So you’ve received your shiny new promo, the boss is pleased, and your service looks amazing. But what now? How do you market the video to ensure it’s getting in front of the right audience – if any audience at all?

We’ve listed the top 8 tips to consider when commencing on your Video Marketing journey.


Embed your video properly

Google’s algorithms consider how many times a video is viewed through your website, so a properly embedded video ensures that Google will favour you and ultimately rank your site higher.

Don’t stop at YouTube

Presumably you’ll also have a YouTube channel set up (if you don’t, request a call back to talk you through) but you should also consider using a platform like Vimeo if your video will be shown to clients. Vimeo has a cleaner and more professional user-face, making it more appropriate when showing off content.

Different audiences = different edits

To get further reach on your different customer target groups, think beyond stand-alone videos. Creating a series of shorter edits with varying content depending on audience personas and publisher channels (think ‘corporate website’ vs ‘Facebook feed’) is a smart way to make sure your message is bang on trend.

Paid video advertising

This one’s a biggy. Arguably, paid advertising is probably the quickest method of getting your video hits, and like PPC advertising, you can go into immense detail when targeting your audience. For you to see a really good ROI, you’ll need time, dedication, and the know-how. To get feedback on how to properly optimise your paid campaign, take 30 seconds to fill this in.


By now, you probably have a list of keywords that you apply for SEO purposes. These same groups can be used when thinking about your video tags, description, landing page and keywords used for paid advertising. If you decide to pay for your video to be featured on a platform like YouTube, it’s worth clueing up on the different kinds of YouTube ads. On top of that, consider whose video you want to monetise – how do you ensure your video features alongside theirs? What keywords would you use?

Video series

Was your first video successful? Did it answer a specific question? Why not continue to create video content? – why not replace your blog posts with video content or a series of infographics instead to boost audience engagement by up to 65%!  Like this.

Know your ratios

As with your different audiences and channels, you should know how your video is going to look on each platform. For example, you might choose to link your video from YouTube to your Facebook page – but please don’t! This results in a video without auto play (meaning your customer is more likely to scroll on by) and your shiny 16:9 ratio film will look rubbish on Facebook’s native platform when viewed on mobile.
Uploading to Facebook natively gives you the option to re-work the ratio to better suit mobile and desktop views.

Get social

Integrate your video into any marketing campaigns you’ve got going on. Creating single campaigns around your video is a great idea too, but unless you’re a recognised brand it’s not always wise to plan a campaign around one video as you just won’t get the hype you deserve.
What are your company’s goals and targets? Does the video tie in with these? How might you use it to leverage your existing campaigns?

That’s it for now! If you want to receive up to date news and info on all things video, subscribe to our newsletter at the bottom of our homepage (why not take the time to explore the site and provide us with some feedback too?)

Jo Nov 14th, 2016

About Jo Haywood

Jo is the Managing Director at Skylark Media. Before starting Skylark in 2005, Jo ran the BBC Lifestyle website and prior to that directed science documentaries for the BBC and Channel 4. To switch off she can be found on the tennis court, at yoga, or planting trees in the forest garden.