You’ve finished your first corporate video production, so now what should you do? Besides the obvious answer — make more videos, of course! — let’s take a look at some strategies to maximize your return on investment and prepare for future steps in your digital marketing plan. Here is a checklist to make sure you’re not missing anything:
- Imbed your new corporate video into your home page or relevant landing page. Not only do landing page videos increase the time-on-site of visitors, they also improve conversions. Several sources have found through A / B testing that videos increased conversion rates between 80-100% at maximum. Even a conservative 25% increase, though, will bear significant results with enough traffic.
- Make sure that wherever your video appears on your Website, you include text that targets keywords that are valuable to your marketing efforts. In other words, if your Google AdWords campaign is targeting 5 primary keywords, make sure to include as many as possible on the page with the video. While Google values videos, they index based on text.
- Share your corporate video on all social media platforms. Use your company Facebook to promote the video, but also post links to the video landing page (or your home page promoting your new video) on your Twitter, LinkedIn, etc. Brightcove, a marketing agency, found that videos posted to social media were shared 1200% more than both text and pictures combined.
- Don’t forget to place your video on the company YouTube channel or create a company YouTube channel if you don’t have one. Not only is YouTube the second biggest search engine in the world after Google (and also owned by Google), but it’s a great way for people to stumble upon your video while watching other relevant videos.
- Use your corporate video production in e-mail marketing campaigns and share it with potential customers. Just using the word “video” in an e-mail subject line can boost open rates by 19%, click-through rates by 65%, and also reduce unsubscribes by 26%.
- Make sure you have proper Website analytics installed on your Website and on your landing pages with video assets so that you can track your bounce rate, time-on-site, and total views.
- Come up with a plan for future corporate video projects, even if they are inexpensive. A good way to develop more video content if you’re short on budget is in-house video blogs, which are casual, informal, and still great for keeping your social media engagement high.
- For future corporate video productions, consider grouping a number of concepts into a bulk video production package. For instance, maybe you would love to make 5 individual product videos, but you worry about the cost. If you can find a suitable location for filming, you can save a lot of money by filming all 5 product videos on the same day. You will pay for just one day of production, not 5, and potentially gain a lot more value out of your marketing dollars. Write down a list of possible video projects that would be helpful to start the brainstorming.