So, you have a beautifully crafted new video…now what?
It’s time to start thinking about a promotion and distribution strategy to maximise its full potential. After all, if no-one is going to watch it, what was the point in producing it?!
Make sure you keep in mind the purpose of your video when coming up with your promotion strategy – you need the right people to find, play and watch your video.
Here are our 5 top tips to market your online video.
#1.Create an engaging landing page
Make sure your video is hosted online (sounds obvious, we know).
It’s great to have your video hosted on platforms such as YouTube and Vimeo, this is particularly helpful if you want to rely on Search Engine Optimisation (SEO). However, it’s really important, and effective to create a bespoke landing page on your own website to encourage plays and compel your target market to act. Using video on your landing page can increase conversion up to 86%.
Top tip: Make sure you choose a play-worthy thumbnail which encourages your targeted audience to hit play. A smile usually goes a long way!
#2. Optimise your video for SEO 
Unlike web copy, videos can’t be read, so it’s important to offer up as much information as you can to help with SEO. Do video keyword research with tools, such as Google AdWords: Keyword Planner to incorporate keywords which relate to popular search queries. Make sure you use these keywords in your:
- video title
- video description
- video metadata
- video tags
- video filename
- video snippet text
Top tip: If you can, include a video transcript to help the bots.
#3. Share, share, share
Now your hosting is sorted, it’s time to get your video out there. The more views, the better, but to get results, your video needs to be seen by your identified target audience.
We all know the power of social media, so this is a great place to start. Share your video with a persuasive reason to watch on all your social channels. Make sure this links to your relevant landing page.
Try sharing your video on other relevant platforms and industry specific groups connected to your target market. When sharing in communities, participate in discussions whilst sharing your content (when relevant). And encourage others to share, it sounds simple, but often asking colleagues, former colleagues and industry connections can really help your video perform.
Be sure to embed your video in your news pages, blogs, case studies and company newsletters to help get the message out there.
Top tip: Ensure your video player includes relevant share buttons to make sharing quick and easy.
#4.Consider an advertising campaign
If you want to reach a wider audience and your budget allows it, consider a search engine (pay-per-click) or social media advertising campaign.
You can target your audience based on the factors which are pertinent to your campaign, allowing you to create a budget controlled and targeted campaign to help get your video seen by the right people.
Top tip: Use video analytics to see how well your ad is performing/and what the drop-out rates are to help inform future campaigns.
#5. Create a targeted e-mail marketing campaign
It’s free and easy to create a targeted email campaign to share your video.
Plus, it’s no secret that video can give your email marketing a helpful hand. Just using the word ‘video’ in your email subject line can encourage your open rates by 19% and click-through rates by up to 65%.
Top tip: Use your contacts database to create an exciting and interesting bulletin to showcase your video(s).
Janno Media worked seamlessly alongside us and the team at Stansted Airport to produce a high-quality and creative video that captured the brilliance of the project we were promoting, whilst ensuring all the technical information our viewers would require was included. This video has been instrumental in producing new leads for us as a company and is now considered a very valuable sales tool!
Ria Manzanero, Brand Marketing Executive, Firstco
If you have a new project you’re working on and you’d like to talk to us about an idea, get in touch today for a free, no obligation quote. We can also help with your video marketing, from initial strategy, to calculating return on investment (ROI), we are your ideal video marketing partner.