Today we’re going to discuss how to increase views and how to drive traffic back to your own site with 5 simple steps. If you’ve ever struggled to get views on a video or post, hopefully this will give you some great insights into how you can improve engagement.
Too often, marketers ignore video promotion as a method to beat the competition in website search results. However, video has several advantages for website promotion including:
- Low competition;
- Links to videos stand out sharply against the standard text links;
- Utilising video is not as difficult or expensive as it is typically perceived (we discussed this previously);
- Video links are increasingly popular among users and frequently shared.
Follow these 5 simple steps to help you to achieve some great results.
Step 1: Plan
So, where do you start? Well firstly, you’ll need a roadmap and a methodology in place to measure your success. Your plan doesn’t need to be incredibly detailed as such - you just need to have a good idea of what actions you’re going to take to ensure maximum engagement of your post.
Step 2: Identify your target audience
Target audience is a crucial component of successful digital marketing. Companies often ask us which social media platforms they should distribute video through. However, there is no simple answer to this. This is often determined by who you are trying to reach and who your target audience is. (If you are still not sure who it is, here is a great blog about how to identify your target audience.)
Step 3: Social Post (Organic Traffic)
Social Media is a huge part of marketing strategies and a great medium to promote your video content.
You can include the video link itself in your post, but we strongly recommend to instead post a link to the video on your own site. The goal of sharing your video is to bring traffic back there - use a catchy title or tag-line that will capture your audience's attention and don’t forget to include hashtags that will help users to find your post! E.g. #video #videomarketing #videocontent
Step 4: Email Marketing
Our clients are often curious about how to use a video in an email and question how useful it can be. As we’ve established in previous posts, video is more engaging, entertaining and easier to digest than traditional text articles. In terms of statistics, in 2018 Hubspot published some very interesting figures about why we should use video in our outbound promotional emails. According to them by simply including the word “video” in an email subject line:
- Open rates can increase by 19%
- Click-through rates are boosted by 65%
- Unsubscribes are reduced by 26%
However, when you are sharing a video post with your subscriber list don't send a blanket email to everybody, instead segment your target audience. Make sure the email is as relevant as possible to the list of recipients. Video will help you increase your open rates but if it’s not relevant it’s much more likely they’ll ignore it. (Also, Tuesday, Wednesday and Thursday are known to be the best days to send your email!)
Step 5: Boost your video through paid Social
A blog post remains active for a day or two after the initial posting. At this point it is naturally filtered out by newer updates. However, to keep your post at the top, you can start sponsoring a paid promotion of the post. Set up your sponsored campaign for at least a week to achieve real impact and maximise the potential of your post.
When investing in a sponsored posting, it’s important to ensure you are engaging with your target persona to avoid wasting your money. Make it work for you and your organisation and not the other way around.
In terms of budget, how much should you put behind the post? Keep in mind that in order to set up campaign total budgets, your campaign must have a start and end date. We suggest to test first before you put any big amounts behind it.
- Make a plan.
- Identify your target audience and progress through the actions you have set out in your plan.
- Share your post across the relevant social platforms (and don’t forget in include videos links which live on your site!)
- Email your video to relevant subscribers.
- Boost your content through sponsored posts on social media.
If you follow our 5 steps you are sure to see great results! We believe in you, so go ahead and just rock it!
Our VideoElephant Insights series is here to help both content users and content providers to achieve more from their video content strategies. In our previous blog posts we’ve covered a wide range of video topics; tagging, titles, video trends, among others. This series pulls together the best practices from the video industry combined with our own experiences to help you succeed with video. Please subscribe and feel free to let us know if you have any questions or suggestions. We’d love to hear from you.