We can't talk about video SEO without mentioning YouTube. After all, it's the second largest search engine in the world after Google, and somewhere your video content should definitely be ranking. Consistent videos on YouTube answering your target audience's questions can continue to rank and build up awareness for months and years to come. And because YouTube is owned by Google, a high ranking on YouTube also frequently correlates to a high ranking on Google.
A lifestyle video is any video that appeals directly to your target demographic, helping them visualize how your product or service fits into their way of life. Beautiful visuals, actions shots, and stunning imagery should set the mood and epitomize the lifestyle you want to associate with your product.Client: Savoy (FILA) This means working to create a specific look or style for your video. If your product is modern and sleek, you’ll want a video with sleek, minimal design, plain backgrounds, and modern accessories. If your product serves a young, high-tech demographic, you’ll want your video to showcase tech culture, young, smart actors, and functional utility. Think of your brand aesthetic and make sure your video follows that aesthetic.
Don’t neglect your website when it comes to publishing your video. Use it on any page that’s relevant. If you’ve got a product video, for instance, you’ll want to embed the video on your homepage, as well as your product or ecommerce pages. If you publish a blog post about your product, include the video! If you’ve got an FAQ page with questions about your product, include the video there, too!
Survey your followers. You may have a big email list of fans who may not yet be customers. Use a simple tool like Polldaddy or SurveyMonkey to ask your followers one question: What challenge would you like us to help you solve? Gini Dietrich, CEO of Arment Dietrich and lead blogger at Spin Sucks, has some great advice on surveying your audience in this episode of The Actionable Marketing Podcast.
When starting, choose two or three types of videos and create a bullet list or spreadsheet with proposed topics, a brief outline, and estimated length of the video. Keep in mind that videos up to 2 minutes long tend to get the most engagement. You also want to make sure that each video has a specific call to action for your viewers like subscribing to your email marketing contact list, calling your office, or purchasing a product on your ecommerce storefront.
The trick? Find the right influencer in your niche so that you're targeting the right audience. It's not just about spreading your message. It's about spreading your message to the right consumer base. If you can do that properly, then you can likely reach a sizable audience for not much money invested when you think about the potential profit it can return.
Native advertising embeds your video content onto a third-party website in a natural way that doesn’t disrupt the user’s experience. For instance, if you own a bakery and created a commercial about all the different types of cakes you sell, your video might be naturally embedded on a food website in an article about baking. This advertising is slightly more expensive than social or search ads, but have high returns thanks to the relevance of the content.
With people freaking out all over the internet due to the recent Facebook changes, it’s become essential to move from organic content to campaigns. It sounds surprising perhaps but after doing an expansive research on the power of images VS videos in Facebook ads, the data shows that video has up to 4x the reach and 2.5x more clicks on each ad. Promo user, Kelley Payne of Big World Art shared that she, “decreased cost-per-click (CPC) from around $1 to $0.40 – $0.70.” Theresa Shepard, owner of Shepherd & Schaller Sporting Goods, echoed the financial gain when using video to run campaign by noting that video ads, “sparked a 50% increase in store visits during campaigns.”
To make your videos as memorable as possible, ensure that you’re keeping them in line with your brand strategy. This means keeping colors, fonts, logos and voice the same in your video marketing as they are in your blogs and articles. While videos do things text content doesn’t, users should still be able to recognize the style and format of your brand’s videos online.
Bryan is also one of the nation’s first Master Certified Local Experts with Constant Contact, having provided digital marketing strategy to well over 1,000 businesses since 2010. Bryan is a guest lecturer at the Sawyer School of Business and a contributor to several websites including Constant Contact, BlueHost, BusinessTown, and the Boston Business Journal.
As practice, try telling a story with your b-roll and planning out a shot sequence. For example, your subject might open a door from the hallway, walk into their office space, sit down at their desk, open their laptop, and begin typing. Seems simple, right? But a shot sequence showing this 10-second scenario might consist of six or more different b-roll clips.
There are endless platforms for video marketing. YouTube, broadcast television, video boards and street marketing, you name it. The possibilities are endless. With a smartphone, consumers can access online video anytime, anywhere. The same is not true with traditional, paper marketing. With video, you can reach your audience wherever they are in a cost-effective way.