So You Made a Video... Now What?
Isn't that the big question? Yes, video works for driving SEO, engagement, increasing sales, training employees, sharing cats, etc. Video works. We got that. But now what?
BEFORE WE SAY ANYTHING ELSE
Put your video on YouTube. This is going to be your base platform for sharing your content everywhere else. Whether it is on a website, in a blog on a website, on Twitter, Facebook, your mom's Kindle, or your auntie's iDevice, we are starting on YouTube and that is final.
YouTube is the second most used search engine in the world and it's owned by the most popular one, Google. The general rule of thumb is that if it makes The Google happy, you do it. And we'll leave it there.
SO YOUR VIDEO IS ON YOUTUBE... NOW WHAT?
Great question! You have appeased The Google and will be richly blessed. However, there is still a good chunk of leg-work to do on your end in disseminating your new content.
It is important to implement video into your marketing strategy and vital to have a plan to figure out how well it's working. There are a lot of ways to distribute content BEYOND just uploading your video and sharing it on your Facebook and here are a few recommendations on how to do exactly that:
DISCLAIMER: This is not all-encompassing, just a few best practices!
Believe it or not, there really are no rules against using some of your collateral to promote... your other collateral. Who says you can't share the link to your video on your business cards? Or on a T-Shirt? Or in a flyer? Do you have do all of those? No. Should you identify some that make sense for your organization and stop treating video like an island? Yessir (or ma'am).
If you're implementing video as a true PART of your marketing mix than stop treating it like the stepchild that it isn't. Video is a strong, engaging asset that very effectively bridges the gap created by the computer screen. Promote your conversation (aka: video) by sharing it in your other marketing pieces that are reaching prospects and existing clients!
Speaking of one of using your other touch-points... eMail. Email marketing is a real, tangible way to actively promote yourself and your products. Does the Marketing Analyst screaming inside of you want the data on that? Well, according to Experian (and promoted on Media Post), when marketers even USE the word "video in an email subject line, open rates rose from 7% to 13%. Further, video drove an average 21% higher conversion rate, and a 24% higher average order value when compared to emails that relied on static images, citing more data (yay!) from Liveclicker.
So that's awesome. What's more awesome is that there are great resources for implementing video marketing. And the cherry on that cake is that I'm going to share two of my secret weapons with you: HiP B2B and MailChimp. HiP is a full-service B2B lead generation agency that is able to utilize content, email, data, and marketing automation to drive outcomes. In other words, they can give you leads, set up campaigns, and track their engagement. MailChimp let's you set up those campaigns on your own and has hundreds of built-in analytics tools to help you track what's going on with your emails.
MAKE IT TANGIBLE
Aside from just putting links and/or mentions of your video(s) on your marketing materials, why not take it a step further and make pieces of collateral that actually have your video(s) embedded on them? We worked with a computer software company awhile back that uploaded one of their videos to every single flash-drive that they gave out (for free) at all of their events. They also direct-mailed it to numerous clients and leads, brought it to trade shows, and more!
There are other options too! Give away CD's, DVD's, iPad's, iPod's, Androids (if you're into that sort of thing), or basically any other digital device! If you give anything out that has digital application, put your video on it and make it obvious that it's there.
BUY THE LOVE
...and don't be ashamed of it! You're not cheating. PPC and Featured ad's are a real thing and they really work. Why would you spend all this money making professional grade video and $0 advertising them? It's ok to have a distribution budget and it is possible to target demographics to expose the video to. Here's a few great links to articles that teach you how to...
The point is that paid advertisement on those primary social networks -- and just in general with good SEO practices -- isn't a a shot in the dark. There really are ways to make it work.
DON'T BE A STRANGER
It's OK to comment on other peoples (and other organizations) videos! As with sales, one of the best ways to spread the good news is to be active in the medium. That means that spending 15mins each day liking and commenting on related videos, channels, feeds, and the like will actually actively grow your audience.
The other side of that coin is that to grow an audience organically will mean that you follow, friend (or whatever) RELEVANT content. Again, like in sales, it's a numbers game... but it's a qualified numbers game. It doesn't matter if you have 8,000,000 views on your video if the result was zero engagement or sales. And on the contrary, it would matter a lot if you had only 8 views on your video with 8 sales. The point is that you need to grow a relevant audience so make sure that that short time is spent wisely.
BE COMMITTED TO YOUR RELATIONSHIP
No one likes the disappearing act. Your significant other thinks it's annoying and your video audience will think it's uninteresting and tune out. You need to be consistently releasing video content if you are going to create a video marketing campaign. That doesn't mean that every video needs to be a $20K+ project, but it does mean that you will need to plan accordingly to your budget before you start slinging out one video a quarter and hope to see a big change.
NOTE: This advice is primarily for VIDEO CAMPAIGNS, not for one landing page video. Consistency is important if you're launching video as a marketing campaign... and if you're utilizing video at all, you should consider making a video campaign. You already have one foot in the boat. Be committed :)
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About the Author
Jake LeVoir is the Director of Sales at Slate and Main. He has built a career on helping organizations grow by developing engaging video campaigns that drive consumer traffic and increase brand awareness.
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