When asked what exactly is video marketing? I try to ask a number of questions to establish precisely what the individual is hoping to achieve.
This is because video marketing can mean two distinct things: marketing a video or marketing with video. I listen carefully as each answer to the question can make a slight difference in each case.
Marketing with Video
People that are marketing with video are the ones that are trying to promote a product or service and wish to incorporate a video or videos as a part of a direct marketing campaign. Marketing with video might be as simple as adding a video to a company’s web site.
Marketing with video is frequently used by marketers as a sales tool to and to collect subscriber information. Video can also be included inside an e-mail marketing campaign or in the form of a webinar series for creating leads.
A superb example is when marketing with video is utilized to explain to visitors the specific elements of a product when they visit a company web site. If just they put that identical video on YouTube it may not be as useful. Although there’s nothing to stop the company posting the video in both areas.
Marketing with video is far much more successful when somebody is currently within some part of the sales funnel. Maybe they have signed up for a newsletter, downloaded an e-book or visited your company’s stand at a trade show.
Marketing a Video
Marketing one particular individual video or a video series normally occurs when a firm is attempting to build brand awareness. The notion is always to deliver a precise message in such a way that viewers will need to share the info through social media.
Created properly a video designed for this objective could be entertaining and informative without it being a blatant advertisement.
A great deal of thought needs to be carried out when marketing a video. If the objective is to build brand awareness then just one particular video will clearly not be sufficient.
As a part of an ongoing marketing plan a new video ought to be created regularly, possibly each two weeks or monthly. This should go hand-in-hand with a devoted channel created on YouTube for every single distinct series.
If a visitor comes across one video and they find it of value and take positive aspects from it, they will almost certainly view the rest of the videos in the series.
Don’t be like Old Spice and produce a limited series of videos and then quit completely, leaving loyal fans hanging.
The moment a video has been made it does not need to be restricted to a company website or YouTube. You can find dozens of well-known video sharing websites where it can be posted.
This is be a good way of marketing after all, as the more eyes you get on a video the more advantageous it will be for your company and its brand.
Using Social Media
Frequently promoting a video goes hand-in-hand with a social media campaign. This means putting your videos in front of bloggers and eventually by making a buzz the video will probably be tweeted and re-tweeted, shared and liked.
If the company is going to take this approach then a third-party tool that tracks the number of views across all video sharing channels is going to be incredibly beneficial.
TubeMogul fits the bill right here. You’ll be able to track how a lot of views the video gets across all of your selected channels, all in a single place.