Marketing Your Video Effectively

Do you have a huge marketing campaign planned for your new series of videos? Great! That’s what we like to hear. But what if you’re a small company, even a sol business owner, and you don’t have a marketing budget, much less experts to tell you how to spend it? It would be a shame to let your brand new video series languish in obscurity. Here are some quick tips for getting the word out, and building up an admiring audience.

  1. Work your contacts:

    Of course you want to share your new video with business (and often, personal) contacts, but encourage them to share it too. As a prelude to this, you should make sure you’ve been in the habit of sharing their material, so they know they can count on you to return the favor. If you’ve committed to a new video or series of videos, start making it a practice to share posts, tweets, blogs, etc. from you business colleagues. Do this while your video is still in the pre-production phase, so you have a solid track record of helping out your colleagues. They’ll appreciate the support, and be much more likely to share your new video(s) as well as any other material you generate. With sharing comes a big question: Do you allow others to embed your video? If you trust them, then yes. One option is to use Vimeo Pro for sharing your video, since it allows you complete control over which sites can embed your video.

    Make sure you work your contacts. Ask them to share your video, and return the favor as often as possible. It takes a (video) village

    Make sure you work your contacts. Ask them to share your video, and return the favor as often as possible. It takes a (video) village

  2. Allow comments:

    OK, this one has pros and cons. If you allow comments on, say, your YouTube channel, it can help generate interest and buzz. The downside is, even the most innocent video can be victimized by trolls looking to shake things up from sheer malice. There’s a big difference between the video highlighting your product on your YouTube channel, and a video rich site like CNN.com, where debate, disagreement, and critiques are expected. If the comments get heated and personal, do you want them associated with your product? If the tone of the comments doesn’t represent your overall brand, then you may need to reconsider having a free and open debate over your video. Contrary to popular belief, any buzz is not always better than no buzz at all. Also consider that once a venomous comment or string of comments is out there, it stays there on the Internet. All it takes is one person to make a screen capture, and you can rest assured those comments will potentially live forever.

  3.  Time your video release:

    You can find a great debate online about the best time or times to release anything, including social media posts and videos. Here’s something to consider: People are generally really busy on Mondays and Fridays. The mid-week days are less hectic. A lot of people also spend more time on social media on the weekends, BUT the caveat here is, how many are using their weekend time to peruse business-related posts? One thing you definitely want to avoid is releasing (or promoting) a new video when there’s breaking news. Go ahead and post it on your website and channels like YouTube and/or Vimeo, but save the social media blasts until after the breaking news is done. You will never compete with an earthquake, a hurricane, or a terrorist attack (unless your video has a surefire method of saving the world from any or all of the above).

  4.  Time your video release pt II:

    Breaking news is one thing, but water cooler chatter is another. If your video relates to a trend, an ongoing story, an expected event like a holiday, then push it as much as you can. The same is true if your video relates to something that isn’t on anyone’s radar yet. You could be on the cutting edge of a new trend. When do you not  want to push your video too heavily? If the topic is one that’s been around for a year or more. By that time, there will be too much saturation and too little audience interest. Which you should consider before shelling out a lot of time and money to do the video in the first place.

  5. Hashtags:

    Very simple here. Stop and think about all the possible hashtags that could relate to your video. Make sure to include them in social media posts. Even if there’s just a flimsy link (like you feel you’re hyperextending your arms just to touch the tips of your longest fingers to the edges of the two ideas), use it. It can’t hurt, and the possibility of enticing more eyes to view your project never hurts. Especially since hashtags are free to use.

  6. Your friendly neighborhood bloggers:

    They’re hungry for content. And video makes great content. While your at it, you can offer to write a guest blog for them, either separately or in conjunction with your video. Bloggers are used to people contacting them to push a product or content, so don’t feel you’re being pushy. They know it goes with the territory.

  7. Repetition is your friend:

    There’s no reason for you to just make a single mention about your new video(s) on social media or in email campaigns. Create more than one Tweet and send them out an hour apart. Different people will see each Tweet, and even those that see both of them won’t hold it against you. Maybe the wording in one Tweet will pique their interest more than the other. If you’re up for doing A/B campaigns, you can get an idea of what type of approach is getting more traction among your intended audience. After the initial blast period, which should always last several days rather than just one or two, consider coming up with a pair of new Tweets once a month, each month, for a year. You can do the same for Facebook posts. As your list of followers on these channels grows and changes, so will your potential audience.

Even with a limited marketing budget, a little forethought will go a long way towards getting your video noticed.