Digital Marketing

Combine PR and SEM for Video Marketing Success



By Jason Poulos (@TheSaganaki)

YouTube is the second largest search engine outside of Google and it receives over 3 billion views a day. Not only are these numbers impressive but users are engaged on YouTube with over 100 million people taking social action on the site every week. It’s pretty clear that video content is a necessity for any brand and from a sheer numbers standpoint it’d be ridiculous not to participate and market content on a network with these staggering statistics.

However, in a recent Econsultancy report, 40% of companies surveyed stated that “video search was in significant” and in a recent discussion at SMX East, I discovered that only about 40% of marketers are actually pursuing video marketing. It seems like YouTube might be the wild west for marketers and it’s pretty clear that opportunity exists. If you feel that you want to maximize your marketing opportunity with YouTube, here are a few things to keep in mind.

Make a Good Video

It all starts with the video and the concept behind the video. First, you probably want to do a little competitive research as well as some keyword research just to see where your concept aligns. If your concept can be transformed into an informative, instructional or entertaining video you just might strike YouTube gold. Keep in mind that first 10 seconds of the video need to capture your audience’s attention so avoid any lengthy intros or credits.

Get PR Involved

With a solid video created it’s time to get the PR team involved to start generating some buzz around the video. The PR team will be able to cover:

  • Social Media Promotion – Leveraging the video on Facebook, Twitter etc. and targeting key influencers.
  • Media Outreach – Depending on the video and where/if it fits within an overarching campaign, the PR team can pitch this content to the media.
  • Community management – keeping up with the comments and users on YouTube and other social networks.
  • Monitoring – Knowing who, what and where the video gets mentioned, linked or embedded off of YouTube is critical to the success of the video.

Get Search Marketing Involved

With the Social Media team pitching the video and generating buzz around it, the search team can now do the following:

  • Video Optimization – Just as with Google, keywords can get researched and implemented for YouTube videos. Keywords should be found in the video title and description. Having a keyword rich and video that’s relative to the keywords will make the video easily found through YouTube search.
  • Promote & Advertise – YouTube has a lot of different locations and options for promoting and advertising a video. Promoted videos can be targeted to users interest, topics, or get re-marketed to what previous viewers watched. If using TrueView advertising you pay only when viewers watch your video ad.
  • Annotations – don’t go overboard with annotations but this is a good way to feature a specific deal or call to action and link people back to your site.
  • Aesthetics – Keep in mind the branding of your YouTube channel as well as what thumbnail that gets selected for the video. These aspects will all influence a user’s decision to watch your video.

Just as with a website, on-site and off-site factors will influence it’s ranking in Google. The same goes for a YouTube video as it will need to be promoted off site as well as optimized for on-site performance. The combination of a SEM and PR will roll together nicely for ultimate video marketing success.

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About Jason Poulos:

With a degree in communication design from VCU as well as experience in web development and digital marketing, Jason brings a unique blend of assets to PadillaCRT. In 2012 Jason helped win 4 awards for his SEO work on PureCanadaMaple.com. Outside of his digital work, Jason enjoys brewing his own beer and restoring his1970 Chevrolet Nova. Jason is a new father and enjoys spending time with his family and his 150-pound English Mastiff.

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