Industrial marketers are getting into video in a big way. According to the video marketing firm Vidyard, video spending is on the rise for 63% of B2B marketers. Research from IHS Engineering360 Media Solutions found that watching a video is one of the most common activities technical professionals perform on social media, and that 51% of engineers use YouTube or other video sharing sites for work-related purposes.
So while you may have created a number of videos, and your target audience is out there and interested, are you able to maximize the level of exposure for your marketing videos? First, let’s assume you’ve created the compelling type of video that your audience wants, such as a how-to, product demonstration, or training video. You’ve also kept the video short (three minutes or less), and sound, lighting, and other production aspects are of good quality.
Now comes the other half of the equation: marketing the video. As with any other piece of marketing content, you can’t take a “build it and they will come” approach to video. Just as you don’t produce a white paper or webinar and not promote it, the same is true for video. Here are some tips for attracting an audience to your videos.
Optimize video content for search
Optimize the video as you would any traditional piece of digital content. Create a catchy title using keywords so that search engines know what your content is about. Put keywords at the beginning of the title, although make sure your title sounds natural. For example, if your video is a how-to on replacing circuit boards, your video title might be “Replacing circuit boards in ten steps” rather than “Ten steps to replacing circuit boards.”
Additionally, add a description that uses keywords and apply tags to your video. More advanced search engine optimization techniques include creating a video site map and using schema.org markup language for videos.
Post videos across many sites and channels
The vast majority of companies host their video on YouTube because it’s easy, free, and simple to post your YouTube-hosted videos on your website and on other sites. Include videos on your web pages and blogs. You should also promote your videos on your social media channels, such as LinkedIn, Facebook, or Twitter. Include sharing capabilities.
To gain exposure with a highly targeted audience, consider posting videos on industry catalog sites and knowledge platforms. IHS Engineering360 Media Solutions recently began offering a multimedia sponsorship that includes videos on its site, plus banners, newsletters, and product alerts to drive traffic. Companies advertising with IHS Engineering360 Media Solutions can also embed videos from YouTube on their company page - here’s an example.
Include videos in marketing campaigns
Videos can be elements to support more comprehensive marketing campaigns. For example, you can promote a customer testimonial video in a vertical market campaign, use a brief video clip from your webinar to promote the webinar itself, or develop a broader “how-to” campaign that promotes a series of videos.
At the end of the video, embed a call to action to a landing page or other resource. Ask your viewers to do something: watch the next video, download a white paper, attend a webinar, or learn more. Thinking about a call to action will also get you in the frame of mind to consider how any one video is integrated into and complements your overall marketing mix.
Track video performance
Video sharing sites such as YouTube offer metrics you can track to analyze how well your videos perform. Some metrics are related to exposure and reach, such as the number of views and number of shares. Other metrics are related to the quality and relevance of the video itself, such as length of view. If the number of views is low, you’re not promoting your video enough. If you have many viewers dropping out, then your video isn’t grabbing them. Use the metrics to gain insight on how you can improve your video efforts.