5 Steps to Achieving Success With Video Marketing
In a 2009 article, analyst Nate Elliott of Forrester Research searched for 40 different terms on Google and found that, for those search terms, video content was 50 times more likely than text content to appear on the first page of results. Video content requires more time and effort to produce than text. As a result, videos face less competition on search engines and can be an invaluable part of the promotional efforts made by a business.
Other People Are Reading
-
Combine With Text Articles
-
Online videos are not interpreted by search engines in the same way as text and become popular primarily due to recommendations from viewers. Until search engines have the ability to interpret speech and index videos as text, your website risks no duplicate content penalties if you cross-post your video marketing efforts as text articles -- even if the articles are exact video transcripts. Combining your video marketing efforts with text articles allows you to attract visitors who are not interested in video content. In addition, your articles may rank in search engines for keywords that your videos do not rank for.
Avoid the Hard Sell
-
People generally dislike seeing advertisements. If your video marketing efforts are simply commercials for your product or service, your videos will probably receive few views. Instead, publish video content that benefits the viewer. People who find value in the content will share it with others, leading to more viewers. For example, a video about how to assemble a computer or fix a common problem may be an effective marketing tool for a business that sells computer hardware. Embed your website's address in the video, and interested viewers will click to learn more.
-
Optimize for Search Engines
-
Because search engines can only index text, you must take advantage of the text-entry fields that video sharing websites offer to get your videos ranked for the keywords that you want. When posting a video, consider the keyword phrase that a potential viewer would be most likely to search for if she wanted to see content like yours. Use that keyword phrase when writing the video's title and description.
Integrate with Other Social Media
-
Combine your video marketing efforts with other forms of social media to encourage viewers to share and re-post your videos. You can promote a new video, for example, by announcing it on Twitter. This gives your viewers multiple avenues for sharing your content with their friends and could potentially result in a video being viewed thousands of times in a short period.
Viral Content
-
Occasionally, a video having nothing to do with your industry or field of expertise can be a powerful promotional tool. Viral videos contain funny or surprising content that viewers find so unusual that they cannot help but share it with their friends. This can result in a video receiving millions of views as well as many links from websites. Put a link to your website at the end of the video and curious people will click through to learn more about the person or business that produced it.
-
