Don’t Make This Video Marketing Mistake

Don’t Make This Video Marketing MistakeMarketing videos can be a fantastic way to promote your company, product or service. Here are a few statistics in case you need convincing:

  • Video shared on social media generates 1200% more shares than text and images combined
  • 74% of millennials find video helpful when comparison shopping
  • 4 times as many consumers would rather watch a video about a product than read about it

So we’re in agreement – video can be an awesome part of a marketing strategy. However, it has to be executed effectively. Now, I’m not talking about the actual creation of the video. We’ll leave that to experts like Tony Gnau. I’m talking about what happens after you create the video. You upload it to YouTube, maybe put it on your website—and then what?

Don’t make this mistake

Here’s where the mistake commonly happens. Companies will invest money into creating a great marketing video, upload it to YouTube, and expect the magic to happen from there. However, just like any marketing strategy, it’s simply not enough just to create the video itself. You also need to make sure your target audience (your customers and prospective customers) see it. You need to promote it. There are so many ways you can do this, so I’ll share just a few ideas below.

Place it prominently on your website

Depending on your video content, you may want to put it on your Home page, About Us page, Testimonials page, Services/Products page, etc. It may make sense to go on more than one page as well, and that’s okay too.

Announce your new video

If you send out a periodic newsletter or other email updates, include your new video in your next email message. This email could go to current customers, prospective customers, or both. Make sure when you send your email, you don’t just say “Check out our cool new video!” but instead give the recipient a reason to watch it. Here are a few examples:

  • “Get a behind-the-scenes peek at our company in our latest video!”
  • “Based on your past purchases, I thought our newest product would interest you. Check out this short video to learn more.”

Use your social media channels

Again, you shouldn’t just share it once on your Facebook page and be done. Make a plan to share your new video multiple times across your social networks when it’s new, and also remember to periodically share it when it’s not new anymore for those who didn’t see it the first time. Consider opportunities to put your video on a social page longer term, such as the ability to add media to your LinkedIn profile or the option to pin posts to the top of your Facebook page.

Incorporate your video into other marketing initiatives

Once you have a corporate marketing video, it’s a great opportunity to use within other marketing initiatives and campaigns. You could include in a prospecting email campaign, use as part of a digital advertising campaign, include in your latest blog, put a link in your email signature or many other possibilities to make it a part of your company’s overall marketing plan.

aliciaAlicia Olsen is the owner of Olsen Marketing Solutions, a full-service marketing firm offering marketing strategy and planning, web design, copywriting, social media management and more.