Ok, your marketing video is finally finished and it turned out to be awesome: it’s clever, original, surprising, and every time you tested it with audiences it proved to present your product as a mouth-watering must-have in a way the message gets through.
So you published it on your youtube account and embedded it on your site, and it started to get some response, but not in the way you expected. The results disappointed you, and you just can’t help but to wonder if the most engaging and emotion-triggering type of marketing content is really only capable of delivering this much.
The answer for that question is ‘absolutely no’. Although video content is very powerful, it still needs to be launched out there, in the right places, at the right times, so it can reach out to the right people and trigger the impact it was created to make. Even the most brilliant video needs a good strategy, and promotion is a crucial part of it.
Of course, that strategy doesn’t start with the promotion. Hopefully, it began with you researching your client’s buyer’s journey, finding your business’s needs, and translating them into marketing goals. Eventually, you could have decided that a video was the best way to achieve one or more of these goals, and considered a certain type of marketing video best suited to accomplish the objectives you set.
This is why you need to create and execute a Content Promotion Plan. And it should be coherent with the different aspects of your overall strategy: goals, target audience, phase of the buyer’s journey you want to find them in, type of content created. Your chances of success are best if all your content behaves as one well oiled machine. Here are a few tips on how to do it best.
#1: Track it
It’s pretty simple, you are blind to anything you don’t measure. Installing or using analytics tools to keep track of your video’s performance is a must, not only to know what your campaign’s result are so far, but because it provides you with valuable feedback to better plan further actions.
#2: Choose your video hosting service wisely
When it comes to video hosting, most of us would think of Youtube, period. But there’s a wide range of video hosting services out there, and there are relevant differences among them, that can translate to better or worse choices, regarding your content strategy goals and the type of videos you are trying to promote. If you made a How-to video, you need people to find you in the search engines. Youtube has the best SEO among video platforms, so that’s probably your best choice. However, if you just need your video to be seen on your homepage, but you need to customize it or you will need specific statistics on it’s performance, a hosting like Wistia will probably be a better option.
#3: Optimize for mobile
Video as a trend is rising fast on the web, but it rises even faster when it comes to mobile users. The same way you need to optimize your video and its landing page to work correctly on smartphones, it’s a good practice to check if the web sites you will promote your video on run properly in the mobile screen as well. When considering sites to link build, this can be an important aspect.
#4: Use text to boost SEO
Every search engine is based on text, so you need to associate keywords with your video. The video’s title is significant regarding SEO, because search engines tend to consider it more important to establish relevance, and because it’s the first text your audience will read. The video’s description is also relevant, so you should fill this out every time you have the chance. Keywords are important in both cases, but don’t over optimize content for the search engines. The user’s experience should be always your priority.
However, keywords will be the most useful when creating tags. The criteria to choose keywords for SEO and tags for video wisely, can be pretty similar, although specifics can vary among the different video hosting services. For example, here’s a guide to tagging your videos on youtube.
#5: Break it down, spread it out
Why settle for just a simple video, when you can make static images, animated gifs and shorter videos out of it? Use these “sub-products” to promote the video itself, by sharing them on social media, and linking to your video from the post.
#6: Alert the media!
Journalists are constantly seeking stories to write about. Good stories. If you can relate your material to a story they will find interesting, you could gain access to media audiences for your video. You don’t need to reach an open television news show, there is plenty of digital media about every subject imaginable. In fact, it’s actually a good idea to start with smaller players, and let them make your story visible for the bigger ones. To convince them, make emphasis on the human angle of the story, and explain to them why their audience will want to share it. These are good selling points.
#7: Video ads
Depending on the type of video you have shot, you could use it both as video content and as advertising. You can use platforms like Google Adwords or Facebook Ads to publish it on different websites that aim to audiences interested in subjects related to your field. Or you can negotiate directly with site owners who use their own ad serving platform –as long as they accept video ads–.
#8: E-mail marketing
When you know exactly who the people you most want to see your video are, email is the way to go. It’s more precise than any other resource you could use to spread the word, and it can allow you to address the receiver in a way he or she feels more special. You are not publishing the video on the internet, you are sending it to them personally.
Email’s mail drawback for video content is that some email service providers don’t support embedded video in the email body section. However, that’s not absolutely necessary: you can use a static image with a play button that links to your video’s landing page, or even use an animated gif, if it’s very short and has no sound, or you just want to use it as ornamentation.
#9: Internal links
In the promotion of a video, every spot on the web can be an opportunity, and that includes your website. In every page or blogpost that refers to a subject related to your video’s content, it’s a good idea to include a link to it. Video boosts a website’s performance in many ways, so it’s best to make it as available as possible. Besides, it’s good for SEO.
We trust more and pay better attention to information and products recommended by people or organizations we believe in. Choices are ample here: Trustworthy people can endorse you from their Facebook accounts, their blog, or a Q&A page on their site. And as they do this, they can include your video next to their comment, or simply a link to your landing page. This creates a more willing audience, and therefore more clicks and longer watch time.