Repurposing Your Video

You've invested time and money in crafting a beautiful video that conveys your brand messaging. You've posted it to your website, shared it across social media, and you've (hopefully) seen a lift in conversion rates. You may have even optimized your video SEO to get some organic traffic in the door, or done some paid advertising to give it a push. Now what?

There's a common video marketing misconception that once a video is posted online, it's out of your hands. We beg to differ.

The truth is, a well-crafted video has many uses. You'll be able to attract an audience using various channels to continue lifting conversion rates on your site. Your video can serve more than one purpose, and can even be used in your hiring efforts, allowing it to reach its full potential as an effective corporate tool.

Here are four ways you can use your video aside from the usual "post it on your website" method.

Email blasts

Sharing your video in an email blast is a great way to grab your audience's attention. Implementing video in email is becoming more and more popular among marketers, due to its effectiveness engaging audiences. Think about it for a moment: who really enjoys text-heavy, generic email marketing campaigns anyways?

According to ReelSEO, 82% of marketers are saying that video email marketing is effective, while 60% of these marketers stated that video in email helped improve sales conversions.

Getting video viewers from your email newsletter isn't a one-way street – your video should also be getting more subscribers for your newsletter. You can also use a tool like Turnstile to collect email addresses from your viewers. You can choose where the email collector is placed in the video, and make it either optional or required. Combine your video content with your subscriber list for an amazing subscriber-viewer loop.

Trade shows and conferences

If you're a startup, you're likely attending trade shows and conferences to get some face time with prospects – it's no secret that it's about networking. With every vendor competing for the audience's attention, you need to stand out.

This is where your video comes in handy.

You've already done all the hard work of crafting your unique value proposition into a clear and concise message, and a conference or trade show is the perfect way to put that message to work. Consider using an iPad, flat-screen television, or even a projector to display your explainer video at your next trade show or conference.

Many times, it's hard to hear a voiceover at a busy trade show, so you might want to consider either using a video without a voiceover, or including captions. Here's a video we did at LaunchSpark that works well without a voiceover – perfect for trade shows:

Pitching to investors and PR

Let's face it, investors and writers receive more pitches than they have time for. Telling your brand's story in 1-2 minutes accomplishes two things: first, it signals that you believe strongly enough in your company that you invested the time and money to make a video. Second, it allows them to easily understand what exactly you do.

A well-scripted explainer video gives investors and writers just enough information to entice them to learn more about your company. After all, it's the best version of your pitch, explaining who you are, what you stand for, and the benefit you provide.

Recruiting new employees

Hiring can be tedious, and informing applicants about your business can be a time-consuming task. A video can convey enough about your company for applicants to decide whether to take the next step of gathering more information (just like a prospective customer). Impressing potential hires with an amazing video is a great way to entice top talent.

Your video's job isn't done once it's been embedded on your site. To ensure you're making the most of your investment, consider supplementing other critical areas of your business with your video. By reusing your video for multiple purposes, you'll guarantee it maintains relevance as a marketing tool long after its initial use.

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