Having commercial video content is a fantastic asset, but its true value lies in how you utilise it to achieve conversions. Video content is a powerful tool in your marketing arsenal, but it must be integrated into a broader marketing campaign or strategy to maximize its effectiveness. So, where should you begin? That’s where we come in, offering guidance on promoting your commercial video content. With a decade of video production experience, we provide essential tips and information to help your videos reach the desired audience and deliver the ROI you deserve. Videos aren’t cheap! Given the investment in video production, we’re going to help with ensuring a return.
Planning is Key
“Failing to plan is planning to fail”
Before creating video content, you need a solid plan. Start by defining your goal: Do you want to increase leads, break into a new demographic, or improve brand awareness? This goal should be embedded in the video ideation process. For instance, creating a brand film won’t be effective if your objective is to showcase a new product; you need a dedicated product showcase video. Once your goal is clear, you can build a comprehensive marketing plan, with video being a key component.
A robust marketing strategy will dictate where and how to promote your video. Here are our top tips:
Social Media
Social media is often the first thought for video promotion, and for good reason. We are social beings, and many of us spend significant time on various platforms. However, it’s not as simple as just uploading your video. Proper planning is essential. Each platform has its unique style, demographics, and best use cases. Ensure that the tone, style, and edit of your video content align with the platform. For example, a slow-paced horizontal video on retirement planning won’t be effective on TikTok.
One major advantage of social media promotion is the targeting options available for your campaign and the data you can collect. You can specify your target audience to ensure your videos are seen by the right people, avoiding wasted expenditure. Additionally, if you’re creating organic content, you can use video analytics to understand who engaged with your video and how they reacted. This data can inform and improve future campaigns.
Web Embedding
Your website serves as your storefront, and having engaging, eye-catching video content can make a significant impact. People prefer to learn about your company through video more than any other method, making it essential to have content ready for them. Having something bold and eye-catching as soon as someone lands on your web page is a foolproof way to keep them there.
Beyond engagement, video content on your webpage offers substantial SEO benefits. Google favours video content, which can boost your search rankings (we’ll explore this in more detail later in the blog).
Partnerships
Collaboration can be a key to success. Partnering with other brands or influencers can greatly enhance your video marketing efforts. Collaborating with established brands can build trust in your brand, while working with influencers allows you to connect with a diverse audience and gain credibility, as influencers stake their personal brand on your content.
Both types of collaborations offer significant cross-promotion potential, leading to exposure to new audiences.
For instance, when we collaborated with Missguided and Campfire on their campaign ‘Dare to Win’, we strategically included Love Island reality TV stars Chris Taylor and Joe Garratt. Their recognizable faces significantly boosted the campaign’s visibility and engagement, undoubtedly leading to increased click-through rates.
Optimise for Search
As mentioned earlier, video is crucial for SEO. Google prioritises video content on websites, promoting them higher than those without. Furthermore, Google favours YouTube content, as it keeps users within their ecosystem.
The SEO benefits of YouTube content extend to your business, with your videos potentially appearing as top results in Google searches. For example, we produce YouTube content for CoffeeKev of UKcoffeeblog, including a video on how to store coffee beans. This video ranks highly in Google search results for related queries.
Consider the top pain points of your users and create content addressing these issues, which can appear in search results as seen below.
We hope this blog has provided valuable insights on promoting your commercial video content. We love creating video content with businesses.
If you are interested in creating some video content for your business or fancy a general chat on how video can help your marketing, generate more leads, increase sales, improve your brand awareness, or help you gain more clients, then book a call here
