How to Include Video In Your Marketing Strategy

In one of my recent blog posts, I once again focused on the unique power, influence and importance of video marketing.

But what I didn't cover as part of the piece was exactly how you might wish to bring video into your wider marketing strategy.

Make no mistake about it – knowing where to get started can be tricky. After all, it’s not as if you can simply record a string of random videos and publish them in equally random places. That is, not if you hope to meet with any kind of success.

On the plus side, there are certain tried and tested standards that can be helpful, if looking for a good place to get started. So if you’d like to incorporate video into your marketing strategy but aren’t sure how, here’s a brief summary of a few simple yet highly effective ideas:

First up, one potentially fantastic use for video content is to tell and share the story of your brand. Rather than simply producing a textual account of who you are, what you do and what makes you different, why not create a compelling and authentic video? This can be a great way of driving genuine engagement and building a sense of trust with your target audience.

Make no mistake about it – live-streaming videos are proving to be the biggest hit of the moment. Via social media in particular, audiences are engaging with live video streams on a much higher level than pre-recorded content.  So, why not give your audience a reason to tune in, by organising some kind of live event?

Research has shown that video descriptions of products significantly increase the likelihood of the respective individual making a purchase.  As such, it’s worth going through your primary product catalogue and creating a video for each respectively. If not every product, at least those that are most important or profitable for your brand.

Take a look through your business blog and make a note of which posts and topics were most successful. After this, it’s simply a case of either repurposing the content into a series of videos, or using the basic topics to come up with all new videos from scratch. This way, you have somewhat guaranteed their popularity and success in advance.

You might also want to think about including videos in the emails you send out, ensuring “Video” appears in the subject line of the e-mail.  Evidence would seem to suggest that emails with video content are far more likely to be opened, read and acted on than those without video content.
Start making any important announcements by way of video content, rather than simple text and imagery. Special offers, upcoming events, new product launches, industry news and so on – all the kinds of things that can make engaging and powerful video clips.

Last but not least, the key to success when it comes to video marketing across the board lies in consistency. As in, you cannot expect to throw out a stockpile of videos one week, only to then leave it several months before producing and publishing any more. Try to acknowledge the fact that when you get started with video marketing, the process must be viewed as an on-going strategy, rather than something of a one-time-only venture.