Now you have your video, it’s essential that you market it effectively so the right people see it.

Here is a basic framework for how to market a video production:

Planning

1. Business Objective - What you want to achieve.
2. Comms Objective - What you want to say. 
3. Audience - Who you want to reach.

Structure

1. Timing - Work out the best time to launch your video for maximum effect.
2. Duration - Look to produce a video no longer than 2 minutes. 
3. Content framework - Work out where the content will sit within your business and what the user experience will be.

Deployment

1. Technique - Based on your business objectives, decide what you want to accomplish  with the video and which marketing avenues you will use to achieve this.
2. Social - Distribute your content through your preferred social networks to the targeted audience.
3. Search:
       A - Organic - Produced content around keywords specific to your brand and business. You should look to dominate these keywords to capture audiences.
       B - Paid -  Using video in paid search or AdWords can be powerful if teamed with great content that resonates and relates to the audience.
4. Seeding:
       A - Influencer - Map out influencers that are relevant to your objectives and work out how to engage them with your video.
       B - Customer - Identify individual customer profiles such as their position on Linkedin.
       C - Demographic - Targeting a specific age, group, gender or geographical location.
5. Seeding Techniques:
       A - Google Display Network can generate traffic from content publishers relevant to your demographic.
       B - LinkedIn sponsored updates, in-mails and display or company page and group activities.
       C - Email marketing to new and existing contacts.
       D - Twitter Ads, Hashtags, influencers and targeting people who follow relevant topics or competitors.
       E - Third parties, partners or sponsorships.F - YouTube marketing and optimisation.
       G -Press Release support services.
       H - Content Syndication pushes your content through relevant articles from respected publishers.

Measurement

1. Technology - to capture information.
   2. IP Tracking - tracking people/companies viewing the content.
   3. CTAs, Landing Pages and Forms - to drive conversions.
   4. Social listening tools e.g. Brandwatch.
   5. Data - benchmark your results across key metrics.

For more information please see our complete guide to video marketing for business.

This blog is Chapter 8 of A Guide to Video Production for Business. The rest of the guide can be found below:

Chapter 1: Why Should you Produce a Video for Your Business?
Chapter 2: Creating a Brief for a Video Production 
Chapter 3: Developing a Concept for Your Video Production
Chapter 4: Creating a Video Production Treatment 
Chapter 5: The Video Pre-production Process
Chapter 6: The Video Production Process 
Chapter 7: The Video Post-production Process 
Chapter 8: How to Market your Video Production 

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