6 Ways To Incorporate Video Into Your Content


If you haven’t heard already, video is the future of marketing. And for all those out there who aren’t sold on that, maybe the fact that 66% more leads per year will help convince you.

But even if you’re on the video bandwagon, execution is a whole different story. You can’t just throw videos all over your website and hope for the best. A solid video strategy is an absolute must.

So how can you incorporate video into your existing content strategy to increase lead generation, conversion, and sales? These are the six best places to showcase your video content (and boost your revenue at the same time).

1. Vlogs

What better place to include video than in your weekly (or bi-weekly) blogs? Blogs remain one of the best tools to engage with customers and provide helpful content to guide them down the marketing funnel. That said, the way we digest content is shifting.

About 59 percent of executives say they would rather watch a video than read text. Who knew? Well, other than the 81 percent of businesses already using video marketing.

By including videos into your blogs, you provide your audience with the power of choice. Those who prefer video can click play. Those who go old-school can scroll down and read it word by word. This increases the number of people who consume the content, which decreases your bounce rate, which improves your website’s ranking — all by simply using the same content in two formats. It’s a win-win-win!

2. Landing Pages

Want to boost your lead generation without boosting your ad spend? Focus on optimizing your landing pages with promotional video teasers. These pieces are easy to create and well worth the effort. Just create a script promoting your offer, film a 30-second to 1-minute video, and embed it directly on the landing page.

Is it really worth it, you ask? Considering the fact that relevant video content increases landing page conversions by 86 percent, I’d say yes!

3. Sales Emails

Email series often come off as impersonal. Sales emails? Even more so.

An easy way to personalize your emails while improving your click-through rate is to include short videos in your emails. This strategy can boost your open rate by 5X (yes, please!) and your click-through rate by as much as 300 percent. It’s also a great way to connect with sales qualified leads and show your customers that you care.

4. Website 

Another great place to include videos? Your website pages. Products and services pages, FAQ pages, About pages, and even home pages are all great places to start. The video embeds will break up blocks of text, creating visual interest, while simultaneously increasing user experience.

5. YouTube

You don’t have to be a kid or a comedian to take advantage of YouTube. B2B and B2C businesses can utilize YouTube to grow their following, generate leads, and improve their authority in their industry. (5 billion videos are watched on YouTube every day, after all!)

These are a few potential series you could consider producing:

  • An FAQ series
  • “How to” videos related to your product or service
  • Client testimonials/success stories
  • A behind-the-scenes series
  • New product/service announcements

6. Social Media, Of Course!

Last but not least, social media is one of the best places to use video marketing. Don’t just take my word for it. Here are just a few reasons why...

If you don’t have a full videographer on staff, you can create slice-of-life videos using your iPhone or tools like SoapBox or Wistia. It doesn’t have to be a huge production. Any clear, intriguing video will do the job.

Take Your Video Strategy Up A Notch

Regardless of your industry, video is a great way to make your marketing strategy more compelling, more engaging, and more effective. Plus, it boosts your brand image, making your business look bigger than it actually is.

Need help creating a lead-generating video strategy? Team up with the ROI Online crew! Using the StoryBrand framework, we can create sales-driven scripts and storyboards that support your business goals.

Schedule a free strategy session to learn more!

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