The Value of Video for Online Marketing
There’s no doubt about it: YouTube is the most popular video website in the world. Every minute, 48 hours of video content is uploaded to the website and gets billions of views worldwide every day. If people want information, they usually prefer video over text so it’s no wonder that YouTube is today’s 2nd largest online search engine. A study conducted by Forrester Research stated that adding video content to your company website makes a web visitor six times more likely to turn into a paying customer. Enough reason for your business to include videos for online marketing.
Like all parts of marketing, video needs a strategy. The following are some steps to get you started:
– Define your target audience: This is usually the first step for any marketing strategy, because if you know the audience you’re targeting, you avoid the “spray and pray” technique and save money on ineffective advertisements.
– Determine video channels: Many companies have a customized YouTube channel, but you don’t have to limit your options by excluding other video hosting sites (e.g. Vimeo).
– Choose type of content: Always decide the goal of your video prior to filming. You need structure during the entire process and this will save a lot of time and confusion. Content can be informative, entertaining, or you can use create product demonstrations, webinars or interviews with interesting people.
– Promotion: Use multiple channels for promotion. For example, you can put the video URL in your Facebook status update and tweet the video on Twitter (be sure to use a URL shortener). Also, ask colleagues to promote the video and don’t forget to encourage viewers to “share” the video and “+1’” it. The company’s email list is useful as well. A combination of multiple tools is the best way to enhance promotion.
Promotion also influences video optimization. Use effective keywords for SEO so people can easily find the video. Adding a video to your website will increase your chances of ranking first on Google.
– Monitor activity: You need to monitor the activity around your video to determine its success. YouTube Insights shows the sources of views by category. It also reveals demographics and geo-location. Moreover, a feature called “Hot Spot” shows exactly which parts of the video are most interesting to viewers based on bounce and rewind rate.
Creating valuable video content leads to sharing, and thus brand visibility. A video needs to capture and keep the attention of the audience, because only then people will share the video. To achieve this, you need to think about the content tone and style. These are a few tips:
– Be authentic: People don’t appreciate fake characters trying to sell products. Believe in your products and authenticity will come across.
– Keep it short: In order to stay interesting, you have to keep things short. Include the most important aspects and contact information. Unless it’s inevitable, your video length cannot exceed 5 minutes.
– Capture attention at start: If your video starts with amusing content, your audience is more likely to continue watching. Try starting with an example of a situation that consumers can relate to.
– Keep it simple: Use words that are easy to comprehend for people outside the industry. If the audience doesn’t understand you, the video will not appeal to them.
– Include a call to action: Ask the audience to check out the website for more information or follow you on Twitter and other social media sites.
Every company hopes that at least one of their videos goes viral; however, it sets the aim higher for the next video. Hopefully, these tips were useful and if you have any questions or remarks, please leave a comment.
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