By Stacy Zemon:
vLogs can be an inexpensive way to market your DJ brand, reach a broader audience, and promote your services. But where, exactly, should you make your content available to reap those benefits?
Naturally, the potential impact of any marketing effort hinges largely upon on knowing your audience. But a few places are generally more effective than others for gaining traction with potential customers.
Here are a few to consider:
1. YouTube — Creating a branded YouTube channel should be your top priority after posting content to your company’s website. Why? YouTube is not only the #2 search engine, it’s owned by Google, the #1 search engine. Having a presence on YouTube can help your search ranking, and YouTube comments may also appear on a commenters’ Google+ profile, based on the privacy setting they choose to use.
2. Vimeo — This video-hosting site doesn’t have the extensive reach of YouTube, but it tends to have better image quality. Free Vimeo membership includes one free HD upload a week; Vimeo Plus, offered for about $60 a year, allows you to customize the appearance of your video, including text colors, fonts and what plays before and after your clip. You may also take advantage of HD embedding, which makes it easier to post your video to other sites in higher-definition, and even adapt it for mobile use. Finally, Vimeo also does not include advertising preceding or following videos when played.
3. Social media networks — Should you post your video on Facebook, Twitter, Pinterest, Instagram, and/or LinkedIn? The ideal social media network for your small business video is contingent on your audience. Tailor your video content to the channel’s audience and make videos easy to share. Embed the video directly (do not post only the text-based link), keep videos short (usually less than 30 seconds), and deliver a clear “what’s in it for you” proposition. Beyond that, you could run a contest or promotion inviting fans to record their own video testimonials that you’ll post. Lastly, it’s key that you be a part of the interaction. “Your videos will take on a life of their own. Monitor conversations and be engaged with the people viewing your content. Often, their comments and questions will provide ideas for your next great post,” Blades says.
4. Google+. Your Google+ network may not be quite as developed as others you use to promote your business. But Adrienne Graham, CEO of consulting firm Empower Me, recommends you include it as part of your video strategy — especially for some of its intrinsic benefits. You can do live hangouts (which are recorded), or upload other videos you make here. The videos you put on Google+ also link to your YouTube account automatically, and it automatically archives them.
A Final Tip
No matter where you post vLogs online, how you alert your clients to their existence can dramatically affect viewership. Incorporating video into your email marketing strategy can be powerful when you include a screen shot of the video player in the body of your email. Because the video looks like it will play within the email (even though it is directing to open on a web browser landing page), we’ve found this treatment increases click-through rates by up to 175%, compared with using a text link to the video.