In previous posts, I covered how production and publishing are central to a strong online video content strategy. But it's how you promote your content that impacts measurable results the most.
The key to success in social media marketing is participation. Posting regular tweets on Twitter, updating "what your doing now" in LinkedIn, commenting on your Wall in Facebook, and including links to ultra-relevant content in your blog posts are all opportunities to promote your online video.
While seasoned social media experts can accomplish more than a novice, it's not a secret art. The function is very much about ongoing activity online, being timely with your updates and authentic with your voice. In other words, it's hard to fake it. The name of the game is building online credibility, and in return, increasing your influence. Social media experts are not born, they're raised. The only way to get better is to engage and participate.
Okay, so social media marketing takes effort, it's not always easy to measure, and, while cheap, it's not free (as many marketing execs seem to think). However, there are ways to measure effectiveness and ROI:
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Increasing video views by seeding viral sharing of your content and promoting your online video content as part of your everyday social media participation will drive inbound traffic. A good tool to use to measure click-throughs on specific links is URL Brief. This service lets you abbreviate the URL and provides tracking for those links. Another tip: make sure to alert everyone in your company when new videos goes live and encourage them to promote it, too.
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Building inbound links is a great way to earn SEO "juice" for your content, as most search engines (especially Google) use inbound links heavily in their search algorithms. SEO takes time. Increasing your search engine results page (SERP) to 1, 2 or 3 is the result of continued link building over time, as well as the relevancy of your content (a whole separate topic). But it is measurable.
In summary, alway be promoting!
- Link to your content EVERYWHERE (where relevant)
- Encourage employees, friend and followers to link to your content
- Provide video sharing features so viewers can promote your content
- Use Embed Players to let users put your content on their blogs, websites and social media profile pages.
So, get out there and Produce, Publish and Promote more video content. Want more like this? follow Shaun on Twitter, or connect with Shaun on LinkedIn.
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