So you’ve created a unique and appealing video, and now you’re on a mission to get your video out there. How should you do it?
The answer is seeding. Seeding is the process of getting your video seen, and shared, by promoting it through sites, or through influencers, to which your potential customers pay attention. In this post we’re going to explain, in a few simple steps, how to get it done.
1. Identify your target audience(s)
Do you know your customer archetype? The demographics (their ages, interests, lifestyle, browsing habits)? What problems might they have that your product can solve?
Take time to identify who will find your video most interesting and who you want to attract back to your products or services.
2. Identify your target sources.
Where is your audience getting their content? What blogs do they read? In what forums do they hang out? Which tweeters do they follow? Are there sites that frequently feature videos on similar topics to yours? Which journalists regularly cover topics like this? The answers to those questions are your target sources.
If you can build a spreadsheet list of the most influential sites and sources for your niche audience, it will become one of your most valuable resources for getting your content out there.
Some sites let you put your video up for a fee. This is a fast-track to getting coverage, but it may not be the coverage you’re looking for. Be sure to research exactly who is frequenting a pay-for-placement site before you pay.
3. Perfect your Hook.
Your hook is the pithy, one or two sentence description of your video that will make sources want to watch it and share it.
A great hook is both a teaser and an advertisement: it needs to tell your source what your video will do for them, and also tell them what it’s about.
Example e-mail hook:
“Hi HealthyCookingMom, I hope it’s no intrusion, but I think your readers will love this how-to video for making Mango-Strawberry Lemonade pops. They’re perfect for this hot weather and fit with your recent Salute to Fruit series!”
Example Twitter hook:
“@DIYPhotographer Fantastic posts this month! I think your followers will like this #video, ‘Build Your Own Pocket Tripod,’ right up your alley. yourvideolink.com #photography #photogeek”
4. Call, Tweet, E-mail—in that order.
Use the telephone for sources with whom you already have a close enough relationship that you can call them comfortably, or who maybe you don’t know, but who list their phone numbers on their blogs or sites. Phone calls have the best rate of return.
Tweet or DM sources who are very active on Twitter. This can be done quickly and has a relatively high rate of return as well, usually in the form of tweets or retweets of links to your video. However, this is can turn spammy, so be very targeted in who you approach or folks will ignore you. (Tip: Go very niche, with followings of 5000+.)
E-mail everyone else. This is the least effective way to seed, in that influential sources get hundreds of e-mails a day, but it still sometimes works.
5. Finally, self promotion.
Don’t forget to promote your own video content as much as you can!
Get your video out there via your own social accounts, blog, newsletter, the front page of your website, and by linking or embedding it in relevant conversations on web forums.
Questions? Comments? Anything to add? We’d love to hear your thoughts.