10 Easy Steps to Improve Your Video Marketing

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Among the many debates in digital media and content marketing is a company’s assessing the need to build and maintain a YouTube Channel. Certainly, many of your customers – don’t we all – become immersed in a little YouTube time to search for valuable content that educates and entertains.

Many successful companies have integrated a YouTube Channel into their overall online marketing mix. The popularity and search benefits of YouTube should not pressure you into adding a channel to your list of channel management responsibilities. If you feel your video assets would be enhanced on an external channel where your customers are searching for content related to your business, then it is an important avenue to consider.

Now if you feel adding a YouTube Channel to your social media portfolio is the route you want to go, you will gain an asset that has the potential to be your third-most powerful online marketing channel, behind your website and Facebook page. When you take the plunge to build a YouTube Channel, or if you want to refresh the look and layout of your existing channel, you want to ensure it is working for your objectives by providing engaging, organized stories and branded narratives with keyword-optimized descriptions.

If your objectives, internal resources and customer relationships do not lend themselves to sustaining a branded YouTube Channel, you can still control your video fate on your website or e-newsletters. The important thing to remember is that whatever approach you chose, you remain in control of your video marketing strategy.

Once the decision is reached, you can devote your attention to leveraging any video you have as well as partner with an outside content marketing agency to create customer-focused offerings to be packaged for your home page.

Whether you decide to maintain a YouTube Channel or create your own video portal, here are a few tips on how to showcase and distribute your video to enhance your marketing content:

1. Take stock in your inventory:


Conduct an audit across different departments to see what video assets you have; perhaps you have more than you realize. Regardless of the quality or type of video, you maybe be able adapt your inventory into creating a video library on your site that gives you a starting point toward creating new video that aligns with your expertise.

2. What types of video work?


If you don’t have a sizable supply of ready-to-publish video, consider developing a plan to produce samples gradually, including topics like product profiles, expert PSA-type of information segments, groundbreaking events or customer testimonials, video tours of a store or office to highlight customer services and employee engagement.


3. Curate regularly:


Make it a priority to devote quality time to brand and update your video portal or channel just as you have done with your other social channels. Lapses in managing the timeliness of video content are often the biggest hurdle to enjoying a thriving channel or portal; therefore, it is important to prevent your video platform from just being a shell, collecting digital dust and becoming outdated before its potential truly shines.

4. Create new videos:


With the technology available in consumer-grade video cameras and smart phones, it is not too daunting to have staff assume the role of a multi-media journalist and produce concise, creative and compelling video segments that can bolster your online content channels. If you decide you don’t have the budget, resources or personnel to produce video, then you may want to engage with a video production agency.

5. Customize and enhance your channel:


Keep the look and feel consistent on YouTube so it is aligned with your brand, website and social media channels. Include a brief (about 30 words) description of your company. Similar to Facebook and Twitter, YouTube offers the additional branding option to upload a background or cover photo that represents your company brand, product offerings or mission. This is an easy way to customize your channel with imagery that draws your viewers in. 

6. Develop libraries or playlists:


As your video portfolio grows, you can make separate playlists according to categories, products, locations or events. The benefit of leveraging playlists is to sort content so that it can be distributed accordingly to your different customer interests, needs or challenges.

7. Make periodic adjustments:


Periodically switch the featured video that pops up first. This should motivate you to plan your content calendar so that the main viewer depicts your next event, new product or company news. Once it is over or you are ready to bring another profile or development to the surface, be sure to change the settings to re-purpose another option or upload a new video file. There are many seasonal and topical-oriented synergies that can help you select the appropriate content, such as a tour of a new building, recap of a previous special event, a public safety announcement surrounding an issue or challenge or a holiday message to customers or the community.

8. Don’t forget about SEO:


For every video, include a short caption and description; this is an opportunity for boilerplate information, website and phone number. You should add tags for each video to target certain key words for online search optimization. When your video titles and descriptions are appropriately tagged by category and optimized by the keywords that define your organization and speak specifically to your customers’ needs, opportunities and challenges, you will see the traffic growing naturally and rapidly.

9. Cross-pollinate:


Once your channel is up and running, invest some time to promote and grow it, and your viewer traffic will grow rapidly. Any time you post a new video, cross-promote the link on your website and social media. This is great content to keep your customers interested, informed on the latest news and engaged to share and re-post on their social channels.

10. Check analytics:



Similar to Facebook, once you have a YouTube Channel account, you will have access to a complimentary array of analytics that provide snapshots on viewer traffic, source, location and some demographic data. While you may not need to delve too deep into this area, the statistical summaries will offer some insight that can help you fine-tune your approach to publishing different types and lengths of videos that could appeal to your viewers. For video on your own website, work with your IT department or website manager to gather regular, comprehensive statistical reports to assess how the video portions are performing and their impact for customer traffic habits and call-to-action results.


Quinlan loves to talk videos. It’s one of our greatest passions. Drop us a line and tweet us @QuinlanCompany. We invite you to check out the first season of our “Casual Fridays” series that shows how our agency in Buffalo, N.Y. lives by the mentality that advertising should always be fun. Stay tuned this summer for the launch of our second season!


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