I have an awesome new video! Now what?

Building a creative marketing video that tells your story takes a lot of energy and effort. Once you have it, you want to put it to work. You know you should do the basics—post it on your website, send it in a marketing email, and share it on social media. But are the basics enough? Are you experimenting and doing more than checking the boxes?

Here are a few quick tips on ways you can use your marketing video so it reaches its fullest potential:

  1. Embed the video in your marketing email so it’s more than just a link or static picture.
  2. Share your video on social media and host it directly on each channel to boost your video’s chances of being seen.
  3. Make sure your video is optimized for search.
  4. Join the conversation.

Let’s dig into these tips.

1. Embed your video.

When you embed your video in a marketing email, it’s a much more engaging experience for your potential clients. It looks polished and entices the recipient to click through to learn more about your company or service. Some email platforms don’t allow video. Instead, you will often see a GIF (which still looks great) or static image. This is something we have tried for our own marketing emails and we found that it worked best when we sent our emails early in the morning. This is a time when our clients review the email on their phones, which do play the video inside the email. Almost 50 percent of emails are opened on mobile devices, so there is definitely a huge opportunity to get your beautiful video into the hands of the people you want to see it.

2. Share your video.

You know you should share your video on social media, but you might not have thought about if you should just post a link or host it directly on each social media channel. Depending on the video, it might make sense to upload it directly to each platform, because each platform has super-smart algorithms that favor their own hosted videos over links to videos. But, make sure you post your video on your own website first, because you want Google to recognize it as your original content. Don’t forget that YouTube is the second largest search channel after Google, so you need to make sure your video is posted to YouTube with strong keyword tags.

3. Optimize for search.

How is the world going to find your video? It’s great that you’ve added your video to your website, but have you made sure that Google will find it? This article suggests that you should create a video site map to increase the likelihood that your potential clients will discover your video. Google provides a nice guide on how to implement this on your website. If this looks way too technical, forward it to your webmaster and see if this is something you can make happen.

Additionally, whenever possible, create a “mini-campaign” and use supplemental content to get your video seen by more people. Pull a few stills from your video and overlay a concise quote relevant to your messaging or a powerful statistic that provides some food for thought for viewers. Or write a blog post that elaborates on your messaging or findings. Distribute these nuggets of content for a few weeks following the original video launch to keep engagement high and drive people back to your site or YouTube channel. We found these tactics extremely valuable when helping CropLife America generate views for their generate views for their #GiveaCrop campaign.

4. Join the conversation.

There’s a lot of virtual chatter taking place and there are many ways to creatively join ongoing conversations that are relevant to your cause or messaging that will allow your content to be seen in a new way, and potentially by an entirely new group of people. We recently partnered with No Kid Hungry on their #Hangry campaign to raise awareness of the startling statistic that 1 in 6 kids in the U.S. don’t have enough to eat. They saw an opportunity to join an existing conversation and leverage the popularity of the slang word hangry (being angry when hungry) but reframing it in a way that got their message seen and heard (i.e. we’re angry that children are hungry; we’re hangry). This influential campaign resulted in more than 91 million social media impressions.

Creating a powerful video that delivers the message you want to make is the first step in incorporating video into your marketing campaign. Make sure your investment was worth it by going beyond the basics and get those new viewers to see your masterpiece.

Written by Brie Merhar for CW Magazine.