One of our clients recently finished a very successful video marketing campaign using YouTube advertising. For this campaign we had created several brand new videos. Like many clients, outside of this campaign, they had not previously done very much to promote their YouTube channel, and did not have immediate plans for doing so going forward. As such, there was a feeling that a bunch of great, successful content was going to sit there without very much attention.
Of course, one way of tackling this problem would be to continue to promote their YouTube channel, which I definitely recommend to anyone reading this blog. While our client may do that too, they were also wisely looking for ways to bring their video marketing content to other media. There are at least 3 good ways to do this can be done.
First, you can put your content on your website. For some websites, maybe it’s appropriate to put one or more videos on your home page. For others, you might consider adding a videos link in your navigation. Alternatively, you can share the videos as blog posts. Lastly, if you’re willing to invest in doing something really cool with your videos, it might make sense to do a deeper website integration. For example, if you’re a restaurant and the videos relate to specific menu items, you could integrate the videos into your online menu.
A second idea is to integrate videos into your email campaigns. Certainly you’ll want to make sure that there’s a match between your email audience’s interest and the videos you’re sharing. You’ll also want to make sure that your video doesn’t distract from other objectives you may have. But if you determine that there is a fit, getting your loyal email audience to view your videos can generate additional demand and deepen loyalty.
A third idea is sharing you video ads on other social media besides the site where it was initially posted. If you created your video on YouTube, share it in Facebook. If you created it in Facebook, post it to YouTube. As appropriate, throw in Twitter, LinkedIn, etc. If you have a little bit of budget, you can amplify the reach of all your cross posting. Depending on the number of videos you create, you can post 1 every month or so and go many months or even years without repeating the same video.
Hope that’s helpful. Good luck getting the most out of your video content!