How To Optimize Your Video Content with a Comprehensive Video Distribution Strategy
As we’ve said before, video marketing has real momentum this year, and if you haven’t developed a strategy yet, it’s time. Nearly 70% of content marketers are adding video marketing to their overall strategy, with up to 80% B2B brands reporting that content marketing boosts brand awareness and credibility. So, it makes sense that marketers are investing in webinars, explainer videos and branded video content – now more than ever.
The thing to remember is, video production isn’t worth a hill of beans without strategic content promotion in the right video distribution channels.
Why Video Distribution via Multiple Channels Matters in 2022
Video distribution can make or break a marketing campaign. Without a solid understanding of how the right video platforms can help your video reach the intended audience at the ideal stage of the buyer’s journey, your potentially lucrative video marketing campaign can fall flat. That’s because each online distribution channel has its own strengths and weaknesses.
While social media channels can help you increase awareness of your brand, for example, they won’t necessarily drive conversions. Not only that, but the type of marketing video you create may be more or less appropriate for different channels.
Online video distribution has to be top of mind in 2022 because content marketers are only getting savvier. Making calculated decisions about distribution channels and content alignment will help you make the best use of video on your website, on social media and via direct marketing.
As you set goals for your video marketing strategy, include video distribution in your planning. These three steps can help.
Step 1: Identify your target audiences, set marketing goals, and connect content promotion to points on the sales funnel from the Event Planning Industry
The video content you produce should be influenced by what stage of the buyer’s journey your intended audience is in. And your video content plan should reach buyers as they travel through the sales funnel, with targeted video campaigns reaching them each step of the way.
So, how do you do that?
You start by identifying the target audience you want to reach and setting goals for what, exactly, you want your video content to do. Maybe your initial goal is brand awareness, and short videos on social media are the best way to go. But as customers travel further down the sales funnel to the ‘research’ or ‘consideration’ phase, you’d like to hit them again with a particular product demo or case study. Perhaps, as your target buyers get closer to conversion, you’d like to create a testimonial video, direct them to a landing page and offer them a little social proof. Your video distribution strategy should be specific to each of your goals.
Step 2: As you plan a video distribution strategy, identify the right channel for each type of video content
So, if you’re still wringing your The videos you produce can live on a variety of distribution channels, from your website’s homepage to your CEO’s personal LinkedIn page. But just as each video type serves a different The videos you produce can live on a variety of distribution channels, from your website’s homepage to your CEO’s personal LinkedIn page. But just as each video type serves a different function, each distribution channel is designed for a different audience at a different stage. Consider these three main categories:
Actually, many people prefer online events to endless booth visits or show floor presentations. TWe’re listing this one first because your website is the number one sales vehicle for your brand. It’s on and available 24/7, and it should represent the heart and soul of your business. Hosting videos on a landing page helps you drive traffic directly to you. If you’ve optimized your video content for search engines, with relevant keywords, you can reach customers through a simple Google search.
Are you delivering video content to your email newsletter subscribers? What about online via chat tools? Are videos part of your paid advertising strategy? Direct marketing helps you reach people who are already engaging with your company. They’ve seen our on video ad networks; they’ve subscribed to regular emails or texts; they’re coming to you with a particular question or concern. The video content you send these potential customers has a real opportunity to drive conversions.
Social media platforms
According to CNBC and, well, Google, Google’s YouTube is the second largest search engine. So, it’s natural to upload your videos to a YouTube channel in addition to social media platforms like Facebook or LinkedIn. These channels won’t necessarily send you well-qualified leads, but they cast a wide net, and for general awareness, they’re simply a must-have part of your content marketing strategy. You never know when a clever video short will turn your twitter users into your newest customers.
Step 3: Use clear CTAs and always direct viewers to your website
A word of advice, particularly when it comes to posting videos on social media: make sure your Call to Action (CTA) is crystal clear. Your viewers should know exactly what to do after watching your YouTube video, whether that’s registering for a webinar, reading a blog post or ordering a product on your website.
This relates back to your campaign goals: if you want to educate your audience, drive leads or promote a new product, having a concrete “next step” for your users will help you get better results, and measure those results accurately. And speaking of measurable results…
Step 4: Measure your results and fine-tune your video content strategy
If analytics didn’t measure it, it didn’t happen. Am I right?
The point is, you shouldn’t just set campaign goals, you should review video metrics and click through rates, measure your progress and do some fine-tuning as needed. Our advice is to get granular. A/B test your video thumbnails. Consider which types of video content get the most traction over time. And if analytics tells you the product videos you posted on LinkedIn aren’t doing your company any favors, consider moving videos to a different distribution channel or posting more engaging case studies or explainer videos instead.
More Tips for a Winning Video Distribution Strategy
As you make plans for your company’s 2022 video content, keep these additional video distribution tips in mind:
- Don’t give away the secret sauce. Your videos should make viewers want to learn more. They should be teasers, driving people to your website’s landing pages and closer to conversion.
- Make one and one equal three. Cutting a video up into a few shorter bite sized chunks can give you more content juice. And repurposing short videos can give them a second life on a secondary channel.
- Make video part of the sales package. Your sales team should be referring clients to your video content and using video marketing in sales collateral. Even if they think their old-fashioned pitch is better. (It usually isn’t.)
- Tie video content into a holistic marketing strategy. A video could promote a downloadable white page. A QR code on a brochure could direct customers to a branded video on your website. Videos should be wholly integrated into your overall marketing strategy.
- Remember, the B2B buyer’s journey may not be linear. Your buyer may bounce back and forth from key decisions to more research. That’s why a strong video marketing strategy (particularly for longer B2B sales cycles) should include a mix of high-funnel and low-funnel videos across video distribution platforms.
- Video length matters. Your users have short attention spans, especially when they’re scrolling through social media. A short, punchy video clip may get a better response than a longer one.
Call on an Expert Who Can Propel your Video Strategy and Distribution Efforts Forward
From short Facebook videos to branded content targeted to website visitors, the crew at Spot Content Studio can handle video creation that will wow your target audience. We know what makes people watch videos, and we know how to distribute them on multiple platforms at each stage of the funnel.