Video marketing is one of the most popular and effective ways to grow your audience, promote your brand, generate interest in your products or services, and increase your overall revenue. But most small business owners have no idea what to do with their videos once they’ve been created and, as such, struggle to turn their promotional videos into a valuable asset.
In this brief article, we will go over everything you need to know about using your marketing videos for lead generation. We will discuss how you can leverage social media, your website, and video ad campaigns to spread your marketing videos online so that you can generate high-quality leads and ultimately get more sales.
So, you’ve done some research and come up with a great idea for a promotional marketing video. You’ve reached out to a professional videography company and had the video produced. Now what? Most small business owners understand that video is one of the best mediums for generating interest in their products and services; the problem is that they don’t know what to do with the video once it’s been created. Well, worry not!
There are a few ways that you can deploy your video online so that people will actually see it, and it will be a valuable asset for your company. Let’s look at four of the very best, most-effective ways that you can use your marketing video to generate leads and grow your revenue.
Social media is perhaps the best free way to spread your video online. There are literally billions of people around the world who are active on social media on a daily basis, and knowing how to tap into this global audience is the key to being successful with video marketing. The trick to being successful on social media is to know your target audience. If your demographic is primarily young people, then you will want to post your video on sites such as Tik Tok and Instagram, as these sites are more popular with Millennials and Gen-Z.
On the other hand, if you’re targeting older adults, then you’ll probably want to stick to platforms such as Facebook (Meta) and Twitter. Regardless of where your audience is, you’ll need to do some research to determine what sorts of terms your demographic is searching for. Keyword research is the name of the game when it comes to online marketing, and by knowing the search terms that interested, qualified potential buyers are looking for online, you’ll be able to tag your video with those keywords and reach a highly targeted audience.
You’ll also definitely want to post your videos on your website, as the ultimate goal of any promotional video is to generate traffic to your website so that they can actually sign up for your service or buy your product. That said, you’ll still need to have an excellent sales funnel on your site, as well as a great value proposition, but by posting your videos on your company’s website, you can generate organic traffic, increase the likelihood of people sharing the video online, and ideally get more people to take the desired action. Again, be sure that you’re tagging your videos with relevant hashtags and keywords so that Google and the other search engines will index your webpages with the specific terms that your target audience is already searching for online.
Video ad campaigns, along with paid social media ads, are by far the most effective methods of leveraging your marketing videos for lead generation. Although running a video ad campaign on a platform such as Google Ads or Facebook Ads will cost you a bit of money, this sort of advertising has proven to be highly effective and more often than not generates a positive return on investment (ROI). In other words, for every dollar you spend on a video ad campaign, you can expect to receive more than a dollar in return.
This is, of course, assuming that you’ve done a good amount of research and identified your target demographic, that you have a professional, high-quality video, and that your product or service is, in fact, attractive to your audience. But, if you’ve checked all of these boxes, then you can expect to see a net profit from your video advertising campaign efforts. Start out by trying Google Ads, as this is by far the largest online platform for video advertising, and be willing to adjust your campaigns on the fly to find out what works and what doesn’t.
If all else fails, or you’re just overwhelmed with the thought of trying to promote your marketing videos by yourself, then there are plenty of excellent digital marketing agencies who can assist you. There are a number of benefits that come along with hiring a digital agency for your video marketing needs.
An agency will have a number of experts who specialize in leveraging social media and who know how to conduct the keyword research required to get your video on the screens of interested, qualified leads. Plus, digital marketing agencies are well versed in Google Ads, Facebook Ads, and all other forms of digital advertising as it relates to video marketing. So, when in doubt, trust the professionals and hire a digital marketing agency.
Video marketing is one of the best tools for generating leads, but there is a lot to learn when it comes to marketing your promotional videos successfully. Social media platforms are a great place to start and can definitely help you generate some organic interest. Posting your videos on your website and tagging them with relevant keywords is also a must. Of course, running paid ads will be very effective, so if you have a marketing budget, then you should definitely consider this option, and if all else fails, then reach out to a digital marketing agency who will be able to help you get your videos in front of your target audience.