Video is awesome for marketing, it’s the most powerful tool for communication we’ve ever come up with as a human race (feel free to argue against that in the comments if you dare), and it is basically the backbone of the internet at this point. Video is awesome. But it’s simply not a marketing strategy.
If I can give an example: imagine a company has a $10,000 budget for marketing, and they (wisely) decide that video will give them the most bang for their buck (it will) so they take every bit of that 10K and dump it into the video.
However, once they get the video, what do they do? They store it on their server and that’s about it. One day they think: “didn’t we produce a video? What ever happened to that?” The answer is nothing, it’s still there on the server where the only people who will ever see it are the people who don’t need to see it.
This would obviously be a worst case scenario, but the common case scenario isn’t much better. Usually the client will upload it to some buried page on their website, or YouTube (where it is instantly buried by the hours of content uploaded by the second by other users) and they expect the video to grant them the marketing success they always dreamed of. That’s not how this works.
So how can you turn that video into a video marketing strategy? Here are my top five tips!
- Social Media
If you have an audience on Twitter or Facebook or LinkedIn or any other social media platform, then you should utilize that audience for all it’s worth. With Twitter you can send out links, behind the scenes photos, quotes from the video, etc to build awareness around your production and generate excitement. On the Facebook side you can upload the video directly to the platform and spend a few bucks promoting it to a very targeted audience. LinkedIn also supports video so if you’re publishing via that platform you absolutely should share the video there and maybe publish an article about it as well. With social media, it’s all about engaging your current audience, and attracting people to your brand. If you’re creative, you can turn that one video into a powerful conversation about your brand and about what you do for your customers that should lead to new business.
Yes, I know, I was slightly down on YouTube before, but that’s because in the scenario it wasn’t being used properly. YouTube is about building your own personal TV channel (in a manner of speaking). If you view it like that, then it’s no wonder that uploading a single video to YouTube won’t even make a ripple in the ocean of media available via that platform. For starters, you need subscribers in order to build an audience, that comes from letting people know that you have a channel and are producing a video (this goes back to social media). Beyond that you need to research your key-words, make sure you have a good title and a good description that is relevant to the video you’re posting. Finally, unless you’re producing regular content, YouTube will more or less only serve as a hosting platform for you. The people will engage with your content on other sites, through ads, or through your own webpage. So think about relevant ways to send that content out to the world.
Most companies with an established marketing strategy produce a newsletter. There is no reason to not include your new video in that newsletter. It’s easy enough to embed content hosted on YouTube, Vimeo, or Wista into almost any newsletter format, and it will provide a welcome change of pace for your regular readers. Plus, if you have several thousand people subscribed, that’s a very quick and easy way to promote your video to a wide audience. If your video is shareable, ask them to tweet it or post it on Facebook so that all their friends and followers will see it too. As a tangent you could also put links to that video in your e-mail signature to help get more viewers.
- Your Website
Your website is the home of your online presence. Unlike your social media, or YouTube pages that are really more about the platform than about you, on your website you can control everything. That includes how your video is displayed. If you want to get views on your video it should be on your home page (or at least the page that is most relevant to your videos content). It should also be easily noticed. That means use images with giant play buttons in the center of them or embed the full player from your hosting site. Don’t bury it among a bunch of other things but make it bold and front and center. You may love the text of your page, but your video will do way more than your text when it comes to conveying your message, so make sure that visitors see the video as soon as possible. Furthermore, a video properly embedded with keywords will really help you with your SEO and your bounce rate, so keep that in mind when you’re looking to climb the google rankings.
- Make Multiple Videos
Yeah, maybe this is a bit of a self-serving tip seeing I would of course love for you to come to me with a 10 video series, however there is a great deal of value in doing more than one video. YouTube thrives on repeated, regular content. If you plan on making a YouTube Channel that gets thousands of subscribers and millions of views you will need more than one video. Likewise, that one video that you thought would be great for your marketing will eventually have diminishing returns. After your prospect has seen it 10 times, it’s not likely they’ll be converted on the 11th. Having something fresh to show your audience will keep them engaged. What I like to recommend to clients is to look at how many videos they can get out of a single shoot day. Want to interview your CEO about company culture? Awesome, why don’t we also ask him some questions on their commitment to customer satisfaction and create two videos from that one interview. By doing that you save money and time (as you get twice as many videos for the same number of shooting days) and the only price increase will be in editing. Plus, you’ll have marketing material that will last you twice as long as it did before.
So I’m hoping that any reader is now thinking beyond “let’s make a video” and on to “let’s create a video marketing strategy.” These five tips should be a pretty good starting point for how you can move in a direction that will make every video you produce more effective in the long run. As always Other Vision Studios would love to help you with your video marketing needs and if you have any questions about video marketing you can e-mail me at Collins.White@othervision.net or if you’re interested in hiring us to produce your videos you can start off by visiting our website and requesting a quote.