Getting the most from promo videos.
By Tim Marston, 13 November 2011 –
Promoting the Juggling Inferno video. Tips and advice to help you promote your own promo videos and showreels.
I now have a brand new, high quality promo video for my company. We perform solo and group fire shows at weddings, parties and corporate events throughout the UK and all over the world. My task is to use the new promo video to get as much work as possible for me and my team of fire eaters for hire .
(If you haven’t read it yet, you might want to read this blog post about how I created the video first).
The idea of this blog post is to show you exactly how I promote my video so you can learn and be inspired by the methods I use. Remember these same techniques will be effective no matter what type of act you are selling. It doesn’t matter if you are a magician, break-dancer, circus performer or work with some other awesome skill-set read on and see how you can apply this stuff to your own videos...
When the video was edited I got three version made.
Version one was the main edit, it has the Juggling Inferno contact details and this version will be promoted the most.
Version two has the contact details of my management company. They handle all my enquiries and do a lot of promotion for me. So for their website and their YouTube channel I wanted a specific edit of the promo.
Version three has no contact details on it. This edit is for other agents who will want to sell my act but don’t want their clients to contact me directly trying to get a better price.
As soon as I had the three versions ready, the first job was to get the correct version out to my management team. They immediately uploaded it to YouTube and installed the embedded version into their website. I had a chat with them and discussed some of their best clients. They then sent out individual emails to some of the clients most likely to book the act. The management team also promoted the video through their Facebook and YouTube channels as well as the internet marketing campaigns they constantly run.
Next on this list was to upload the Juggling Inferno version to YouTube and carry out all the correct optimisation techniques. I go into this in much more detail in this blog post here but basically I wanted to get lots of views and target certain phrases in the YouTube search engine.
I should make it clear at this point I don’t expect to get huge amounts of work from having videos on YouTube. BUT, it’s free, quick and easy to promote the video and I know for a fact that a lot of TV companies and certain big cirque/production companies trawl YouTube looking for good acts. As soon as this video was online, I emailed it to some regular clients who were very keen to see the footage. This included some agents, event organisers and few venues that I work with regularly.
Next was to get the main video with my contact details uploaded to my site. This took a while as it was done by my web designers. As well as embedding the video with a media player I also had download links installed for both the main version and the “agent friendly version” so the video is as easy as possilbe for people to access. (I’m a firm believer that you should make it as very simple for clients to access and download all your publicity material).
Why didn’t I just embed the YouTube version? - Two main reasons, first I think it can look slightly less professional than a dedicated media player. Secondly and more importantly there is always a chance people will click through the YouTube video and be distracted by other videos or browsing the web in general.
Once the video was uploaded I then sent out a fully branded HTML emailer. This email goes out to everyone on my email address book. (I go into this in much more detail in the eBook). This means that about 3000 prospective clients, contacts, agents, etc will get a great looking branded email with well written copy, call to actions and links to the new video.
Finally and as I write I still haven’t done this (due to brain melting issues with swapping from a pc to a mac) I will put a link to the video into my email signature with a good call to action (follow this link for more on CTA’s), that way anyone who ever gets an email from my Juggling Inferno email address will get a link and a nudge to check out the video.
As the video is dramatically better than the last one and is also one of the best fire promo videos I’ve seen, I know that as long as I get as many people as possible to watch the video as possible the bookings will come rolling in over the weeks, months and years.
The final point I want to make is that whilst its great to promote a specific video, in reality success comes from a wide range of angles. I know lots of people will watch the video and the reasons for this include:
- I have a great brand; this branding runs through all my publicity material and my website.
- I have over the years built up great relationships with my management company, agents, venues and event organisers.
- I have put a lot of effort in marketing my website using search engine optimisation and paid Google advertising.I know lots of highly targeted visitors will come to my site and then watch the video.
I hope this gives you some ideas and inspiration to get yourself the best promo video you can and then promote it as hard as you can. With an investment of time and some money you will be able to move closer to your goals and that can only be a good thing.
For more details on how to sell your act checkout the link to my eBook.
If you have a video you want to share, please post it on the How To Sell Your Act Facebook page.
If you have anything you want to say feel free to comment using the form below. If you leave a question, I will answer it so come back at a later to checkout my answer.
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