Video marketing is critical for your business, and NSBI can help
Tuesday, March 2, 2021
While video has steadily climbed the ranks of the most engaging content types across all social media platforms, COVID-19 has officially crowned it king. Throw in the absence of travel and in-person meetings, and we now look to video marketing to deliver the tours, enable the conversations and demo the products.
In response to COVID-19, NSBI introduced the Digital Marketing Asset Development Program. Designed to help companies traditionally relying on international tradeshows and other face-to-face engagements, the program helps facilitate and deliver marketing videos.
Originally focused on the ocean-tech sector, the Program delivered 14 marketing and sales-focused videos for clients in the industry. And while we know video quality is key, getting in front of the right audiences is just as critical. Here are some key tips for video distribution to drive engagement and lead generation.
“We’ve already implemented the short version into a targeted video ad campaign we are running in North America.”
- Gavin Mills, General Sales Manager, Hawboldt Industries
- Upload your video to your YouTube channel. (If you don't have one, create one - it's easy!). Make sure your description and headline use keywords related to you and your products.
- YouTube auto-generates a thumbnail from your video to provide a snapshot of what your video is about. Make sure the thumbnail is an image you want to use. Thumbnails can also be customized and uploaded.
- Embed the video on your website. Use the 'Embed' function provided on YouTube. The required HTML code is generated for you or your website developer to add to your site. Ideally, the video embed is on a landing page with copy (what the video is about, why viewers should watch it, etc.) that is the destination link for you to use in your social media posts. Hot Tip: Using video on landing pages can increase your conversion rates by more than 80%!
"The digital video will be very helpful as we market our phosphate sensor to the world.”
- Arnold Furlong, DOT
- Provide a Call To Action (CTA) at the end of your video - subscribing to your YouTube channel, visiting your website, following you on social media, signing up for your newsletter or scheduling a product demo.
- Create a series of social media posts to market your video. Include the destination link to the landing page with the embedded video. Hot Tip: Use hashtags related to your sector i.e. #oceantech
- Ask (and tag) industry partners and associations you belong to or brand advocates with a social presence to help share your posts on social. If any of them have newsletters, ask for a feature that includes your video.
- Put the YouTube link in your email signature.
- Buy paid ads on Google to drive more views and subscribers to your YouTube channel. You can create an ad that appears before a video starts, or alongside a video on its watch page on YouTube.
- Include your video link in your email newsletter. Hot tip: Using the word 'video' in your email subject line increases the open rate by 19%.
- Now that most tradeshows have gone virtual, video is playing an ever-increasing role in helping market your products and services. Be sure to find out the video specifications from the tradeshow organizer. Every platform is different, and you want to ensure your video plays without interruption.
- Learn from others. To see great video marketing in action, visit Sedna Technologies, one of the companies who participated in the Program and is using their video to full effect.
Video marketing plays a critical role in today’s business environment. Here are a few additional sources to help you develop the right video and get it in front of the right audiences.
The Ultimate Guide to Video Marketing
The Truth About Video Marketing Strategy That Drives Growth
The Digital Marketing Asset Development Program supports companies with the development of custom marketing videos to elevate their international sales efforts and help them succeed in the new, increasingly competitive, digital sales reality. Subscribe to the Bulletin and keep up to date on the next application period.