The use of video presents a huge opportunity to build brand, generate more web hits and add credibility to any marketing or public relations campaign.
Many businesses are using video in one form or another, but a large number fail to grasp the full value of what a video program can add to their lead generation strategy.
Most companies will spend large amounts of dollars to produce a classy video and then post it on their website. Everyone tells them they need to do a video so they get it done and scratch it off their "to do" list. However posting a video on a website is only one facet of the process, the rest is using it as leverage for a real marketing advantage.
Once you have a video you can use it in a variety of ways. Since YouTube is said to be the number 2 search engine you can post the video on that site and take advantage of the search benefits. Google is to said to love video for SEO and since they own YouTube it makes sense to create a video channel for your company.
You can also post your video on other sites like Vimeo. Several others exist as well that will house your video content at no charge and add to the search benefits.
The video should also be linked to social media sites such as a company's Facebook page, LinkedIn, Twitter etc.
Emails and email newsletters can also include your video. Studies have shown that drip campaign emails containing videos are seven times more apt to be opened than those without them.
The content of the video is also a marketing tool. Consider that the marketing team took a lot of time and effort to create the messaging utilized in the script. Why not use those words to create a blog or several blogs about your firm. Perhaps they can even be turned in to a physical piece the sales team can utilize in their selling efforts.
Should the video contain client testimonials, the sales team can also use those as a selling tool. Those testimonials can be played at sales meetings with customers. Copies can easily be made onto a CD ROM or portable device and given out when appropriate.
Like any other marketing piece you can use the video as a tool to encourage viewers to visit your website to download a white paper, enter a contest, or take part in a poll.
Some videos can be used for media relations purposes as well. If they address a trendy, newsworthy industry topic why not send it along to the editor of the appropriate newspaper or trade magazine.
Keep in mind that videos need not be Hollywood type productions. Short, "talking head" videos can work well especially if the subject has an interesting take and stays on point.
Depending on usage, the frequency of five low to medium budget videos can generate more impact than one extravaganza.
This blog also serves as a way for us to link one of our videos Solomon Turner
Do you have other creative ways to utilize video? Let us know by commenting below.