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Whenever we initiate any type of video marketing campaign for a client, one of the core planning items is the client’s online video distribution strategy and plan. There are a number of elements that go into formulating the distribution approach:
1) Campaign objectives – is it primarily about awareness, i.e., dealership brand-level? Is it about customer loyalty? Conversion? All of the above?
2) Audience definition and profiles – who are we trying to reach, where do our target segments spend their time online, what are their demographic and psychographic profiles?
3) Syndication plan - Given our audience and campaign objectives, what are the resulting video content syndication channels? Your goal of course is to publish your video to as many relevant channels and sites as possible… and of course at the least cost.
4) Video asset requirements – what type of video assets will be produced in support of our syndication plan? Note that a well thought through syndication plan may provide for a number of different kinds of video assets that are destined for different sites, formats and devices.
6) YouTube channel management– given its importance as a search and social sharing platform, YouTube warrants its own approach to management and display of content, especially when it comes to creation and upkeep of your dealership YouTube channel (s).
7) Metadada management – If you think that format and device optimization are the most challenging aspects of online video distribution, think again. Ensuring that you have mapped titles, descriptions and tags for your videos across the different target channels and formats you will need to support can be daunting. However, it is a critical success factor for your campaign—especially from the standpoint of SEO.
Our dealer clients are more often than not taking a decidedly “social” syndication approach to their content—particularly in light of the benefits previously described in our recent post on the value of social video. uStudio and Heyspread are video distribution sites which allow you to upload a video to multiple social sites at one time. This is extremely useful as uploading videos to different websites can be time consuming.
My goal with this post is to highlight the key aspects of a well-conceived online video distribution strategy and plan, and to point out the difference between the two. It is also my hope that you will want to take a deeper dive into what it takes to develop and execute an online video distribution strategy and plan of your own, now that you have touched the surface of what’s involved.
If you’ve guessed that we are here to help you do it then you may be ready to take the plunge!