So you’ve decided to have a nice, shiny Corporate Video made. Congratulations! That’s fantastic news, and we’re sure it will be captivating. But before you go running off to shout about your new video, you need to put some thought into how you’re going to promote it. After all, if you want to get a good ROI, then you need to plan a strategy before you even create the video. After all, without knowing who your audience is, what actions you want them to take and how you will distribute your video to them, you won’t get as much success from it. Today, we wanted to share with you a few ideas for planning and distributing your Corporate Videos that will help you maximise your ROI. And who doesn’t want that?
You know the old saying – if you fail to prepare, then you’re preparing to fail. And that’s true for most things in life, including video. If you really want to make an impact with your video, you need to plan it out first. If you’re not sure where to start, try writing down who the target audience is for the video? Who do you want to see it, and what do you want them to do? This will help you decide where you will host and promote your video so that they see it. Another thing to consider is what kind of video you want to produce. Is it a product video, a testimonial, a whiteboard explainer, a filmed promotional video, or something else? What’s the optimum length for each of those videos, and how will you create it? All of this should be considered before you touch a camera. By doing this, your final video will be much more powerful, and more likely to give you the results you want.
Make Different Edits For Different Audiences
While your audience might be made up of 20 unifying factors, they are still all different people, and it’s likely that they will respond differently to your videos. For example, if your audience is in the 18-25 age bracket – think of how differently one message will resonate with an 18-year-old, compare with a 25-year-old. We’re not saying you should make completely different videos for each of your smaller audience segments – you’d be at it all year! Instead, what we mean is that you should consider creating a series of shorter edits of your Corporate videos, each of which appeals to a slightly different audience segment. You can also vary your content based on audience personas and publishing channels – for example, one version for your corporate website, and another for your Facebook page – so that you can always be on message.
Pay Attention To Your Keywords
By now you probably have a long list of keywords, given to you by an SEO specialist to help you improve your search engine rankings. But these keywords aren’t just for written content – you should use them for your videos too. By weaving them into your titles, video tags, descriptions, landing pages and paid advertising campaigns. This will help your Corporate videos be found on your chosen platforms more easily, expanding its reach beyond just the few loyal customers who follow your presence.
Embed Your Video Properly
It might seem small, but embedding your video correctly into your website will have a huge impact on how many times it is viewed, and how highly Google ranks it. Google’s algorithm considers how many times a video is viewed through your website when calculating rank, so if it’s not embedded properly, then it’s not doing you any favours. But if you spend the time embedding your videos, Google will ultimately rank both the video and the website higher.
Don’t Stop At YouTube!
A lot of people will upload their video to YouTube and call that done. After all, it is one of the biggest video platforms out there, and it leverages Google even further. But don’t stop there! Consider also uploading your video to platforms like Vimeo, particularly if you’re going to be showing your videos to clients. This way you can take advantage of the cleaner interface (that isn’t linked to a personal YouTube account!) and one more touchpoint for Google to promote your video through.
To Pay, Or Not To Pay For Video Advertising?
This is a question we are asked a lot – should I bother paying to advertise my video? And there isn’t really a right answer. Arguably, paid advertising is probably the best method of increasing your videos reach. You can also target your advertising very specifically, thanks to PPC advertising platforms, which allow you to really dig into the details of who you want to watch your Corporate Videos. But even with this boost, to see a really good ROI on paid advertising you will need time, dedication and a lot of know how. If you’re thinking of going down this route, we recommend speaking to us first as we can help you with Facebook and Google Video Ads (Google PPC using Video).
Videos should never just sit on a hosted site, twiddling their thumbs and hoping to be watched. Instead, you should be showcasing your videos at every opportunity – including through your social media. Make sure you integrate your video into any marketing campaigns you’ve got going on, and maybe even create a campaign around your video (though this does require more planning). This is also where your planning comes in – ask yourself what your companies goals are, what is the outcome you want from this video, and share it with that goal in mind.
That’s all we’ve got time for today. But don’t worry, there are many more ways you can leverage your brand videos to achieve a return on your investment, and even a sizeable profit. At GingerVideo, we specialise in providing outstanding corporate videos with a strong strategy behind them, so you never need to be left wondering what to do with them when you’re done. With our tailored video packages, we can help you create beautiful video campaigns that will perform for you every single time. To find out more, or to discuss how you can promote your own corporate videos, just get in touch with us today.