Marketing your company video
Once you have made the decision to go ahead and invest the necessary resources into making a corporate video that represents the quality of the products and services your company provides, it is important that you ensure it is found and viewed by as many potential customers as possible. In this section we provide advice on how best to get your video seen.
Pick your keywords to get ranked quickly
Video is incredibly helpful in improving your website’s ranking on Google’s search results. Critical to getting good search results is to tag your video with a keyword that helps the search engines find it. If you choose a keyword with a million competing web pages you’ll have a tough time getting ranked. However, if you choose one with few competitors, it might not get any traffic (there might be no competition because there is no market!). One way to discover the popularity of specific search terms is to use Google AdWords’ free keyword tool, which will tell you how much competition there is online for your prospective video title and how many monthly searches the key words in your title receive.
Distribute on YouTube and beyond
YouTube is the world’s second largest search engine and your company videos should definitely be posted on the site. However, you don’t have to stop there. You already have invested the necessary time and money needed to create a great video. Get more out of your investment by putting it on as many top video-sharing sites as possible. Search engines love these sites and will often find your video there and rank it highly.
Use social media
Every video you create should be posted to your company’s Facebook page and shared with your followers on Twitter, Google+ and LinkedIn. Sharing useful and relevant video on your social media channels will not only enhance your brand image, but will also increase your chances of being found over a competitor.
You can encourage your employees and those featured in the video to share it on their own personal social media platforms. Twitter, Facebook, LinkedIn and Google+ in particular are great distribution points to get your message out beyond your followers and those that regularly visit your website.
Expand to offline options
While we have given primary focus to the use of online video, it is important to consider using your videos in other creative ways as well. For example, direct mail video cards allow you to send your video to current or prospective clients in the mail.
At TopLine, we are firm believers that the biggest value in a marketing strategy lies in the interaction of different marketing channels such as sharing a good video via social networks, or getting your PR team to negotiate with your top trade title to run your video case study on their website. If this is done by expert communicators with a combination of skills, the results can be tremendous in terms of new business, higher conversions or better customer engagement.
However, as the video industry grows and more amateurs try to flog their Flip-cam skills, we’ve seen more examples of shoddy, or just average, productions. These can be a waste of money and may damage your brand, so beware.