The Growing Trend Of Online Video Marketing - Part 1

Few experts would disagree that effective online marketing has been greatly boosted by the increased use of video on websites. A number of case studies and statistics have been produced to verify that online video marketing really works. Recent research has, in fact, highlighted that videos are up to 50 times more likely to generate an organic first page search engine ranking than a standard text page.

The attraction of online video marketing is that making a video and uploading it onto an online platform is relatively inexpensive. This in itself is seen as hugely beneficial to many businesses all over the world.

Furthermore, videos have the added bonus of remaining online for an indefinite period of time; therefore, a business can spend just one amount of money on producing a quality online marketing video and yet that video will still be generating viewing figures years from now.

Another welcome benefit of online video marketing is that it works well when combined with social media sites. In fact, the majority of social media sites will encourage video posting and sharing in order to increase traffic numbers. This in turn leads to endless opportunities when it comes to viral internet marketing, provided that the right strategies are implemented when creating and posting videos online.

Waseem Saddique offers some useful tips to help you on your way in launching a successful online marketing campaign using video:

1. Come up with an effective title

Similar to a powerful headline covering a major news story, a video title needs to have an impact that draws in the traffic. There are two major reasons why the title is vital. One, an eye-catching title will immediately attract the viewer's attention and two, if appropriate keywords are used in your title you increase the chances of your business appearing on search engines in a much higher position.

2. Think about the content of your video

Don't waste time waffling, consider what appeals to your viewer. It's pointless producing a video that talks about how great you are as business and then offers no incentive for them to use your business to buy products or use the services that you provide. Getting the balance right is important, be sure to promote your expertise as a company, but don't forget that ultimately, the video needs to stimulate the interests of your target audience.

3. Include your website address in the video

You would be amazed at how many companies produce flashy looking videos offering the earth and then completely forget to add contact details or guide them to a website whereby a customer can make use of their services. By simply adding a text box to your video with a URL in it you increase the level of exposure for your business.

4. Remember to ‘brand' your video

No successful online marketing campaign using video would be complete unless your company logo was featured in the video. The more prominent the better and what's great about the branding is that you can have a logo featured throughout the video or have it appear at regular intervals, particularly during key moments, when you really want to emphasise your company name.

5. Always provide a HTML link

When posting on YouTube for instance, you will be given the opportunity to provide a short description highlighting what your video is about. What's important to remember in this instance is that your HTML link should drive the traffic that you generate to the correct place.

6. Finally, think beyond YouTube

Waseem Saddique comments: “When people think of online marketing using video, they think YouTube; however, do not underestimate the importance of embedding your video on your business website. This will drive more traffic to your website, but more importantly it will increase the amount of time people will stay on your site, helping to generate a captive audience."

The Growing Trend Of Online Video Marketing – Part 2

Having a strategy in place that will make your online video marketing campaign stand-out is vitally important to its success and its longevity. Here are some tactics that will help to give your online marketing video that added ‘wow' factor when it comes to drawing in audiences:

#1 – Establish a campaign: Some of the most successful online video marketing campaigns have been campaigns that feature more than ‘one' video. Many businesses have gone on to generate a series of videos that tell a story that keep audiences captivated, but more importantly it brings them back to a website as they are intrigued to find out how the ‘story' will conclude. For wider reach and exposure you can quite easily create a series of videos that are published frequently. This will allow you to establish brand awareness that will only increase with every video that is posted.

#2 – Don't underestimate the importance of a Call-to-Action: Waseem Saddique comments: “I am often astounded by the number of online marketing campaigns that fail to use call-to-actions and get customers interacting and involved. Instead, too many businesses focus attention on promoting themselves and essentially miss the point of giving customers an incentive to explore what's on offer.”

When it comes to online video marketing, don't pass up the opportunity to encourage your audience to take some form of action, whether it is within the video or right at the end. Be specific, for example, ask them to sign up to a newsletter, visit your website or ask them to tell you what they thought about your video by leaving a comments box. If your video is of a high standard, chances are you will have their undivided attention, so be sure to use that to your advantage.

#3 – Don't get drawn into making a sales pitch: Try to avoid selling your business all the way through your online marketing video. Much of the web is littered with ‘sales' and most audiences are bored of it, so you need to make your video unique by subtly selling your business, but keeping the audience interested. Your video should identify what your audience wants or needs, offer solutions to that want or need and then should tell them how your business is the answer.

Waseem Saddique comments: “It is important to promote your business, but it is essential that you remember that the customer is the most important factor of your business. Without them you have no business anyway. So avoid online marketing videos that spend the duration telling everyone how great the company is and remember to engage the audience. If they have no incentive to buy your products or use your service, they WILL look elsewhere.”