If you haven’t started creating marketing videos yet, you should be aware that this is a powerful inbound marketing technique that really should be part of your overall strategy. Creating a successful online video takes time and know-how, especially when your goal is marketing. If you are new to making videos, it can be a disappointing process unless you plan some strategies for optimising the content for maximum visibility and exposure. There are some simple ways to increase your potential success that all beginning video marketers should know.
1. Your Video Content, Like All Your Content, Should Be Compelling And Relevant
Before you start creating your video, think about who your audience will be. What will they find interesting? Video marketing, like all internet marketing, is customer-centered. A video that focuses on being relevant to your niche audience will result in bigger growth. Helpful or teaching videos are likely to be well-received.
2. Put Your Video On YouTube
YouTube is second only to Google in terms of searches performed. Over a billion users visit YouTube every month and watch over 6 billion different videos. Uploading your video to YouTube should be a given, and will ensure that it can be seen by many people.
3. Share Your Video Other Places, Too
YouTube is the best platform for video exposure – but to maximise exposure, upload your video to other websites like Vimeo, Vine, and even Instagram for added visibility. Share the video on your blog, on others’ blogs, and on all your social media channels. The more you share it, the more times it will be viewed.
4. Your Video Content Should Be Optimised
Once you have created your video, consider which keywords are important in ranking it on search engines. Make sure that viewers who search for items related to your field find your video by including relevant keywords in your title, tags, and description.
5. Include A Call To Action
Adding a discreet lower third graphic – that does not interfere with the video content – that includes the website URL you are promoting, a phone number, and a logo is a good idea. This is a great way to drive traffic to your website, the ultimate goal of most inbound marketing like videos, blogs, and social media. Your YouTube video description should also contain a link to your website. You can also include a call to action on the end screen of the video so that it’s the last thing viewers see when they watch your video.
6. Attract YouTube Subscribers
When a user subscribes to your YouTube channel, they will automatically see your most recent video on their homepage. One good way to gain subscribers is by subscribing to others’ YouTube channels and actively participating in comment discussions. The more subscribers you have, the more publicity your videos will receive. Keep subscribers by uploading videos on a regular schedule, optimising titles and descriptions, and keeping the content high quality, contextual, and interesting.
The Internet Marketing Academy
There are three basic ways that you can use video to increase the engagement that website visitors have with your site. The first is simply to include videos on the website. The second is to have a video popup over the website, such as the videos where someone walks onto the screen and talks to the customer. The third is to incorporate a video background in your website design.
Include videos on the website
There is no reason your website should not have videos included on it somewhere. You can host the videos on a third-party video sharing system, such as YouTube, and imbed a video player that links to the video on your site. You can also host the videos on your own server, allowing you more flexibility in how the videos are displayed and played. Many WordPress themes used by Internet marketers already have the capability of including videos in the headers. You can also include videos in your blog posts. Adding a link from your YouTube video to your videos category or tag in your blog is also an excellent way to increase the link juice that flows to your site.
Have a video popup over the website
There are a number of services that will create professional videos of someone addressing your customer, which can be set to popup over the website. Make sure that your website design places the popup over a graphical element or in the whitespace around your content, rather than on top of something your visitor is in the middle of reading. The idea is to engage your customer, not annoy them. These popup videos should be short, and end with a call to action directing the visitor to interact in some way with your website.
Use a video background for your website
The latest trend in website design is to use looping video clips as the background for your website design. While there are sites that provide stock video footage you can use, it is best if you shoot your own video. That maximizes your ability to create exactly the video you want for your site design. When setting up your video shoot, make sure that there is plenty of negative space in the video for your other content to be displayed. Because you will need the negative space to be fixed, you will most likely use a fixed camera to film the video rather than panning across, in, or out on your scene. Videos should not have audio components, or if they do, the audio should be separate with an option for the website visitor to turn the audio on or off. Videos should be filmed in HD, and should be measured in seconds, not minutes.
Video marketing is the new hot method of getting your message across to interested customers at a fraction of traditional marketing methods. With a low-cost video camera (or even your smart phone) you can shoot your own video and publish it directly to YouTube or other video distribution services. To increase the impact of your videos, follow these five tips.
Tip #1: Bring your video to life
Nothing is more boring than a talking head against a plain white wall. Your video can come alive by being shot on location, or by doing a voiceover of a location shot. If you need to include charts or other graphics, zoom in or out on the key element, or add annotations to the graphic as you speak.
Tip #2: Teach and entertain
There are two main reasons people look at videos. They either want to learn something, or they want to be entertained. If you can teach them something while simultaneously entertaining them, you’ll strike video gold. If you can only do one of the two, teach something. Just be sure that whatever you teach is something that people are actually interested in learning.
Tip #3: Stay current
Does anything about your product or service relate to something in the news? If so, you may be able to get additional traction from a video about how your product or service addresses the current issue. You can also address evergreen concerns. Either way, do not make a video talking about how your product or service solves a problem that used to be important but that no one worries about any longer.
Tip #4: Interview satisfied customers
You do not have to be the subject of every video. You can create a video testimonial or video case study by interviewing one of your customers. Odds are good that other people will also be suffering from whatever problem they had which your product or service solved. By focusing on your customer’s success story, you can offer social proof of the value you provide.
Tip #5: Don’t stop at one
So you’ve created a video that engages customers and converts them to buyers. Fantastic! Now do another one. And do another one after that. Research shows that if someone likes your video but hasn’t quite committed to buying your product or service, being able to watch additional videos from you right away may make the difference between a sale and no sale. You need to have at least three videos, all linked together as related videos or posted on the same video channel. Ideally, you should have at least five, and release additional videos on a regular basis to your subscribers.
There are two types of sales videos — the lengthy video that fully demonstrates your product and gives consumers all the information they need in order to purchase it, and a short video teaser that creates interest or buzz about your product or brand. Think of them as the online versions of infomercials and commercials. These tips will help you to create captivating short sales videos or sizzle videos.
Use high quality content
Your videos do not have to be slick and polished, or look like a high priced advertisement. However, they should not have grainy video or audio that is difficult to understand. Film your video in high definition, which is available from inexpensive consumer cameras. Properly light the subject of your video, and frame the subject of your video correctly. If your product is featured, it should be clearly visible. Film your video in quiet settings so that the audio recording is clear, or use studio voiceovers. Music should be appropriate to both your audience and the message you are sending.
Target a specific audience
You should know exactly who will be watching this video, based on your targeted demographic persona. Each persona should be targeted with a separate video, so that it can be tailored specifically to the needs and desires of that persona. Determine the style of video that will be most appealing to that persona, whether it is full of infographics, slow reveals of key product features, or a rapid montage of images.
Find five features
Each video should mention the benefits of at least 3 and no more than 5 features of your product. Determine which features and benefits are the most important to your target audience, and mention only those.
Keep things moving
Ensure that any still images in your video appear to be moving by using transitions. Avoid using static images or blocks of text, although short catch phrases or important statements can be used sparingly. Titles and closing credits should have some movement to the backgrounds, even if the text is static.
You’ll get more use from your video if the parts that change rapidly (such as sale information) or vary between otherwise identical scripts (such as location names) are done in a voice over or using a replaceable title card. When they change, the video can be easily updated, without requiring an entirely new video production. Similarly, if you are creating a number of different videos for different personas with different collections of featured benefits, careful scripting and editing will allow you to reuse the descriptions of individual features in multiple videos, rather than needing to shoot each video in its entirety.
Creating an excellent video for your marketing is only the first step in video marketing. An excellent video is one that entertains or informs the viewer so well that the viewer is compelled to share the video with others. The referrals ultimately make the video successful, however search engine optimisation of your video is what will enable those first viewers to find it so that they are able to refer it to others.
Tag the video with keywords
Search engines are unable to search the content of your video in order to index it. Instead, they search the text provided by tags, annotations, descriptions, and transcripts. The names of these text fields vary depending on which video sharing service you are using. YouTube is the largest video sharing service, so the field names in YouTube that you should enter your keywords into are Captions, Category Listing, Keyword Tags, Subtitles, Title Tag, and Video Description. Use standard best practices for SEO keywords, including using natural language that includes keywords rather than merely lists of keywords and using similar keywords rather than one identical keyword over and over.
Use all your options
Don’t limit yourself to a single YouTube channel for your videos. You should host videos on your website as well as hosting them on your YouTube channel. Use additional video sharing services such as Vimeo or the video platforms specifically associated with the Yahoo! and Google search engines. Whenever you post a new video be sure to blog about it, and include a link to the video in your Twitter feed. Use a still image from the video to pin the link to your Pinterest board. Make sure that all of your announcement links are easy for your customers to share by using buttons, and of course, make sure that links back to your website are included in multiple places in every video.
Monitor and split test
The key to successful long term search engine optimisation is constantly refining your keyword usage to match what your customers are actively looking for. Two tools to help you accomplish this with your video marketing are Google Analytics and YouTube Analytics. Google Analytics will tell you how many of your website visitors are arriving as a result of your video marketing efforts. YouTube Analytics further breaks that number down, to tell you how each video is individually performing. This way, you can change the headlines, change the descriptive text, change the still image associated with the video, or make many other tests and tweaks, then see which version of the video performs better in the search results. That will tell you what your customers want most, so you can better provide videos that meet their needs.
Google Webmaster Tools is a fantastic free way to improve the quality of your website and ensure that your site is performing the way it should be. Unfortunately, Webmaster Tools can be quite difficult to understand if you are not familiar with the “techy” terminology – but there are many great resources online which can help you make sense of all of this technical data and help you to use it to benefit your own website.
The video below focuses on one specific element of Webmaster Tools, known as Search Query Data. Search queries are the actual keywords and phrases people type into the search engines in order to find what they are looking for – and if your site contains relevant content and information to these search queries then it will show in the search results.
Watch this short 12 minute video to help you understand the importance of search query data, and learn how you can use this information to improve the overall quality and performance of your own website.
Video marketing is a crucial weapon in your Internet marketing arsenal. Using video marketing, whether it is a simple voice over narration of slides, a photo montage set to music, or full video, is far more effective than any other means of marketing. Now that Google owns YouTube, Google searches routinely return video results, and Google users have the option of performing video-only searches. Most video searches are done within the YouTube platform itself, however, making it the #2 search engine.
Video has impact
How much more impact does one minute of video have, compared to a purely text blog or article? According to Forrester Research, you would have to write 1,800,000 words, or the average of 3,600 web pages, to achieve the same impact as a single minute of video. Now, imagine that you created 5, 10, 100 videos – how many millions of words would that be worth?
It does take longer to script, shoot, and edit a video than it does to write a blog or article. But it does not take 3,600 times longer. So you are still achieving higher impact with less effort.
People watch video
Search engine statistics firm comScore estimates that over 45% of Internet users watch at least one video every month. This is similar to the publishing industry’s definition of a reader as someone who reads at least one book a year. It’s an estimate of the total market share, not a number that is helpful when planning your marketing impact.
To gauge the impact of your videos, consider comScore’s other number – that more than 100 million people watch at least one video every day. And these video views are not just the latest viral video of people doing painful or stupid things, adorable children or babies, or cute kittens. Instead, these are people who are looking to buy things. 90% of shoppers on major retail sites find video demonstrations of products to be helpful when making buying decisions. Moreover, of those people who did watch a video demonstration of a product, about 65% more purchase the demonstrated product than when no video was seen.
Video marketing goes beyond product demonstrations. According to the Online Publishers Association, 80% of website visitors recall viewing video marketing within the last 30 days, with 46% taking action as a result of the ad, including 12% purchasing the item.
Video reaches businesses
If you’re marketing business-to-business rather than business-to-consumer, video is even more powerful. According to Forbes, 75% of executives watch at least one video a week, and 65% go on to visit the marketer’s website after watching a video. About half go on to make business purchases after viewing video ads. Moreover, 59% of senior executives prefer to watch a video as opposed to reading text.
Webinars are excellent ways to launch a new product or service. They can also be used to bring new life to an existing product or service, presenting it in a way that captures people’s interest and makes it hot again. For evergreen products or services, a recorded webinar can be posted to YouTube and continue to inform and convert potential customers for years to come.
There are some key points to keep in mind when creating a webinar to create a webinar that will wow your audience, to have them buying your product or telling their friends about it. Failure to follow these guidelines will result in a webinar that unlikely to move your audience to action, and that will sink into obscurity moments after it is launched.
First, you must be able to both define and reach your audience. Say that your ideal audience is shopkeepers. Is there a way to reach all of the shopkeepers in the UK? Not easily. However, if you define your audience more narrowly, for example shopkeepers in a single city, there is probably an organization that they belong to which would allow you to reach most if not all of them. Be careful of how much you narrow the audience. If you have to restrict your audience to a very tiny segment of your potential customer base in order to be able to reach them, make sure that the size of the audience still warrants a webinar. For example, you may want to narrow the audience to shopkeepers in a specific city so that you can reach them, but keep the presentation general enough that you can later present it to shopkeepers in different cities.
Once you know your audience, determine what topics will prove valuable to them. Ideally, you can string a number of different topics together into a series. This will build upon the audience of the first webinar, and get them excited to attend the next webinar. Of course, it relies upon you actually delivering upon your promised value.
Start as you mean to go on. Do not start with a low-cost webinar provider if it has a limit to the number of attendees and quirky formatting. At some point, your series of webinars will outgrow the service, and it will cause you many headaches to transfer to a new service. Look for something that can be scaled up as your audience grows.
Incorporate email marketing with your webinars, first to drive attendance, and after the webinar, to convert attendees into customers. If necessary, partner with another firm that has a larger email list to try and gain your first attendees. Capture attendees email addresses by making them register for the webinar, and then follow up with drip mail campaigns until they convert.
The Internet Marketing Academy
For the past couple of weeks I’ve been discussing some of the niche social marketing channels, which I’ve suggested you consider in addition to the main markets of Facebook and Twitter. Today I’d like to focus on a type of social marketing rather than a specific channel—namely video.
A brief, well-done video can be a highly effective way to get your business’ message out to a wider audience. We’ve all seen the news about videos that have gone viral on the Internet (even if we haven’t had the guilty pleasure of having seen them ourselves). And with the technology out there on the market these days, it isn’t necessary to engage the services of a high-priced video production company to make an expensive video. You can obtain an inexpensive, easy-to-use software package to produce your own clips that help to tell your story.
Here are some tips to keep in mind.
Video marketing can be an excellent way to establish your bona fides. You can accomplish this through a number of video techniques. You might produce a how-to video to demonstrate the proper use of your product, or you might visit your industry’s trade show and interview other attendees to demonstrate that you’re part of the “in” crowd. How-to videos are especially effective and are among the most sought videos on the Internet.
If you’re going to use video as a marketing tool, it’s important that you do it regularly. It’s not helpful to just create a video once or twice and leave it at that. Establish a video channel on YouTube and publish videos monthly or quarterly—or whatever works with your schedule. Whatever you decide to do, do it consistently.
The best videos in terms of popularity are less than three minutes long, so don’t be concerned that you have to produce a long documentary about your product or service. Try to say whatever you have to say succinctly.
Be a Star
When looking for the person to feature in your video, look beyond the company president or the PR person. You want to feature the person with the most enthusiasm and the biggest smile. Maybe that person is the person who answers the phones or sorts the mail. If that’s the case, then so be it. You want to use the person who has the best ability to tell your story.
As with all of your online marketing efforts, when doing video marketing think about SEO strategies. While your video’s title should attract attention, you also want it to show up in search engines, so include keywords. Also use keywords in the video’s description and tags, and be sure to include a link to your website in the description.
Following a few simple steps can lead to a great deal of success with video marketing. In addition to sharing your video on YouTube, you can also consider sharing to Vimeo, Yahoo! Screen, and Flickr. Do you have a success story with video? Tell our readers in the comments below.
This week, YouTube celebrated its 5th birthday, so I thought this would be a good opportunity to pay homage to a site which has revolutionised the way people share videos and broadcast themselves online.
Here are some interesting facts and figures about YouTube you might not know:
YouTube gets over 2 billion views a day – YouTube Press Statistics
A whole 24 hours’ worth of video is uploaded to the site every minute – YouTube Press Statistics
It is said that YouTube began life as a video dating site dubbed “Tune In Hook Up” – YouTube Press Statistics
The first video on YouTube is of one of the co-founders talking about elephant’s trunks titled “Me at the Zoo” – YouTube Press Statistics
Google bought the site for $1.65 billion in November 2006 – YouTube Press Statistics
The longest Video ever on YouTube is 48 hours – - YouTube Press Statistics
It’s hard to believe when you look at those statistics that the site has only been in existence for a mere 5 years, as YouTube has completely changed the way people can access video online.
Not only this, but YouTube has made it possible for ordinary people to reach a worldwide audience they would normally not have been able to connect with – which makes it a very powerful marketing tool in the right hands.
Furthermore, YouTube has actually helped propel aspiring musicians to fame over the last few years. Teen pop sensation Justin Bieber was discovered through his YouTube channel, and even the almighty Lady Gaga first tried to launch herself via YouTube before she was able to secure her first record deal.
Through YouTube you can literally promote yourself and your company to the world, without having to spend a fortune on expensive advertising campaigns.
So, I’d like to wish YouTube a happy 5th birthday and I look forward to seeing where the next 5 years the site will take us.