Where can I use my video profitably?

Video advertising is moving, videos stimulate our brains more intensely than individual images and texts. Marketing managers are faced with the exciting and challenging task of using the right channels for the videos they produce.

Standard - embed the video on your own website

Valuable content belongs on your own website. From an SEO perspective in particular, videos are becoming increasingly relevant. Therefore, integrate your videos on the appropriate pages. Depending on the video category (image video, course video, etc.), this can be directly on the homepage or in the corresponding course. If you have many videos, consider creating an additional overview page with all videos.

• Upload and embed video directly via your own CMS
• Upload video to video platform (YouTube, vimeo etc.) and embed on your own website

Widespread and frequently used - YouTube and vimeo

The two largest video platforms are good opportunities to successfully enter the world of video communication. Thanks to its affiliation with the Google Group, YouTube offers marketing managers a very wide reach and networking with additional Google functions. With Vimeo, the focus is on the quality of the video content and flexibility. From an SEO perspective, many experts recommend the use of YouTube. Your videos can also be displayed in organic search queries and lead to additional traffic for your website.

The topic of YouTube marketing and the differences, advantages and disadvantages of the two video platforms will be discussed in detail in a future video marketing newsletter.

Video ads with Google Ads / YouTube

If you want to run active video marketing in addition to the organic video search results, then there is no way around Google or YouTube. Basically, the ads work in the same way as classic ads on Google. You reach potential customers when they view your YouTube videos. You only pay when users watch the ad or interact with it (call-to-action).

 

You can easily and conveniently use your Google Ads account to set up video ads. Link your Google Ads account to your YouTube channel to get access to more KPIs. You can then use the YouTube Analytics tool to find out who is watching your ads and how viewers are interacting with the ads.

Expanding your reach with social media

You probably know which social media channels your target group uses. Use this knowledge to increase the reach of your videos. To get started, select the channels on which you can reach your target group most easily.

• Short videos that can be consumed quickly and are entertaining are suitable for Facebook.
• You can show short, attractive videos on Instagram. This channel is very suitable for insights into your educational institute, employee testimonials or interviews and stories.
• On LinkedIn, the focus should be more business-relevant. Case studies and testimonials are particularly suitable.
• If you use YouTube and vimeo, image videos, longer content videos, training videos and even entire video series are also conceivable.

Expert tip: Add subtitles. As more and more videos are watched on the go, they are often consumed without sound. This is why subtitles are so important for social media videos. This ensures that users understand the content despite the sound being switched off.

Great potential with newsletter marketing

The majority of educational institutions regularly send out newsletters to potential and former participants, but only a few integrate videos. There are various ways to incorporate videos into a newsletter and thus magically attract the attention of recipients and arouse interest in the content of the newsletter. Due to display and delivery problems, experts do not recommend playing videos directly in the newsletter. The two most common alternatives are

• Linking via a still image with a "play button". This is a normal image that you can link to the URL of the video. The play button is integrated directly into the image.
• Link via an animated GIF. Create a wow effect with your newsletter, just like with a "real" video. Several individual images are combined into a GIF and integrated directly into the newsletter.

Greater presence on the Swiss education portal with "video promotion"

In your detailed school portrait on Ausbildung-Weiterbildung.ch, you have been able to add four informative images and a general video free of charge for some time now. This gives people interested in education an in-depth insight into your institute.

With the additional product "Video Promotion", you can now also place suitable course videos directly with the relevant target group. A high level of attention is guaranteed, the additional logo presence increases your visibility and thus strengthens the awareness of your educational institute among the target group. The consulting team at Ausbildung-Weiterbildung.ch will be happy to show you the profitable possibilities.

Summary

The production of videos is cost-intensive compared to other advertising media. This makes it all the more important to use the videos created multiple times across the appropriate advertising channels. Marketing managers have numerous options available for this.

Don't have any videos yet?

Our experienced video team with Linda and Denise has already produced over 100 videos for schools and will be happy to support you.

 

We are also happy to produce videos for your educational institute according to your ideas. We look forward to shooting the video with you!

 

I would like to learn more about video marketing

 

To the overview of all articles on the topic of video marketing.