Videos can be used to better explain or demonstrate products and services, answer frequently asked questions, share client testimonials or educate audiences. They are ideal for combining sight and sound to engage customers and encourage them to take action or share content with others. But how can video be integrated into your overall marketing plans and strategies?

Integrated Marketing Explained

Let’s start with what integrated marketing really means. In a post on The Moz Blog, Stephanie Chang explains:

“Integrated marketing is the strategy and implementation of leveraging and unifying different marketing activities. The overall purpose is to complement and reinforce the overall impact of each of these marketing methodologies, so that the marketing process is not only more consistent across different mediums, but also more effective in meeting marketing objectives and increasing a business’s bottom line.”

So how does this apply to video marketing? Well, there are three important points to remember — ones that can improve the effectiveness of not only videos, but also other marketing initiatives and activities:

Messages and content of videos should support and fit within the company’s overriding marketing goals and strategies.

Videos can work in conjunction with, complement and even strengthen content in other channels.

Videos are an effective way to market to B2B, B2C and even internal audiences.

Video Complementing Other Content

Video embedded in content makes it more appealing to readers. It also provides additional context and engagement that typically cannot be achieved by text-based formats alone. What’s more, people are likely to share the entire page with supporting content, rather than simply the video by itself.

So, how can video marketing support other channels? When embedded in emails, videos can increase customer interest and interaction as well as improve the likelihood of readers forwarding messages to others. And of course, video can also be embedded in landing pages and blog posts to increase engagement and facilitate sharing on social media sites like Facebook, Twitter, LinkedIn and others. Additional great uses include:

Snippets in GIF or video online display ads

QR codes and custom URLs for videos on print advertising, direct mail pieces and promotional products and materials

Embeds in slide presentations, webinars and sales materials

Clips in TV commercials

Audio content and custom URLs for videos in radio spots

Projection on monitors and TV screens at events

With a bit of thought, you can probably come up with ways to incorporate video into just about everything. And you should, since these combined strategies can boost video and page views, generate leads, improve conversions, increase inbound links and search engine rankings, lead to valuable customer feedback and enhance brand awareness.

Learn more on the LooseKeys website or contact us for additional information.