Your teachers weren’t lying to you; there really is no such thing as a dumb question—except for the one that you don’t ask. So maybe that was just a clever ploy to encourage class participation, but when it comes to the business world, why should this rule no longer apply?
The truth of the matter is this: we never stop being students. However, once we are removed from the classroom, there seems to be some sort of inescapable pressure to be an expert within the industry, no questions asked. That’s exactly where the paradox exists: the fear of asking questions—to avoid looking unknowledgeable—is the biggest detriment to our professional growth and knowledge.
Ignorance is bliss, but it comes with a major side effect: missed opportunities, especially when it comes to online video marketing. So what’s the cure? Acceptance. All of us must grieve the idea that we are career connoisseurs and accept that we don’t, in fact, know everything. The first step toward recovery—ask some of those “embarrassing” questions.
Whether you’re a small business or a content creator, the use of online video is both necessary and daunting. So, let’s tackle some of those “silly” questions that might be lingering at the tip of your tongue.
1) How do I get people to watch my videos?
Good news: gaining attention from the audience you are striving to reach is no longer a guessing game. Now, there are video distribution platforms like Google AdWords and our very own self-serve platform that deliver your videos to not just people, but the right people.
Another key strategy is to focus on video SEO and YouTube channel optimization to get better ranking on search engines. Improve the visibility of your video by using meta-tags and backlinks, creating playlists and uploading content consistently. Here’s a helpful checklist for ensuring optimization:
2) How do I generate revenue with video?
In order to see a return on investment—both tangible and intangible—from your video, you have to reframe your thinking. Instead of worrying about making money with your video, focus on using it to deliver value. If your video provides enough of a value to your consumer, the value it brings to you will follow suit.
Logistically speaking, your video can be monetized either directly—through pre-roll ads, syndication, and pop-up ads during the video—or indirectly—by driving users to your website and building awareness.
3) Why am I not famous yet?
Unfortunately, the clichéd colloquialism “fame doesn’t happen overnight” is (ironically) famous for a reason: it’s true. There’s no secret equation for online video success, but if there were one it would probably go something like this:
Online Video Sensation
Time & Patience + A Great Deal of Luck + The Right Marketing Strategy
It’s going to take a lot of trying and failing before you strike the right chord and your video reverberates throughout the Internet. You might ask yourself, how on earth does her makeup tutorial channel have more subscriptions than mine? Don’t give up. If you continue to make new and exciting content, your time will come.
4) What are some of the best ways to get started with online video?
Before you can even begin to utilize the power of online video, be sure to have a clear overall marketing strategy for your content, brand or company. With that in mind, here are some things you can be doing to prepare for online video integration.
Consider your end game. What goals and objectives do you have? Make them measurable so that you can track the progress of your video content and how it applies to your larger marketing plan.
Is your website ready to greet the traffic your video drives? Your website should be the center of all of your online marketing efforts, so you shouldn’t put video content out there until your website is engaging and inviting to potential clients.
Do you have a blog or other social networks to promote and perpetuate your videos? In order for your video to be relevant, you need other mediums to share and support your content.
5) How can I shamelessly promote my video?
So you want attention without appearing desperate? When it comes to promoting your online content, there is a fine line that you have to dance around (humbly, of course). The best way to promote your video, shame-free, is to share content that serves a dual-purpose. If you provide viewers with skills, knowledge and entertainment, then it effectively overshadows any promotional tone despite the promotion you will gain from it.
6) How often should I post online video content?
Once again, the answer to this question is dependent upon your overall strategy. First and foremost, you must decide how and what you are trying to communicate through your videos. After you establish a clear communication strategy, you can map out a schedule for releasing your content.
When creating a programming strategy for your video content it is vital that it is both consistent and comprehensive. ReelSEO provides the need-to-know information on developing a programming strategy:
7) How do I know if my video is performing?
YouTube provides full video analytics access to content owners. That information can be very helpful in determining who’s interacting with your content and helping you create a better marketing strategy. There is no all-encompassing metric to track the performance of your video; therefore, you must decide what you’re hoping to gain from your video and design your measurement techniques around that.
8) What’s the point of buying views?
Paid views are a major catalyst to driving virality. Without them, even great content can go unseen. Think of it like a startup company: the idea is there, but it’s hard to get off the ground without backing by investors. Those paid views are your investment in your video; the push you need to get your content running.
When it comes to buying views or ads, it’s essential that you remember that it is a reciprocal process—what you put in is what you get out.
The downside: you can’t expect to get the same result by spending $150 that you would get from spending $150,000.
The upside: this is only one small piece of the puzzle; as a content creator, you can utilize a myriad of other tactics in order for you video to become successful.
Even with all of this knowledge, putting online video into action is still no walk in the park. However, YouTube revealed a sneak-peek of some of its new features in development that will surely make life easier for video creators. Check out the future of YouTube: