Video is a powerful product – it allows you to solve problems and entertain your visitors and users in ways that go well beyond what a physical product can do. It can also build a brand that allows you to launch additional video products like live 1:1 training, consulting services, webinars, and group classes.
But before you can reach that point, you need to market your online video ecommerce store and drive traffic to those videos. Let’s take a look at some of the steps involved in doing so and where you should focus your efforts as you attempt to build a loyal audience of customers for your videos.
Find a Platform from Which to Promote Your Content
To start, you need a platform. This is not your website, but the marketing channels through which you will promote your website and the content you create for it. For promoting your video on demand library and ecommerce store, there are a lot of options out there, but here are some of the most effective:
- YouTube – The largest video platform in the world will allow you to tap into hundreds or even thousands of viewers per video, driving traffic back to your website. This will be your most important channel.
- Facebook – With a sizeable enough following on Facebook marketing can be very effective here as well. Facebook should always be paired with a robust advertising campaign, however, because of how low the reach on a Page will be.
- Twitter – Twitter may not seem like it, but it has the broadest reach across the most industries and will allow you to directly connect with other thought leaders and influencers in your industry.
- Pinterest – This is a very visual platform and while it is image based rather than video, it offers an opportunity to pin interesting content that relates to the videos you are promoting.
- Instagram – Instagram, much like Pinterest is image based, but it does offer video tools now and it is part of the Facebook brand umbrella, ensuring access to a large network of potential customers.
You may also consider launching a branded Vine channel if you have the resources to shoot short, succinct 6 second clips related to your products or videos. LinkedIn may also be an effective marketing channel for you if your audience is largely business users.
Create Content Regularly that Solves Important Problems
Once you’ve created these channels, you need to create content for them that will solve problems you know your target audience has. You should already know what this list looks like because you have been creating content for your video eCommerce store. Having access to customer data helps to better inform these decisions and create on demand video that matches what customers are already watching
Don’t be afraid to offer your best and most useful content for free on these channels. Whether it’s a clip out of a top video or a new version of that video for YouTube (or a write up of it for your blog), this will allow you to showcase what you do best.
A blog is an important part of this process. Create a blog and make sure you are posting to it at least once a week (more often if possible) to optimize the reach of your content.
Use YouTube Liberally to Promote Your Best Stuff
The average How-To video on YouTube gets upwards of 8,000 views. While those views may not be a lot on their own, they represent a huge potential traffic source for your store. Creating a high profile branded channel will allow you to drive traffic back to your store effectively with YouTube. Here are some things to keep in mind:
- Brand Your Channel – Your header image, the screen capture for each video, and the written content should match your brand as effectively as possible so people will instantly recognize it when they visit your site.
- Optimize Your Videos for Keywords – Choose and use keywords you know people are searching for in your videos. Use them both in the video content and in the text descriptions of the videos and your annotations. Include a transcription of the video as well to ensure they are being indexed in searches.
- Use Annotations to Include Links – Use the annotations feature in YouTube to add notes and links to your videos at key points. This will allow you to drive traffic back to your website when you make a particularly strong point in your video.
If done properly, this combination of content will allow you to drive traffic to your domain, where your video library is hosted at rates between 5-10% of your viewership – that could be a huge surge of traffic from free videos you likely already have lying around.
Use Analytics to Determine What Works Best
Marketing is a lot of guessing, but we try to educate our guesses as best as we can. Click To TweetBy following best practices and then refining our strategies based on data, we can make better and better guesses until we’re doing what we know works to drive traffic.
So review your data constantly. Analyse your videos through customer data and your other social channels and look for patterns – look for what works and what doesn’t, and more importantly, what you should be doing that you may not already be doing.
For example, if you are using video to promote your store on YouTube, look at the retention rate of those videos. How long do people watch a video on YouTube before they start to drop off? That’s the point by which you want to make your point and drive traffic back to your website.
What types of posts are working on Twitter or Facebook? Use analytics to see what works and then do more of that type of content.
Advertise Your eCommerce Video on Demand Store with Google, YouTube, and Facebook
Finally, there is advertising. All the free content and promotion in the world will only get you so far. Good SEO and content marketing takes time to build an audience and in the meantime, you need customers to justify and fund your investment.
That’s where a good advertising campaign comes in. There are a number of options for where and how to advertise, but for video content, it boils down to two significant players in the space:
- Google AdWords – Google AdWords is the platform through which you can advertise on any of Google’s properties, including both their search engine and YouTube. For your store, we recommend you use video ads that showcase the benefits of your expertise and a snippet of your how-to video style in no more than 60 seconds. This short, to the point video ad will allow you to get in front of people and make your point while driving traffic back to your site.
- Facebook Ads – Facebook’s advertising platform is equally effective and offers a range of options for how to target engagement. You can run video ads on the platform as well, or you can use a search ad, Page ad, or engagement ad that actually entices people to fill out a form for more information. The key here is to keep it social and match your audience. If you are promoting business-training or consulting videos, Facebook may not be the best fit (opt for LinkedIn), but if you are promoting your fitness training or baking classes, Facebook will be perfect for your needs.
Combined with heavy customization of your video store to include your branded materials, custom page templates, and access to live video and audio chat if they have questions, these advertisements can convert at very high rates once someone reaches your site.
If you have a solid plan in place and create good content that your target audience is interested in and eager to engage with, you can customize your video-on-demand store that effectively promotes what you are trying to sell.