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Over the past 5-10 years, video recording and production technology has improved by leaps and bounds. As a result, it’s never been easier—or more affordable—to use high-quality videos to market and promote your business. Not surprisingly, interest from small business owners in web video marketing is exploding and shows no signs of slowing down.
However, before you run out and buy an HD camera and Final Cut Pro, recognize that success requires much more than high-quality, well-produced content. In order to generate marketing results from your web videos, you need awesome content, but you also need to nail the distribution and promotion of your content.
Without an intelligent plan for distribution and promotion, an otherwise amazing video will quickly fall into the vault containing the rest of the world’s best kept secrets.
Content Quality VS. Distribution & Promotion
The other day, I was talking web video marketing with a friend of mine, Tom Prather. Tom is the big cheese over at The Blue Wave, a boutique film and television production company headquartered in Rockville, MD. Tom and his crew have produced some really awesome web videos for companies like Advanced Spine & Wellness Center, DrinkMore Water, The Starboard, and (of course) Blue Corona!
During our conversation, Tom remarked that clients frequently pay him to produce amazing content, but then fail to do anything to promote it.
I explained to Tom that the same thing happens when people build a new website. Business owners (mistakenly) believe that “if I build it, they will come.” No matter how many times I explain to them that this never happens, everyone business owner seems to want to prove me wrong.
Wake up people! This isn’t field of dreams and you’re not Kevin Costner!
Hope is not a marketing strategy.
With Web Videos, YOU are the Media Channel
Tom explained to me that business owners don’t approach web video like they used to approach commercials. Back in the day, when Tom produced a ton of commercials intended for TV, business owners understood that they had to pay XX for the production of the commercial (content) and XX to Comcast, Clear Channel, etc. to distribute the content. No business owner in his or her right mind would consider doing one without the other. Common sense told you that it would be insane to give mega bucks to Comcast, Clear Channel, etc. to play/promote a poorly produced commercial. In the same vein, it would be equally moronic to expect an amazingly well-produced commercial to generate results without an intelligent media buy to go with it.
While much has changed from the days of traditional TV advertising to web marketing, some elements in the formula for success remain the same. In order to achieve success with your online video marketing campaigns, you have to invest in awesome content, but you also have to have a plan to distribute and promote your content. You have to realize that on the web, YOU are the media channel.
Success Has a Cost
Unless you already have a very high traffic website, YouTube channel, Facebook, or Twitter page, you will not achieve consistent success from your web video campaigns unless you create a marketing budget for each video you produce.
In doing this, you’ll likely realize two things:
- Web videos are not as inexpensive as you initially thought they would be
- The return on investment from web videos is significantly higher than traditional TV advertising
How much you should budget to promote each video depends on your goals and your business, but it can absolutely be quantified. Web tracking software programs such as Google Analytics allow you to track each time someone views an online video and see what percentage of visitors convert into something of more value (like a white paper download, email newsletter signup, lead form completion, etc.).
How to Promote Your Web Videos
Whole books have been written on the subject of how to promote your web videos, but here are a 10 simple steps you can take to ensure that your video gets seen by the largest number of potential prospects:
- Add the video to your website
- Optimize the meta data of your video
- Create a text-based transcript of your video (which will help improve your organic rankings)
- Create a channel for your business on websites like Dailymotion, YouTube, and Vimeo
- Allow embedding so that others can distribute your video for you
- Promote your video on Facebook, Google+, LinkedIn, Twitter, etc.
- Contact bloggers, local media outlets, and industry influencers
- Consider running an online ad campaign in conjunction with your video (AdWords, YouTube, etc.)
- Mention your video in your email newsletter or email campaigns
- 10. Use QR codes to tie your videos to a direct mail campaign
Final Thoughts & Takeaways
Web videos can be an incredibly cost-effective way to promote your business. However, when you’re planning your campaign, be sure to factor in a budget for marketing your video. Although Tom might disagree with me, about the only thing worse than an amateurish self-produced video is a professionally produced piece of content that never gets seen. Content without marketing is just content.
If you’d like more information on how you can use web videso to generate more leads and sales for your business, contact us today.
About The Author: Ben Landers is the President and CEO of Blue Corona, a data-driven, inbound internet marketing company. Submit an inquiry to book Ben to speak at your next conference or event.
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