If YouTube was a country, it will come as the 3rd largest next to China and India.
Through video marketing, many marketers have run successful marketing campaigns. Every month, over 3 billion people around the world visit YouTube to watch various videos – from DIY to mind-blowing trivial facts. It is considered as the 2nd largest search engine, next to Google which became its owner since 2006. With that in mind, the number of marketers who include video marketing as part of their strategy has grown rapidly.
Why you should consider video marketing as part of lead generation strategies
- 74% of consumers are more likely to purchase after watching a video of your product. Interestingly, adding videos to lead generation pages can increase your conversion up to 80%. The population of people who are visually enticed is greater than those who take time reading.
- It can easily establish rapport and build trust. Videos ignite emotions because it tells a straightforward story. For instance, demonstrating the functionalities of a product suggests a more realistic approach. As the adage says, “To see is to believe.”
- People heavily use mobile to watch videos. It comes handy and easier for them to access new information about everything they could type on the small screen. Not to mention the fast-paced improvements of smartphones today (ie. HD phones).
- Video can easily explain everything – not to mention that it’s easier to share too!
Best Practices for Web Video Marketing
Without further ado, let’s talk about the best practices for your very first or next video marketing:
- The 10-second rule
It all happened to us – clicking the ‘Skip Ad’ button whenever an ad pops before the YouTube video you search for shows. Just like those ads you skipped, it can also happen to you.
You have 10 seconds to grab the attention of your audience. Depending on your niche, give it an x-factor and worth every second. It is the most challenging part so take time writing a captivating story for your audience.
- Do not sell. Tell a story
People can easily tell if you are just selling a product for the sake of doing so. And unfortunately sometimes, despite conveying such a strong message, it still won’t sell to them.
It is your job to know their backgrounds, behaviour and their interests so you can easily connect with them. An inducing story has a big impact on a buyer’s decision – because they can see your product or service as a value-adding experience.
- Educate your audience
This applies best for when introducing your latest product. A print ad may do less to increase your product awareness. The power of video becomes more effective if you give the audience a deeper view of your product. For instance, smartphone manufacturers publish a demo on their YouTube channels. In other cases, some businesses are posting a behind-the-scene video – how products are created or how they provide the best services to customers.
Keep in mind that because information is more accessible, people are now keen to learn as much as they could.
- Optimise titles and descriptions
The most important component to your SEO strategy. Just like when posting articles, include relevant keywords in the title and description of your videos. Remember that YouTube is owned by Google, therefore, you can easily get the logic. For the description, the ideal number of words is between 300 to 400.
Don’t forget to add links to your channel. Links to your other social media platforms and your website so that your viewers can easily connect with you and visit your site.
Note: Don’t forget to optimise it for mobile! Ask us to know how to improve your SEO for YouTube.
Include Cards on your marketing campaign
Unfortunately, YouTube has taken down annotations because they haven’t been effective for mobile anymore. The good news is, YouTube has rolled out its new feature, Cards.
These are notifications appearing on the screen you can use to keep the audience engagement ongoing. To know how to use Cards, go here.
- Always put your branding
You have a compelling story. Your video is well-optimised including those Cards you put on your videos. But have you included your brand logo?
As important as your video’s message, do not forget to include your brand logo. This is not only for your branding, but also, it avoids competitors or anyone else from republishing your video without permission. The placement of brand logo depends on the type of your video. Make sure that it is appropriately placed either at the beginning or at the end.
How to improve SEO through YouTube
Here is our top 5 tips on how to improve your website visibility by optimising your YouTube channel:
- Use the right video keywords
- Promote it to your website and other social media accounts
- Video keywords are also great to use for your video filenames before uploading
- Include tags so your videos show as related videos (TIP: Use your competitor’s channel name)
- Add transcriptions on your videos – there are keywords which Google can read from them
Need help running successful marketing campaigns?
systEmise can assist you with your lead generation strategies through video marketing. We collaborate and make it easier for you to achieve your goals – whatever they may be! Contact us today to get started.
And because you read our whole article, here are free e-books for you!