How to Use Video Marketing to Expand Your Reach

Are you ready to learn how to use video marketing to connect with your audience? If so, keep reading!

Business owners and marketers across all industries have found success using videos to boost engagement through social media, email, and their websites. When you look at the data, it all starts to make sense. On average, 88% of people who use video content for marketing see a positive return on investment.

In other words, there's an excellent chance videos will help you reach the people who are most likely to need your products or services. The flexible options included with their strategy can help demonstrate value, build rapport, and turn casual visitors into loyal customers.

If you're wondering how big of an impact video can have on your brand awareness and traffic, consider this: adding videos to your website can improve organic traffic by an impressive 157%!

Today, I'd like to show you several actionable ways you can expand your reach with your video content. We've tried the following tips across our brands and have seen tremendous success. I'm positive the same is possible for you.

Start a YouTube Channel

If you want to reach a broad audience with your video marketing strategy, starting a YouTube channel is the first thing you should do.

Believe it or not, nearly 2 billion people use YouTube each month, and that number is growing every year. So, there's a good chance your target audience is out there and ready to see your videos.

The key to building a following on YouTube is to create content that resonates with your audience's needs, goals, and pain points. For example, an email marketing SaaS would create content that teaches subscribers how to grow their email list.

You'll also want to use consistent profile pictures, thumbnail designs, and cover photos so people will recognize your content as it appears in their suggested videos. After noticing your brand pop up a few times, users may decide to check out your content. If you manage to win them over with high-quality videos, your subscriber count will begin to grow.

Optimize for Search Engines

We found that around 70% of marketers optimize their videos for search engines. I believe skipping this step is a big mistake that can cost you traffic and engagement. Search engines help people find your content. If you're not taking steps to make your videos discoverable, it will be hard to reach your target audience.

Now, let's look at a few tips you can use to optimize videos on your website and YouTube:

Use relevant keywords in the title. This will help people find your video when they're searching for information on a particular topic, product, or industry.
Include a transcript. Transcripts are great for accessibility and offer the search engines additional context around your video. Saying keywords in your content and including a transcript can drastically boost traffic.
Promote videos on other social networks. The more people who see your video, the more clicks you'll see. A video that gets a lot of engagement is share-worthy in the eyes of Google, which means it may rank higher in the search results.
Use description tags and hashtags. Tagging your video when you set it up will help you appear in the search results for specific words and phrases. For instance, adding #emailmarketing to your video on the social media site X will help more people interested in email marketing find your content.

Add Videos to Your Blog

One of the best video marketing strategies we've adopted in recent years is adding videos to our various blogs.

We were shocked to discover that articles with videos attached to them see 70% more traffic than blog posts with text and images. The more time we spent developing this system, the more things started to make sense.

Most people use their smartphones to browse the internet. We all live busy lives, and not everyone has time to sit down and read a 3,000-word article. However, most people can find 20 minutes to listen to an article while they do something else, like drive to work or eat lunch.

Similarly, people find video content more stimulating, so they may choose to stick around and watch your videos because they're more enjoyable.

The best part is adding videos to your blog is easier than you think. My advice is to review your top blog posts and create video versions featuring the same content, ideas, and examples. Then, you'll upload the video to YouTube, which will help your channel grow. Finally, you'll embed the video on your blog so visitors can choose to watch, listen, or read when they visit your website.

Host Live Webinars

Social media webinars are a fantastic way to connect with your audience and show that you're an expert in your industry. They're also a great way to generate leads and boost brand awareness, which makes sense, considering that over 4.74 billion people use social sites each month.

Instead of being pre-recorded, webinars are designed to be more dynamic and engaging than traditional video content. The audience usually gets an opportunity to ask questions, learn hands-on skills, and get to know the face behind a business.

Here are a few tips for hosting a successful webinar:

Choose a topic that your audience is interested in.
Promote your webinar a few weeks in advance.
Make sure your webinar is well-organized and informative.
Offer a lead magnet to boost attendance.
Create a webinar landing page so website visitors can learn about your event.
Follow up with attendees after the webinar.

There are plenty of different types of webinars you can host for your audience; how-to guides, product demonstrations, expert interviews, and Q&A sessions are four of the most popular options. If you're not sure what users want to see, ask them! You can add a poll to your social media channels and website where users are invited to tell you what kind of webinar would be most helpful to them.

Collaborate with Others

I've found that collaborating with others is a great way to enhance brand awareness and forge long-term connections with partners. This can be done by partnering with businesses, influencers, and affiliates. Working with others allows you to tap into their audience and reach people who may have never heard of your brand.

If you want this strategy to work for your business, make sure you partner with the right people. I recommend seeking out influencers and other brands that operate within your industry. For example, a company with an exclusive line of clothes would want to partner with a fashion and beauty influencer.

Work together to come up with video content ideas that will keep their audience engaged and convince them to click through to your website. One thing is for sure: there's plenty of room for growth. As of 2023, the influencer market is worth $17.4 billion, and that number is expected to increase over the next several years.

And if you want to know if people look for influencer or affiliate videos, the answer is a resounding yes. In fact, we found that 74% of shoppers seek out videos featuring reviews, unboxing, and other content from creators beyond the original brand.

Back to You

There are plenty of unique ways to use video marketing to expand your reach. The strategies outlined today helped us connect with our audience around the globe. I'm confident you can see the same results if you're willing to create high-quality video content and develop an actionable marketing plan.