Creating A Successful Cross-Channel Video Strategy: What Does it Take?

In today’s highly complex B2B marketing world, it is crucial for marketers to drive better brand value and ROI with innovative multimedia strategies, video plays an important part in this mix. Video marketing can be used to effectively communicate with your target audience and existing customers, it can be used to drive various kinds of marketing goals as well as to boost your brand presence and customer engagement goals.

Video marketing can be used as an all-inclusive medium across a range of marketing channels like email, social media, your website, other platforms like Instragram to boost your brand value, search presence and customer engagement objectives. Most successful marketers today use video to drive key marketing goals, in fact research suggests that 86% of marketers agree that video helps increase website traffic and generate quality leads.

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Marketing leaders use videos to drive different kinds of business goals like reaching new target markets, engaging with different kinds of audiences, educating prospects or customers about current industry trends or updates…

To build out a healthy video marketing strategy, efforts cannot just stop at recording or creating video assets. A robust video marketing strategy has to be built-out to help you use your videos across a range of online channels effectively.

Here are a few appropriate tips that can help:

Identify Video-friendly channels based on WHO YOUR CUSTOMERS ARE!

That today’s customers prefer to be met where they are and expect brands to know what channel they prefer to be marketed via viz email, LinkedIn, etc is no secret. This is where marketers can step in and draw relevant customer insights from their marketing data to understand what channels their customers and prospects are most active on and which channels they use to engage most with brand content.

Broadcasting video content via those channels; viz email, social media or others based on the specific criteria of those platforms. Marketers and content creators can further optimize their video marketing strategy and identify aspects like: whether one original video asset needs to be broken down into a series of 1-minute broadcasts for instance to drive better engagement via a channel like Instagram, while the original and full video is saved on a platform like YouTube and used as a support collateral for various future blogs and email marketing plans for a certain duration.

Text, Subtitles, Region-wise Dubbing Are a Must!

The digitized world has made it that much easier for companies to employ globally distributed teams that are not restricted to one location anymore, it’s pretty much the same for your brand’s customer and prospect base today. Most B2B tech companies have an end goal that involves driving region-wise / global marketing, sales and customer success initiatives; this fundamental itself now translates into the need for marketers to ensure that their multimedia content, especially videos are built to suit multiple channels but also multiple accents and maybe even languages!

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For marketers who have the right translation or dubbing tools in place, video content can easily be published in region-specific languages. For others, ensuring text support and subtitle placements can help ensure clarity in understanding of the video content.

In the initial days of online webinars and podcasts, most brand marketers would place complete transcripts of their recording as a web page and lead it back to the original multimedia content. But as trends evolve, marketers can now find newer, more creative ways to effectively present their multimedia assets like videos.

Thumbnails to Suit Different Online Channels

Placing your video on a platform like YouTube is pretty straightforward. Most marketers and brands can do this easily, choosing the best thumbnail and uploading the video file is not complicated in most cases. Creating, developing, hosting and then broadcasting videos across relevant channels is a complete task in itself. For marketers to optimize ROI from each video asset, ensuring the right marketing graphics like channel-specific thumbnails are made to go with the video asset is as crucial as identifying which video should be broadcasted across which online channel and why.

Customers and prospects are inundated with what can be considered far too many marketing messages today. To break through the noise, not only is it important to build out a different marketing mix that includes in-depth articles, value-add content and even multimedia assets like videos. It is also crucial to market each of these assets with the appropriate supporting materials, including channel-specific hashtags and captions that can drive engagement.

Video marketing and video advertising requires its fair share of time, effort and resources. Besides deploying the right video editing tools and software, brands need to identify their video marketing strategy which involves having a strong promotion plan as well.

The secret doesn’t lie in building out bulk multimedia content or too many videos. The key to video marketing success lies in identifying a core video marketing strategy and set or type of video content you want to build out (and why!) based on prospect and customer interest. Using content re-purposing tactics and smart video re-marketing plans across a range of channels to drive engagement is then the next best step that can help generate ROI from your overall video marketing initiatives.

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