4 Steps to Creating Effective Video Marketing Campaigns For Labels

Last week on BlogBelieve, we posted video marketing 101 (part 1), which took a look at the top 3 viral video advertising campaigns online, and what lessons labels could draw from them for their own video content strategies; this week we’re going to be looking at the four most important components of video marketing strategies for labels: from setting goals to video promotion.

  1. Setting Goals
  2. Your first step in creating a video marketing campaign is to identify your long, short and mid-term goals. Do you want to build your fan-base? Are you more interested in creating a community? Are you trying to push a particular artist?

    Whatever your goals, they define the rest of your campaign – so make sure to start by identifying all three types: long, short and mid-term.

  3. Content
  4. Having set goals means that you can start thinking about the type of content you’ll need to produce and publish to achieve those goals.

    Looking to create a fan-base for a particular artist? Then you should be thinking about content which makes them accessible to their target audience: interviews, studio sessions, tour and live video and music videos, for example, are all great types of video content for forging relationships.

    Before you start commissioning content, we advise looking through your audio and video libraries because many labels and artists don’t realise that they already have a load of valuable content at their disposal. It is also important to note that sometimes fans have the best video content, from videos they’ve taken at shows, to videos that they’ve made in your honour (this has great potential for promotion, but we’ll revisit this in step four).

    An Example of Fan Made Content : The below video is one made by fans of London-based band, Films of Colour, featuring their recent single Persinette, over a Slipknot performance.

    Finally, don’t forget that your content strategy should include varied and interesting video content, which can appeal to the masses.

  5. Promo Strategy
  6. You’ve got goals, you’ve got content, but don’t start uploading just yet! Videos don’t go viral by themselves and with something like 48 hours of video being uploaded to YouTube every day, you’ve got stiff competition.

    Metadata is not enough to secure all the views you want and for that reason, you should also have a promotion strategy put in place to get your videos viewed. Get in touch with an online PR company, so that they can do blog outreach on your behalf, but ask yourself the following questions first:

    • Where does my target audience spend their time online?
    • Which videos deserve promo? Where? And why?
    • Is it beneficial to give a key website an exclusive right to host my video?
    • Do I want to push this video into the public eye via multiple blogs?

    All these considerations will help you to create a much more effective video promotion strategy which means, ultimately, that your video will receive more views, thus helping you to build an audience or community.

    Please note that the first 48 hours of uploading a video to YouTube are the most important, as it’s when YouTube will be counting your views, and deciding whether or not to feature you (for free).


  7. Communication

So you’ve got a PR to talk your video up to the right people (editors, bloggers etc, you know the elite and exclusive, but what are YOU doing to promote it? We recommend taking to the social world and communicating directly with your audience.

Useful communication tools include newsletters, Facebook, Twitter, YouTube, your blog and any news pages you might have access to. Notifying your fans that you’ve got a new video is paramount to your video marketing strategy because – well who cares more about what you have to say? Not only are your fans likely to watch content after you’ve shared it with them, they are also like to share it, thus helping to promote your video to more people.

We mentioned earlier that fans often have content that you haven’t seen yet, this can really help you with communications strategies by creating interaction around video release. For example, you could send out a newsletter asking fans to submit live video footage that they posses to help supplement documentary footage, and then reinforce the campaign over Facebook, Twitter (or your social network of choice). This gives your fans the chance to get involved and also means that they are even more likely to watch and share your video.

This post was written by Shanni Elcock, social media manager at Believe Digital, @shandogspeaks