Video Marketing Best Practices

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Video marketing is one of the strongest ways to give a visual introduction or demonstration of your products or services—and it allows you to capture the attention of your buyer personas at the right stage of the Buyer’s Journey.

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Your videos can be shot simply with your phone or elaborate productions by an outside vendor. In either case, here are best practices, resources, and lead generation tips to ensure your company benefits from video marketing.

1. Determine Your Goal

To benefit from video, your marketing strategy needs to be built around goals that are SMART: specific, measurable, achievable, relevant, and time-sensitive. You can create these goals by asking the following questions:

  • Specific: What do you want your videos to accomplish?
  • Measurable: How will you measure the results of your efforts?
  • Achievable: Is your goal attainable or not?
  • Relevant: Does the goal align with your organization’s larger goals?
  • Time-sensitive: When do you need to achieve the goal by?

2. Do Your Research

The best way to find inspiration is to look at other content that is performing well on the platforms you intend to use. Take the time to look at top businesses and influencers in your industry. Although you by no means want to copy what your competition is doing in video marketing, any good plan includes research. Evaluate what other content is doing, take note of what you like, and set out to do it better.

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3. Make Your Videos Search-Engine Friendly

Video is a fundamental part of search results, appearing in both combined search results and video search results. In order for people to find your video online, Google must be able to extract information to understand what your video is about.

Follow these tips to improve your video search results:

  • Make your videos crawlable: If Google can crawl your video, they can provide a thumbnail and other features.
  • Include meta tags and titles: By providing video that is formatted for search engines, the chances of your video appearing in the search results increases.
  • Use structured data or a video sitemap: Structured data helps Google understand your video better. A video sitemap helps Google find new or changed content.

    4. Use a High-Quality, Eye-Catching Thumbnail

    In this visual day in age, your thumbnail image could be the deciding factor for whether or not someone clicks through to your video. A good thumbnail stands out in search results and lets your viewers know what your video is about and why they should watch it.

    Vidyard suggests the following thumbnail best practices to inspire clicks:

    1. Declutter
    2. Focus on faces and emotions
    3. Manage color and contrast
    4. Try animation
    5. Include your branding
    6. Don’t use a clickbait thumbnail (but use drama when appropriate)
    7. Use high resolution

    5. Don’t Forget a Call to Action

    Calls to action are essential to any marketing endeavor, including video. Be sure to include a call to action in the video itself and the video landing page.

    • Point viewers to your website for a free white paper, more information, or a discount offer.
    • If you are posting a how-to video on your website, surround it with calls to action on the page that let your audience know you have the materials they need, the knowledge to do it for them, or the how-to guide to help them.
    • If you are uploading to YouTube, take advantage of YouTube’s call-to-action overlays that make offers to viewers, can include more information about your business, and help drive traffic to your website.

    6. Make It Social

    When you post a video, make it easy for viewers to share via Facebook, LinkedIn, Twitter, Pinterest, email, and embed codes on their own blogs. This will increase your engagement and comments, a key to video success. More than 50 percent of videos on YouTube include comments from the community; make sure yours is one that people are talking about.

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7. Location, Location, Location

Are your videos appearing on your website as well as on YouTube? It doesn’t matter if you embed them on a page or link to the YouTube page—get that content on your site. But don’t let it get lost. Don’t hide it in a blog post that will eventually get buried by newer posts. Create a landing page to showcase your excellent offerings. Leave a trail to your videos around your site with thumbnails and links promoting them.

8. Repurpose Great Content

When you have great content, look for ways you can leverage the investment. The videos you’ve created can be used to create other valuable marketing materials:

    • Create a text transcript for all videos. Text transcripts of videos benefit your website by contributing content for search engine optimization. They also can provide compliance where necessary. Transcripts easily provide quotes for use in press releases and other marketing materials.
    • Use the video’s audio to create a podcast for distribution on Apple Podcasts and other podcast platforms. This will help increase distribution numbers and reach audiences.
    • Create still images from the videos to post on Pinterest, Facebook, Instagram, and other profiles, and link back to your video or website.
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