The final step in your video marketing strategy is about delivering your video. It must be planned upstream, because the chosen channels impact the video format and the messages. In order to make the investment of a video project profitable, you must develop an organized and efficient distribution strategy …
We must be strategic and promote selective distribution. Also remember to measure your results, this will allow you to adjust certain parameters of your video marketing strategy. But what are the best channels for your video? In this article, we show you 7 ways to effectively promote your video on the web.
1. Your website
Your website is a great platform to receive your video. Indeed, it embodies the gateway to your business on the web.
In addition, before even contacting sales or making an act of purchase, future buyers spend time on your website in order to familiarize themselves with your offer and to mature their decision. By embedding a video on your website, you will be able to get their attention better. Video is more captivating and easier to consume than text. It facilitates understanding and memorization.
Your website therefore appears as a judicious distribution channel for your video, which will provide useful information to your visitors.
Several types of videos can be integrated into your website, depending on the pages:
- Your video pitch, we advise you to broadcast it on your homepage. In this video, you present your story, the needs that your target meets and the solution that you can provide;
- Tutorial videos can be promoted on product pages. They will encourage your prospects to take the act of buying;
- Your corporate film can be shown on your “Company”, “Team” or “who we are” page. This video presents your premises, the working atmosphere, your employees… it allows you to humanize your brand and create proximity with your target;
- You can also broadcast “how it works” videos on your site to explain a manufacturing method or process. The prospect thus gets an idea of the progress of his collaboration with your company;
- Finally, if you have a lot of video content to distribute, it is possible to organize it in the form of a library on your website. This is called a video hub. Your visitors, customers but also salespeople have easy access to all your videos.
Beyond nurturing and providing useful information to your prospects, embedding a video on your website increases your chances of appearing on the first page of SERPs by 53 times.
Thanks to video, your visitors will spend an average of 2.6 times more time on pages containing videos. The time spent on your website is one of the criteria taken into account by Google robots for your SEO.
2. Your landing pages
The landing pages you use in marketing campaigns can also host videos.
Make sure to include specific videos on each landing page. The use of generic videos would be deceptive and create a high bounce rate.
You also need to highlight your video to get the most benefit from it. To do this, favor short videos and place them above the waterline. Also pay attention to the thumbnail of your video: it should be attractive and encourage clicks.
Finally, consider adding a call to action to encourage Internet users to perform the desired action on your landing page: complete a contact form, download a white paper, register for a webinar, etc.
The type of videos for landing pages therefore depends on the purpose of your landing page: it could be a video presenting your webinar, a video that summarizes your white paper, a pitch from your company, etc.
Inserting a video on a landing page can increase your conversion rate by 80%.
3. Your campaigns E-mail
Email marketing is the preferred channel for customers to receive business information. Video email campaigns are growing in popularity and proving their effectiveness in terms of engagement.
Several solutions are available to you to integrate a video into your emailing campaigns:
- You can embed your video natively, although this is not recommended as it is often a heavy file that not all mailboxes support;
- You can add a clickable image to access the video (on your website). Consider adding a player so that users understand that it is a video;
- You can also embed a GIF, from a snippet of your video and add a clickable link to it to access the entire content. This format has the advantage of being the most dynamic.
Several types of videos can be broadcast in your emailing campaigns:
- The corporate video pitch can be sent after subscribing to your newsletter, for example;
- A product demonstration video can be shown after viewing one of your product pages;
- Show your customer testimonial videos during retargeting operations;
- Promote your teaser video ahead of an event;
- It is now possible to integrate personalized videos in your campaigns. These help create a unique experience, improve customer satisfaction and customer engagement.
Think of video to boost your emailing campaigns. In addition, simply using the word “video” in the subject line of your emails increases the open rate by 19%, the click-through rate by 65% and reduces unsubscribes by 26% according to Syndacast.
4. Your blog
Search engines do not allow the content of videos to be taken into account. That’s why you should always add a description with strategic keywords to promote your videos and improve the VSEO.
Your article acts as the written support for your video. It ensures its promotion and its positioning in the SERPS. To do this, add in particular the phrases and keywords of the video in the body of the article to ensure its indexing.
If your blog is a lead generation tool, video is a great tool to boost your strategy. Indeed, 96% of viewers search for videos in order to make purchasing decisions.
You can promote multiple videos on your blog:
- Videos summaries of your articles, which take up the main key points;
- Video examples to illustrate your articles;
- Expert advice filmed to add credibility;
- Videos to explain procedures simply.
As with the website, video will be a key tool to optimize your SEO and communicate simply and effectively.
5. Your YouTube channel
When it comes to posting a video, YouTube sounds like a no-brainer. 400 hours of video are posted per minute, making YouTube the world’s leading video streaming platform. It is also the second most visited site after Google. It is therefore almost compulsory if you have a video to promote. Be careful, however, you will have to make your way among the multitude of video content already online.
For this reason, publishing your video will not be enough: your entire YouTube channel must be optimized and pampered.
Some examples of elements to work on:
- Your name ;
- The visuals of your channel: channel image, cover banner, thumbnails of your videos…;
- Your playlists to organize your content;
- The titles and descriptions of your videos.
Warning: Using the same content in two different places can hurt SEO. Consider modifying your title and description slightly to avoid duplicate content.
Once your YouTube channel is optimized, you can use it to grab the attention of users and redirect them to your website. It is difficult to maintain their attention on YouTube, which is the source of many distractions (advertisements, suggested videos…). It is therefore better to redirect them to your website, on which they will only be confronted with your content.
On YouTube, all types of videos can be posted. Favor long formats, as visitors come to the platform for the purpose of watching video.
Finally, YouTube offers many advantages, starting with its audience of more than 2 billion daily users. Publishing your videos to this audience is completely free. Finally, if you work on your VSEO correctly, you optimize your chances of promoting your video on the first page of Google results.
6. Your Facebook page
Facebook is still the world’s leading social network today in terms of the number of users. The platform hosts many different content, visual or editorial. The video stands out and attracts the attention of users.
As with any social broadcast, you need to adapt the formats and messages. For example, on Facebook the user is faced with a lot of distractions. Its attention is therefore limited, which is why you should favor short videos, of around 30 seconds.
To make it easier to assign your video to your brand, consider adapting it to your graphic charter.
Finally, 85% of Facebook videos are watched without sound. Make your videos so that they can be watched without sound. Add subtitles in case of voiceover.
The videos best suited to the Facebook platform are entertaining, informative or educational content: you can therefore use video to animate surprising and fun statistics, a product tutorial, an event aftermovie, etc.
Among the advantages provided by Facebook, we find good visibility thanks to the automatic playback of videos. By triggering automatically, the video grabs the attention of users in their news feed.
In addition, Facebook engagement is higher than YouTube, and if you want to boost your content, you can use Facebook advertising services which allow you to reach your targets precisely and effectively.
7. Your LinkedIn page
Linkedin is another relevant social network for distributing your videos. In fact, videos are shared 20 times more than any other type of content.
As on Facebook, publish your videos natively: they are favored by the algorithms, because they allow to keep the visitor on their platform. Ideally, include captions to allow users to view your content without sound.
The tone is more institutional, informative and educational, but nothing prevents adding a touch of humor, on the contrary!
Videos posted on LinkedIn are intended for a professional audience. We advise you:
- Videos related to your area of expertise. For example, video advice on SEO if you are a web agency;
- Your video pitch to attract prospects;
- Your success stories in entrepreneurship;
- Your collaborations with other professionals. Consider identifying them to improve your reach;
- Customer testimonials and customer cases to allow your prospects to project themselves into a potential collaboration;
- Your corporate film to fuel your storytelling.
LinkedIn benefits from a very engaged audience and the advertising system allows you to target your distribution campaigns finely.
Bonus: video hosts
Wistia and Vimeo for example, are also platforms to consider for promoting your videos on the web. These are video hosts that bundle high quality videos. The community is certainly smaller there, but more characterized.
These platforms do not broadcast advertising, which offers a better user experience, and therefore, better attention to your messages.
However, it is better to subscribe to a professional account to access higher storage spaces and add content for commercial purposes.
You now have all the keys in hand to promote your video on the web.
Many channels exist, the list being non-exhaustive. Remember to define your channels upstream to adapt your content to the specificities of each of them. If you have any video marketing projects, don’t hesitate to refer to a video production agency.