How To Market A Video
Top tips and proven strategies for marketing your video
Once you’ve made a great marketing video, what do you do with it? The beauty of making a video for the web is that there are lots of places it can go, many of them for very little cost.
First, find out where your potential audience spends time on the web or how they would try to find you. If you’re a plumber, your customers might be looking on YouTube watching How-To videos to see if they can fix the problem themselves. If you’re a lawyer, it might be browsing websites in Google for lawyers in their vicinity. Once you’ve answered that question, make sure your video is in that place and is easy to find.
Video Marketing Strategies
Below is a list of the most common places a business or organization might consider putting their video. Prioritize the most likely places, but it makes good sense to eventually put your video in all of these places.
- Facebook. Make a Facebook page for your business and post videos there. Some businesses put a lot of effort into maintaining their Facebook page, making it responsive to queries and regularly adding content to keep it fresh. Another way to use Facebook is to buy a paid ad, but you’ll have to weigh up how cost effective this will be for your business.
- YouTube. If someone is trying to find a video, YouTube will be the first place they’ll look, which makes putting your video here a no-brainer. Once your video is here you can use the embed or share links (found underneath the video player on your video’s YouTube page) to put your video in other places.
- Twitter. The immediacy of Twitter is both the best and the worst thing about Twitter. Twitter has far less reach than Facebook, and Twitter posts are here today, gone tomorrow, so unless you have the time to release content on a daily or weekly basis, it’s unlikely to be effective. It’s probably worth tweeting any videos you have—it’s quick and easy to do—but don’t expect much in the way of return.
- Instagram. Similar to Twitter, it makes sense for global brands or internet businesses to maintain a presence but small, local businesses will most likely get very little return on efforts to advertise here, but it’s quick and free, so if you have time, why not?
- LinkedIn. Due to its nature, LinkedIn is great for what’s called B2B (business to business) marketing. The reach is far less than Facebook of course, but people are there to do business, so the people you reach are more likely to actually be interested, paying customers. Videos on your page will only be seen by people who are interested in your business, and paid video ads can be more accurately targeted to people in specific industries or positions.
- Your website. There are so many reasons to put a video on your website: videos have great click-through rates, people are more likely to buy a product after seeing a video than if they read a web page, Google favours web pages with video, a good explainer video can cut down the number of customer support enquiries—the list goes on.
- Email. Many businesses create databases by getting people to fill out forms or enter competitions with an email address as a required field and Real Estate agents ask for them when they welcome you in the door of an open home. Once you have a database you can send your video to a large group of people who have a proven interest in your product or service. Many marketers regard this strategy as having one of the highest ROIs (return on investment) in the game.
- Forums. A very low-effort but low-return strategy is to look at forums that discuss topics related to your industry and answer questions with a link to your video. If your video is persuasive and in the right forum, you’ll be able to direct interested customers to your website.