A Beginners Guide to Video Production – part three: Marketing your video

After reading our ‘A Beginners guide to Video Production’ blog, PART 1 and PART 2 and following the

steps, you’ll be left with a video you’re extremely proud of.

That’s it. Job done.

Not Quite.

A marketing video doesn’t do much good sitting on your computer. Most businesses make the

mistake of creating an amazing marketing video and doing nothing with it. If you’re looking for some

effective ways to ensure your video is seen by all the right people and drives traffic to your company,

then you’ve come to the right place.

Before you do anything, you want to know who your audience is. Determining who you’re marketing

to is vital in getting your video’s message across and choosing the right distribution channels is key

to attracting the traffic you want.

You want to ensure you’re choosing the correct channels for posting your video.

Creating a YouTube channel for your business is the most popular option to use. And, whilst this is a

good choice, you want to make sure the video you created is on as many relevant channels as

possible.

Your video is no good unless people see it and to get people to see it, the video needs to be featured

on more than one site. Your YouTube channel should be used for brand awareness and only include

business videos. This way, you are more likely to achieve the goal of creating this video, driving

people to you business, rather than people becoming distracted by the piano playing cat videos.

Posting your video to YouTube also means you can monitor how well it, and your channel, is doing.

YouTube provide statistics and analytics that help you to determine who is watching your video,

where they’re watching it and what search terms helped them find it.

There are also alternatives.

As well as uploading to YouTube, you can try out other video hosting sites that are more specific to

the content of the video, these include Vimeo (high quality videos), Daily Motion (catering to an

international audience) and VideoJug (how-to videos).

Similarly you could just post your video onto your website, however, this could limit the data for

content on your site and also reduce the number viewers. The whole purpose of the video was to

build your brand awareness, not cater for the people who are already aware of it.

At the end of the day, you should put your video where it adds most value for your users, this will

vary depending on the content of your video and focus of your webpage. If self-hosting your

video,look for areas of your website that are a little dormant and ask “would including a video liven

this page up?”

Making your video title SEO friendly is also a useful tool for digital marketing, this is especially

helpful for YouTube as it is owned by Google. Therefore having keywords in your title and first

paragraph of your description is helpful for driving more traffic to your content.

Making sure your video is optimized for mobile is also a great way to ensure it is being viewed.

Online video now accounts for 50% of all mobile traffic and 92% of mobile viewers share videos with

others- proving it’s useful to have a mobile friendly video.

You essentially want to distribute your video in as many places as possible, so linking the video on all

of your social media and embedding your video in a blog post are great ways of drawing attention to

your content.

A video is more likely to attract people to your posts and let’s face it, we all prefer to watch a quick

video than read a lengthy Facebook status. Social Media is an easy and quick way for people to share

the video and therefore reaching more people and getting more people talking about it.

If a picture is worth a thousand words, then a video must be worth a million.