Moving images are popular among consumers as they provide information as well as entertainment. Besides this fact, marketers are convinced of the considerably increased buying incentive compared to still imagery and text and they should therefore react accordingly:
1. Videos belong to the marketing mix
There is practically nothing that video can’t be inserted into to get the attention of the target group, be it traditional advertising, product description, corporate video or recruiting. And you don’t even have to reinvent the wheel to do so, as video clips can be integrated into whitepapers or product presentations, as interviews, process animations or any other marketing measures, be it in social media, newsletters, landing pages or trade show presentations.
2. It all depends on the content
Without doubt, videos attract attention, which however drops just as quickly if the content does not promise benefits in the form of entertainment or value. Generally, a clip has already lost out, if it can’t maintain the audience's attention in the first ten seconds. That’s why a video should either be funny, original, exciting or emotionally touching - or at best all together.
Furthermore, the information content should promise an added value or a problem solution for the viewers, which is why guidebooks work so well. Right from the start, it must be clear that the plot brings a solution, which is why the brand, product, or company message should be communicated at an early stage. Then, even those who do not watch a clip all the way to the end will get the bottom line.
3. Make use of video platforms
Three factors are important for video platforms: extensive reach, target group relevance, and findability. The first factor is served excellently by YouTube, Facebook and other social media networks. However, particularly important is the discoverability through search queries in the vastness of the World Wide Web. It makes the distribution over as many high-reach platforms so important for the ranking, besides the content. Therefore, don’t be afraid to continue to grow the selection of your video placements. Even the integration of video into your own website makes sense in order to direct the video search there, so that the SEO ranking of the site improves and a video content can optimally be integrated – e.g. in conjunction with a direct link.
4. Optimize the findability
Regarding the ranking on YouTube and other platforms, including the discoverability through search engines like Google, you can also exert influence on the content, by mentioning the central keywords in the video title and keeping it “short and simple". This means, avoid any clumsy enumerations, but write in clear and short sentences. You can also set a link, e.g. to your homepage.
Furthermore, similar to the URL, the file name should facilitate the findability for search algorithms: On the big platforms, such as YouTube, you can tag keywords. Also be sure to use in addition to the precisely fitting terms, similar keywords and different plural forms, and ask the audience to like your video and - more important - to share it. This is a factor not to be underestimated for the search engine ranking.
5. Use professional service providers
Similar to TV advertising, the quality of the action and the technical implementation is crucial for the success of a video, so don’t be penny-pinching when it comes to production costs, rather consider a professional service provider with the conception, production and search engine optimization - possibly even the distribution – if a in-house prerequisite isn’t given. The good results, achieved via video marketing, justify the cost. If you want to take the production into your own hands, because you only have a limited budget or the targets don’t justify greater efforts, make sure to plan your strategy, actions, production and distribution carefully. If you follow these tips here, you already have good chances of success, especially in terms of the cost-benefit ratio.
By Daniela La Marca