Video marketing and video seo are hot right now. It’s one of the most effective tactics to focus upon regarding your online marketing mix, at least for the next 12-18 months. One non-profit that has had great initial success implementing simple strategies to promote their video is led by Deric Milligan whom I have known from the Redeemer Entrepreneurship Initiative community. It has been great to see Deric go from zero to sixty over the last several years with his diligence in learning best practices and simply executing on them. Enjoy today’s post about how he’s focusing on video marketing these days.
Deric Milligan’s life was changed drastically in 2003 when his wife, Kristen, was diagnosed with stage 4 liver cancer. Apart from his time-consuming role as caregiver, he felt led to alter his professional aspirations. Deric and Kristen founded Inheritance of Hope in 2007, and after completing an MBA (with distinction) from New York University’s Stern School of Business, Deric became the Executive Director of Inheritance of Hope. His passion is for serving and supporting families like his; young families living with a parent battling a life-threatening illness.
The organization I co-founded with my wife, Inheritance of Hope, recently celebrated its 5th birthday.
To mark the occasion, we released a short video about the organization and its ministry to young families living with a terminally ill parent. We worked hard to create a video that captured the heart of our mission and was “remarkable.” Check it out here! :http://youtu.be/GoHl9XZSVQk
These are 7 specific strategies we implemented to get more than 3,000 YouTube views in the first week:
1) We created a short version “teaser” of the video to stimulate interest two weeks before the release date. We released the short version through our monthly e-newsletter and made sure our audience knew to look for the full version on its release date.
2) We released an email blast to our subscribers early on the release date with nothing more than the link to the video. The only action they could take after opening the email was to click on the video. We have also found that putting the word “video” in the subject line improves our open rates. With an effective subject line and a clear call to action, our clickthrough rates were significantly higher than our monthly e-newsletter.
3) We sent targeted emails to key supporters, volunteers, and past participants telling them to look for the video and asking them to share it with their friends. We gave specific instructions about how they could share it (Facebook, forward the email, share via YouTube).
4) We asked our inner circle (4 people) to share the link on each and every one of their Facebook friend’s wall on the morning we released the full version. It took some time and effort, but we found that it got far more traction than simply sharing it on our own wall.
5) We shared the video with relevant blog writers and asked them to share it with their readers.
6) We made the video easily accessible from a number of landing pages on our website.
7) We shared the video through our Facebook cause.
While 3,400 views is just a start, these strategies can be easily implemented by organizations of any size. I hope these tips help you spread the word about your ministries!
Are you surprised that these tactics drive traffic for online videos?