4 minute read
Online video marketing is quickly becoming essential to any marketer’s toolbox. The Guardian published an article about the necessity of video to a modern content marketing plan, that included the following statistic: “Nielsen claims that 64% of all marketers expect video to dominate their strategy in the near future.” That prediction means the already cluttered world of online video is about to get even more inundated with both good and bad video, ultimately making it that much harder to gain notice for your project(s). If you aren’t currently utilizing online resources to push your video content, read below for a few ways to get your message out and about.
The first thing I would stress you follow, as it’s the most important piece of the online video puzzle, is to come up with a clear-cut and well thought-out strategy before you do anything. If unfamiliar with the necessary tactics for online video marketing, you can start building out from the list below, keeping your goals in mind. Then turn to resources like searchenginewatch.com and reelseo.com for further information on polishing your new strategy.
Learning the ins-and-outs of YouTube is crucial to success with online video. The site recently surpassed Facebook in social search, and for those unacquainted, is owned by the almighty Google – which means YouTube has some serious search and user power behind it. Although Vimeo allows for beautiful image quality, its audience is far smaller and more niche.
Along with pre-roll video advertising options, YouTube also offers a decent set of analytics for your channel, and easy integration with Google+. ReelSEO.com is again a fantastic source for honing your YouTube skills. Go to their YouTube channel, grab a cup of coffee, and prepare to take notes. You won’t regret it.
Tumblr is the unlikely underdog in online marketing. Like most well-trafficked websites, it started as a popular platform for teens and young adults, and has grown to be a powerful force in Millennial marketing. It’s reaching a VERY targeted base, so isn’t right for every brand, but does hold its own in video search traffic. Tumblr is easy to install and has a variety of free themes available. Be sure to find one that showcases your videos in a nice, large format.
LinkedIn now lets you include photos, videos, and links in your profile, so add your latest video project under your current job. If you’re a fairly active user, then you likely have people scoping out your profile regularly, and studies have shown that 40% of B2B buyers use LinkedIn for pre-purchase research. That’s a big chunk lurking around profiles for information.
- Advertising & social sharing
Twitter just released their new promoted video advertising option which will let you create video ad campaigns on their platform, and pay per view.
Facebook offers video advertising as well, and allows you to dig deep with your targeting. You can optimize for video views, clicks, or impressions – this means you can choose to pay each time the video is served or the play button clicked.
The best way to get your video shared without spending a dime on advertising? Ask! Ask your friends, family, and even acquaintances (nicely) if they would share the video for you. If the content is solid, and they enjoy it, it’s a no-brainer on their part. Just remember that when someone shares a piece on their personal profile, it’s an endorsement with their name attached. Don’t expect your friends to share a video that’s not well-done.
The downside of YouTube since its inception has been the lowered quality of video content available. At some point, way back in the 2000’s, some marketers thought it okay to post branded content of the same quality as cat videos. I am here today to tell you how wrong this assumption is – 62% of online viewers prefer videos that are professionally produced (Pew Internet Research).
Many viewers are watching your videos on their phone, but remember that many are also watching on 50”+ television screens. In fact, Cisco predicts that “Internet video to TV traffic will be 14 percent of consumer Internet video traffic by 2018.” Timeless advice: always put your best foot forward.
About the Author
Stephanie Norell is the Marketing Director for North by Northwest’s Boise office. She loves horror movies and Pinterest, adores the classic film Xanadu, and “enjoys” disseminating her thoughts for trolls to discuss online.