If you’re reading this blog, you probably work for or with an organization that’s dedicated to a cause-- and whether that cause relates to poverty, the environment, or women’s health, the messages you send to the public are important.
Unfortunately, too many organizations view the video as the END goal, and fail to budget in the time, brainpower, and money necessary to make sure the video gets to the people they're trying to reach. Doing so requires a lot of work, but these three rules will get you off to a good start. (Quick disclaimer: Video marketing can be a complex science. We could offer 100 tips below, but the fact is there's no single formula that fits every scenario. The goal of this post is to shift organizational thinking in the right direction... but it's only meant as a first step.)
1) Have a plan.
While your video is still in production, begin looking for ways to get the completed version out onto the interwebs. Draft a plan that includes the sites where you want to place the video, your advertising budget, the staff responsible for monitoring hits and comments to the video, etc. There are dozens of sites that can help spread your message-- YouTube, Facebook, Vimeo, Twitter, etc.-- and best of all, many of them are FREE! Determining which social network or website is worth investing time in will be different for each organization; if you’re not sure which one is right for your, we recommend asking a Social Media consultant.
2) Use keywords where it matters.
Once you’ve selected the websites where you want to upload your video, make sure that you include keywords in your file names, tags, titles, and descriptions. Pay SPECIAL attention to file names: While the person who produced your video might have named the file "CompanyXvideo2.mov,” it's unlikely that your audience will search for such keywords. Working with a Search Engine Optimization (SEO) specialist for this portion of the project would be a great idea, and there’s also plenty of excellent information about video SEO at reelseo.com and CopyBlogger.com.
3) Embed the video onto your website’s home page using YouTube.
- Don’t bury your video on some hard-to-find interior page of your site-- make sure it's visible from the home page!
- When grabbing the embed code from YouTube, deselect “show suggested videos when the video finishes.” Otherwise it can be distracting to the viewer.
- If your video was produced in high-definition, upload it in high-definition. Don’t sacrifice the quality, not even on sites like Facebook, YouTube, etc. The sound will also sound better as a result!
Again, while these three rules are a good and simple start, marketing your work can be a time-consuming and uncertain process, and generally takes a lot of trial-and-error before you get it right. They call us “social media experts” for a reason! The good news is, we’re here to help. Follow Ramblin Jackson on Twitter (@ramblinjackson), or post a question about video marketing on our Facebook Wall.