According to a recent forecast from Cisco, consumer Internet video traffic worldwide will be 80 percent of all consumer Internet traffic in 2019, up from 64 percent in 2014. This trend impacts all industries, and it is clear that video is no longer a nice to have for progressive organizations -- it’s a must. Just like you can’t have a business today without a website, you really can’t have a website without video content. Internet users have come to expect video, and it’s one of the highest clicked-on elements on web pages.

Although videos are extremely important, you shouldn’t create videos just for the sake of creating them. Videos need to be well planned and have a clear purpose to make an impact. They can range from quick and inexpensive to long, costly projects, and therefore you need to find a balance that will fit your budget and keep viewers engaged.

Use these tips to get started with video marketing:

Add Videos Into the Marketing Mix

Videos can be used as standalone items for product marketing, company overviews, tutorials and much more, but you don’t need to reinvent the wheel for effective video marketing. One of the best uses of video is incorporating short clips into marketing campaigns as another medium to get your message across.

For example, create a video teaser for a whitepaper you are about to distribute, and incorporate it within all whitepaper promotions, such as an email blast, social media posts and the download landing page. Create a video case study, or conduct a “flipped webinar” where you promote a short video and then have a discussion about the video as the bulk of the live webinar.

Adding short videos to your current marketing efforts can help boost engagement (i.e. downloads, registrations, etc.) and add power to pre-existing promotional materials.

Create Interactive Experiences

Videos are more interactive than written content, so take advantage of that and speak to your viewers. Just like any other marketing materials, your videos need a call to action. Use them to collect leads, add related content, point people to additional resources, sign up for free trials, fill out a contact form, and more.

Use your videos to create a sticky experience -- you don’t want viewers to stop with the video. You want them to keep clicking, exploring your website and consuming more content.

Use a Unique Video Player

Uploading your video to YouTube and including the link in your marketing materials is quick and easy, but it won’t give you the best results. The YouTube link could point viewers to unrelated cat videos, or worse, to related videos from your competitors.

Instead, use a video player with your own look and feel that will blend with your other content. Using a unique video player, you can track detailed analytics to see the success of your videos and how they contribute to the overall marketing campaign.

Make Sure Your Video Can Easily Be Found

Once you’ve invested in a video, you need the right people to be able to find it easily. Leverage advanced video solutions to optimize your video SEO, use the right metadata, and add captions and subtitles to ensure that your videos are discovered in the right context, and reach viewers in all relevant languages.

Make Video Essential

Once you start to feel more comfortable using video in marketing, set it up as an essential element of your campaigns.

Use a video extension for your marketing automation platform to include video statistics in lead scoring, collect leads directly into the system, and easily embed videos with the click of a button on your landing pages. This way, video will become a natural and important part of your marketing efforts.

How do you use video marketing? What results have you seen?