5 Steps to Get Your Videos to the Right Audience

Understanding the concept of a niche provides a better picture of how to approach the Internet and what makes it such an incredible marketing environment. Why does your specific niche matter? Why not market to everyone? Simply put, because the Web is built for information filtration. It’s a vast sea of data, but the method to the madness is that – by narrowing your approach – you can gear your message to the right users.

In the case of video, how do you embrace your niche and get your video to the right audience?

Step 1: Actually know the audience you’re trying to reach.

Before you begin conceptualizing any video marketing project, you want to carefully consider the target market you’re trying to reach. Beyond just listing out demographic figures and characteristics, it helps to think about “what their pain points are and what they’re looking for,” explains Golden Arm Media cofounder Alex Murphy.

Step 2: Post everywhere – beyond just the main social networks.

Put the video everywhere to make sure that you’re getting as much exposure as possible. In this regard, your approach should be different if you’re producing an ad or something that’s meant to deliver value – a content piece, such as a video blog.

For an ad, put it on Facebook, YouTube, and all the other major social networks. For a value-driven piece, you can expand beyond that. In those cases, “you can post to things like forums, Facebook groups, and other community-centered pages that are part of your industry,” says Murphy. “It’s not spamming if you’re delivering value.”

Step 3: Optimize your video for discoverability.

For each platform, make sure that you are paying close attention to all text fields and features that are available so you can increase visibility with your target users.

For instance, on YouTube, you want a solid title and description, along with metatags and a carefully selected thumbnail image. Within the description, “you can even transcribe your video,” advises Murphy, “or include a description that labels those keywords or hot-button issues that people might be searching for.”

Step 4: Tag relevant people in comments to increase engagement.

Depending on your style of video, getting engagement may be more important than anything else. “More people are likelier to watch a video that people have already engaged with,” notes Murphy. A primary form of engagement is Facebook comments – where you can simply tag relevant people and get them involved in the conversation. Just be sure that anyone you tag is conscientiously selected and relevant so that this tactic doesn’t backfire.

Step 5: Target your video ads properly.

Especially on Facebook, when businesses run an ad, they will often boost the post out to people who like the page. Sometimes, instead, you want to target people by geography or age range or interests. Facebook’s broad demographic data allows you to “really dive in and identify what that ideal market is, and run ads targeted at that market,” says Murphy.

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Taking these steps will get you closer to the people who will appreciate your video the most and are the likeliest to respond. Of course, getting your target audience viewing your video is only half the battle. You need to make sure you’re communicating your message properly and getting your customers to take your call to action.

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