In this final installment of the “4 Ps of Video Marketing” series, we’re going to focus on distribution. Now that you’ve “Planned” and “Produced” your video, it’s time to post it in the right channels and to promote the heck out of it!
Videos are effectively business cards on steroids and statistics prove that video is by far the most effective way to market your company, products, services or programs.
According to HubSpot , 54 percent of consumers want to see videos from brands they support in comparison to email newsletters (46 percent) or social image (41 percent) based content. Video content was found to be the most memorable (43 percent) in comparison to text (18 percent) and images (36 percent).
In order to truly harness the power of video, and to make sure it will help accomplish your goals, you have to put it where the right people will see it, whether it be online, at trade shows, in sales meetings, etc.
After producing your video, the next step is to distribute the video via multiple marketing channels as identified back in the planning phase of your project.
In most cases, the first thing you’ll want to do is add the video to your YouTube channel or a private video hosting service such as Vimeo, Wistia or iPlayer.
Next, you’ll want to embed the video on your website homepage, a product/service/program landing page, or within a specific blog post based on where you want your target audience to consume the content.
Finally, upload the video to Facebook, LinkedIn, Instagram, Twitter, etc. The more places you can post or share the video, the better. The idea is to get it out there, everywhere!
Okay, so now that you’ve made your video available to view on several marketing channels, it’s time to promote it like crazy so you can make sure it gets seen by as many of your target customers as possible.
As in all forms of marketing and advertising, frequency is key. You can send out an e-newsletter that promotes your video, post a teaser on social media that links back to your website, run targeted Facebook ads that promote the content to your ideal customers, feature the video in future sales meetings, and even post a link to the video in your email signatures. The possibilities for promoting your video truly are endless.
No matter what methods you choose for promoting your video, the key is to make sure you drive your target audience to the destination where you want them to watch the video.
If the goal is to get more people to your website or a specific landing page, don’t promote a link that goes to your YouTube channel or Facebook page.
If your goal is to increase subscribers to your YouTube channel, don’t promote a link that drives traffic to your Twitter account.
You get the point.
Need a refresher on the “4 Ps of Video Marketing” (Plan, Produce, Post, Promote)? Enjoy this 90-second video recap.
Kris Simmons is the Executive Producer and CEO for 6 STRONG MEDIA, an award-winning video production and motion graphic design agency based in Chattanooga, Tennessee with clients located throughout the United States and Canada. 6 STRONG MEDIA offers turn-key video solutions and production support services for corporate marketing, sales, training, education, meetings and events. Learn more at 6strongmedia.com.