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How to Market a Video Production

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Now you have your video, it’s essential that you market it effectively so the right people see it.

Here is a basic framework for how to market a video production:

Planning

  1. Business Objective - What you want to achieve.
  2. Comms Objective - What you want to say. 
  3. Audience - Who you want to reach.

Structure

  1. Timing - Work out the best time to launch your video for maximum effect.
  2. Duration - Look to produce a video no longer than 2 minutes. 
  3. Content framework - Work out where the content will sit within your business and what the user experience will be.

Deployment

  1. Technique - Based on your business objectives, decide what you want to accomplish  with the video and which marketing avenues you will use to achieve this.
  2. Social - Distribute your content through your preferred social networks to the targeted audience.
  3. Search:
        A - Organic - Produced content around keywords specific to your brand and business. You should look to dominate these keywords to capture audiences.
        B - Paid -  Using video in paid search or AdWords can be powerful if teamed with great content that resonates and relates to the audience.
  4. Seeding:
        A - Influencer - Map out influencers that are relevant to your objectives and work out how to engage them with your video.
        B - Customer - Identify individual customer profiles such as their position on Linkedin.
        C - Demographic - Targeting a specific age, group, gender or geographical location.
  5. Seeding Techniques:
        A - Google Display Network can generate traffic from content publishers relevant to your demographic.
        B - LinkedIn sponsored updates, in-mails and display or company page and group activities.
        C - Email marketing to new and existing contacts.
        D - Twitter Ads, Hashtags, influencers and targeting people who follow relevant topics or competitors.
        E - Third parties, partners or sponsorships.F - YouTube marketing and optimisation.
        G -Press Release support services.
        H - Content Syndication pushes your content through relevant articles from respected publishers.

Measurement

  1. Technology - to capture information.
    2. IP Tracking - tracking people/companies viewing the content.
    3. CTAs, Landing Pages and Forms - to drive conversions.
    4. Social listening tools e.g. Brandwatch.
    5. Data - benchmark your results across key metrics.

For more information please see our complete guide to video marketing for business.

This blog is Chapter 8 of A Guide to Video Production for Business. The rest of the guide can be found below:

Chapter 1: Why Should you Produce a Video for Your Business?
Chapter 2: Creating a Brief for a Video Production 
Chapter 3: Developing a Concept for Your Video Production
Chapter 4: Creating a Video Production Treatment 
Chapter 5: The Video Pre-production Process
Chapter 6: The Video Production Process 
Chapter 7: The Video Post-production Process 
Chapter 8: How to Market your Video Production 


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Topics: Video Production

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