Video works wonders as an online marketing medium, because the way we take in video messaging is more show me, rather than tell me. Plus, watching and sharing videos is one of the main activities happening online now!
The main reason video works so well as a marketing tool is because of the entertainment factor. We’re not proposing that all videos need to be funny to work; they just need to be enjoyable to watch. This can mean that they are fun, funny, educational, useful, or just thought-provoking.
Enjoyable and engaging videos can act as a communications vehicle in this fast growing marketing channel, and as an overall great way to engage consumers with your business.
The Detail Outside the Video
Most videos designed to support online marketing are short; 15 to 45 seconds in length. If you have videos to share, you can create an account on a video sharing site to share content, and then embed the links to the video into your Web site, blog, or add them to social networking sites, like Facebook or LinkedIn.
YouTube is the number two search engine on the World Wide Web. An added value point to having videos on video sharing sites like YouTube, is that you can potentially help increase search results if you use search rich descriptions when you upload your videos.
Just like Web site pages have meta-titles and descriptions that help tell search engines what each page of the site is about, video titles, descriptions, and tags work in a similar way.
Be sure to use descriptive phrases when you upload videos to reap the additional search visibility benefits of this social media channel.
Sharing videos can be a great online marketing addition if the videos are planned in advance. However, we cannot emphasise enough how important it is to make sure that your videos have good content in them.
DIY or Pro
Some people may be able to produce videos on their own, and some may decide to hire professionals. Either way, just make sure that what you share is on-brand, and on-purpose, meaning that it is edited and produced in a way that does not detract from the value which has been created by your other professional marketing materials such as website, brochures etc.
Overall, videos can be compelling content to support online marketing. Here are 10 great tips on getting more from online video marketing.
Top 10 tips:
1. Make your title count
Just like a headline to a blog post, video titles can pull powerful traffic. There are two main reasons why the title is so important: One; a great title can instantly grab a viewer’s attention and two; When you use the appropriate keywords in your title, you are more likely to show up on search engines when people are searching for your topic. And remember Google owns YouTube, so there’s a connection between video and searching.
2. Provide excellent content
Take some time to think about your ideal viewer. What do you know that they’ll find valuable? What can you teach them? “How-to” videos are extremely successful because not only do they offer great value to your viewer, but also you’re able to showcase your knowledge and skill, thus positioning yourself as an expert. This is key as you continue to grow your brand.
3. Take advantage of video’s branding opportunities
For branding purposes, have your company logo displayed prominently somewhere on the screen. You can do this at all times or during key times in your video
4. Always provide a HTML link
When you post on YouTube, you have the option to write a short description of your video. Always start with the link you want to drive your viewers to so you don’t miss this key opportunity.
5. Go beyond YouTube
Most people post their videos on YouTube. In addition to this, make sure to always embed your video on your own website. This will increase the amount of time people spend on your website and help grow a captive audience.
6. Create a Campaign
In order to get noticed, think beyond stand-alone videos. For greater reach and exposure, create a series of content-rich videos that you publish regularly. Not only will this create a great synergy around your content, but it will also allow you to build upon your brand identity as each video is released.
7. Call to Action
Always Include a Call to Action: Never miss the opportunity to ask your viewers to take some type of action at the end of your video. You can ask them to sign up for your newsletter, go to a specific website, leave a comment about your video or visit your blog. If your video is good, you’ll likely have their full attention; make sure to take advantage of it!
8. Have a Clear Purpose and Structure
Your keywords will help make sure you target your video on the right purpose before you start. Does your video answer the questions your visitors have in their heads when they’re searching for solutions? Make things crystal clear.
9. Write Articles, Forum Posts, Blogs and Emails about Your Video
Write a short article (500-1000 words—like this one) on the same topic as your video. Then create a short blog post that links to your article and/or video.
10. Be transparent and authentic
We recommend being as transparent and authentic as you can be when expressing yourself and your company on video.
This post is part 4 of an 11 part series.
View other posts in this online marketing series:
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