How can you use videos to boost reach, engagement and conversions? Videos are powerful story mediums.
We like to maximize reach with videos on both YouTube and Facebook (and in blog marketing too). Don’t rule out Twitter— why not extend your reach?
With online videos being one of the most embraced forms of online content on social media platforms, marketing professionals should make video marketing an ongoing part of their overall content marketing strategy. According to research from Brightcove, videos generate 1200 percent more shares than both text messages and images combined. Below are some tips for marketing online with videos and how that can have a great impact on your marketing strategy.
How to Get the Maximum Leverage From Online Videos
Online videos can provide maximum leverage by significantly increasing your exposure. Most people would rather watch videos than read content; so if there’s an option between the two, visitors will likely gravitate to the video more so than reading the content. Since more and more people share videos than other forms of content, your video is likely to get passed around and shared by viewers who have an interest in your product or service. We like to at least get triple leverage from every video produced for maximum ROI with an upload and promotion on at least two social networks and an embed of the video in a post for blog marketing.
TIP: Pause a video at a key spot and take a screenshot to add to a post. Here’s a post showing one of our clients, Dr. Erich Dahlen, hard at work in his dental practice.
Video marketing is on the increase… and all research shows it potentially out performs all other types of online ads.
As web technology moves more toward mobile surfing, and digital assistants become more popular along with a rise in social media video advertising, we thought it would be a good time to review some video marketing trends. After a bit of research on recent video marketing trends we found the following statistics:
- Video ads have an average click-through rate of 1.84%. Not bad. This is up to three times the average for a standard PPC ad.’
- 65% of viewers watch more than 65% of a video. Again, another strong engagement factor.
- Using the word “video” in an email subject line can boost open rates by up to 19%, with CTR — Click Through Rates — boosted as much as 50%. This of course will depend on how well you have targeted your email recipients and how interesting they might find the subject(s) of your videos to be.
- Marketing surveys rank videos high for ROI, and also show that professional marketers are planning on using videos more in 2016 and 2017.
Below is a recent webinar we did for Hoteliers and Innkeepers on “Smart Ways To Book More Rooms” in conjunction with Checkfront* — an innovative cloud booking service with some
unique marketing features.
(see also our post on Hotel Marketing Q & A)
*Webdirexion has a marketing agreement with Checkfront because they offered the best solution for our clients in our opinion. Do contact us for a comparison table of three popular booking companies.
Last week we got together with three expert panelists on a Google Hangout and “Broadcast” our first of three Social Strategies sessions (you can sample it below). The one hour flew by and I learned a lot about Hangouts “On Air” and also from our experts on, “Is Content Marketing plus Social Media Marketing the New PR?”
Our panelists were Carri Bugbee of Big Deal PR, Lori Weaver of Lexington Business Media, and Pilar Portela of BusinessWire — thanks to each. Thanks also go to our Webdirexion “stream team” of Julie Hume, Wendy Miller, and Danette Sheppard-Vaughn, who monitored the live questions from viewers. There are two more Social Strategies broadcasts coming up the last week of July and August — live viewers win prizes for best questions as judged by the stream team — register now.
Take-aways about the new PR
There are a lot of good tips and strategies on the video, but here are my top three:
- Just posting a press release is not enough — there are less journalists, and they are busy, so they might not see it. You need to reach out via Social Media, and also via “old-school” direct contact tactics.
- You need to (more…)
The stream team is back this week with more tips leading up to our full hour live broadcast next week (June 27th) with a panel of experts focusing on the New PR (register here). You can watch the whole video below, and here are some key take-aways:
- Set Goals that you can measure when working on FaceBook, says Danette, and she includes research to target your prospects and making sure they feel welcome.
- Julie has an SEO related tip this week making a distinction between page title and browser titles — with browser titles being another key factor in getting ranked well.
Webdirexion uses Klout service for clients and our Agency to review how we’re doing on major networks, and look for key influencers in the markets we serve.
- And, Scott shows how to use Hootsuite (Webdirexion is a Pro solution partner) to find and engage with influencers with a high Klout (with a K) score. Klout is a service that tracks a number of factors from the big four social networks and others including number of posts, how posts are retweeted and reposted, and number of followers and likes. We like to use it as a gauge for what Analytics cannot show us — how we are doing on a certain network (analytics shows which network sends visitors and what they do at your site). You can see Webdirexion’s Klout page here.
We’re continuing to use Google Hangouts On Air as our broadcasting and video taping tool — but that makes for a lively time of it and glitches can and do happen. We used post editing here to add captions and edit out some of the bumps — I mention that because we definitely believe that Google Hangouts has some good potential for promotions, and in our third Social Strategies broadcast (last Thursday in August) we will look at this more closely with some Google+ Experts.
Social Media Marketing Tips:
A lot of websites are still leaning away from quality SEO campaigns — something they really need to get straight from the foundation up as Google continues to roll out more Panda and Penguin updates.
As a busy MarCom executive, you’re aware of the need to pour energy into the creation and distribution of quality content (if not, you’re behind the eight ball). You’re also working your social marketing strategy and looking for new ways to bring corporate messages to your audience. All well and good. But is it possible that you are attempting to build a high tower on shaky foundations?
You can throw all the advanced internet marketing tactics at your site that you like, but if you do not take care of your basic on-site seo then your success will be as fleeting as melting snow. You still need to get your site spidered and indexed in order for articles to be indexed and appear in search engines for related organic terms.
“The point of the Panda was not to penalise sites for all links but for poor linking practises. Google’s contention all along was that a good quality site with rich content will accumulate links naturally.”
So who better to ask for advice on basic seo mistakes than Google’s own (more…)