Page 11 - DMA Video Marketing Guide

Step #8
Video link
building
strategy
If you followed the last step and have your
primary host in mind, now it’s time to grasp
this concept and create a link building
strategy for your video content.
An effective link building strategy will
not only get you more viewership, but it’s
designed to bring most of your views to the
desired destination.
Using Social Media is especially important
if you want a good distribution of your video
content. If the plan is to distribute your
video on multiple social media platforms,
that is great, but be sure to read the policies
and guidelines for said platform prior to
creating your video.
Let’s use Instagram as an example of an
effective link building strategy. With only
having a 60-second window to deliver a
precise message, it isn’t ideal to condense
all your information within this timeframe,
but rather use Instagram to create a trailer
or sneak peek of your product or service.
Once your audience watches your message
and gets excited, provide a link or “Call-to-
action” to send them to the chosen platform
to watch the full detailed video. Again, if you
plan to distribute your videos on multiple
platforms, MAKE SURE to adapt them
according to the guidelines of each platform
to save you a whole lot of time making edits
to get the video content approved. Another
example of why you need to understand the
platforms is Facebook and YouTube are quite
different in how you deliver your message
on those platforms. For instance, if you have
a weight loss offer and your message is,
“If you’re looking to lose weight be sure to
click and purchase…” You will not be able to
address your Facebook audience with that
type of message word-for-word without
getting your video disapproved, however,
you will be able to distribute that very same
message on YouTube. You can see why
learning the guidelines is important and
leveraging the rules to create an effective
link building strategy is powerful. If your
business targets business owners, the same
rules apply. Adapt your messaging to speak
to professionals and provide links or a call-to-
action from Facebook, Instagram, Twitter, etc
to where your audience can consume the full
video content.
Bonus tip: Organic reach is becoming less
and less every year. Consider investing a
small sum of money to push your videos
within the first few days after it is released for
it to have a much better chance of gaining
momentum and reaching the intended
audience.