Module 4 - How to crosslink your videos on social media and landing pages

Why does cross linking your videos matter?

Because repetition across the journey is what converts. It is incredibly important to cross link your videos on your social media and on your landing pages.

If you are using a specific video for an ad, I would recommend you also use that video on your social media platforms and on the landing page you are directing traffic to. If somebody has already seen your ad, clicks on it, lands on the page and sees the video again, it might just push them that little bit further to convert, so you get the sale, or they get in touch with you, or whatever the conversion action you want is.

How do you put the video on a landing page?

Embed it using the code YouTube gives you. On one of our own landing pages, if you scroll down, you can see we have embedded the video onto the page. Go over to YouTube, look at the same video we have driven a considerable amount of traffic to, click share, then embed, and copy and paste that bit of code onto the landing page in the back end of the website.

You can also add schema on the landing page. Schema is a bit of code that essentially gives Google a digestible format to understand what is going on in that video. If during the video we had been answering questions, or we wanted to give specific pieces of information, we could put that into the schema, put the schema on the landing page, and help Google understand what was going on in the video.

That is why it is really important to cross link your videos on landing pages. It really does help to convert.

What should you test on the landing page?

Test the embedded video against stills taken from that same video. You could have one landing page with the video and specific frames from it, and another that uses stills from the video instead of the video itself.

How do you cross link onto social media?

Copy the video link and post it across the social profiles you already run. On our own LinkedIn we continually post videos, and this video will have been posted there too. If somebody has seen the ad and then goes onto your social profile and sees the video again, that might just help them convert.

You can use the video organically, and you can also use it for remarketing. By repurposing the video through remarketing, you might get the conversion you are after.

What does the funnel look like end to end?

It starts with the YouTube ad, and every stage after that reuses the same video. Here is an example funnel I have built for this section. This is the ad. That same video then goes out on social, so say we have used it across Twitter, LinkedIn, TikTok, Instagram and Facebook, and all of those direct people to the same landing page.

If they arrive at that landing page and do not take an action, and they have not got in contact with us, we can then hit them with that video again through display remarketing and Facebook ads remarketing. That is a really great way to build digital dominance across all platforms.