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How to Market Your Business

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Publishing Videos

2:09 with Dan Gorgone

When your marketing video has been completed, it’s time to publish that content. If you’ve prepared, you’ll have a strategy in place regarding when, where, and how your video will make its debut online. There’s just a couple of things to remember before you let your video be seen.

Things to Consider

  • Does your company have an account or channel on YouTube or Vimeo?
  • Do your competitors provide video updates on their website or social networks? Do those posts generate engagement from users?
  • Do you foresee an opportunity to add video content to an existing campaign, or to existing content? Would video make the content better, or easier to understand?

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    When your marketing video has been completed, 0:00
    it's time to publish that content. 0:03
    If you've prepared, 0:05
    you'll have a strategy in place 0:07
    regarding when, where, and how your video will make its debut online. 0:09
    There's just a couple of things to remember 0:13
    before you let your video be seen. 0:16
    Don't forget to add your branding. 0:19
    Whether you add your logo at the beginning or the end 0:21
    or even a watermark in the corner, 0:24
    somewhere there must be an indication of who the video represents, 0:27
    so when people view it they'll know how and where to find you. 0:31
    Videos are great to share on social networks, 0:35
    but like any other piece of promotional content, 0:38
    they should always lead back to your website 0:41
    for conversions. 0:43
    In addition, if you publish on a site like YouTube 0:45
    or Vimeo, you'll be presented with a number of fields 0:48
    to add metadata for your video. 0:51
    Provide complete information, including keywords 0:54
    and your website URL, 0:56
    as users may search for content like yours, 0:58
    and you want to ensure they'll find it. 1:01
    One last thing, 1:04
    if you're hoping for your video to go viral, 1:06
    don't plan on it. 1:08
    Viral videos cannot be engineered. 1:10
    They're more like natural phenomena. 1:13
    You never know exactly when it'll occur, 1:16
    but when all the variables are just right 1:18
    it'll happen when you least expect it. 1:21
    Instead, keep in mind the true goals 1:23
    behind marketing videos. 1:26
    You want them to be seen by your target audience 1:28
    where there's an increased chance that people will take action 1:32
    and visit your site, connect with you, 1:35
    perhaps even make a purchase. 1:38
    Always keep a focus on your goals and strategy 1:41
    when considering the video channel of marketing. 1:44
    Why create these videos? 1:48
    What is the expected return? 1:50
    Revenue? Awareness? Followers? Influence? 1:52
    Or, all of the above? 1:55
    As you create more videos, 1:57
    monitor the results to see how effective they are. 1:59
    This will give you insight into what new videos to produce in the future 2:02
    and how to share them. 2:06

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