Developing and Leveraging Your Video Strategy: Marketing & Promoting

This is part 2 of our 3-part series on developing and leveraging your video strategy. If you are interested in reading part 1 on “planning & executing”, you can read it here.

When it comes to understanding how important video has become in the world of marketing, the numbers speak for themselves. For example, YouTube is now one of the most visited websites in the United States with a 72% penetration rate, and more than 500 million people are watching video on Facebook every single day! You can see that it is definitely time for you to start incorporating video into your marketing strategy if you haven’t done so already. But where do you start?

Here are 4 “marketing and promoting” best practices to ensure that your video is effectively converting your visitors to leads, and your leads to customers.

Add a Lead Capture Form
Statistics show that adding a lead capture form to a video, especially within the first 10-20 percent, can lead to an increased conversion rate anywhere between 35 and 45 percent. Once you know who your viewers are, and you have their email address, they can now be part of your marketing funnel. Through a simple lead capture form, you will be able to send them more tailored content that fits their likes and needs and bring them through the buyer’s journey that you’re working very hard to craft.

Choose Your Promotions Mediums Wisely
Almost as important as the content of your video is where and how you promote the video.Your video will be the most effective if it is part of an overall integrated campaign that incorporates many different marketing mediums that promote the video including:

  • Social Media (YouTube, Facebook, LinkedIn, Twitter, Snapchat, and more)
  • Organic Traffic to Your Website
  • Blog Content
  • Email Marketing

A video that is developed without a strategy to market it simply won’t get the traction you were expecting and that your sales team was looking for when you started with video.

Remember Mobile Optimization
With over 50% of video content now being viewed on mobile, tailoring your video to fit all possible mobile devices will help you significantly expand your video’s reach. It’s also no secret that users of mobile devices are rapidly overtaking their counterparts on traditional PC’s and computers, so you simply can’t afford to overlook this huge segment of viewers. Make sure that when you’re creating your video strategy to think about where your segment will most likely be viewing your video.

Continue to Engage Your Audience Post-Video
Have you ever read a book that you just couldn’t put down? That’s exactly the kind of impression you should strive to cultivate with your videos, so your viewers literally can’t wait for the next video in the series. Offer them an opportunity to subscribe on your YouTube channel to get the latest updates, or they can subscribe by email and you can notify them through email or RSS when there is a new video. 

If you are interested in receiving part 3 of our series, you can subscribe to our blog and ensure that updates are sent directly to your inbox.


We invite you to download our latest eBook for some of most important factors to consider when developing and leveraging video as part of your integrated digital strategy. You can also speak with our one of video experts to learn how Phoenix Production Services can help with your next video project.

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