So you’ve decided to embrace the world of video marketingand are in the process of creating a video marketing campaign. You already understand the importance that a professionally made, high-impact video can have on your site and indeed its ability to keep browsers glued to your site once they arrive. However, you still need to drive the traffic to your site in the first place and here’s where video optimisation comes in. With this in mind, here are 6 keys steps you can take that make full use of video optimisation techniques…
One of the best ways to get your video to stand out from the crowd is to quite simply follow a trend. Try doing a simple Google or YouTube search for latest trends and then have a go at basing or linking your video marketing into, or around this trend.
Make sure your video is going to be picked up by the search engines. You can achieve this by adding custom metadata tags to your production. Metadata is information about your video which the search engines can pick up when trawling your site.
Call to action
Video marketing is all about getting the end result…sales! Therefore it’s important that when viewers watch your production, that you get them to take the next step in the sales process by providing them with a call to action. It’s no good having a great video on your site if you don’t tell them what they need to do next. You could get them to visit your site by giving them the URL or ask them to sign up for a newsletter. Alternatively persuade them to comment, or direct them to your blog. Either way, it’s imperative that you always include a call to action in you Video Marketing, in order to move them along the sales funnel process towards the end goal.
Use the video to explain your site
Another great idea to drive sales is to make an explanatory video on how to effectively use and navigate your site. This is particularly useful if you have an e-commerce website, or a booking engine. If you can show them step by step how to make a booking or buy a product on your site, then you are more likely to turn browsers into buyers.
Just like any form of online marketing (and video marketing is no exception) you should be looking to brand your productions. Display a company logo on the screen so that viewers can associate your products or services with your company. Build trust and association and the sales will follow.
Social integration for you Video Marketing
By making sure that your videos are linked in to social media channels, it makes them far easier to be shared by others. If your audience tweets about it, shares it on Facebook or social bookmarks it, there’s a chance that your video could go viral.
So there you have it! 6 strategies you can take to optimise your video marketing campaign. Be sure before you start that you are very clear on the Goals of you video marketing Campaign – and as with other marketing activities, be sure that you have the processes in place to measure your results.
Using video marketing for your business can be a great way to drive traffic to your site and deliver those all important sales, so it really does pay to get it right.
Donal O’Sullivan is a commercially focused Digital Marketer with 10+ years experience helping B2C & B2B clients. Donal has worked with many small to large enterprises locally and internationally and has a proven track record of driving revenue gains and brand awareness through integrated campaigns both Online & ATL.
In his previous role Donal worked for AXA Insurance, Ireland’s leading Insurance company. He was responsible for the strategic and day-to-day management of the AXA brand for business generation in their online channels.
Donal lives and breathes digital and will help you identify real opportunities by concentrating on data driven analysis to guide commercially focused marketing and optimisation decisions across: Acquisition, Conversion & Retention