Make the most of the online video marketing content you produce by fully optimizing it for cross-channel exposure that generates results.
Online video marketing can be a powerful tool for your business – videos are far more likely to be shared than a still image or text on social media (1200% more likely to be exact). As a result, companies marketing with video receive over 40% more web traffic than competitors that do not produce video. It takes time to craft compelling video, but simply posting it online and sharing it is not enough. Optimizing your content for search engines is critical to making the most out of your marketing budget. The following best practices can help you take your online video marketing efforts to the next level.
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1. Create With Quality in Mind
Any piece of online video that you produce needs to be useful, informative, entertaining, and sharable. It also needs to be fully branded so that it presents your business in the best possible light. Focus on providing high quality content that positions your company as an expert in your field. Potential consumers will love having “inside” information that answers their questions or concerns.
2. Choose the Right Title
“How To” is the top attention grabbing title for YouTube, but there are several others that can get your target audience’s attention. From product or topic showdowns (using the X vs. Y format) to the evergreen “Top 10” list, the right title sets initial expectations, reveals exactly what the viewer was searching for, and prompts them to start watching.
3. Take Full Advantage of the Text Description Box
YouTube offers you enough text box space to include up to 5000 characters of search engine optimized, targeted text. If you are not taking full advantage of this space, you are likely missing out on full optimization of your content. Make sure your first few sentences give viewers and search engines a good idea of what your video content is about by crafting a high quality, fully optimized description with important keywords. You can even include a transcript of the video script itself. This description will matter for more than just YouTube as search engines use it for ranking purposes.
4. Choose Keywords Wisely
If you want your online video marketing to stand out, you should aim to produce content that is filling an open niche. Do an online search for keywords related to your products and services and see what videos come up on the results page. Then, you can optimize your videos for keyword queries that are lacking in quality video results. This way you are providing value with fresh, new content that is not a regurgitated version of dozens, or even hundreds, of other videos. The right SEO agency in Little Rock can help you determine which keywords are best to target for online video marketing so you can maximize your results.
5. Funnel Traffic from Other Locations
Utilize your favorite forums, your personal and company LinkedIn pages, and other industry sites to funnel traffic to your video. Websites that do not allow you to include links are often still receptive to video imbeds. Incorporating video as part of a relevant answer to questions posed by a forum or community related to your business can boost both the number of views you receive and the quality of those views, as these visitors may be more motivated to watch the entire piece and contact you for more information.
6. Prompt Viewers to Subscribe
YouTube wants to make sure viewers have an enjoyable experience, so they (ahem, Google) weigh videos in search results that are liked or that trigger a subscription response more highly than less popular content. Prompting your viewers to subscribe not only allows you to post your new content to a big audience, but it can improve your placement, too. This CTA can easily be implemented when you upload your video.
7. Organize Your Channel
Make it easy for viewers to find more of your relevant, captivating content by organizing it into keyword-driven categories. If your online video library is well organized in a sensible way, it allows your visitors to quickly find what they need or view multiple pieces in one session. A disorganized mess with confusing titles and descriptions could turn viewers off from your channel or prevent them from discovering the content you have worked so hard to create.
8. Go Beyond YouTube
While YouTube is the undisputed champion of video, Facebook continues to find new ways to compete for viewers. Since Facebook is placing a high priority on video content, your video is more likely to get in front of viewers when you share it on your page, thereby encouraging your friends and followers to do so as well. Other video platforms can make it easier to host video on your website, as well. Do some research and price comparisons to determine which service is best for your business.
Following these best practices will ensure that your content gets the views and engagement it deserves. If you are interested in learning more about producing online video marketing, contact the SEO experts at Scale by calling 501-588-3199 to set up a consultation.