How to Use YouTube for Marketing Your Business
Now that Google has purchased YouTube, the benefit of adding video content has increased for nearly any business large or small. The difference between a website with videos and one without is a characteristic that is weighed heavily within Google’s search engine algorithm. Including video content will increase the perceived quality of your website and also move your site further up in Google’s search results. Remember also that in today’s social media circles, most companies include videos, images, maps, and blogs in their profile and posts. Another reason for creating videos for your company is the simple fact that videos are much more likely to "go viral" than text-only social media posts. Therefore, make sure that your company doesn't get left behind with video advertising and marketing.
The best part about using YouTube for your company videos is that embedding the YouTube link on your site saves bandwidth, meaning a faster download time for customers when they visit your page. However, make sure that you take full advantage of the SEO and branding options available through YouTube by following the simple tips below.
Connect Your Content
The key is to help Google, and readers, connect the video with your content. In the description of your video, ALWAYS include a link to your website even if you only place it at the end of your text. This helps both Google and your readers find you.
By the end of the video, give viewers a direction to take. Tell them to give you a call, stop on by, or view your website. Be creative and keep in mind you should tailor the production of your video to the needs and desires of your customer base.
Invest Time Exploring the YouTube Community
Internet users constantly upload YouTube every moment. Find ways to establish your business within the YouTube community through commenting on other videos within your fields of interest. Add links to videos on your website. Tweet videos or share them on Facebook or Google+, both your own videos and those of fellow YouTube users.
Utilize the Social Media Infrastructure
Create a personal YouTube Channel. Upload videos to your account each time you post a video. This will allow users to subscribe to your account and permit your business to send emails to those who subscribed. As mentioned before, put your website’s address within the description of each video and link your videos to Twitter, Facebook, Google+, or any other site that will increase exposure.
Maintain a Philosophy of Brand Recognition
At the beginning or end of each video, be sure to include your logo. Establish a "voice" or personality for your videos and make sure that this tone matches your branded tone you have already established with other marketing materials. When possible, use fonts and colors associated with your brand. Any opportunity to be unique or stand out should not be over looked. By the end of the video, give viewers a direction to take. Tell them to give you a call, stop on by, or view your website. Be creative and keep in mind you should tailor the production of your video to the needs and desires of your customer base. Remember it is just as important to not only sell your product but to build your brand as well.
Incorporate the Correct Production Value
Be cost effective through prioritizing your investment in your video’s quality. Invest just enough resources to get your point across. The method behind constructing your video is more important than the quality or excess of equipment. Something extremely polished may distract from your message or the authenticity of your product or service, but too low of a quality can also have an adverse affect on viewers. Also be sure to keep the length of your video within a reasonable amount of time an individual would spend watching it. The less scripted the better.
One area of videography that you should never cheapen is with the sound. Your video’s audio quality is very important. If viewers have to strain to hear you, they probably will never listen long enough to hear your call to action at the end. Therefore, strongly consider acquiring a high quality microphone.
Your Words Matter
Beside seeing your video on social media sites and your website, how else will your target audience find your videos? Most Internet surfers will use keywords on a search engine, including YouTube’s search engine. Strategically place keywords within your video description without compromising the quality of your content. Add keywords into the tag section when uploading a video. Use a keyword in your title as well. Stick to only one main keyword per video.
The content of your videos is just as important as the content on your website. Make sure to create videos that relate to your business. For instance, if you design direct mail postcards, post a video of your process in speed mode and the awesome end result. At the end of the day, you are hoping to gain clients, not necessarily viewers.
Take Every Opportunity to Make a Video
Create tutorial videos on how to operate your product or use your service. General how-to videos and training videos can benefit both customers and employees as well as increase exposure online. Make funny behind the scenes videos to show a personal side and further expose your brand to social media users. If you plan on hosting an event, creating a new line of products and consider addressing these new developments in a video blog. You may even want to give an overview of your business or service process. Always try to be as creative as possible to keep viewers interested, engaged, and coming back for more.
Tara Hornor writes on topics of branding, web and graphic design, marketing, and advertising as Senior Editor of Creative Content Experts. She loves helping small business owners improve their content marketing or providing inspiration for improving design skills. Be sure to check out @TaraHornor on Twitter.
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