How to Identify Influential Channels for Your Marketing Videos - dummies

How to Identify Influential Channels for Your Marketing Videos

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

Before you start your social media efforts for promoting your marketing video, step back and put your ear to the ground — or simply listen to your best customers. Find out more about your target customers’ online habits by asking yourself these questions about them:

  • How old are my target customers?

  • Where do they live?

  • Which events do they attend?

  • Which websites do they visit?

  • Which books do they read?

By listing all the places where your audience lives online, you have a useful starting point to identify whom your audience listens to. Every industry has opinion leaders and influential channels.

If you don’t know (yet) who matters most in your industry, follow these steps on every online channel you’ve researched:

  1. Check the site’s web traffic.

    Use Compete or Alexa to see how many website visitors a site draws per month.

  2. Verify the number of followers or “likes.”

    Go to the corresponding Twitter account or Facebook page of the online property you’ve identified and see how many followers it has relative to others in the space.

  3. Confirm connections.

    See who is behind these sites by identifying the authors, editors, or top management personnel. Calculate how many connections those people have on LinkedIn.

  4. Identify who is important.

    You can use online services such as Klout to see who is important in your space. These services measure social influence and can tell you who has interactions online with whom and whom people look up to. This step can save you a lot of time in finding the second and third tier of influencers.

  5. Find influential videos.

    If your industry has well-known videos, find out who created them and where they’re hosted, such as on YouTube, Vimeo, or another public platform. To find influential videos in your industry, brainstorm relevant keywords for your product or service, and use a free service such as Online Video Radar.

After you know who matters in your space, familiarize yourself with important topics in the field. No real shortcuts are possible in this time-consuming process. Knowing your industry intimately enables you to create helpful video content and have intelligent discussions with your target audience by way of social media.

In all social media channels, you’re rewarded if you create content that your audience cares about. Video is a beneficial way to differentiate yourself from all the noise in those channels, though your content must be good. Bad content usually backfires: Even if you create fancy videos, unclear or unstructured content prevents your videos from being shared.