Your Customers Love Video – Are You Providing What They Want?
Look around at the most successful online marketing campaigns. Whether you are looking at a website, an email or a social network post, you often find video as part of the marketing strategy.
With video sites like YouTube and Vimeo, sharing a video is easier than ever. If you’re not taking advantage of video in your marketing, you are missing an essential ingredient that your competition may use to steal your customers.
Posting your videos to your website and linking to it from Facebook, Twitter and LinkedIn provides more opportunities to bring your customers back to your website and get them subscribed to your email program.
No one expects you to produce theater quality video. But a video with an exterior view of your storefront will help first-time visitors find you. Putting yourself in your video will help customers recognize you and start building a relationship with you even before they meet you.
Why it works
Video Marketing works because…
- Video is an integral part of a complete online marketing campaign
- Simple videos can be produced in a cost-effective manner
- Videos can place your business on the Internet’s 2nd most popular search engine, YouTube
- A video builds visual recognition of you and your business
- A video drives more traffic to your website (and your email list)
Video marketing doesn’t have to cost you a fortune. Just think of some of the simple, low-cost videos that have grabbed your attention lately.
Use your Smart Phone to grab some video, edit it on your desktop or tablet using dedicated software and upload it to YouTube or Vimeo. Then use the links they provide to display the video on your website or social media.
Or create a whiteboard type video with slide with text narrated by you or a professional.
Are you aware that YouTube is now the #2 Search Engine on the Internet. That’s right. Ahead of Bing, Yahoo and About. And what are people searching YouTube for? Videos.
I’m sure you’ve done it yourself. You want to know how to do something, make something or are just looking to see what other’s opinions are of a product you are thinking of buying. You may Google it, and that may lead you to the info you are looking for, or it may lead you to a YouTube video that shows you exactly what you are looking for.
But to rank as the #2 Search Engine, YouTube must be directly searched for information available nowhere else. You want some of that traffic to come to your website.
You don’t have to be Steven Spielberg to create a useful video that can promote your business on YouTube.
Many viral YouTube videos have been shot using iPhones, Androids, etc. Having a great idea is more important than having a great camera.
There are many tools for building videos for YouTube and many of them are free, including iMovie on Macs and
Movie Maker for Windows. Final Cut Pro for Mac and Vegas Movie Studio for Windows are two more upscale video editors if you have a need for that.
Need to record your computer screen to do demos or anything else? Camtasia is available or both Mac and Windows, ScreenFlow for Mac. SnagIt is available for both Mac and Windows and offers more features. They are all from TechSmith and I use all three of them on both platforms. Also, on a Mac you can use the built-in screen recording function in the QuickTime player that comes bundled with every Mac.
For other screen recording software, have a look at Top 10 Mac Screen Recorder Applications That Make Screencasting More Convenient .
A Few Tips to get the most out of your Video Marketing
When it comes to using video marketing effectively, there are a few things you should know.
No matter what method you use to create videos, make sure they are as clear and as sharp as possible. When you upload them to YouTube, there may be some quality loss if they aren’t output correctly before uploading. I output to .mov or .mp4 at a minimum or 950px x 540 px. If the original has enough resolution, I will output at 1080p (1920×1080 pixels). You can also output as .avi, .mpeg4, .wmv, .3gpp or .flv. I don’t recommend .flv as there seems to be quality loss issues with this format.
Make sure that the title and keywords you associate with the video on YouTube are ones that people actually search. Look for videos with similar subject matter to your’s that have a lot of views for inspiration.
Be sure your video title has your main keywords in it, including the locale of your business.
Don’t monetize videos if the video’s main purpose is to draw traffic to your website. Sacrifice the few cents you’ll make off of monetization in favor of the website traffic you can draw.
Place the URL of your website (or better yet a web page whose content matches the content of the video) as the FIRST item in the description box for the video.
Make sure that the description of the video explains it in a way that will make searchers want to click your video instead of your competitors.
Embed your YouTube video onto your website. Video often come up in searches on Google, Bing, Yahoo, etc. Embedding a video increases the chances that your page with the video will appear high up in search engine results pages (SERPs) for your keywords.
Copy the URL of your web page with your video and place it as a status update on Facebook, Tweet it on Twitter, publish it on your Google+ Page, and Pin it on Pinterest. The extra views you will get from social media will increase traffic to your website and will help promote signups to your email list (remember the social networking caveat).
Email your list and let them know you’ve posted a new video to your website. Get as much mileage as you can out of the video.
No matter how they get there, when visitors view a YouTube video on your web page, your social networking page or directly on YouTube, you build up the view numbers. That can help get your video move up in the search results on YouTube as well as Google, Bing, Yahoo et al.
When producing your video, make sure to include a credits graphic at the end that gives your contact info, such as business name, address, phone number and website URL. Make sure it stays on screen log enough for viewers to read it.
If your software allows, place a callout in a corner of the screen (I prefer lower right) that reminds viewers of your URL throughout the video. Make sure it can be read against both light and dark backgrounds.