Video Marketing – Two key facts about YouTube:
Did you know that YouTube is the number 2 Search Engine on the Web in terms of query volume? Did you know there are about 13 billion video clips watched every month.
So whilst this is true and very impressive, what has that got to do with local businesses trying to reach local customers? How can video marketing help your business?
We know that many viewers go there purely for entertainment, but a lot of of videos are watched by people looking for help and information. In fact, there are more than 35 million searches each month on YouTube for “how to” videos. That’s at least 35 million opportunities for businesses to reach people that may need their product or service. So if you have a local business, how can you capitalise on this trend? Here are 5 easy ways small businesses can make video marketing on YouTube work for their business.
1. Create Content that Meets a Need
To reach people that need help you need to create content that satisfies their need, captures their attention and creates interest by meeting the information need of your audience. For example, if you’re a plumber, a how-to video on fixing a dripping tap is a great way to get the attention of someone with that DIY problem. You create interest in your products and services by not only showing how to fix their problem but also providing some additional tips that the viewer might not have considered. Remember you are the expert!
2. Pay Attention to Production Value
You don’t need Hollywood quality business videos but make sure that your videos are professional and easy to watch. Things to avoid are shaky hand-held camera work, poor audio quality, bad lighting, poor scripts or lack of coherence in the story as these will all lead to viewers changing the virtual channel. Pay attention to the lighting and use a tripod to create smooth viewing experience. Use microphones and pay attention to the audio. Stories work best so try to tell a story or clearly walk viewers through the video and explain what you’re doing. Make it natural and it doesn’t have to be over-rehearsed, a natural look and feel will go down well for your business marketing videos.
3. Optimise for YouTube Search
For every minute of every day, nearly 24 hours of new videos are uploaded to YouTube. Therefore, in order to be found you need to optimise your video so that it can be found on the site. Here are just a few things to think about when adding your video to YouTube. Include important keywords in the title and be sure your tags include those keywords as well. Choose an appealing thumbnail that clearly depicts what your video is about.
To continue the plumber example, you may want to title your video “How to fix a dripping tap. ABC Plumbing’s top tips for fixing a dripping tap.” Your tags might be “how to, taps, dripping taps, DIY. plumbing tips, leaking taps” etc. Your title, keywords and thumbnail all give your viewers the information they need to decide whether they will watch your video and if it will help solve their problem or give them the information they are looking for.
4. Give the Viewers a Follow-Up Action
If you’ve created an informational video about fixing leaking taps you want to give the viewer a compelling reason to follow up with you. One way to do this is to provide a special offer and a unique web address in the video with a clear Call to Action. For example, “If you think we can help with your plumbing problems, Call this number and get 10% off your next order”
5. Build Awareness and let them Know Who You Are
Make sure that you create awareness about who you are and what your company does. It’s important to let people know who they’re getting this valuable information from. You should encourage users to take a step towards a relationship with your company by having them subscribe to your YouTube channel or company email newsletter (if you have one).
Those are just five quick ways local businesses can take advantage of YouTube for their video marketing. There are dozens more, but starting with the basics will put you in front of potential customers who need your help.
Anthony Burke is an digital internet marketing consultant with experience of business development, marketing and the Internet with many large companies – more recently Hewitt Associates, Xchanging and Axa Insurance and several key London Market Insurers. Anthony now runs his own business which is associated with WSI to provide companies with affordable Internet marketing solutions to enable profitable growth and increase marketing ROI. He is also a member of the British Computer Society and a registered Prince2 Practitioner.
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