Back in 2015, I wrote about this mega trend and it continues to grow. The following statistics for 2019 are eye-popping:
- By 2019, 80% of global Internet consumption will be video content.
- 86% of online video marketers use video content.
- 81% of people feature their video on their brand’s website.
- 7 out of 10 marketing professionals are optimizing video for SEO.
- Marketers who use video grow revenue 49% faster than non-video users.
The revenue growth potential alone should spur more marketers to use video for online marketing, but why is video marketing so powerful?
We live in a visual world, and it doesn’t matter if you’re viewing this in North America, Europe, Africa, Asia, or any other part of the world. YouTube receives over 1.9 billion unique visitors every month. In May, 2018, YouTube was adding users nearly twice as fast as Facebook.
The truth is that anyone who ignores video marketing is likely leaving a lot of money on the table. Forrester Research says that if a picture is worth 1,000 words, one minute of video is worth 1.8 million words. That should get your attention!
If you are not using video in your marketing, the good news is that there is software available that can make your transition into this lucrative segment for marketing easy and effective. If you are using video, but your results aren’t where you want them, it’s time to upgrade.
How To Use Video for Marketing Most Effectively
DShane Barker offers a helpful tip on using video effectively for marketing:
“You should create videos that are relevant to your audience and can [capture] their attention within the first few seconds. Your videos should engage people and compel them to take actions such as sharing your content or making a purchase.”
OLilach Bulloch also offers some helpful advice:
“One of the most important things to know about video marketing is that you need to tell some kind of story. It’s not about selling and pitching, but about connecting with your target audience with meaningful content that they can connect with – and you can achieve that by telling a story and using emotions to draw reactions from your audience.”
12 Video Marketing Tips
- Publish great content. Barker and Bulloch give some good thoughts on this. Think of video marketing the way you think about other content marketing. In content marketing, the goal is creating compelling content. With YouTube, the goal is to create compelling videos. Same thing, different media. With YouTube, you are delivering content with video – make it great and you will be rewarded.
- You absolutely have to stand out. Take YouTube.
It isgetting saturated with marketing. Boring is bad whether it’s copy or video, and unusual works really well on YouTube, so get creative ! .Make your video stand out by creating interest through coming at your content from a different angle than everyone else. Watch time is the most importantmetric for ranking on YouTube, so be original and creative; use your unique personality to do something or say something that is different than everyone else.
- Go to YouTube and other video channels and watch videos in your niche. Pay attention to the likes and dislikes. Find a popular topic and put your own take on it.
- Choose keywords that help people find your videos. SEO is very important for video marketing success. Google owns YouTube and they will push YouTube video to the top of searches, so use YouTube and make your video easily findable. You can do this by using
key wordsin your titles and descriptions (that’s the word that YouTube uses for the short snippet that you create to describe your content for SEO purposes).
- Use YouTube to identify and qualify targeted leads. Whatever you create, it should be done to draw in your perfect potential customers and clients. Whether the goal is to add them to your email list (and I hope that is at the top of your agenda
),or to get them to your website, YouTube can be an effective tool for introducing your business to them.
- Create a YouTube channel page and maximize your channel page to get more views and leads. If people like one of your videos, they may go to your channel page. Make sure there are links there that take viewers to your
website,and use clickable links to grab email addresses from viewers.
- Create a channel trailer. This works just like a movie trailer that is shown right before the feature presentation at a theater. This is what YouTube says: “Your channel trailer is like a movie trailer – use it as a way to offer a preview of your channel’s offerings so viewers will want to subscribe. What should go into it? Think about the unique qualities of your channel, your personality, and why viewers should feel compelled to return. There are many ways to make a channel trailer, but consider starting with something that hooks your viewers in the first few seconds, highlight the best parts of your channel and delivering your key messages. You want to give your viewers a lasting impression, so end with an explicit
askfor viewers to subscribe.”
- Send people to your YouTube videos using other social media. Whether you’re using Facebook, Twitter, Instagram, or other social media platforms, make sure your audience knows about your video and provide links back to it. Cross-promotion is a great way to get eyeballs on your content whether it’s on YouTube, Facebook, or some other social media platform.
- Keep publishing excellent content on a regular basis, and you will get noticed. Brian Moran of
Get10,000 Fans recommends at least one new video a week on YouTube to get new visitors. AJ Agrawal says that there’s only one rule on YouTube – volume wins. But, what you put up there must be good content. This leads intothe next tip.
- Do your homework. As with all content marketing, make sure you know what you’re talking about before you put your video together. There are a lot of posers on YouTube and if you get a reputation as one of them, you’re done. Agrawal says, “Before you start publishing your own content, you should take some time to look around at who else is playing in your niche or market, and what they are doing to succeed.”
- Engage with your audience. When someone comments, respond to their comment and build a relationship. This is a powerful way that casual viewers can become customers and clients.
- If it makes sense within your marketing plan, use YouTube paid ads. YouTube paid advertising is run through Google AdWords (remember, Google owns YouTube). YouTube ads run like regular ads with AdWords. You determine how much you want to spend and your ad buy is put into their bidding system. You will only be charged when someone watches your video.
Whether you’re an
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