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You may already recognize the power of video content for marketing purposes. However, failing to optimize those videos for search, conversions, and brand awareness can deter you from meeting your goals.
Find out how marketers can optimize their videos in the following eight important ways.
Image via Flickr by blhphotography
Believe it or not, video marketing doesn’t start when you pull out a camera. Instead, it begins with your imagination.
According to Carey Wodehouse of Business2Community, planning and storyboarding can become critical to a marketing video’s success. If you don’t have a good script or a strategy for each frame, your video may turn out disjointed and not engaging.
You can remedy this problem by conducting planning sessions. Consider outsourcing the scriptwriting and storyboarding process if you don’t have the in-house resources to do so. A professional strategy can make a large difference in video quality.
Additionally, Wodehouse recommends making sure you have appropriate equipment. You can create a video on your smartphone, but the resulting production quality may turn off your audience. Using a video production team will help improve quality.
You can start with other types of content. If you have a blog post that has performed particularly well, for example, consider converting it into a video.
Google can’t “read” videos. Even in today’s AI-saturated market, machines still rely on text to fully understand an internet page’s content.
You can optimize your videos by transcribing the content and adding a vivid, optimized description. Incorporate primary and semantic keywords to help Google understand the video’s context.
On YouTube, many marketers use the valuable description area to invite people to subscribe or to include links referenced in the video.
There’s nothing wrong with that approach. However, if you want to optimize your video for search results, include a transcription and description as well.
Your video’s title matters almost as much as the description. You want your viewers to immediately understand what your video will provide.
Include the primary keyword in the title. You can also add clickbait-style wording to attract users, but don’t make the title sound spammy. Keep SEO in mind. If your title exceeds 60 characters, Google will cut off part of the title in the search engine results pages (SERPs), which could decrease clicks.
Incorporating calls to action (CTAs) in your videos can result in more conversions. Viewers won’t know what to do after watching your video unless you tell them.
Maybe you simply want your viewers to subscribe. Add a card or end screen to your video that invites people to click on the “subscribe button.”
Of course, you can use other CTAs. Consider inviting viewers to join your email list, visit a recommended product’s page, or sign up for your service.
When you post the video, reiterate the CTA in text. On YouTube, for example, you can add it to the beginning of the description. If you post the video on your website, add an extra CTA below it on the page.
Video marketing works similarly to other forms of content marketing. You want viewers to view more brand-related content, so you need to direct them to other content you’ve created.
Playlists allow you to group your videos by theme or topic. After someone watches your video, they’re invited to continue the playlist.
Just make sure your playlists remain relevant. You don’t want to group videos simply because you made them — they need to share something in common. For example, you may create a video series that addresses a topic for people with advancing skill levels. As viewers go through the series, they learn increasingly advanced information.
Hiring a professional video production team can help you optimize your videos for quicker loading. If you don’t have advanced equipment, you may get stuck with a video that nobody watches because it won’t load.
Advanced video equipment can compress video, images, and audio for maximum loading times. Keep in mind that most people won’t wait around — they want to watch your video immediately. Choosing lower quality settings and compressing the video can help optimize it for rapid consumption.
If you want your video to be successful on YouTube, take advantage of the tagging feature. Tags help people find your content when searching YouTube.
Start with brand-specific tags, such as your company name. Add only one or two of those tags. You can also use a general category tag. For example, if your video teaches people how to make videos for marketing purposes, you could use the tag “video marketing.”
The other tags should relate to the content itself. Feel free to get as specific as you want and to use long-tail tags. Ideally, you want at least six or seven tags on every video to maximize its ability to be discovered during searching.
Video marketing doesn’t end when you publish your video. You can learn how to optimize your future videos based on audience responses.
Two primary metrics to track are engagement and view time. If people click away from your video without watching it all the way through, you know you didn’t hold their interest. Similarly, if plenty of people subscribe to your channel, comment on the video, and otherwise engage with it, you’ll know you were successful.
Over time, you’ll start to notice trends in your video marketing metrics. Use the data to optimize your videos for your specific audience.
For example, many marketers claim that longer videos work better than shorter ones. However, your audience may prefer brief videos because of the nature of the content or other reasons. Instead of following the pack, pay attention to what your viewership wants.
Video marketing has become increasingly important for brands of all sizes and types over the last several years. Creating your own videos — or outsourcing the job — can help you compete more effectively.
Have you tried video marketing?