Aligning Your Film’s Strategy with the Online Marketing Landscape.

In the age of algorithms and digital distribution, designing a movie strategy in alignment with the online marketing landscape is crucial for any video producer and filmmaker seeking to maximize their film’s reach and impact. This article explores how to align our films’ core message and promotional efforts to the mechanics of the online ecosystem.

Making films with distribution in mind.

Marketing costs traditionally belong to film distribution. But algorithmic culture blurred the lines and we cannot afford to leave our film promotion at the mercy of chance. Not if we want our careers as filmmakers to have a future. The question is, how much time and energy are we willing to invest beyond film production? If we are lucky enough to get a film done, what’s next? Do we have a movie strategy in mind? If yes, at what point of the process do we start designing it?

To the question “What is the most important cost of making a film?” any financier and sponsor will answer: Marketing! Because no one wants to invest in developing and producing a film that doesn’t hold the potential to reach as many viewers as possible. Not even us, the filmmakers. Potential we should be able to evaluate and quantify.

By applying online marketing principles, we achieve the following core goals:

• Discoverability: organic
• Visibility: paid (advertising)
• Monetization

Let’s Clear the Air: Digital vs. Online Marketing for Your Film.

Ever scratched your head wondering about the difference between “digital marketing” and “online marketing”? Don’t worry, you’re not alone! Many filmmakers find themselves in the same boat. But fear not, because understanding the nuances between these two concepts is key to crafting a winning strategy for your film in today’s algorithm-driven world.

Why does it matter? Well, in the digital age, where our films live and breathe online, having a well-defined marketing strategy from the get-go isn’t just a bonus – it’s essential. So, let’s dive into the world of digital and online marketing, unravel the jargon, and discover how you can make your film shine in the vast online landscape.

Digital Marketing is an umbrella term that includes any method of promotion that requires an electronic device, such as broadcasting content, advertisements, and notifications in applications and games on mobile terminals.

Online Marketing is a subset of digital marketing and means any method of promotion that requires the internet to work, such as creating and promoting content on websites, blogs, social media, and emails. Online marketing focuses on attracting customers/prospectors and building an online presence.

Traditional marketing represented the primary marketing method before the scaling of technology and which, to a certain extent, is still applied today in combination with modern forms of marketing, especially by large media groups, being the most expensive form of marketing:

• Print advertising (newspapers and magazines)
• Outdoor advertising (billboards and public transport)
• Broadcasting (television and radio)

To get an idea of the cost ratio, in their movie strategy scheme, major studios spend about $65 million to produce a film, and $35 million on marketing and distribution costs, bringing the total cost to produce and market a movie to around $100 million. They spend the most consistent chunk of the marketing budget on one marketing channel: Television. However, data shows that digital platforms are responsible for a more considerable proportion of box-office revenues than television. In the case of blockbuster movies, marketing budgets are hundreds of millions.

Through online marketing, we can attract the audiences of our films in two main ways:

• directly (with payment): through online advertising;
• indirectly (organic): search-based approach by generating potential viewers (leads) through producing, publishing, and distributing content. Lead generation is when a creator, influencer, or organization, a brand on short, naturally attracts people to its virtual ecosystem (website, blog, social profile, etc.). These people become leads and, therefore, potential buyers.

Attracting Viewers, Not Bots: How to Leverage Algorithms for Authentic Engagement.

This is a question that developed into a new multi-disciplinary field with cross-industry applicability generically called “humanizing the digital consumer experience,” the study subject of experiential marketing. A type of digital marketing that ironically is often more engaging than the in-person experience, because it applies art and creativity to naturalize people’s interaction with technology.

Online marketing is a segmented beast, specific to the ecosystems that form the online reality: search engines, social media, e-mail, websites, mobile terminals, etc., each ecosystem having its algorithms and audience profile and behavior.

The most used forms, channels, and online marketing strategies are:

• Marketing by e-mail (E-mail Marketing)
• Content Marketing
• Marketing on search engines (SEO – Search Engine Optimization for organic visibility and SEM – Search Engine Marketing for paid visibility through advertising)
• Marketing on social networks (Social Media Marketing)
• Marketing on mobile terminals (Mobile Marketing)
• Affiliate Marketing (Affiliate Marketing)
• Marketing through influencers (Influencers Marketing)

In designing a movie strategy, these marketing venues should be used together in various mixes and proportions alongside online advertising, complementing and enhancing each other to maximize results: driving target audience traffic to our websites and social channels, selling our films, building public awareness about our movies and identities, increasing the number of subscribers for our content, and so on, depending on what goals we set out to achieve.

It is necessary to know the essentials about these channels to understand where we are, what we can do to get where we want in a reasonable amount of time, and what it would be necessary to learn more.

Marketing by Email (Email Marketing).

More than 4 billion users use email every day. Although it is the oldest online communication technology, email marketing is the most effective and powerful form of marketing, surpassing social networks, SEO, and affiliate marketing, generating the highest ROI (return on investment), $42 for every $1 spent.

As a benchmark of what a good marketing ROI means, a good return on investment is 5:1, or $5 for every $1 spent; an outstanding return on investment is 10:1, where we earn $10 for every $1 spent.

Despite the exponential growth of social media, people use email more than any other platform and feel compelled to act somehow. Plus, they work like our home addresses; people keep their email addresses the same. According to HubSpot stats, 4 out of 5 marketers said they would instead give up social media than email, and 89% of marketers use email as a primary lead generation channel.

According to expert Neil Patel, one of the big names in the world of online marketing, an effective email marketing campaign requires 3 essential elements:

• An email list of users who agree to receive emails from us;
• An Email Service Provider (ESP, i.e., an email marketing platform), subscription-based software that helps us manage our email list, design and execute automated email campaigns (Example: Mailchimp, Active Campaign, HubSpot, Campaign Monitor, etc.);
• Clearly defined objectives.

Advantages of email marketing: independence from algorithms, low marketing costs, testing and training the audience through segmentation lists, direct communication with the audience, a ready audience for our next film and launch event, independence from intermediaries to get revenue from the sale of our film, scalability, easily measurable success rate, high customization possibilities, control.

The challenges of email marketing: competition for attention (people’s inboxes are hyper-loaded, which requires a high degree of creativity, tact, and sociability to get the email user to open our message, email list building, many rules and laws to navigate (GDPR, CAN-SPAM, CCPA) that prohibit companies from sending unsolicited emails and impose data storage requirements.

Relevant trivia: Sales emails with 200-250 words (about 20 lines of text) have the highest response rate – 19%; including videos in emails can increase click-through rates by 300%. The word “video” in the subject of an email can increase open rates by 6%.

Content Marketing or the Marketing of Attraction.

There’s an old saying flying around: Content resonates. Advertising saturates. Quality, creative, functional, educational, and valuable content should be at the heart of any marketing strategy because marketing is only possible with good content.

The Content Marketing Institute defines content marketing as

a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience and ultimately drive profitable customer action. 

MailChimp completes this definition:

a marketing strategy used to attract, engage and retain a clearly defined audience by creating and sharing relevant articles, videos, podcasts, and other media formats. This approach establishes expertise and credibility, promotes brand awareness, and keeps our business at the frontline.

Neil Patel elaborates on the definition:

It is a long-term strategy that focuses on building a strong relationship with your target audience by consistently providing them with high-quality content that is highly relevant to them.

The Marketing Insider Group adds another nuance, completing the picture:

It’s the process of consistently publishing relevant content that audiences want to consume to reach, engage and convert users into new customers. It involves brands acting more like media publishers and creating content on an online terminal they own (their website) that attracts visitors.

Content marketing is not the same as marketing with content. It is focused on the viewer/user, answering their essential questions, needs, and challenges, bridging the gap between what we produce and what our audience is looking for. This leads to quantifiable business value. What differentiates content marketing from other marketing types is amplifying a brand’s presence in organic search because it focuses on sharing values and beliefs, managing to achieve a precise emotional connection with the audience.

For content marketing to work, we must execute it well, starting with developing a content strategy, aligning successful content to a 12-month content calendar based on audience data, and regularly executing and optimizing that plan.

Statistics relevant to content marketing:

• Increased web traffic: Businesses that blog have, on average, 434% more pages indexed by search engines than those that don’t. More content means more traffic, and content marketers have seen a 7.8x year-over-year increase in unique site traffic, meaning greater capacity for monetization.
• Smaller budget, more extensive results: Content marketing attracts 3x more leads than paid advertising. In addition, content marketing costs 62% less to run than any other type of paid campaign.
• Higher Conversion Rates: Content marketing generates 6x higher conversion rates of leads into buyers.
• More chances to get in front of the right eyes: 47% of internet users read blogs daily.
• Ideal for decision-making: 80% of business owners and executives prefer to learn about brands through articles rather than advertisements. 41% of B2B (business-to-business) buyers consume 3 to 5 pieces of content before talking to their sales department.
• Leadership Influence: Developing a credible library of content that demonstrates our authority and expertise attracts decision-makers. 60% of buyers said the lead convinced them to buy a product or service they had never considered. (A thing to consider when we promote our content on a social network populated with decision-makers, like LinkedIn, for example, if we want to be noticed for employment or contracted for various productions).

Content marketing isn’t just random snippets published on blogs, social media posts, videos, and emails, hoping something sticks. Here is a pin where many creators and brands go wrong because they need to build a content strategy, launching campaigns without direction and understanding who they are addressing, thus not achieving the desired results with the budget spent.

As for blogs, only when we structure them as publishing platforms, with 3-5 key themes and a consistent publishing schedule, can they be considered a key delivery mechanism of our content marketing.

Also, content marketing is not about posting on social media. We do not own Facebook, YouTube, TikTok, Instagram, Pinterest, Twitter, or LinkedIn. While these platforms can help share what we want to convey, the value of social media comes from bringing people back to our website (ideally) or the virtual space where our film is published – a streaming platform, for example (but then, we are spending our resources to do the marketing for that platform).

With content marketing, the most significant advantage is that we own the distribution channels, from our website to our social media profiles to our email list. We write the story and build relationships with the target audience. Conversely, experts call advertising “pay-to-play”; we don’t have much control over where our movie trailer, premiere event ads, or teaser commercials will appear or who will see them.

When we create content, we have to manage it. And this takes us further to content management.

Content Management

To be efficient so that we use our time and energy to produce the content we want, today there are free or low-cost tools that do almost everything for us, and they fall into 3 big categories:

• Content management platforms (CMS: Content Management Systems). Specialists write web pages in programming languages. If we build a website without a CMS platform, we should learn these languages. CMS platforms solve this problem, allowing us to quickly create a website and manage the content without being necessary to know how to code. The most popular CMS platforms in 2022 are: WordPress.org (supports 43% of all websites on the Internet, initially designed for blogging, now used by a variety of websites and online stores), HubSpot (a system of all-in-one content management, Joomla, Wix, Drupal (behind big websites like The Economist and university websites), BigCommerce, Shopify, WordPress.com, Ghost, Magento, Textpattern, Blogger).
  
• Content Marketing Platforms (CPM – Content Marketing Platform). The world of marketing has gone through a technical revolution. Over the past two decades, marketers’ ability to deliver content directly to audiences has grown considerably. Platforms that enable them to deliver targeted messages, serve ads programmatically, and automate content publishing and distribution have dramatically changed the marketing landscape. These are also called CRM (Client Relationships Management) marketing platforms. Content marketing platforms help us ensure that the content we create, deliver and optimize is meaningful, engaging, aligned with our film brand and message, and compliant (aligned with the platforms’ technical requirements and algorithms). The most popular CPM platforms in 2022 are: Brand24, SEMrush, StoryChief, Hubspot, and Monday.com.
  
• Marketing automation platforms. Through marketing automation, we can focus on increasing content production or other creative activities that have the potential to generate revenue or increase visibility. For example, as filmmakers, we might create an automated lead generation funnel that collects email addresses, sends a trailer or premium piece of content, then invites the potential viewer to schedule a live viewing or purchase a ticket for a scheduled online viewing. Or, we could run automated advertising campaigns. Marketing automation is essential if we want to sell our films online (an e-commerce operation). Popular marketing automation tools starting at $15/month: ConstantContact, SendinBlue, Mobile Monkey, HubSpot, Customer.io, Pardot, AdRoll, Marketo, OracleEloqua, Bizzible, iContact.

Search Engine Marketing for The Google Algorithm & alternatives (SEO)

93% of all online interactions start with a search engine. 70% of the links users click on are organic (they found the content they wanted through search). Advertising is only 30% of this equation. Google search (primarily) is the No.1 magnet for driving website traffic, outpacing the power of social media by over 300%.

For an overview, here are the top 10 search engines by visitor share: Google (75.71), Amazon (11.27), Yahoo! (7.24), Bing (3.32), DuckDuckGo (1.32), AOL (0.89), Baidu (0.15), Ask.com (0.06), Yandex (0.04), Ecosia (0.04).

So, if we want our website to be found by the widest possible relevant audience, we must ensure that: 

• Our content is relevant to the target audience;
• It is optimized for Google and search engines algorithms (SEO)
• It appears in front of as many other websites as possible for the keywords around which we build our content (themes and topics we address). Ideally, on the first page of Google, as high as possible, the differences in the click rate between the first place and the last position on the first page of Google being from earth to sky. Forget about the second page; SEO experts call it “the ideal place to hide a corpse” because only 25% of users ever get there. 

There are only 10 spots available on the first page of Google results for each keyword, and tens of thousands or even tens of millions of other websites vying for those coveted spots. These things matter when we sell our films from our own websites or want to attract opportunities.

Google’s algorithm considers over 200 ranking factors of a website’s content, 80% out of our control. A good ranking in Google is only possible through SEO (Search Engine Optimization): optimizing content and a website for search engines, a process whose fundamental principles are valid also for content created and distributed in other ecosystems (social media, e-mail, mobile).

The second way we can reach our target audience on search engines is SEM (Search Engine Marketing) which is online search engine advertising. They enhance each other and, for good results, are used together when possible.

1. SEO (Search Engine Optimization)

SEO is the art and science of convincing search engines like Google, Bing, and Yahoo to recommend your content to users who are looking for it as the best solution to their problem. –

Jason Barnard (author and digital marketing consultant)

Search engines access the content of an online page, evaluate several things (keywords, tags, link titles, etc.), and rank it according to its ability to attract organic traffic based on a variety of factors such as:

• Content quality.
• User experience (User Design – do we have a fast and straightforward site that is easy to navigate?)
• Internal and external links (from/to relevant sites and internal pages).

Through SEO, we optimize our content to convince search engines of its quality and relevance so that they display it to people who are looking for it.

With SEO, marketers optimize websites by working with a mix of 4 main pillars to creating the best result for a given search:

• Technical SEO: focuses on improving the technical structure of a site and aims to improve its speed, mobile compatibility, structured data, security, indexing, etc. Data shows that only 15% of websites operate at an acceptable page speed (6-10 seconds to load a page), while Google recommends under 5 seconds, 3 seconds is ideal. If a site takes more than 5 seconds to load, 37% of visitors leave the site. 70% of users say that site speed influences their purchasing decisions. One second of delay causes a 7% drop in sales. These details relate to the experience that users have on our website, and if we choose to market our films on our websites or monetize our website content, we cannot ignore them.

• On-page SEO: refers to optimizing the factors on the web page that help search engines understand the content in context.

• Content Creation: Content is one of Google’s primary ranking factors, and without good content that appropriately matches the search intent, we will struggle to rank in the top spots. Creative writing (copywriting) is far from enough; it is necessary to architect a solid content strategy consisting of text, images, videos, and other media elements.

• Off-page SEO: Building authority through link building and other tactics (PR, influencer marketing, etc.), connecting it to high authority and relevant sites. If search engine algorithms see that users trust a website, they will be more inclined to rank it higher.

Experts say the average duration of an initial SEO campaign is 11.4 months, with results starting to be seen approximately 4 months after initiation.

2. SEM (Search Engine Marketing)

SEM is a marketing strategy that uses paid tactics to gain visibility on search engines. One of the most well-known SEM tactics is PPC (pay-per-click). Unlike using SEO tactics that help a website rank organically, SEM uses PPC advertising platforms like Google Ads and Bing Ads through ads to reach your target audience.

Since the advent of social networks (creatures operating as search engines for their audiences), SEM has also applied to them, offering ad options for brands to reach their audiences on these networks precisely. As a workflow, SEM involves everything from setting up and optimizing paid ads to managing your ad account to increase returns and lead conversions to sales.

SEM tactics usually start like SEO with a campaign with comprehensive keyword research and competitor information or similar creators/films (which we can do with specific PPC advertising tools) to create targeted campaigns that places our films and services in front of a target audience.

While with SEO it can often take months to see results, with SEM we can generate clicks and conversions in a short time. We should not treat SEO and SEM as isolated strategies; ideally, if a marketing budget is available, they should be approached as two complementary parts of a digital campaign to generate visibility, traffic, and conversions from search engines and social media.

Experts say that if we don’t run ad campaigns for branded keywords (terms that include the name of our movie or our business), we will leave our project vulnerable to losing traffic to our website to the competition or other creators running ad campaigns for our brand keywords. Off-brand keywords allow us to reach new audiences unfamiliar with our film or brand. So, even if we don’t have budgets for online advertising campaigns from the beginning, as we grow, it’s good to keep these aspects in mind; to know what questions to ask the experts if we don’t know or don’t have time to learn all these things.

SEO Statistics in 2022: Quality content and link building are crucial to SEO success; updating an existing title with an SEO-optimized one can increase the number of clicks on a website page by over 437%; updating existing content on a website with new images and written content can boost organic traffic by 111.3%; pages that appear #1 in Google contain an average of 1,890 words of content; pages with videos are 53% more likely to appear on page 1 of Google.

Affiliate Marketing.

About 80% of brands run an affiliate marketing program to reach new customers and dedicate over 10% of their marketing budgets to affiliate marketing. An $8.2 billion industry in 2022 (up from $5.4 billion in 2017), affiliate marketing has become a high-value, low-risk way to drive sales, awareness for brands, and revenue for their affiliates.

It is a performance-based marketing scheme in which a brand multiplies its sales within an affiliate program that it makes available for free to affiliate partners (content creators like bloggers, website owners, influencers, etc.) by offering a commission, Affiliates promote their products and services by sharing their link on a blog, social media platform, podcast or website through their marketing strategies. Affiliate marketing businesses are based on reputation and trust in the relationship between the content creator and their online target audience.

Typically, creators don’t email brands to inquire about affiliate marketing opportunities but rather join an affiliate network. Such a network acts as a guardian. It ensures that specific content requirements are met before approving a membership application. If accepted, the creators’ content is exposed to many brands with the opportunity to affiliate with them, thus starting to generate income. Brands should ensure they get good exposure through creators before giving them a referral link.

Examples of affiliate marketing programs in the film industry:

Amazon Prime Video. Amazon Prime Video is home to around 24,000 movies and over 2,100 shows. In their program, affiliates can earn income by encouraging their audience to sign up for a free platform trial, with Amazon paying them between $2 – $2.50 for each subscribed user.

Hulu. Owned by The Walt Disney Company and Comcast, in the first quarter of 2021, it registered almost 43 million customers, which means it acquired nearly 8 million new subscribers in the last 12 months. Whichever package they choose, subscribers can access a catalog of over 1,200 contemporary and classic movies and a wide selection of TV shows. The commission paid by Hulu to affiliates is $1.60 – $9.60 for the subscribing audience.

Paramount Plus. Owned by CBS and Viacom, the streaming service has 30 million subscribers and a catalog of over 20,000 TV episodes and movies across numerous categories and brands. Fee: $9.

AMC Networks. It has in its portfolio four large streaming platforms Shudder, Sundance Now, Allblk (formerly known as Urban Movie Channel), and Acorn TV; it is the host of famous shows such as The Walking Dead (2010-2022), Better Call Saul (2015-2022) ) and Killing Eve (2018-2022), and has a subscriber base of 9 million, expecting 20-25 million subscribers by 2025. Fee: $8 for a free trial subscription.

Netflix disabled its affiliate marketing program, used it in its growth strategy, and offered generous commissions to affiliates of $20-26 per subscribed user.

Social Media Marketing.

People spend an average of 35% of their internet time on social media, about 2 hours and 27 minutes per day, although studies show that trends differ widely by country; for example, in developing countries, such as Romania (my home country), users spend the most time. Every month, Internet users use 7-8 social media platforms.

Algorithms of social platforms work as content libraries, so it is necessary to learn how to work with each one’s algorithms for maximum visibility, both organically and through paid advertising. The most popular social networks in 2022 are:

• Facebook (2.9 billion)
• YouTube (2.5 billion)
• Instagram (2 billion)
• WeChat (1.7 billion)
• TikTok (1 billion)
• Snapchat (557 billion)
• Pinterest (444 billion)
• Twitter (436 billion)
• Reddit (430 billion)
• Quora (300 billion)

Social media helps us identify, attract and retain our target audience to the point where they will willingly and freely tell other people about us and our films; respectively, the conversion of paid advertising into “word of mouth” advertising.

Most people use the term “social media” generically when referring to social media; many brands operate chaotically when shaping their content and marketing strategy for social media; in cases where there is a strategy, one of the big mistakes is using the same content for all to promote a product.

The social media ecosystem is mainly composed of the following social channels, each with its niche, specific type of audience, its algorithms, and its marketing offer:

• Social networks: Facebook, Twitter, LinkedIn
• Media sharing networks: Youtube, TikTok, Instagram, Snapchat
• Content curation networks: Pinterest, Flipboard
• Discussion forums: Reddit, Quora, Digg
• Rating networks: IMDb, Rotten Tomatoes, Metacritic, Letterboxd (for movies)
• Blogging & publishing networks: WordPress, Tumblr, Medium
• Social shopping networks (social shopping/e-commerce): Polyvore, Etsy, Fancy, Shopify
• Interest-based social networks: Goodreads, Houzz, Last.fm
• Audio social networks: networks where podcasts, audio-fiction, audio-books, etc. are published, a trend that is said to be the future of content: Soundcloud, Spotify Greenroom, Facebook Live Audio Room & Podcasts, Twitter Spaces, Google Podcasts

Marketing for social media means knowing the audiences of these networks, building strategies based on clear and measurable objectives (SMART), and including the following well-planned basic operations:

• Maintaining and optimizing our profiles;
• Constantly posting images, videos, stories, and live videos;
• Responding to comments, shares, and likes and monitoring our reputation;
• Following and interacting with followers, viewers, and influencers to build a community around our brand (us, our work, our film, or portfolio);
• Paid advertising, where we create text, photo, video, or mixed ads and pay to run them across the network to get them in front of large volumes of relevant users.

For organic growth in social media, the 70-20-10 rule best applies to the content we publish: 70% Informational, 20% Emotional, 10% Promotional.

To gain traction in the crowded world of social media, a basic rule for content production and management is the 3R rule: Repurpose, Repost, Recycle.

Examples:

• Reuse: We create a Facebook post from a review, segment a blog post into a series of tweets on Twitter, turn a webinar package into a carousel post on LinkedIn or Instagram, etc.;
• Reposting: While it’s best to do it sparingly, it’s a great way to fill gaps in our content calendar. We repost on Instagram and retweet Twitter user and influencer-generated content. We may also select a range of authoritative sources and share those links in our posts.
• Recycling: We post our videos on TikTok, Instagram Reels, and YouTube Shorts; we redistribute top-performing blog posts each month to get in front of new followers; we add the Facebook Live recordings to the YouTube channel.

Given that our target audience uses multiple social networks simultaneously, the social media strategy must be architected by segmenting the content, dosing, and tailoring it for the mix of social networks where we identify our target audience.

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