17 ways to use online video

With YouTube being the second largest search engine in the world, it makes sense to use videos as part of your marketing mix. But, as with all channels, do your research first. There is no point in jumping on the band wagon and creating videos if your customers prefer you communicate through traditional methods. If video is for you, here are a few ideas on how to use them.

Email video campaigns

Great way to capture your clients or prospects attention for lead generation, cross-selling and viral campaigns. You can either upload your videos to your chosen video hosting provider or even better direct them to a hosted version on your website.

Mobile phone video

Using HTML5 to create bespoke mobile apps for mobile video streaming but make sure you use trackable and measurable software or its all quite pointless.

Video SEO

Video SEO is optimizing video content for search engine traffic. The idea is to have your video content appear in video search engines as well as in the organic search results on major search engines-with traffic being directed to your website and not to your video hosting provider.


Web conferencing, live meetings, training or presentations are great for providing real-time analytics, data capture and the content is perfect for repurpose especially RSS feeds and the social media channels your clients participate in.


Everyone is multi-tasking these days so podcasts offer your clients or prospects an alternative way to absorb your message. They could let it play while they are doing other tasks at their computer.

Viral video

Viral videos are a fabulous way to spread your message to a large audience. They can be fun, inspirational and clever whether you are B2B or B2C. Have a look at Hubspots list of good examples.


Basically online adverts promoting your products or services. Good promotional tool for your website or place them on appropriate third party sites.

Content marketing

Providing high value content marketing (in any format) is a different tactic to pull your clients and prospects toward your brand or product. Instead of providing incentives or offers, provide useful information like ‘how to guides’ or whitepapers that will drive traffic to your website.

Sales tool

According to recent studies, a large majority of people tend to look for videos rather than text content for information. Using video sales tools provide a more convenient way to learn rather than reading tons of text crammed in a single page.

Event presentation

Most of us have been to events where presentations have been unreadable slides after slides, so make yours different to keep your audience engaged and awake! It can then be repurposed (pre and post) for promotional and data capture opportunities.

Event invitations, promotions and teasers

Another way to attract new customers at presentations, seminars, trade shows and exhibitions plus streaming your video on your website can generate sales from online customers.

Video press releases and PR support material

You will stand out from the crowd if you send editors and journalists a video press release.

Market research, focus groups and polling

The advantage of using video for market research is that you can easily see how the market responds by the amount of views. You get a much faster response as the viewer has the opportunity to leave comments thus helping you to improve the product by following customer feedback.

Video whitepaper

How many of us have downloaded a whitepaper only for it to sit in our ever increasing ‘to read’ pile. Using video whitepapers you can use animations, graphs and graphics to convey your message in a quick and engaging way.

Case studies

A compelling marketing and communication tool to tell your success stories to existing and potential customers. Interview your clients and let them tell the story on the benefits of buying your product or service.

Vox pops

Translated to voice of the people these videos are an invaluable tool for validating your business. Unlike a survey, they bring life to your research allowing you to get real opinions from real people. It also leaves you with an engaging video for presentations.

Internal communications

Presents an engaging opportunity to share vital corporate messages and communicate in more personal way than traditional internal communications. Videos can be spread to a number of devices and can save time and money thanks to the ease of online distribution.