There are several ways to promote a company’s video. Entrepreneur.com recommends five: 1) promote
it on your company’s blog, 2) email your list serve, 3) update your social
media, 4) issue a press release and send the video to specific news outlets,
and 5) advertise on YouTube.
Once you have started to generate a following, measuring the impact of
these videos on a customer base is important to keep the momentum and interest
in the firm going. Experimenting with
the delivery of the messages and potentially re-positioning them as needed
could help the company find the right combination of factors that allows the
videos to stay top of mind for customers.
YouTube Analytics is a free online tool that provides data around important
metrics for videos (and is accessible after one has created a YouTube
channel). In particular, it evaluates
the performance of videos and provides reports on items such as the number
and frequency of views, location and demographics of your viewership, and the
amount of likes, dislikes, shares, etc.
An additional innovation is that it will tell you if people stopped
watching the video before it was over and at what time they stopped watching
it.
This tool will clearly help a person learn more about a customer base and
how to be more exact with messaging when approaching them. One might also learn, for example, about
different market segments for a product of which he or she was previously unaware. Moreover, and perhaps most importantly, it
would be a fun exercise in a small environment to create enjoyable videos about
a firm or product. This tool just makes
it business-like enough to call it work.
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