You probably know how beneficial video content can be for your marketing strategy. But it's not just about making a video and that's all. You really need to set up a thorough promotion strategy that can spread your voice all over the world.
What are the different ways you can promote your marketing videos? Let´s go over some options. To start, have in mind that there are many promotional channels out there on the Internet: some of them are paid and some others are organic. The most important thing is that you choose the right ones according to your marketing goals and your target audience.
Your own network
This is such a simple and close alternative that many people just forget about it. Start by promoting your video among your primary group of contacts: send messages and e-mails to your family, friends, relatives, colleagues, and customers.
Social media platforms
Facebook, Twitter, Google+, LinkedIn, YouTube, Vimeo, Vine...just to name a few. Social media is one of the most simple and effective ways to promote your video (of course, use your corporate accounts for this). It's a perfect way to increase your word-of-mouth knowledge and to create great viral buzz.Remember that some social networks are better for some audiences and some others, for others. Evaluate what the “spirit” of each network is. Also, analyze where your audience is and what your marketing goals are, and go from there. For example, Facebook has a great reach (it´s the #1 social network, where most users are), and it's also great for sharing content. On Twitter, the best way to use video is to connect and engage with users, rather than simply pushing content. On Snapchat it's all about getting attention, and so on. You can also make use of short-form video content: 6-second Vine videos, 15-second Instavids on Instagram, 2- to 3-minute videos on Facebook, and more.
Tip: YouTube is the #2 largest search engine and #3 largest social network on Earth. Take advantage of that! An effective way of gaining more visibility on YouTube and getting to the first positions is by setting up a wise video SEO strategy. Read this article and learn some basic tips you should bear in mind to start winning positions in the rankings.
Social groups and forums
If you do some research you might find social media groups that are relevant for your business. This is a great way to promote your videos as they usually gather a targeted audience that is interested in what you have to say. This increases the chances of your video being liked, commented and shared. Relevant forums for your niche are another way to distribute your video. Look for the ones that are related to your niche, that are active and that are updated often.
Tip: you can also consider promoting your video in your blog, email lists, corporate newsletters or some specific microsite you have developed for your campaign. If you want to learn some other techniques to promote your marketing video, check out this article.
Apply some public relations techniques to approach specific audiences. Write a press release or some other corporate material, include your video, and send it to bloggers, editors, producers and reporters to generate free media coverage.
Bloggers and influencers
You can also contact some key bloggers and influencers to help you promote your video. The great thing is that many traditional media outlets pick up these individuals´ blog posts and it can be quickly distributed into different channels. You can use BuzzStream to find these smaller influencers. BuzzStream is like a Customer Relationship Management (CRM) tool for link building: it helps you identify sites from which to request links, and makes this process simpler and more efficient. It gives you a huge hand in 4 differents stages: identifying contact information, managing communications, managing linking opportunities and link requests sent, and monitoring backlinks achieved.
Paid Ads - AdWords and AdSense
While driving traffic organically to your site might take several months, paid ads can let you achieve quick results while also giving you the chance to test your marketing efforts: you can focus on specific target audiences, track the performance of your campaign and make the necessary adjustments. Of course, paid ads are not magical and the success / failure rate will depend on the key performance indicators you've predefined. Last but not least: if you have a retargeting list, you can advertise on AdRoll or on Google Retargeting too.
Paid content promotion
Paying for content promotion is a very effective tactic. Let me give you some ideas: StumbleUpon, for instance, lets you buy clicks at very low prices, and it's a great channel to use to target young audiences. Reddit Ads are similar (inexpensive clicks from young and highly engaged people). Want more options? Promote your tweets on Twitter to gain more exposure and join the conversations out there. You can also run a Facebook Ad campaign or advertise on Outbrain.
There are so many ways to promote your video! We've named just a few. Now...hands on deck! You've got a lot of work to do!
We also invite you to keep on surfing our blog to get more useful tips on video marketing. You can also visit our Explainer Video Academy where you'll find a bunch of educational content to use and become a true expert on explainer video production. Enjoy it!