There’s no point in going through the expense and time of making a video if no one gets to see it. In order for your video to be worth the investment it must reach your intended audience – and potentially exceed that many times over.
The key is marketing – actively promoting your video through different mediums, both online and offline, to achieve the results you need. One of the biggest mistakes you can make with video is throwing your entire budget into the production and underinvesting in distribution. Think about the best ways for your video to be seen by as many of the right people as possible.
Make video work for you
It’s at the planning stages, when you should be thinking about how you can most effectively reach your target audience. Make video work for you. Your message has the potential to be seen in hundreds of different places and by millions of different people. Some of the techniques are simple and free; others require some effort, time and help from an expert. Here are just a few:
1 – Your own website
Ensure your video is embedded on the homepage of your website. It should be obvious and take centre stage on the page. This will help quickly deliver your message, engage your visitors help present you company culture and personality.
Tip: YouTube may be free, but maybe not the best choice for video hosting. YouTube want watchers of your video to watch more videos on YouTube. That is why the large YouTube logo is on its player. Plus it can serve ads over your video. Look at using video hosting platforms such as Vimeo and Wistia. You will get much better analytics and your audience a much better viewing experience.
2 – Social media channels
Sharing on your own social media channels has a huge opportunity for getting your video viewed. Each social network such as LinkedIn, Facebook, Instagram and YouTube, has a unique audience and videos need to be optimised for different channels. No matter what you think of social media, it is here to stay and importantly, it can deliver impressive return on investment.
Tip: upload the video ‘natively’ to each platform for better results.
3 – Online video advertising
Sharing content across your own various social media platforms is free, however, you are limited to who sees it, as it depends on who follows you and who can share your videos. You can now reach new audiences by paid advertising on each of the social media platforms. Paying for advertising is a great way to promote your video and increase views and engagement.
4 – Email
Sending emails is an effective way to engage with your current clients and customers, so don’t forget to email them about your new video. Video in an email can boost open rates by 20% and increase click through rates by three times, so this really is a great way to share it.
Tip: Remember to include a link to your video in all company email signatures; it’s easy to set up and won’t cost you a thing to do.
Blogging is a great way to add content to your website and another outlet for promoting your video. It can be as simple as having the video embedded in it, but you can make your blog post more engaging with a piece on why you’ve made it.
Tip: If your company doesn’t have a blog, then consider using other sites such as LinkedIn, google+, Medium or Tumblr.
6 – Video SEO (Search Engine Optimisation)
The goal when working with video SEO is to have your video content appear in video search engines as well as in the organic searches. As google is the main search engine people use and YouTube is owned by google, it makes perfect sense to use YouTube to host it. You’ll need to think carefully about the words you use in your title, your tags, description, keywords and thumbnail. Skill, judgement and experience are needed to get SEO just right.
7 – PR
Do you think you think your organisation could make TV, print news or trade magazines? You could send news organisations a version of the video without music and captions, so they can add their own branding on it, to add to their platform.
Tip: You may also want to add some additional footage, so they can tell your story using video.
There’s a lot to take on board when it comes to video marketing and SEO. The key is planning. Move away from the linear approach of one video on one page of your website, towards a series of videos that can be repurposed for different platforms and mediums. You also need to think about how your videos can integrate into marketing and social media campaigns. Ultimately, it’s all about getting video right so it will achieve the results you want and measuring the return on investment by analytics.
Ready to find out more?
Discover how Tracc can help grow your business and improve results using the exceptional power of video. Call us today on 020 7234 3540 or simply contact us now. We look forward to hearing from you soon.