Final Post in Our 2019 Video Marketing Series
HubSpot offers an important reason why you should get serious about video marketing: ‘78% of people watch online videos every week, and 55% view online videos every day.’ This is a huge audience that you can tap into to drive traffic to your website. For our purposes in our last several blogs (part 1 here and part 2 here), we have mainly discussed YouTube video creation and marketing. Now let’s dig even deeper and discover the best places to embed your videos to reach your audience.
One reason we emphasize YouTube videos is that they are so flexible – they are easy to embed in a variety of content. The best place to start is your own site. Blogs are a good place to include videos. In fact, your blog can become quite popular if you offer videos that teach or entertain your audience (they can often do both at once).
Try these 4 strategies that drive views and conversions:
1) Create a Video Blog
A number of automotive websites have set up dedicated video blogs to showcase their new car models. Hertrich Toyota of Milford, DE, offers a great video based blog that contains a text description for both human users and SEO, plus each post is tagged with keywords. While this blog doesn’t feature YouTube videos, it is a good idea to use those, because you ideally want to get as much viewership for the video as possible. You can create a YouTube Channel then also embed your videos on your blog. It is always important to use the content you create to bolster your own site, or when shared elsewhere, link back to your website. The goal is to drive people to your site so they can convert.
Especially if you have a WordPress site, it is incredibly easy to embed a YouTube video into a blog. Simply cut and paste the video link into the blog, and the video will automatically embed.
2) Branch Out from Direct Sales Pitches
Another way to illustrate your blog with video is to use a more indirect method of marketing your business. One way cabin rental companies in Gatlinburg, TN, drive traffic to their websites is to acquaint people with the incredible landmarks and things to do in the area. Take the Smoky Mountains Cabin Blog: they created a post on the best places to grab a tasty donut. They embedded a fun YouTube video that shows Krispy Kreme donuts at a nearby Pigeon Forge store. A video like this offers awesome potential to motivate people to not only visit the local donut shop, but to remember where they read this article! They very well may wish to stay in one of these cabins near the donut shop!
Bonus Tip: You can also experiment with embedding a tweet within your blog. If you are going to be shooting YouTube videos and sharing them on your Twitter feed, then get extra mileage from those tweets by embedding them into your blog. Twitter offers embed code which you can find here:
3) Share Your Videos Off Site
Once you have the synergy going between your YouTube Channel and your blog, branch out off site. Press releases are an excellent vehicle for embedding and sharing videos. As we’ve mentioned before, social channels offer a powerful way to build your brand and drive conversions. Try creating a Tumblr blog. Tumblr is a highly visual social platform that offers many attractive templates – brand your Tumblr blog with your logo and tagline, and you’ll have a slick vehicle for reaching your clients on their mobile devices.
4) Place Multiple Calls to Action in Your Videos
Speaking of conversions, one way you can help drive more of these is to insert calls to action in your videos. Often people won’t include any calls to action, and simply state their website and contact information at the end. Keep your viewers engaged – provide multiple calls to action throughout your video, so they are encouraged to get in touch with you.
Measuring Video Campaign Success
You can break down YouTube Studio reports in a variety of ways; by Reach Viewers, Interest Viewers, Build an Audience and by Earn Revenue. You can drill down and see the number of impressions, click through rate, watch time, unique viewers, subscribers and more.
By clicking on various points in the graphs you can see how your videos have performed at particular periods of time and compare this info to your other videos. Take a look at all you can do with the new YouTube Analytics:
Set a custom date range, if you wish, or default to the last 28 days of analytics. When you review your analytics, think about building out more content that will resonate with your audience. If you are a car dealer, did your audience like your financing videos, or were they mostly interested in new model descriptions? If you are a cabin rental company, do you get a lot of views on your ‘things to do around town’ videos? What about your cabin walk-through videos – are they converting?
Circling Back to What Should be Driving Your Video Marketing: Setting & Reaching Goals
Remember our first video marketing blog, where we mentioned that setting a goal for your video and for your campaign can help you get the results you want? We thought we should discuss that again briefly, as we wind down this blog series. Sometimes you can accomplish what you set out to do with one outstanding video. At other times you may wish to create a how-to series or a set of videos. The takeaway is that video marketing needs to be a priority for your company in 2019 and beyond! It is excellent as a standalone content asset, and does a terrific job of enhancing articles. The time and resources spent creating videos can help you build a loyal customer and fan base.
Exciting Video Marketing is a Call or Click Away!
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