When it comes to OTT, content is quite rightly considered king, which can mean only thing, marketing is its queen. Sure, you need great content and a fantastic OTT service but if people don’t know a thing about it, how can you generate sales? Quite simply: You can’t. You may know everything there is to know about your OTT service, and in particular what makes it better than the competition but if you don’t communicate that effectively, you won’t see subscriber growth.
A well thought through marketing strategy is essential for any business. Not only does it help educate potential customers about your service it also builds brand awareness, can increase sales and reduce churn. In order to improve your chances of long-term success, put a solid marketing strategy in place before launch. Even a little effort can go a long way if you’re working to tight budgets or have limited resources. Engaging with customers (new and existing) on social media platforms, for example, costs nothing but is a great way to build your brand and business’s future.
In our latest eBook, we share our top marketing tips and tactics that can help you lay the right foundations for launch. In this guide, we take you through some marketing fundamentals that will help you generate leads and convert them into loyal subscribers.
- How to optimize your sales funnel
- Design your digital ecosystem
- Improve your conversion rates
- Reduce churn
- And much, much more
Looking for a little more marketing advice to get your OTT service off the ground? Check out our blog where we regularly publish articles that can help you build and grow your business. You can also get in touch with us and speak to an experienced member of the Magine Pro team.
To find out more about Magine Pro and our global OTT solutions and services, head here.
Search Engine Optimisation, otherwise known as SEO is integral to building brand awareness and your online presence. Although SEO is commonly associated with websites, it can, in fact, be just as beneficial when applied to your web-based OTT service and apps. Making your content and service visible to search engines like Google, either organically or through paid activities, really is vital if you want viewers to find you and subscribe.
If you’re currently planning, curating or even updating your video service, now is the time to optimize and improve your SEO. Some of the key benefits of an effective SEO strategy include:
- Increased and higher quality traffic
- Better visibility online
- Creates credibility and trust
- Cost effective marketing
- Gives you a better insight into your audience and traffic
Here are a few of our top tips to help you get started:
Identify your keywords
Keywords are an extremely important part of your SEO strategy. To research short and long-tail keywords successfully, you’ll need to get into the mindset of your audience and consider how they may search online for your content or service. It’s also a good idea to check out what words your competitors are optimizing. That doesn’t mean you should optimize the same words though (it will cost more to do so, particularly if they’re already well established).
To research keywords, check out some helpful online tools, including Google Keyword Planner and Keyword Tool. Once you’ve identified your keywords, position them within the copy on your service and web page. Don’t overdo it though, Google, in particular, is great at sussing out keyword overuse and it will penalize you for it.
Use keywords effectively
Thoughtfully position keywords within the copy of your service and/or website. Scattering keywords all over the place really won’t be effective.
Of course, there are obvious places you should use keywords, such as in movie, series or program titles etc. However, you can also utilize keywords in filenames before uploading new content to your service. Simply ensure video filenames match that of the film title or TV program. This will make it much easier for search engines like Google to locate your video content when it’s being searched for online.
Be meticulous with metadata
Metadata will not only help your users locate great content within your service, but can also impact online search results. Metadata effectively tells search engines like Google, what the video is about and helps them to determine where it should appear in results.
Always use keywords in content tiles, descriptions, and tags. But, as we mentioned earlier, try not to overdo it. Keyword stuffing is frowned upon by Search Engines and can result in lower rankings. It can also be off-putting to your users. When it comes to writing video descriptions or general web copy, make sure sentences flow and read naturally. You should also experiment with keyword variations, including synonyms as well as singular and plural keywords.
Promote, Promote, Promote!
Social media is one of the best ways to reach out to your target audience and promote your OTT service. Although it’s important to note that social media won’t have a direct effect on your Google ranking, it can still aid your SEO efforts.
Building a strong social community is one of the best ways to promote your service and content organically. Loyal followers will help build buzz by sharing the links you post on your social channels. These links should take followers directly to your service, new content, relevant web pages etc. In turn, this will drive more traffic to your website/service, which Search Engine’s like Google actually recognize. Links on social media that have been shared hundreds of times (if not more) have been known to improve web page rankings for keywords/phrases that are very competitive. In short, don’t overlook the importance of digital marketing and your social presence.
How can we help?
At Magine Pro we appreciate how important SEO is to launching your own OTT service. And in particular the impact it can have on building your subscriber numbers. Because of this, we provide all our partners with the advice and the tools they need to effectively optimize their service for launch and in future. This not only includes digital marketing guidance but also access to the Magine Pro Console, our web-based management tool.
Using the Magine Pro Console, our partners can independently curate and manage their Pioneer or Premium video services. The Console enables them to edit their service’s start page, content categories and assets metadata with immediate effect. This gives them full control over where and how keywords appear in their service. Want to find out more about our global OTT solutions and services, or have an SEO related question? Get in touch with the team today.
It’s much harder (and more expensive for that matter) to attract new subscribers than it is to keep the ones you already have. It’s a competitive landscape, and with so many OTT services offering low entry barriers and free trials, it’s much harder to encourage users that switch from service to service to stick around and stay loyal. Without a doubt, you’ll need a solid strategy to keep your users engaged and successfully reduce churn. To help you get started, we’ve outlined 5 of the best ways to reduce churn and build a positive user experience to boot.
1. Keep things fresh
Regularly adding new content to your service is a great way to ensure your users return and remain engaged. Give them a reason to stay active and even recommend the service to a friend by adding new content every week or month. You can also try changing the content that’s displayed on the start page – hero existing content that your users may not have seen yet. Even regularly updating the content artwork can help make your service feel new and fresh to users.
2. Maintain a buzz
Don’t expect your subscribers to stick around after they’ve signed up, you still have work to do. Continue to reach out to your users via email and on social channels to let them know what’s available to watch or what’s coming soon. Build and maintain the buzz around your service to keep users engaged and active.
3. Give back
Let your subscribers know you care and increase value by offering loyalty based subscription discounts or surprise download giveaways. You can even promote bonus offers for those who recommend your service to their friends.
4. Re-engage inactive users
Don’t let subscribers slip away, entice inactive users back to your service with targetted marketing and promotions. You can do the same for those who have recently canceled their subscription; remind them you exist, what they’re missing and make it easy to get back on board!
5. Keep up appearances
It’s important to maintain your OTT service. You don’t need to offer the latest features but it should be easy for users to manage their accounts and payments. A user-friendly interface is essential and video streaming should always be seamless.
Magine Pro attended the Connected Media Europe exhibition and conference at BVE in London last month. BVE is a signature destination to explore technologies that enable audiences to receive, discover and interact with content on any device, anywhere.
During the event, our GM Matthew Wilkinson spoke with Bridgid Nzekwu about launching a video service in a saturated market. Check out the interview below to hear Matthew’s thoughts on OTT services for niche content, identifying target audiences, monetization and more.
Interview with Matthew Wilkinson on launching a video service