Online marketers have been looking to Internet video lately to spice up their marketing mix, but how do you actually market Internet videos? Do you need to pay for a ‘Promoted Video’ status on YouTube? Do you need to fork out thousands of pounds to advertise on ‘On Demand’ Television programs? Or are there much simpler and affordable ways to market Internet videos?
The following article tackles how brands, businesses and bloggers of all niches and sizes can market Internet videos for their online marketing strategies effectively and cheaply.
Use Internet Videos Search Engine Optimisation Power
The biggest way to make an Internet video successful is by getting online users to see it, and the only way to do so, is to allow your video to be found quickly and easily. How you do this all comes down to getting your Internet video ranked highly in the search engine results.
For this you’ll need to start thinking about the two biggest search engines on the web today; Google and YouTube. Since Google’s introduction of the Universal Search in 2007, YouTube videos have been able to impact the Page 1 search engine results on Google rather well. What this means is, while YouTube is the number two search engine, its video content can impact Page 1 of Google, which gives you a great reason to focus your Search Engine Optimisation strategies on YouTube.
To use the full power of YouTube’s SEO you’ll need to first and foremost upload your video to YouTube. When using YouTube always give your videos Tags, Descriptions and Titles that contain your keywords and phrases. Uploading Closed Captions (Transcripts) can also provide very SEO friendly text data that can help bring your videos up in the search engine results.
For those users who don’t like the idea of using any platform other than their website, you can embed YouTube videos onto your own site, and still generate a great deal of SEO value. The secret to generating Internet video SEO power when you’re embedding video content, is to make use of Sitemaps. When you submit as Sitemap of your embedded video content you are basically telling Google that your video content is on that particular webpage in order for Google to flag it up in its search results.
Harness The Power Of Social Media
Marketing Internet video doesn’t have to cost the earth, and in fact one of the cheapest ways to do so is actually the most powerful. Social medias are online platforms that can give any piece of video content the chance to be enjoyed by an almost limitless audience, and generate real viral potential.
So how do you marketing effectively on social medias? Each social media website be it Twitter, Google+ or LinkedIn have different audiences to engage, and different marketing opportunities to use, but here is a breakdown of some of the best practices to use for Internet marketing video productions on social media platforms:
Twitter: That pesky blue bird is hard platform to crack. Unlike other social media platforms Twitter won’t bring up a video thumbnail, which means you only have your Tweet and your hyperlink to catch your Followers eye. The best way to make the most of this is to make your Tweets as persuasive, curious and engaging as possible. Also it’s always good to contact individual Followers through @’s and Direct Messages to build up relationships with your Followers. The reason for this is so when your Tweet does grace their Newsfeeds they will be sure to take notice of it, and to take some form of action towards it.
Facebook: Facebook may be causing a few stirs for better and for worse with its recent changes, but it is fundamentally one of the best social media platforms for marketing there is. Facebook offers great sharing opportunities; it allows you to post your content to Pages, Groups and individuals interested in your niche. There are far more avenues to build relationships on Facebook than on any other with Wall posting, Liking, Messages, Video Chats, Tagging etc, which can help make you more visible as a user, get your content receiving more interaction, and gain you more Subscribers.
Google+: Without causing too much of a stir, it must be said that Google+ is an awful lot like Facebook, but with one huge marketing advantage. Google+ offers what can be deemed as sector specific marketing opportunities. They may be known universally as ‘Circles’, but let’s think outside the box. By organising your contacts into these Circles you can take specific marketing approaches for each Circle community, in order to market your Internet video effectively in each Circle. This means you can express and covey yourself, your brand and your business in particular ways to particular individuals, which is a very powerful tool to have at your disposal.
LinkedIn: LinkedIn is very much a professional social media affair, and as such you should use it to approach key figures in your niche and converse with influential thought leaders. There aren’t many LinkedIn users who promote their own content in their status updates, but Groups and Discussions are known to make use of them for particular purposes. The Connections you make on LinkedIn will help you to get your video content shared by users other social media profiles, be it Twitter, Facebook or Google+.
YouTube & Vimeo: Never forget, video hosting sites like YouTube and Vimeo are also video sharing sites. This means the video content they host was born to be shared and interacted with. Both sites offer the opportunity of Commenting and Liking content, and allow for users to communicate with one another in a variety of ways. Use these social abilities to your advantage to help get your content more and more interaction, and perhaps even gain those powerful social media shares.
Utilise The Power Of Video Tracking
The success of an Internet video marketing strategy can only ever be determined by the goals it has set out to achieve. Tracking the performance of an Internet video campaign is essential to the entire process of implementing an online marketing strategy. Whether you’re tracking social media growth, website traffic generation or merely just video views, all such factors need to be measured throughout the duration of your online marketing campaign.
Here are some fantastic ways to keep an eye on the performance of your Internet video:
Hoot Suite & Facebook Insight: Facebook Insight costs nothing to implement, all you need to have is a Page for your brand, business or blog. Once you’ve set up a Page you can track everything from how many Likes it has to how many users are talking about you on the Facebook site. Hoot Suite on the other hand, doesn’t come free, but it does collect a lot more data. Hoot Suite forms the home-hub of all your social media data, whether you’re on Twitter, Facebook, LinkedIn etc, and lets you post status updates on any profile from the platform too.
Google Analytics: Google Analytics is perhaps the best free tool out there for monitoring website traffic, keyword performance and conversion rates. Although there is a Premium package available, small companies won’t ever need to go any further than the traditional free model. Google Analytics will inform you if your video is generating any traffic, where your videos Internet placement is having the biggest effect i.e. on your website or on your YouTube Channel, and how many viewers actually converted into sales leads. It’s a very powerful free tool to use if your campaign is very sales driven.
YouTube Insight & Tube Mogul: If you are determining the success of your Internet video marketing strategy by viewership, than free tools like YouTube Insight and Tube Mogul are perfect. Such tools allow you to track your views, discover at what point in your videos users are turning your content off, where in the world your video is being seen, and how much attention is being given to your video content. These types of data are great for tracking brand awareness, which is essential for creating an online presence for any bloggers, business or brand.
Summary
¬There you have it, your essential guide to marketing Internet video in your online marketing strategies. By nailing all three areas, from making your content easy to find, marketing it on the most popular platforms and monitoring its success, you’ll be sure to be well on your way to marketing your Internet video successfully and cheaply on the web.
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