In our “How Does Video Fit Into Your Marketing Strategy?” post, we talked about how to integrate video into your marketing plans and strategies. In conjunction with other initiatives, videos are a natural way to interact and engage with your audience. But what types of videos should you create? And how can you maximize sharing and distribution?

Where to Start

When considering creating a video for your company, ask yourself these key questions. How does video fit into my business’ overall strategy, who is my audience and what message do I want to convey? What is the purpose of the video and what do I expect to accomplish?

Next, take into account the specific content that meets those needs. Are there particular questions customers often ask that could be best answered in this format? Are there specific customer testimonials or case studies that would make great videos? Can video be used to demonstrate how to solve a problem or use a particular product? This Viadeo video is an excellent example.

Social Media Sharing and Engagement

Posting videos is popular on social media sites, but how can you encourage people to share yours and the content surrounding them? A good place to start is to ask employees, customers, vendors, friends, family, social media page followers and group connections, and people in your networks to share your content. And then make it easy for them with social media and email buttons and embed codes that are clearly visible and accessible.

Be sure to always include a video transcription for SEO purposes and for people to quickly skim and review. It can be the difference between them watching it, or not. And if viewers aren’t in place where they can watch the video, they are more likely to come back to it later. Other recommendations are to:

Engage with people who comment on the video or content around it.

Ask for comments or feedback and respond publicly when possible.

Include forms that are easy to use and accessible for those who want to receive more information.

Incorporate other materials like white papers, case studies or additional videos when applicable.

Provide links to purchase the products or services featured.

Tie in giveaways, discounts or other incentives to encourage people to request information or share content.

Takeaways

Creation and marketing of videos should not be done in isolation. These should be integrated as part of your company’s overall marketing plans and strategy. And to improve customer interaction and engagement, it is crucial to encourage and make it easy for customers to share your content with others.

For more information about video content and sharing, contact us or check out the LooseKeys website.