Publishing and Promoting Your Marketing Video - dummies

Publishing and Promoting Your Marketing Video

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

Part of Video Marketing For Dummies Cheat Sheet

You want as many people in your target audience as possible to see your marketing video. And even more important, you want them to act once they’ve seen it — ideally by buying your products. Reaching the right audience with your video requires skillfully applying a combination of specific techniques and promotion channels.

Follow these steps to get your video in front of your target audience:

  1. Publish your video on YouTube.

    YouTube is not only the largest video-sharing platform by far, it’s also the second-largest search engine in the world. It reaches more people than any other video site across all demographic groups, so you need to put your videos on it.

  2. Place your video on your website.

    A video is one of your most attractive marketing assets, so you should use it very prominently on your website. Use multiple videos to enrich the different sections of your site, such as product pages, news items, or educational content.

  3. Use social media to reach more people.

    Use your Facebook page and Twitter account to promote your video. This not only will get you more video views, it will also make your social media outlets more attractive because people like video content.

  4. Engage with the online community.

    If your video is any good, you will get reactions. Make sure to join the conversation on YouTube, Facebook, and Twitter. People love it when a company is approachable and responsive.

  5. Optimize your video for search engines.

    A lot of traffic to marketing videos comes from search engines. Make sure your videos have titles, descriptions, and tags that will enable your target audience to find them easily.

  6. Consider a paid ad campaign.

    YouTube and other ad providers make it easy to reach more of your target audience — if you’re willing to pay some money to get it. With a relatively modest ad budget, you can get thousands of views from the right people.

  7. Measure.

    Make sure to frequently check your video’s success by looking at the analytics that YouTube and other hosting services provide. Specialized video marketing software tools can save you a lot of time doing this.

  8. Improve constantly.

    Set some time aside at regular intervals to analyze your feedback and numbers. Then decide what you need to do to improve your video marketing results. Options to consider are more and different content, an enhanced promotion strategy, and clearer calls-to-action.