Once your marketing video is done, you should distribute it. If you are primarily focused on inbound marketing, should you advertise it though? What is the difference between video distribution and advertising? How do video marketing and video advertising work together?
The concept of inbound video marketing is not that dissimilar to that of content marketing; in fact, video of course is content. If you are looking to draw visitors to your site with video, you can do so through keyword optimization and a frequent posting of vlogs.
The best way to distribute your video is through organic search, but that can take a while, so you need to consider other channels of marketing video distribution. You can post directly to Instagram and other social venues. You can also share your vlog or on-site video through social media via social channels like Twitter and LinkedIn. Visitors will come to your site and see video that resides on your domain. What if you want quicker, bigger video viewership numbers? Advertising is the vitamin B shot of video distribution. It can get results quicker, but you will need to pay a premium to do this.
Mark Robertson of ReelSEO
“I think of advertising as a subset of marketing. I always think of marketing as getting my word out for the purposes of awareness or conversion. I think of advertising as a paid means of doing that. An organic approach of search engine optimization for the Internet would be an opposite approach to a paid approach.”
Advertising by nature is time driven. Once you stop paying for a video advertisement, the ad goes away, whereas organic inbound video marketing is evergreen. You don’t have to choose between one or the other though.
Matt Ballek of VidiSEO
“I would say that advertising and marketing should be best buddies. They should be very well connected. They are so intertwined, especially with content marketing. Content marketing is sort of a different type of advertising, where your content can educate and then sell. It doesn’t seem like such a commercial endeavor.”
Marketing and advertising should be on the same page. In fact, marketing, advertising and sales should all be on the same page. If these are three different departments, they should be meeting to make sure that strategy doesn’t get displaced or morphed along the way. Think of these three entities as being on a relay team. Each team member needs to pass the baton.
Tommie Powers of TommiePowers.com elaborates on keeping your messaging congruent across marketing and advertising.
An advertisement of your video is designed to be a promotion or a boost for your marketing video distribution. This is different than a video advertisement which is an advertisement within your video.
Robertson noted, “Oftentimes an advertising strategy on top of an organic strategy is a win-win. If your organic reach can be furthered by some paid advertising it’s worth attempting.”
Ray Lane, RayTheVideoGuy.com
“Once you start advertising your videos, we see some organic traffic really explode. Organic views can benefit directly from advertising. When it comes to video advertising and video marketing, they are starting to come together. So much of the advertising is social, so it’s very similar to what you would do organically. You’re sharing things, you’re paying for people to share things Advertising these days is much viral, much more social. It doesn’t feel like advertising, like it did in the past.”
Perhaps the ultimate example of how marketing and advertising have fused is retargeting.
Lane agrees, “Retargeting is one of the best things that we have seen in a long time. To be able to take a video, to take a website and drop a little piece of code in there and then have people that have visited that site constantly being reminded to go back there is absolutely brilliant. It really makes a huge difference in your marketing because these people that have already been warmed up to you, they’ve been to your website. In marketing, we have learned that people don’t buy on the first time. It usually takes seven or more times before they decide to buy. Remarketing makes conversion easier.”
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