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How To Integrate Video Into Your Marketing Strategy

Video is big news on social and it’s showing no signs of going away any time soon. The Zuckermeister himself has said that by 2020 he wants all Facebook content to be video.

According to a comprehensive analysis by Vidyard, businesses produced an average of 38 videos in 2017, that’s nine more than the previous year.

Why? Because they’re seeing a greater return from video than from other forms of content. So the question is, are you going to make 2018 your year of video? If the answer’s yes, here are 5 ways to integrate video into your existing marketing strategy this year.


What targets and goals have you already set for your business this year? Revisit your list and think about where you might be able to use video to help you achieve them. For example, if you’ve set a goal of selling more widgets, consider making widget review or explainer videos to give customers more clarity on what the widget does. If your goal is to increase traffic to your website, try linking 10-second taster videos on your social channels with longer videos on your website.


Social media loves video, so consider making some of your scheduled content as video rather than articles. For example, think about a weekly roundup video on LinkedIn, a hints and tips series on Facebook and behind the scenes clips on Instagram.


Do you have any events coming up – either as an attendee or organiser? As an attendee grab some clips on your phone then do a review style video. As an organiser, capture all the main moments including responses from guests. These are great for your email marketing campaigns and can be used to promote future events.


If you send out regular mail shots or newsletters, add some short videos clips to vary the content. A personal message, a customer testimonial, a product review, news about industry developments or awards you’ve won, or a how-to video can help to increase click-throughs.


Refresh existing video content on a regular basis to give visitors a reason to come back to your website or social channels. Your company overview video might be out of date, your industry stats might have changed, or your customers may have new FAQs you need to answer. Keeping on top of this will let your customers know you’re on the ball.

And if you’re thinking this is going to cost you a fortune in video production fees, there is another way: learn how to make your own videos using your smartphone. It’s easier than you think. Visit to start your journey as a smart video maker.

Ruth Duggal


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