Think Strategically When Video Marketing

I heard something this week. Something that got me more than a little frustrated. A friend asked me for some video hosting advice, “Our agency told us the best way to get video on our website was to use YouTube”

Hmm, well, maybe. But I dived a little deeper.

My first question was to ask what the business was aiming to achieve with the video. The response? Lead generation. Cue the frustration. Not at my friend. At the agency. It just bamboozles me to hear advice like this. Stick with me, I’ll explain why…

A lot of people hear the words “online video” and immediately jump to YouTube. This is a knee jerk reaction. It isn’t a video marketing strategy. And your video marketing efforts will amount to nothing if you haven’t gotten your strategy straight first.

I want to make this very clear: every decision you make when you’re creating a video is determined by your goal. The content, the distribution, the various different tools your use. Everything.

Goal 1: Leads/ Conversions

Video Content: You need to create a video that matches the content on your page. Are you trying to sell a product? Include a product review video. Are you pushing a new online course? Show how amazing your subject matter experts are with a teaser trailer.

Video Hosting Platform: Embed on your website using a secure video hosting platform.

Why not just upload to YouTube and embed that video on site? Well, a few reasons.

– Traffic. Embedding video on site is good for your search rankings. Google likes quality content, and video is an important ranking factor here (SearchMetrics). But, if you’ve uploaded your video to YouTube you’ll actually find that the video drives traffic to YouTube, instead of your site. And once your customer hits YouTube you’ve basically lost them to the black hole that is cute cat videos. In fact, click through rates from YouTube are just 0.72% ( Optimizing Videos For Engines)

– Control. In order to convert a viewer you need them to visit your site, and stay on it. You need to reduce the leaking points on your page, that is links that take visitors away from you. And the youTube player has a very big one – just hit the logo and off you go back to those cat videos.

Video Tools:

Video Sitemap: Yes, there’s been some changes recently to how Google shows videos in the search results. Gone are the heydays of beautiful rich snippet content (sob). But video SEO is still important. Be sure to tell Google there’s a video on your page, and what it’s about, so that your pages start to rank for a given search query.

Speechpad: Including a video transcript on your page will mean you’ve got lots of keyword rich copy. Hello search results :) Speechpad is an inexpensive way to do this.

– End Screen Text: Use a call to action and link to a page of your choice (could be an add to basket, for example) and you could increase conversions by 144% (Quick Sprout)

Goal 2: Links & Social Shares

Video Content: For people to share something they need to feel something. Emotions that work particularly well here are hilarity, exhilaration and personal triumph (The Science of Video Sharing)

Video Hosting Platform: Embed on your website using a secure video hosting platform.

When someone shares your video you want them to be sharing the link to your specific site – not YouTube. You’ve put time and effort into creating shareable content so make sure it’s your site that’s getting the lovely linky goodness.

Video Tools:

Social Sharing: Make sure you’ve got social sharing buttons within the video player itself. This will act as a prompt for your viewers to share, and also just makes it super easy for them to do so.

– Branded Video: It’s also a good idea to overlay a brand logo or text onto your video. This means that every time the content gets shared everyone knows which business lies behind that fantastic content.

Goal 3: Brand Awareness

Video Content: Think about the business videos that have gotten the most views in recent years. Dollar Shave Club and BlendTec’s “Will It Blend” Series instantly jump to mind. They were humorous, they took an interesting angle. They weren’t your regular corporate videos. Entertainment is key here.

Video Hosting Platform: YouTube really comes into its own here.

YouTube has a huge global audience. If the aim of your business game is to get as many eyeballs on your video as possible, it’s a great choice. Just make sure you’ve produced the aforementioned entertaining content, of course. Uploading a very dry client testimonial (for instance) isn’t likely to get you the huge viewing figures that YouTube is capable of.

Video Tools:

Optimize for YouTube. Make sure your video gets found among the countless others. Using keywords in titles and tags is key.

In Summary…

Stop thinking of YouTube as the one stop shop for business video marketing. Instead use your video content intelligently. Create content suitable for different stages of the funnel, and then host it in the place that makes sense for your goals:

– Top of funnel content aimed at raising awareness of your brand – YouTube.

– Bottom of the funnel content aimed at conversion – secure video hosting platform.

Happy video-ing :)

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