Many businesses are now rushing to produce video content to market their themselves. Unfortunately, many don’t realize that marketing their videos on youtube is very different to marketing elsewhere. Successfully marketing their video online requires different strategies than traditional methods.
Whether you’ve just sent out your first casting call, or you have a rolodex full of videographers, actors and editors, you need a road map to determine what it’s for, what your plans are, and how you determine success or failure. When you’re starting off, you don’t need to draw up an overly detailed plan, but you should have a clear idea of how your video content aligns with the ideas of your company. Use the performance of your first few videos to find what needs to be fixed or what to focus on.
Having a clear plan, or at least the outline of one that can be altered as necessary, can be the difference between knowing your content is working, or if you’re just shouting into an abyss.
Having a Youtube account you occasionally use is not enough to say, “We do video content marketing.” Successfully marketing your videos online is just as difficult and work-intensive as making them. There are four crucial elements of effective video content marketing on YouTube:
- Audience engagement: Typically, an audience is about 10 times more likely to engage and interact with video content than any other kind of media. When you use Youtube, you should understand that you’re using a social media platform, not just posting a video at random. By encouraging interaction, like asking questions the community could answer in the comments or provoking debate, you draw people back to your content. For a shining example of this, look at Old Spice. They increased sales by approximately 107% through an intensive Youtube campaign that involved asking a community to provide feedback.
- Produce lots of diverse content on YouTube: The best YouTube marketers produce more videos, usually with a range of video lengths of anywhere from 30 seconds to 20 minutes. This will obviously depend heavily on the nature of your business and the budget you’ve allocated to video content, but producing different kinds of content is a fairly simple thing to do.
- Use YouTube advertising: Compared to AdWords and video ad networks, YouTube advertising can deliver 10 times the click-through rates. By targeting people who watch related content based on their own unique profiles, you can be sure that people who are already interested in similar content are being offered yours. YouTube advertising depends on both viewer engagement and calls to action. By increasing engagement, you increase sharing, which leads to increased and sustained long-term views and social interaction.
- Integrate YouTube and other social media accounts: Create a link between your sites, like your own website, your twitter, and your facebook to make sure you reach as big of an audience as possible. By hitting as many of your sites as possible, you’re making it much easier for people who are already interested in your products and content to see it. YouTube automatically compensates for diverse devices, so whether you’re watching on tablet, pc or phone, you can see it just as clearly, so you can reach your audience, even if they’re on the go.
When you’ve done all this, follow your youtube analytics to see what works and what doesn’t, who is coming to your content and if/when they stop watching. Don’t just blindly post content and do nothing to promote it or learn from it.