August 1, 2010
by Kris Simmons
Once you’ve produced a video for a client, you’ll want to post it on your website and use an email newsletter to drive traffic to it.
Here’s a quick step-by-step process for doing so:1.) Post the video on your website using a video hosting service like iPlayer.
I’ve used several similar services in the past but this one is my favorite. You can elect to use free services if you want but at $30/month for a ridiculous amount of storage, a great player interface and personal customer service, this is really the best deal in the industry.
2.) On the page where the video will be posted, write a brief description incorporating your key words and phrases that explains what is featured in the video.
Also, be sure to include your contact information and a call to action so people can get in touch with you. The purpose of adding key words to your description is so that search engines like Google will index your page based on those words and phrases. This should eventually improve your website’s ranking over time as you add more video pages to your website.
Search for “video production Chattanooga Tennessee” on google and you’ll see that this strategy has helped my company, 6 STRONG MEDIA, get to the number one spot of the organic search results.
3.) Prepare and send an email newsletter using a service like Constant Contact.
You’ll get better results if you feature your client’s name in the email subject line and how they are using the video instead of your company name. For instance, more people will open an email with the subject line “Memorial Hospital PSAs Feature American Idol Finalists” than if it reads “6 STRONG MEDIA Works with American Idol Finalists to Develop PSAs.”
Many more people recognize the “Memorial Hospital” name versus my company name. Featuring a large hospital in my area makes the email newsworthy so people want to read further. Promoting my company name in the subject line makes it more self-promotional which turns a lot of people off.
In the body of the email, include a quick teaser that draws interest in the video clip and encourages people to click the link to watch the video. Here’s the text I used in a recent email that worked to get quite a few click thrus to the video clip on my website.—–
We just wrapped (3) PSAs for Memorial Hospital that feature American Idol stars Melinda Doolittle and Phil Stacey. Click the image below to watch the spots and to learn more about the project.
Talk to you soon!
I’ve had more success with actually including a freeze frame of the video (see below) inside the email body that is linked to the video page on my website versus just using a text link. All you have to do is highlight the picture and use the “url link” tool in the email newsletter software to make it link to the video page on your website when clicked.
One piece of advice…If you want to increase the number of people who actually click on the link to watch the video, make sure that is the ONLY clickable item in the email. If you give people more than one choice, they’ll often choose to do nothing. A single link in an email will be more effective in driving traffic to your videos than having it featured among several other links.
4.) A few days after you send the email newsletter to your list, log in to your Constant Contact account (or whatever email service you use) and check the stats to see how many people opened the email and clicked through to watch the video.
In a recent email newsletter I sent out to my list of 962 customers and prospects, 18.9% (179) of them opened the email and 29.1% (52) of those people clicked through to watch the videos. (15) emails bounced back which probably means the addresses are no longer valid or their firewalls are rejecting my messages and only (1) person decided to leave my list by opting out.
By combining videos with an email newsletter, this single marketing effort resulted in 5 new project leads for my video production agency, 6 STRONG MEDIA.
What could a similar effort do to attract more customers and increase profits for your video business?
HOW TO USE VIDEO EMAIL MARKETING TO INCREASE SALES