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A great video strategy can be a lot of work. Coming up with a good concept, producing the video, and editing are all vital steps in the process, but it does not end there. 

All too often, businesses will invest serious time and effort into producing great video content only to lose steam once they get the videos online. 

Your online video strategy should not end at the upload. Really great content can and often will go far on it’s own, but there many tactics that can be employed online to reach your video’s full potential.

Here are five post-upload steps you can take to ensure your video marketing strategy is a success.

1. White label your player

 Some video players are like complimentary pens at a trade show. You can take one and use it for free because every time you do so, you’re actually promoting the service that gave it to you. 

If you’re ok with promoting your video host in exchange for free hosting, then there’s no issue, but if you’d prefer to keep your audience focused on your brand, this can be a problem. 

A white label video player can assume the identity of your brand. Logos, colours, even the URLs in your embed code can be tweaked until your videoplayer blends seamlessly into your site. 

More importantly, when your video is shared elsewhere on the internet, it’s clear that your company is the original source, and you have full control over where your video links back to– your homepage, signup page, a product page, etc.  

2. Practice good SEO

Video is fantastic for SEO. Video results are far more likely to be clicked than plain text results in Google. The even better news is that the competition is still relatively small, so a really ranking could be yours for the taking if you’re strategic.

How do you do that?  In order to capitalise on the benefits of video SEO, you’ve got to submit a video sitemap to Google. A sitemap is an XML file that gives search engines your video title, length, target audience, and a bunch of other pertinent details which better inform how your videos will be indexed. 

Can you skip this step by uploading your videos with a service that already has great SEO?  After all, doesn’t YouTube have great SEO? Absolutely, YouTube videos are all very well optimised to direct search engine traffic…to YouTube. Not to your site.  

If you want to capitalize on the benefits of video SEO for your own website, you must submit a video sitemap.Contact your video hosting service’s support team for help setting one up. 

3. Add Calls to Action

Video players can do more than simply play videos. You created your video with a goal in mind and your video player should help you reach that goal. 

If your aim is to get viewers to buy a product, your video should end with a clickable link to where the product can be purchased. Preferably in the player itself, so the link travels with the video wherever it’s embedded.

If you’re trying to generate leads, it makes sense to close your video with an email signup form.   

 4. Be accessible

This might seem obvious, but if you’ve put in the effort to produce a video, you’ve got make sure your audience can access it! 

Can your viewers watch your videos from anywhere in the world? Even China? Can they play your video on any device? 

The only thing growing faster than the amount of video being consumed online is the frequency with which tablets and mobile devices are being used to watch it.  Not only are audiences tuning in more and more on tablets and phones, they are staying engaged longer than when they watch video on a desktop. 

This means you had better make sure customers can watch your video on an iPad, and on Android. 

5. Promote

If you’ve added a new video to your site, don’t wait for it be discovered, get out there and promote it. Of course you should link to the video on Twitter, Facebook, and Google+ , but why not share it with your mailing list as well? 

While email client support for video is limited, you can embed an image in your email that links directly to your player. That way, when recipients click on the image’s play button, a webpage with your player set to autoplay will open up.

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Published 17 April, 2012 by Meghan Grosso

Meghan Gross is Brand Communication Manager at vzaar and a contributor to Econsultancy. 

1 more post from this author

Comments (5)

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Nick Stamoulis

"YouTube videos are all very well optimised to direct search engine traffic…to YouTube. Not to your site."

Great point! I always tell my clients that their videos are a great fit for their blogs because loyal readers will always check out the blog, even if they never visit their YouTube channel. Plus, it helps keep people on your site longer.

over 4 years ago

John Swinburn

John Swinburn, Digital Campaign Manager at Benenden Health

Great post. Thanks for this. I 'd be interested in a list of suppliers who can satisfy all of these requirements, as our current video platform doesn't.
Thanks

over 4 years ago

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Meghan Grosso, Brand & Communications Manager at vzaar - the professional video platform

@Nick Absolutely, video is a perfect fit for blogs. People are more likely to share video content too, and you can have your player link back to your original post.

@John Well, since you asked - everything I mentioned here is easily achievable through vzaar.com. All plugs aside and regardless of what service you're using, if you're paying for professional video hosting, these are sort of tools you should have at your disposal!

over 4 years ago

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Paulo Bartolomeu

Hi Everyone,

Does anybody know where can those email forms can be done, for example, for a Youtube hosted video?

Thanks

over 4 years ago

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Meghan Grosso, Brand & Communications Manager at vzaar - the professional video platform

Hi Paolo,

That's not the sort of thing you can accomplish with a YouTube video. I'd recommend signing up for a premium video hosting service designed for business use if you want to advanced features like that.

over 4 years ago

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