started creating your YouTube channel and building a content library that will help you drive traffic to your website and create engagement among your site visitors:
- How to make a YouTube video
- How to create a YouTube channel
- 15 tips for growing your YouTube channel
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Decide Where to Post Your Videos
There are a lot of options when it comes to choosing where to post your videos. In addition to posting them on YouTube, you might also consider the following:
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Educate your audience with a webinar
When done well, a webinar can generate qualified leads, drive traffic to your website, and improve brand awareness. Webinars are great for educating people on a particular topic or product. Best of all, they can be done remotely, which means you can attract a global audience through your webinar.
Another benefit of webinars is that you can record them and then use video from each webinar for promotional materials on your website, in ads, on social media, and in emails. Remember that webinars are designed to be educational, so make sure you’re providing value for your audience.
This webinar guide from Search Engine Journal has lots of great ideas to get started creating and hosting your first webinar.
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Publish videos in Instagram stories
The days of Instagram as just a still photo network are over. With Instagram’s stories feature, influencers, individuals, and businesses can harness the power of video on one of the largest social media platforms available.
If you’re on the fence about whether or not you should add videos to your Instagram strategy, consider this: Videos on Instagram get twice as much engagement as photos. If you’re already seeing engagement with your current strategy, then adding video in 2020 will skyrocket those numbers.
This helpful guide from Later can help you learn how to add videos to your Instagram stories for maximum ROI.
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Embed videos on your website
Once you’ve created videos for your emails, webinars, and Instagram feed, embed them on relevant pages within your website. For instance, you can create a series of blog posts based on your webinar and embed relevant portions of the video on each blog post.
To improve conversions, you can also add a video to your landing page. According to SEO expert Neil Patel, even though the average attention span is just 8.25 seconds, the average length of video that internet users watch is 2.7 minutes. Furthermore, people retain up to 95% of the information they absorb through a video.
That means that adding a video to your landing page can better engage your viewers and generate more leads.
Get started creating a video-focused landing page with this landing page guide from Biteable.
Bottom Line
Video engagement is only going to continue to grow. If you haven’t put much thought into video as part of your digital marketing strategy yet, make 2020 the year of video for your brand. You’ll notice increased engagements and conversions by making this simple tweak to your existing strategy.
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