How Much Will It Cost to Promote Your Marketing Video? - dummies

How Much Will It Cost to Promote Your Marketing Video?

By Kevin Daum, Bettina Hein, Matt Scott, Andreas Goeldi

The moment your marketing video is complete, you want people to see it. You most likely need to spend money to get the video in front of your prospects. How much money you spend to promote your video depends on these factors:

  • The number of videos you have: Managing a slew of videos can be difficult when you use a simple platform such as YouTube. Video management software from companies such as Pixability can make it easier for a reasonable cost.

  • How you integrate video into your overall marketing plan: If your video is only one element of an entire campaign, calculate the cost of the supporting materials and the technology necessary to integrate the video into your website.

  • The size of your target market: If your target market consists of no more than 200 people, contacting prospects and getting the video into their hands are fairly inexpensive. A prospect list of thousands or millions of people, on the other hand, requires strategy and effort — and a serious amount of money — to have a reasonable percentage of the target list see it.

  • The size of your e-mail list: It can take an e-mail list of 20,000 or more people to see a significant response from a marketing e-mail. You may have to buy lists and subscribe to a service for large e-mail blasts of your video.

  • Your social media capability: If you have a ton of Facebook and Twitter followers, promotion is simple with compelling content. Otherwise, you may have to hire social media experts to get the word out.

  • Your willingness to buy placement: More people can see your video when you purchase placement on YouTube and Facebook. Prices for this strategy can range from $50 to $500 per day, depending on the size of the audience you want.

Build the video around your marketing strategy rather than the other way around. Video is a tool that can save you far more than it costs, if you plan strategically.

Do it right, do it well, and then do it inexpensively.