So, you finally came to the realization that video production can help you in the marketing of your business. You either produced one in house or reached out to a production company to put one together and now, you’re all set to post.
Our advice: Wait! No matter if you’re embedding a video into a blog post or thinking of putting your recent corporate video production project onto your homepage, there are some important things you should consider before posting any video content, anywhere.
So, let’s go over some of the more important things you need to keep in mind before posting your videos.
Make sure the audience knows there will be video.
If you’re including your recent video production efforts in a new and related blog post, it’s crucial to let the audience know that’s happening, as soon as possible.
If you can, you should actually try to specify that there will be a video right up in the title, and if not, you should do so at the next appropriate moment.
Then, as far as the placement of the videos themselves, try to embed them pretty close to the top of the page or at least before the fold, so they don’t need to scroll down to see it.
The point is, don’t hold anything back and hope the audience sticks around. Let them know about the work you’ve done and that it will be included.
Give the audience an idea of what to expect within the video.
Many people believe that if they’re including a video in a blog post or on a certain web page, that’s all they should include. That’s a big mistake and can end up costing you viewers. Why?
Because you’re asking them to watch a video that they know nothing about. Why should they trust you or take time out of their day to, basically, give your video content a shot?
That’s why it’s always a good idea to include some text, even just a brief paragraph, to allow audiences to get an idea of what it is they’re being asked to sit through.
Give them some context, and idea of what to expect. If you don’t, you’re asking them to take a chance on you, and you’ve given them no reason to believe they should do so.
Make sure your video is customized and include CTAs.
From there, you need to do what it takes to ensure your video is fully customized, which includes altering it to an appropriate size. You don’t want to come across as disorganized because your video is extending past the borders of your page.
You can also customize the embed codes of the video to do things like set specific times for the video to start, or use a customized video player that works well with your website.
If you’re posting on YouTube, you may want to consider turning off the related videos option so you don’t help out the competition. The point is, take the time to customize every element of your video production before posting a thing.
You also need to include calls-to-action in the video itself, or within the blog post if you’re embedding a video within it, or include CTAs in both. Just give the audience their next move.
Think about how you will be measuring the video before posting.
One of the most important parts of any video marketing strategy is the tools and tactics you have in place to measure your video production effort’s effectiveness.
You must have your analytics set up before posting video content to ensure you can measure every necessary aspect of your video’s performance.
Whether that means views and view durations, inbound links, the number of leads being produced, trends in search, etc. The point is, there are too many tools out there with which you can keep a close eye on any metric you want. So make sure you have them in place before posting.
Consider social sharing.
Nowadays, more and more social media platforms are catering to video. They understand how important it’s become to their communities as a means of consuming information.
That’s why it’s integral to consider all your social sharing possibilities before posting your video production efforts online. Make sure you’re encouraging the audience to follow you and share your content, any way you can.
Whether you refer to your various social profiles and pages within the video itself or you include social media buttons on the web page, just make sure you’ve taken advantage of every chance to start a relationship with members of these communities before posting your videos.
Think about the other elements of your content marketing plan.
With any aspect of marketing, it’s always important to think about the long term, and that doesn’t change with video production.
Make sure you’re working towards a clearly defined long-term goal and not just spinning your wheels, and consider all other aspects of your content marketing strategy.
You need to think about how, where, and when the video will work best. Does the video refer to other forms of content that can be used as CTAs? Can you create blog articles about the video after and tie them all together? The point is, you need to think about how all your various forms of content will work together and all possible ways to use one to support the other down the line.
That’s not all…
Look, there are plenty of other things you need to consider before posting your video production efforts, or any form of content, online these days.
For instance, as always, you should research your target audience to ensure you’re posting on the most productive platform, the one that connects you with the users you want to reach, and that fits the style and length of your video.
And, of course, think about what specific inbound marketing channels will help increase the visibility of your video and introduce it to more people.
This point is, there’s a lot to consider before just recklessly throwing your videos up. We hope this post helps to get you pointed in the right direction.
About KVibe Productions is a full-service film & video production company. Whether you’re planning a web promo video, a corporate or commercial video production, a feature film, a music video, or any other video project, KVibe can guide you every step of the way, from development through distribution.