Creating a new video for marketing purposes is no mean feat. You’ll either have engaged the services of a professional video production company (the right route!), or spent both money and time acquiring your own gear and filming it yourself.
The end result will be something you’re proud of, but the next stage is perhaps the hardest. How do you ensure the video is seen by as many people as possible? More importantly, how do you ensure those people sit within the target market and stand a very real chance of becoming paying customers?
We decided to ask Slinky MD, Scott Ledbury, how businesses can maximise views on their latest marketing videos.
What channels should people use?
“It still makes the most sense to host your marketing video on YouTube. People tend to forget (or not even realise) that it’s actually the world’s second largest search engine after Google, which makes it an incredibly important platform. It has a ready-made audience and some very powerful marketing features.”
“Once hosted on YouTube, it’s important to display your video on what are called ‘owned media channels’. In its purest form, this is basically your own business website, but can essentially be any website or app that you own and in which you intend to capture the imagination of potential customers.
“YouTube videos can be easily embedded on websites, and once it’s on yours, you can tap into a much higher level of engagement and viewer traction, because people are more primed to buy if they’re on your website rather than a social media channel.”
Do certain channels benefit or disadvantage particular industries?
“There’s no hard-and fast rule with this, to be honest, but it’s best to rely on good, old-fashioned common sense.
“LinkedIn will usually be the best channel if you’re a business-to-business operation that’s looking for professional buyers, whereas Facebook remains king if you’re selling to consumers.”
“Twitter’s an odd one; it falls somewhere in-between the two, but remains a very important marketing channel for most businesses. After all, a quiet Twitter feed might suggest to many that you’re not actually in business!”
Should buyer personas be used to target audiences?
“Absolutely. You shouldn’t embark on a video marketing campaign without creating some buyer personas first.”
“Spending time researching your typical buyer is vital. The longer you spend doing this, the more you can narrow down exactly who that person is, find out what makes them tick and create a campaign whose return on investment you can measure properly. This is particularly the case when it comes to paid social media adverts where you get to target the audience very specifically – you couldn’t do that without a buyer persona to call upon.”
Should pay-per-click (PPC) advertising be invested in?
“Yes. Despite the concerns over data privacy, there’s no getting away from the fact that platforms like Facebook are incredibly powerful when it comes to audience targeting.”
“This of course requires some budget to be spent, but we really are in a ‘pay-to-play’ arena now. If you want to get your marketing video seen by as wide an audience as possible, you need to spend some money on PPC ads – it’s that simple.”
Is there any benefit in repurposing video content as blogs, podcasts, etc?
“Yes – absolutely. There’s so much more you can do with a video once it’s finished and published.”
“By publishing extended versions of any form of content, you’ll drive more engagement and find ever-more inquisitive viewers (they’re the most likely to become customers, remember)..”
“It’s also worth transcribing the content which can be used for keyword traction and aiding visibility of the video within search engines. You can do this yourself if you have time or pay someone to do it for you (transcription services are relatively low-cost).”
How can social media be used to maximise video views?
“You’ll get a certain amount of traction when posting videos organically on your social media profiles, so despite the ‘pay-to-play’ nature of social media these days, publishing regular posts is still worthwhile.”
“The interesting stuff happens when you target paid promotional posts towards specific demographics and audiences, because that’s how you can get your video in front of people who aren’t already part of your immediate follower circle.”
“LinkedIn and Facebook are still the best platforms for highly targeted audience campaigns, but you need to make sure the video content is relevant and strikes a chord with whoever you’re promoting it to. If you don’t, you’ll simply end up throwing a considerable amount of marketing budget down the drain.”
Which elements of a video are capable of driving more views?
“Humour plays a significant role when it comes to increasing the views and shareability of a video. Unfortunately, without some experienced hands to help you, humour is incredibly hard to get right and can easily backfire if you misjudge the content.”
“Human stories also work well – particularly those that relate closely to your target market. It’s why telling a story is so important in your marketing video.”
“Most importantly, the video elements, themes and content itself needs to fit your brand and the product or service you’re promoting. Consider using shorter versions of the video (around 30 seconds or less) on social media platforms and build in a call-to-action which encourages viewers to visit your website and continue their buyer journey.
“This is a great way to use social media to ‘tease’ your video and signpost people to landing pages on which you hope to convert them into paying customers.”
As always, Scott’s advice is certainly worth taking on board if you’re looking to make a success of your latest marketing video, but what else could you do?
Instagram recently introduced IGTV, which is their own take on longer video content. It’s early days (and you’ll need to take into account the vertical video format), but it could be yet another channel through which to publish teasers or different versions of your video.
Don’t forget the power of the company newsletter, either. It might feel a bit old-fashioned, but if you’ve already got an engaged email marketing list, why not make them aware of your new video and set the call-to-action on the email as the landing page on which the video resides?
Last but not least, make sure you mention your marketing video in all other forms of content you’re producing. If you publish regular blogs or record podcasts, use the video as the call-to-action; if people are reading or listening and engaged, they’ll want to hear more from you, and video remains the best way to keep them engaged!