Online Video Marketing Strategy and Tips

Online Video: A Crucial Part of the Marketing Campaign

It’s 2014, and online video is irrefutably crucial in the marketing campaign of any savvy business owner.  Think of how many videos are watched on the internet every singe day.  A lot, right?  No matter where you go, you’re likely to encounter a video of some kind.

What makes video such an engaging medium is the fact that it takes elements from a number of other mediums and combines them into something wholly appealing, accessible, and shareable. As an example, you think people rather read a how-to guide or watch a how-to video on YouTube? Video can turn heads and capture attention in ways that other mediums simply can’t.

Video content is a surefire way to improve your online efforts overall.  You can never have enough.  A portfolio brimming with video content is a true sign of dedication and professionalism, creating a greater sense of trust and authority.  It also allows you to put a human, conversational face on your company, increasingly important in this day and age.  Here are just a few statistics to highlight just how important video content is:

  • According to Brain Shark, 74% of all internet traffic in 2017 will be video.  They also say that 52% of marketing professionals worldwide name video as the type of content with the best return on investment.
  • According to Digital Sherpa, videos increase people’s understanding of your product or service by 74%.
  • According to Video Brewery, on average, 100 million users watch online video each day, many of whom are looking for advice on how to do something, to buy a product or service, etc.
  • According to Digiday, online video users are expected to double to 1.5 billion in 2016.  They also say that 76% of marketers plan to add video to their sites, making it a higher priority than social media.

As evidenced, the benefits of video content are undeniable.  It’s important that you don’t allow your business to get left behind.


Crafting Video Content for the Modern Consumer

When diving into the endeavor of creating video content, it’s important that you keep your mind not only on yourselves and your business but also on your audience.  Here are some questions to ask yourself:

  • Who is your target audience or demographic?
  • What are their needs or goals?
  • What are they looking for?
  • Where are they watching content?
  • What do they care about?

Don’t let your video project become a vanity project.  In the end, it all comes down to what matters to the consumer.  These days, they are looking for easily digestible content that is going to grab their attention in a matter of seconds.  You have no time to waste.  Here’s a statistic: according to Visible Measures, 20% of your viewers will click away from a video in 10 seconds or fewer.  You will lose about 1/3 of your viewers by 30 seconds, 45% by 1 minute, and so on.

You only have those first few seconds to hook your audience and grab their attention.  Make them count.


Hand-in-Hand: Video and SEO

Video content is a surefire way to improve upon SEO and your online efforts overall.  For one thing, if your video is up on YouTube, it is much more likely to show up in search results because YouTube is owned by Google.  If your video is optimized (from including the appropriate/keyword-friendly tagging, title, and description to employing the transcription feature), it will only increase the likelihood that people will find and then watch your video.  All of the content supporting and surrounding your video content also plays a hand in your SEO efforts.  Be sure to blog about your content, create landing pages that elaborate upon your content’s ideas, and so on.  Make the most out of your video, and you will reap the rewards.


Online Video Marketing Tips:

Here are the main talking points from Skillman Video Group‘s video, which offers tips on how to make the most of your online video marketing campaign:

  • So in this video I just wanna talk to you about a few simple tips for doing some online video marketing.
  • Focus on story behind each one of your videos or have some kind of overall content strategy before you begin producing videos.
  • Another important thing is length.  You really need to tackle one theme, one story per video.  You know most statistics say that they will watch a minute.  I think if your story’s compelling enough, they will watch two.
  • Another thing is that you need to be doing regular video content on a regular basis.  This can be difficult when you have a small team.  A larger company might have an internal video person.  So, therefore, finding a vendor whether it’s kind of like a content marketing team like SVG or if you guys are savvy enough or you feel confident enough, then you can be creating this content yourselves.
  • On YouTube it’s important you have the description done correctly, you title it correctly, you tag it correctly, that you have the complete, entire transcription done correctly.
  • You have to make sure that you have written content around your video.  Google’s gonna be searching for that.  But the people who are doing the searching are going to see the video.  It’s what’s going to help you be more successful in your online video marketing campaign.


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