How To Market Your Business Video Effectively

One of the more aggravating things about online marketing is how self-referential it all becomes. It’s now not enough to create marketing tools. You have to, basically, market your marketing.

It’s counter-intuitive, but marketing online is like competing against a never ending parade of ballyhoo barkers, each trying to out-shout the rest. In many cases, there really isn’t a better option than to join in the din and trumpet yourself a bit more.

A business video are one of the best ways to do this but, of course, they take some time and expense to produce. You need to get the most out of that investment. So, part of the process of producing a video needs to include marketing a video properly, to get the word out.

Marketing A Video Begins With Two Purposes

In terms of the value of marketing videos, they actually serve two roles at once. It’s easy to forget this, but remembering it is crucial for creating an effective video marketing plan.

1. Videos directly inspire conversions at the website, when viewed by interested buyers.


2. Videos spread virally, leading people to discover you and visit your site.

So, any given video you make may be performing outreach duties OR sales duties, but not necessarily both at the same time. It needs to be capable of serving in either role, so it’s going to have a mix. Exactly what that mix is should be determined by its target audiences. Knowing your market is crucial for successfully marketing your video.

Since video marketing revolves around social media, we will focus on the second item here. (We’ll come back to role one presently.)

Marketing A Video By Increasing Its Online Shares

The first and most direct thing you can do to market an online video is by putting out mentions of it on all your own social networks. Facebook, Twitter, and LinkedIn are the big three you should hit, and possibly Google+ or Pinterest depending on whether you’re targeting men or women.

Try not to be pushy. One or two announcements is sufficient, or it can feel overly self-promotional.

Having your own YouTube channel is also highly useful:

• Keeps all your videos in one place that you can link to, saving bandwidth.


• Allows you to quickly share a new video across your social networks.


• Allows fans to subscribe to your videos and\or automatically share them.


• Has plenty of compatibility with clickable plugins.

Clickable plugins are especially useful when paired with YouTube videos. Ultimately, keeping people clicking is a great way to encourage them to keep looking at your materials. So, there are a variety of plugins available that add interactive elements to your videos!

These clickable elements increase engagement, as well as the chances of the video being shared.

Remember The Video Also Markets Itself

Much of a video’s share-ability is going to be determined by the content of the video itself, outside of what you do to increase its visibility. While there’s no single formula for creating a well-shared clip, here are a few things to keep in mind:

1. People need to genuinely find value in a video to share it. It must engage them somehow.


2. Cross-demo appeal is a virtual necessity. Something about it must resonate with multiple groups. (A cliched example would be “businesspeople watching sports at a bar.”)


3. Catchy music virtually always helps increase shares.


4. Your logo and\or message should appear within the first five seconds of the video. After that, some users will have the option to skip it, so get the overall message across immediately. (Try adding a popup or interactive element at the 5 second mark to keep their attention!)


5. If you can’t think of another direction, go for a laugh. Funny videos are the most-shared.

So, successfully marketing a business video relies on remembering its multifaceted nature. The more people you can connect it to, and engage through clicking, the better it will drive conversions!

Image #1 source from (www.exdizajn.com)

Image #2 source from (www.e-bizreview.com)

via Business 2 Community http://www.business2community.com/digital-marketing/how-to-market-your-business-video-effectively-0593162?utm_source=rss&utm_medium=rss&utm_campaign=how-to-market-your-business-video-effectively