Startup City – How to use video in marketing


If a video is not a part of your strategic marketing initiative, and it really should be, then you are potentially missing out on an opportunity to reach an audience 24/7. I would argue that it is a necessary objective, although, I run a video production company, and might be somewhat biased. If you’re pondering whether or not to take on a video production, you might want to consider some of these points before you get too caught up in the project and end up wasting time, or (Yikes!) money. Just a few thoughts from the broad topic of marketing, and hopefully you will find this useful.

Video should support the marketing goals

Let’s face it, video production can be an undertaking, and we’re always thinking about return on investment. To ensure that your video production is as targeted and effective as it can be, my advice is to make it part of a larger marketing campaign. You should have identified a few marketing goals and metrics before taking on the video project, and at the bare minimum, you should know the target audience for the video, and what are the numbers that would signify this was a successful venture. A few common marketing goals are how many views did the video achieve, or did anyone watch the video and call to ask for more information about your services? Google analytics makes it really easy to track click-throughs and you can create your own marketing goals to match your specific needs, but if someone in your group says “hey let’s do a video,” your next statement should be “Cool…by the by, what are some marketing goals.” Knowing the goals going into the process can make the whole the project more of a real success.

Upload to a place where it can be tracked

After you have established the marketing goals that the video supports, you should next have an idea of where you are going to distribute the content. The homepage of your website for example, can be a great space if you already have a great deal of traffic, and consider installing Google Analytics to help measure views. Another option if your homepage doesn’t get the volume of traffic you would like, consider using one of the popular video sharing sites like YouTube, Blip.TV, or Vimeo, and embed the video on your website. With this approach, you can still have the video available on your homepage, but the popular video sharing sites have more sophisticated and specific video analytics that will certainly help you to know for sure if your video is achieving a view count, or reaching a specific demographic. The philosophy we have here at Shia Productions is to upload everywhere we can, and as long as those locations offer the minimum analytics, we can just gather and analyze all that awesome data later.

Decide on the shelf life

How long do you want this video to be viable in your marketing campaign? Over time, your company is going to change, and with it, the marketing strategies that seemed so perfect 18 months ago, might need to be tweaked or fixed to stay in line with your current company objectives. Though it’s difficult to predict the future, you can establish reasonable expectations about how long this video will run within your campaign. I recommend setting a few metrics to judge the success of your project (view count, share count, click-throughs to your website, etc) and conduct a review after a reasonable amount of time, say a month or two.  If the video is still meeting your expectations, great, but if it no longer matches your marketing vision, perhaps it’s time to switch things up.

Final note and spur of the moment

As I mentioned in the introduction, a video is an essential part of a well-rounded digital marketing campaign, and planning and being goal oriented is always a plus in Start-up City when funds are at a premium. However, sometimes you just want to do something spur of the moment, and post it online as soon as possible. In this case, just remember to ensure that it is in-step with the core principles and values of your company, and that there is a need for the immediacy. If it can wait, run it by your team and make sure that it fits your goals and values, because once you put it out there, it is out there, 24/7/365.

I’ve written a few posts about creating core principles that your video marketing strategy will follow, so I won’t get too much into that, but, lastly, video is a communication tool like the written word, and my recommendation for both is to take some time, and edit your work.

Thanks for watching, and if you have any advice, questions, or want us to take on a certain topic, let us know, below. Thanks again, and we’ll see you next time!

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