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A Video Marketing Integration Plan

Effective marketing with video requires a series of carefully constructed steps, integrated and executed with the purpose of moving a buyer to take action. This strategy requires planning and investment and enough time to get it right.

Use these eight elements to combine video with other marketing tools to create more of an impact with your marketing:

  • Your website: Your website should contain your entire library of videos. Video is a key element of search engine optimization (SEO) and search engine marketing (SEM): Internet search engines return results more often from sites with video, and video helps to make your site feel more interactive. You can easily embed or install videos on your website. YouTube has simple tools for embedding.

  • Snail mail: Plenty of direct-mail marketing still takes place. Whether you’re sending letters or postcards, you should encourage readers to check out information in your videos online. By using a specific link printed in the mailer, you can easily track direct traffic to the video.

  • E-mail: E-mail marketing continues to be the most effective marketing tool, especially when you consider the minimal cost. You can quite easily post a link to a short video in all your e-mail messages. You can even add a small thumbnail (a miniature computer graphic) to the link and increase your click rates significantly.

    You can use a URL service such as bit.ly to create short, specific URLs for tracking e-mail response. For extra passive exposure, remember to insert a video link in your company signature.

  • Social media: One effective marketing aspect of social media tools such as Twitter and Facebook is the capability to spread video quickly and easily. Most social media tools have a method for simply sharing a video. If your video is truly powerful and strikes a chord, your community can spread the word for you.

  • Events: Video is an excellent event-marketing tool. You can show videos at events that can entertain and create the right mood for those who participate, and a memorable video sent to participants after the event is certainly the gift that keeps on giving. You can even use videos as party favors.

  • Trade shows: You can incorporate video into trade show marketing programs in many ways: Show a compelling video in the booth to help inform people about specific topics, or provide basic information while they wait for someone to help them. You can also integrate video into the design of the booth to ingrain your visual imagery and message.

    Some companies are effectively using videos in advance of shows to excite prospects about visiting their booths. Some require attendees to supply information from the preshow video in return for gifts.

  • Seminars and webinars: Every seminar you attend physically should become a video that can be broken up into clips, ready for posting on the web. Find ways to be creative. The medium of video screams “Show me!” and the use of props and activity can make a webinar truly an event to talk about and ultimately pass around.

    The downside of video in seminars and webinars is that it’s all telling. If you speak poorly or you’re careless with wording, you may create video that hurts, rather than helps, you. It’s far better to record the material and edit it afterward if you aren’t ready for prime time live.

  • Print advertising: Be sure to integrate the look, feel, and tone of your collateral marketing materials — such as brochures, flyers, and premium items — with your video work. Consistency is a powerful tool in branding and messaging.

    You can effectively use your printed material to reference important video content by using links and QR codes (special images designed for smartphones), just as you can invite your prospects to ask for literature in your videos. The more you integrate, the more power you have in getting your message across.

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