More on Video Marketing Success

We have already said what an amazing marketing tool video is and how it can be used to bring visitors to your website and build your “list”. On YouTube alone there are over a billion users every month, and also YouTube is owned by Google so using videos on YouTube you are immediately improving your SEO rankings with no extra effort but there are a few things to remember.

Search engines need to know what a video is about so remember to put keywords in the title. Use the description area to put a full description of the video and keywords. The top two lines are the ones seen by humans but all available space can be seen by search engines.

Tags in videos and pictures are important. How often are you searching on Google pages when you see a row of pictures or videos that link back to someone’s website? I have occasionally seen pictures that link back to my website, it all helps.

Share your videos on social media and get shares and likes from viewers. Have share buttons on your website so that visitors can share on their Facebook and Twitter pages for their friends to see and pass on. Shares and likes are a source of future visitors, make your videos work as hard as you can!

There is a tool called “HootSuite” which allows atomization for scheduling and re-promoting you videos at set intervals.

If your videos are suitable, over time you could group them together and add to a play-list. Choose a suitable thumbnail picture to promote your videos and get them noticed. This could help you promote your recognisable brand.

Videos can be made about anything and everything. They could be educational, and could demonstrate some equipment and how to use it. Videos are great for testimonials the full face communication helps to make you believable as people relate to people. Humorous videos can still make a point and bring visitors to your website. Do you remember the educational videos John Cleese made?

You could make a sequence of videos explaining a course of action and sell them on your website, but with the initial one or two being free to watch, and entice viewers to purchase. I saw this done very effectively recently with a sequence of very good videos. 5 were free to watch on YouTube the remaining five were offered at a discount price for a limited period, and later the whole course was sold at a higher price. Obviously the videos have to be of high quality and useful for this to work.

Video marketing is a vast subject with so many ways of using videos to increase your rankings and bring traffic to your website This form of marketing is becoming more popular as months go by, learn to make good videos now and take advantage of the benefits, and grow you list of prospective buyers.

Using Video on Your Website Or Blog – Are Your Videos Good Enough?

Video is becoming more and more popular online every day, and it’s more important now than ever before to use video on your website or blog. Comscore.com stated that in May of 2010, 84.4% of the total US internet audience viewed online videos, and that during that month alone, over 183 million US viewers watched almost 34 Billion videos. That’s about 186 videos per viewer, or more than 6 videos each day per viewer. It’s clear that if you aren’t using videos in your online marketing, you are being left behind. But you have to use them correctly.

Obviously, not all 34 billion videos viewed in May were sales or marketing-related videos; in fact, most of them were probably pure entertainment. But the simple fact remains that online videos are becoming more popular every month, and you will want to use videos on your website or blog. You will want your videos to be easy-to-watch, so that your visitors actually see your content. Too many videos are poorly made, and create frustrating experiences for viewers. This is not what you want to create!

Let’s just talk about marketing videos for a minute. The purpose of the video is to engage your viewer and get them to take action – a desired action. Maybe you want them to opt in to your list, buy your product, write a letter, or leave a comment on your blog. If your video rambles all over the place and confuses people, it’s likely they won’t take that desired action. You’ll want to have a good flow of information so that viewers are engaged in what you are sharing and are taken step by step through the sequence that leads them to taking action.

Videos that are too long can also pose a problem for viewers. Your videos should be long enough to make the point without being boring, and no longer. Currently the average length of an online video is under 5 minutes. If you want a longer video, or need to have a longer video in order to make your point, be sure it moves quickly and continues to hold the viewers’ attention. You can do that by providing great information that your viewer will want to see.

In our online business we get to see a lot of videos on websites and blogs, and you probably do as well. I’ll bet you have seen videos that are absolutely awesome, and some that are really pretty boring. Maybe even downright annoying! Stop and ask yourself how many videos you watched all the way through, and how many you clicked away from almost immediately. Something made you stop watching – some mistake or problem with the content or the video presentation.

Five Reasons Why Business Videos Fail

I’m often surprised when I hear about organisations that have tried video but consider it didn’t work for them. After a bit of digging it appears most had a poor experience due to one or more of the following:

Concept

The number one reason a video fails to get the right message across to the right audience is a bad concept. It needs to be relevant, engaging and if at all possible original. Also will your message actually work on video? Any kind of video should be viewed as a potential advertisement for your organisation and like an advertisement it has to be planned carefully and executed with precision.

Time should be spent developing a script and/or a storyboard that will help all parties visualise what is required and what will be delivered.

Actors & Presenters

Yes we know John in sales is a great talker and customers love him but how will he come across in front of a camera. A quick screen test will let him know what he’s in for and tell you if he’s the right guy. Too many clients paint themselves into a corner by insisting on a particular presenter, then have to ‘make do’ on the day.

If no one in an organisation is suitable then professional presenters and actors aren’t that expensive and they take away the risk. Alternatively you may consider just a voice-over.

Filming

A lot of video production companies bang on about their equipment… ‘my camera cost £10,000, we have the best lights’ etc etc. Yes, having good equipment is important but it should not be the sole reason for choosing someone to work with. Do they have experience in your industry or something similar? Ask to see relevant examples of their work.

When it comes to the filming (or more accurately the videoing) where it is done is very important. A studio is fine but filming on location will add another dimension and will enable viewers to put your message into context. Using a mixture of studio and location will break up the video and help maintain levels of interest.

Editing

Most people have a limited attention span, and that seems to be getting shorter by the year. They want information presented in small digestible chunks, if your video is too long viewers will simply get bored. Most online video players show the viewer how long the clip is even before they hit the play button – too long and they simply won’t watch. For most businesses the ideal duration is 100 seconds, if you have more to say simply chop it up into multiple videos.

Good editing, graphics and music will also add energy and dynamism to the production, but unless it is relevant steer away from anything too artistic or with too much movement, you don’t want your viewers feeling nauseous.

Delivery

Don’t go to all the trouble of shooting a video and then hide it away somewhere on your website. Have a clear strategy on how you will use it before you start filming. Of course put it on your website but why not on the home page? Does your organisation use social media – post links to the video on there and also upload it to all those sites that can accommodate video, it will help with your SEO.

Are there any events planned such as a conference or trade show where you can have the video running in a loop? Why not include a link in all emails, and not just those sent from the Sales department. If you are doing online advertising consider links from banner ads and MPU, some sites will also allow video ads. You can also link to the video from print ads by using QR codes or Blippar. USB memory sticks are very popular give-aways, why not put your video on them?

Your strategy should also include re-edits of the video, to freshen it up and add new content, this can be done for a very modest cost but will prolong the life considerably.

There are many other reasons why video does not work for organisations, but if you address these five to start with you are well on your way to a video that delivers results.