Video marketing is currently one of the most valuable forms of content marketing on the internet. There has been a natural progression from written content and images to video, because video engages viewers at a more emotional level than writing. The combination of visual design, audio, and content means a video will be far more effective at communicating a message than a blog post or article.
YouTube is the largest network for video marketing, and for small businesses there’s no better way to build your brand and attract potential customers. Research by ComScore suggests than individuals now spend an average of two hours per week watching YouTube videos, so make sure your business is part of the action. These top tips will help when you’re starting out with YouTube marketing for a small business.
Research demand for your content
A video is only valuable to your business if people actually want to watch it, so do some in depth research into the type of video you plan to make before you start shooting. Are there similar videos on YouTube already? What is the ratio of thumbs up to thumbs down? How many views have they had? Have people left comments on these videos and what have they said? All this data can help you to create a video that people actually want to watch and that they’re more likely to interact with or share.
Create a high quality video
A huge volume of videos are uploaded to YouTube each day, so to make your video stand out amongst the rest it needs to be of a really high quality. As well as getting your hands on the best video recorder you can afford, you also need to pay attention to lighting and sound. Natural light is usually insufficient for filming a video, so make sure the subject of your video is well lit artificially. Clear, high quality audio can make the difference between your video being a huge success and a total flop, especially if a presenter is talking for the majority of the video, so invest in a decent microphone. If your budget allows it may be worth hiring a professional video production company to produce multiple high quality videos for your YouTube campaign.
Add value for your viewers
The aim of your video may be to build your brand or promote your business, but that doesn’t mean your video should be five minutes of marketing spiel. Ideally your video will teach your viewers something, pass on some valuable info, or at the very least make them laugh. Consider recording an interview with a knowledgeable figure within your industry, filming a product demonstration, or creating a short how-to video. The focus of your video should be to engage your viewers and to provide something that will interest them, rather than talking about how great your company is. Ideally you should keep your videos to around three to five minutes; longer videos can be split into multiple parts.
Optimise your video and channels
Just posting your video to YouTube isn’t enough, you also need to optimise it. Ideally you should create a single branded YouTube channel for all your videos to boost their authority and rankings, and this channel will need to be optimised too. Make sure your video has a title that includes the keyword you would use if you were searching for it. Add five to ten tags that really give context to what the video is about, and consider uploading a transcript that can be indexed and applied to the video content.
Within your video content make sure viewers are prompted to like the video, subscribe to the channel, or leave a comment. Interaction is key with YouTube marketing; it is a social network after all, so make sure you respond to comments and interact with your viewers. Embed your YouTube video in Facebook and other networks, and encourage viewers to embed it in their blogs because the backlinks that this creates will increase your video’s rankings. Make sure you upload new video content to your channel regularly to maintain its authority.
YouTube video marketing is ideal for small businesses because it’s simple to use and it’s free. As long as you research the demand for your video, create valuable content that people will want to watch, produce a high quality product, and spend some time optimising your video and YouTube channel, YouTube video marketing can be a very effective way to promote your small business online.