You’ve built a video: Now how do you market it?

how-to-market-a-video

You’ve built a video: Now how do you market it?

If you want to supercharge your online sales — and you’re not using video — you’ve got a problem. In today’s visual, social media world, video is the number one marketing tool.

Video shows your product, so customers can see and imagine themselves purchasing. Video is shareable, reusable. Make a good video, and you can post it again and again on Facebook, year after year. Investments in video always pay off.

But how do you get customers to watch your videos?

Step 1: Figure out who the audience is

First, how you’ll market your video depends on who’ll be watching. Ask some questions.

Who are they?

Why would they want to buy what the product featured in the video is selling?

Why would they want to watch your video about the product? What specific information do they want?

For example, let’s use the example of IntegraPay’s in-video payments, answering each question as specific as we can.

  1. In-video payments work for any business that promotes their products or services through video
  2. Our audience wants to buy in-video payments because they’re looking for a competitive edge that turns their videos into selling machines to smash their sales targets
  3. Our audience watches our video because they want to see a simple explanation of how in-video payments works, because it’s a completely new technology in online marketing

 

Step 2: Write a compelling pitch

Once you’ve figured out why your audience will be watching your video, write a compelling pitch. A good rule of thumb is to keep it within tweet length — 140 characters or less. That’s all you have on Facebook. If you’ve nailed the previous questions, this is easy. For example:

“In video payments sell your products direct from video on Facebook, smashing your sales targets. Watch how easy it is.”

This pitch takes the simple form of a feature, followed by the key benefit, followed by a call to action — all taken from our question answers. This gives your audience a compelling reason to click play.

Test the success of your videos

Step 3: Target and test

Now you have the pitch, it’s time to post up the video on your social networks. Social media marketing is a whole discipline in itself, but the important point is to make sure you’re targeting the video to your market.

To do this, you’ll be running the video in ads, not just posts to your existing network. Facebook allows you to target your ads based on customer demographics and purchasing interests. For example, if you were running a video on cat food, you can set your video to be shown to cat owners only. For more information on ad targeting, you can view Facebook’s overview here.

But here’s what lifts marketing into outstanding: start with a small amount of advertising spend, and test the views. Then market it towards a different market subset — for example, female cat owners only. Then compare the views. Once you’ve identified which market segment gives the biggest response, put your money towards that one. But even as you do this, identify a third market and test those again with a small budget. If the response is good, throw more money into ads showing your video to that segment. But always test, test, test. This makes your advertising dollar as efficient as possible, as you only want to pay to show your video to those who are really interested.

Step 4: Write some content

Finally, pick some of the video points that really deserve more explanation than is possible to fit inside a one-minute video. For example, with in-video payments, we wrote about the process a customer uses to embed it into their videos.

Whenever you write a new article, reference the video and include it in your post. This gives three big benefits.

First, it gives you more reasons to repost the video to your networks. Each time a reader clicks on a new article, they’ll see your video again.

Second, it helps SEO. The more places your video is, the more it shows up in Google.

Third, it gives watchers of the video more information. If a customer needs more information before they’ll buy, a content article below the video works handily to convince them.

Step 5: Always be selling

Of course, we’d be remiss if we didn’t mention that all this work will go to waste if you’re not using your video to sell a product.

In the past, you’d have to carefully construct the video to lead right to a product landing page, ensuring that the landing page has well-written, persuasive copy. You’d test and measure how many viewers made the transition to buyers, and tweak to reduce the number who got lost on the way.

On the other hand, in-video payments simplifies the selling: you make the video itself a landing page.

Did we mention how easy it is?

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