1. Use A Reliable Host
When you are marketing your video, the last thing you want is an unreliable hosting service that ruins your efforts. It’s important to use a provider that will offer you consistent quality and give you the assurance that your video won’t be spontaneously taken down at any point.
Websites such as YouTube and Vimeo are traditionally pretty reasonable at providing such a service; if you want 100% peace of mind, then investing some money into a host such as Brightcove or Bitsontherun might be a good idea.
2. Utilise Video SEO
Video is a great SEO booster, and using sites such as YouTube and Vimeo can greatly aid your SEO efforts. Just like any SEO strategy, your main aim is to allow your video to be found by online users who are searching for content related to your video.
When marketing video, making your video findable by search engines is your top priority. It’s essential that you fill out all of your video meta-data on all the video sharing sites it is hosted on, and to write as much information as the sites allow you to include. Doing so give your video a great chance of climibing to the top of the search rankings.
3. Share Your Video Socially
Cracking social media isn’t always easy, but the power of a social share is unquestionable. Sharing online video on Facebook, Twitter, Google+, LinkedIn, and other social sites allows you to reach an almost limitless audience.
One share to your primary audience could generate further social shares within that group, thus reaching audiences you’ve never interacted with before and spreading your video’s message way beyond your current online reach.
4. Stir Up Interaction
No matter what platform you are using—your website, social profile, video-sharing site, or blog—as the home of your online video, you will need to embrace and interact with the communities there.
Engage with commenters and other users, Like or comment on their content, video-respond to them, share their work, and generally participate in the discussions taking place in those locations.
Doing so will encourage other users to do the same, in turn, with your content and will generally create good marketing karma for you.
5. Measure, Measure, Measure
When you’re looking to the future of marketing your videos on the web, always remember that measuring your current success is your ticket to future success. Whether you’re looking to improve your video views, social following, Likes, conversions, website visits, or bounce rates via online video, you need to regularly check the success of your strategy and tactics.
Try to review your campaigns monthly to keep a close eye on how it is developing over time. Beware checking your content too regularly could give misleading results, allow enough time for your strategy to have ran the majority of its course and make amends accordingly. Use tools like Google Analytics, SEOmoz, HootSuite, Wistia to give yourself a clear view of how well your video campaign is achieving your targets. Once you’ve sat down with your team to review its progress start to plan how to capitalise on its current achievements for the future.
Andy Havard is a Marketing Executive at Skeleton Productions, a UK based corporate video production company.