Is there a secret for using video to grow your business?  Sometimes it seems like it.  All around are examples of video being used to grow business, but there are just as many examples of where video fails to perform.  I’ve come up with a non-scientific formula for online video marketing success and I want to lay it out for your scrutiny.  Here it is:

C (Content) x F (Frequency) x Q (Production Quality) x D (Distribution) = Success

Content is one of the most important factors in the equation.  Content must be relevant, concise, and speak to the target audience.

Frequency amounts to how often new content is being produced.  Just like blogging, video is most powerful when content comes out regularly.

Production Quality is not the most important factor, but it must match the content.  The bottom line is that all videos should have clear audio, decent lighting, proper framing, and minimal camera movement.  As the message becomes targetted at a more upscale or corporate audience, production quality becomes more important.  Production quality is also important for commercials and entertainment videos.

Distribution is important.  There are a variety of ways to put your video online.  Services like YouTube offer access to huge audiences, but may not be the best solution for all applications.  In many cases, it is critical to put your video on multiple distribution services to broaden the reach.  Keyword tags are also important so your video can be found on the web.  Along with where to post your video, tracking analytics (times the video is played) is another important aspect of distribution.  Tools like Tube Mogul help you with distribution and analytics so you can get your video out there and watch how it is performing.

If your video strategy has been just to shoot a video and post it on YouTube, make sure you’re considering all these areas so you get the most out of your efforts.  Give us a call if you need any help with creating a successful online video strategy.

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