Four tips for successful video marketing

MOVING PICTURE The use of videos still plays a rather subordinate role in marketing. This is despite the fact that YouTube is already the second most used search engine worldwide. This shows that customers and other target groups are increasingly using video content when they want information. This makes it all the more important for companies to also offer information via video on their company websites.However, this presents many companies with major challenges: Very few have the know-how and resources to produce a professional video "just like that." The following four tips will help you achieve the desired effect with the available budget.

1. make videos part of the marketing mix.

You don't need new topics for effective video marketing: Existing topics or measures can often be easily repurposed via video. If there is a current white paper, for example, it is completely sufficient to film a short interview with a company representative in which they summarize the key content of the white paper. This clip can then be integrated into further advertising measures: from mailings and social media postings to the download landing page.

2. offer content with added value.

Videos attract attention and make users curious to discover content on the website. However, it is essential to present really useful content to viewers. Advice topics, for example, work very well: the company highlights a specific problem and presents its product as a solution. This is also a much more discreet marketing measure compared to bold advertising.

3. use your own video player.

In addition to distributing the videos via high-reach social media channels such as YouTube and Facebook, companies should also implement their own video player on their homepage. This supports detailed analysis to measure the success of the videos in the context of the overall marketing campaign. In addition, a video portal provides a more centralized storage location for the marketing department to facilitate video search and management.

4. make videos easy to find.

Videos must be easy to find in the jungle of the World Wide Web. To this end, companies can use modern video solutions to optimize their search results. They should pay particular attention to providing the videos with suitable metadata and adding captions and subtitles. Only in this way can the videos be found in the right context and reached by interested parties. Author: Michael Kummer, Sales Manager EMEA at Kaltura