A recent article in MarketingSherpa describes six tactics for marketing online videos. I’ve summarised the tactics below. The first deserves special emphasis though, so, tomorrow, I’ll explain WHY it’s so important for Internet marketers…

In the meantime, here are the six tactics MarketingSherpa recommends:

1. Use ‘edutainment’ videos for lead generation.

Viewers will not only be more likely to stick around and watch your video if it both informs and entertains, but a highly entertaining video is more likely to be passed around for a significant viral marketing effect.

2. Use streaming video to complement live events.

You can reach a wider audience by streaming video of live events to an online audience. A great example of this was the recent Le Web Internet conference. To be there in person you had to fly to Paris. But because the event promoters also streamed the event, you could also watch it from your home or office computer.

In any case, by streaming a live event you can reach more people and therefore generate more leads.

3. Test embedded video in email campaigns - i.e. videos that play in the email or in a browser. The technological aspects of this can be challenging, but if you get it right, don’t be surprised to see higher open rates and click-through rates.

4. Use videos to recruit employees. Videos can be used to explain your work environment and the kind of people you’re looking for.

5. Provide video tours of product/services. By offering a short online video that explains your product or service, you can often deliver more information, faster, than by using text based descriptions or instructions.

6. Assemble a video library on one or more content-sharing sites.

Once you’ve created a video, upload it to a video-sharing site such as YouTube. Not only can this be great for viral marketing, but having a collection of online videos on a popular video site can also deliver search engine optimization (SEO) benefits and generate ongoing traffic to your site.

Source: MarketingSherpa, “Video’s Role In Your Marketing: 6 Proven Tactics To Support Lead Gen, Search, Product Launches,” MarketingSherpa

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