So you’ve created an awesome, compelling video. Now what?
How will you get this video in front of every possible client, prospect, and stakeholder? Simply launching the video on your site, and sharing it on your social media properties, will not get you the full return on your corporate video investment.
That is of course where Video Marketing comes in. Video Marketing has become one of the most effective elements in Content Marketing, in both Business-to-Consumer (B2C) and Business-to-Business (B2B) markets. In my experience — of guiding hundreds and hundreds of eCommerce and online businesses —
1. Select the right Video Platform(s)
First, use video platforms that best showcase your video, align with your target audience and meet your business needs. For example, YouTube gives you reach, but also a messy player interface and lots of competitive noise. Wistia may not give you the reach, but gives you the tools to better manage sales leads. Vimeo gives you stunning visual appeal and player control, but little else. Of course there are many other, more specialized video platforms. Find the combination that will give you the right mix of reach, visual presentation, and business analytics.
2. Micro-target your Channels and Audience
Second, select the right online promotion channels, such as Social Media, Organic Search, Paid Search, or Referral. Paid promotion of videos can deliver excellent Return-on-Investment if you carefully target your ‘ad spend’ by interests, geography, demographics, and behavior.
3. Leverage Video Analytics to drive Business Results
Third, every company, no matter the size, has limited marketing resources. That’s why you need analytics, to tell you what video marketing campaigns are working, and which are not. How many viewers start the video, watch ¼, ½, ¾, or complete the entire video? What % of viewers converts and completes your call-to-action? What channels & campaigns deliver the best results? Make sure you get the insights you need to justify better and better video campaigns, videos that deliver real business results.
If you’re looking for a corporate video production team that will deliver real business results, contact us at On Point Video Productions. From concept, thru production, to video marketing, we look forward to working with you and your team on your next video project.