Online Video: Viral Isn’t Everything
Interactive marketing consultant Heidi Cohen offers this useful checklist of things you should consider and plan if you’d like to execute a successful online video campaign.
Her checklist includes specifics in each of the following categories:
#1 of course is "Set marketing goals" — is your objective to increase brand awareness, sell a message, solicit a donation, encourage engagement with the content itself, something else?
Then there’s …
2. Define target market;
3. Develop your video content strategy;
4. Support your online video with related marketing; and,
5. Measure results.
Heidi comments on the phenomenal viewership of the now-famous, at 170 million views and counting, Susan Boyle video, asking in effect … But is it marketing?
If you’re trying online video, ask yourself … do you want views, or tangible response? Of course you should want both. But too many online videos concentrate on "clever" in hopes of triggering a viral explosion, while neglecting the elements that might deliver your video to the optimal prospects and encourage more actual closure.
Tom
3 responses to “Online Video: Viral Isn’t Everything”
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Online Video: Viral Isn’t Everything | The Agitator – Fundraising, Direct Marketing and Advocacy Strategies for Nonprofits…
“If you’re trying online video, ask yourself … do you want views, or tangible response?”…
Great point.
There are some good examples of a good blend between views and well positioned marketing. Blendtech’s “Will it Blend?” comes to mind.
Great article! Thanks for the tips. At the advice of an internet friend I recently purchased the Vameo Video Camera. It is Ph.D. camera (push here dummy) and I LOVE it! I have taken 10 videos at various networking events and the quality is good.
My biggest challenge has been finding time to now upload. Soon, though, soon!
Have a great day,
Heidi Richards Mooney, Publisher WE Magazine for Women