Have you thought about creating videos to promote your business? Video can boost your search engine rankings and is an effective way to increase customer engagement. But how do you go about making a video? Sarah Orchard of Orchard Marketing Associates investigates
In the US, YouTube accounts for around 18% of all downstream internet traffic (that’s data that goes from a source to a computer).
That’s impressive. But perhaps even more impressive is YouTube’s status as the world’s second biggest internet search engine. It receives more searches than Bing, Yahoo, Ask and other search engines.
My point - because I'm not just singing the praises of YouTube - is that video has become a hugely powerful medium. Dig past the plethora of cute kittens, TV clips and skateboard accidents, and you'll find businesses everywhere are incorporating video into their marketing strategies.
Here's an example. A friend of mine decided it was time to buy a new tent. She intended to buy one that was reasonably priced, but found herself veering towards the Outwell brand. It meant going over budget but she soon figured out how to persuade her other half.
How? She showed him Outwell's website and played him the videos so that he could understand why it was worth paying more.
Outwell is a great example of a business that really understands what information customers want and how to communicate it.
Video is known as rich media content and it can boost customer engagement, increase the time spent on a site and help convert sales. Used cleverly and with a purpose, video can transform your website into a dynamic interactive site that will attract repeat visits.
And it’s not just YouTube. Video is available via many different platforms and services. These include:
Most video services allow their users to discover your videos via their own websites and apps. You can also usually embed videos on your own website - and often in other locations, such as your tweets, Facebook pages and so on.
How you use video will depend on your type of business and the services or products you offer.
Here are a few ideas to get you started:
This is just scratching the surface, of course. You can use video in any way you choose. And as shooting, editing and sharing video is much easier and cheaper than ever, you can try different things to see what works for you.
Making a video is no longer the preserve of professionals and nor is it a costly exercise.
Having said that, professionals can produce sophisticated, polished videos from around £250 each. This can be a worthwhile investment for high profile projects, although with a little time and effort you can get great results by doing it yourself.
There are many online services and pieces of free software that make it easy to upload, embed and share video content. For instance:
You can shoot video with virtually any digital camera or smart phone, although it may be worth spending up to a couple of hundred pounds on a dedicated video camera. Think about what sort of video you want to shoot.
For instance, if you plan to interview customers, consider a model with a connection for a separate microphone, so you can record the interview clearly. If you want to shoot action sequences, a rugged model like a GoPro might be a better choice.
Once you’ve created your video, consider uploading it to as many video sharing websites as possible, including YouTube and Vimeo. You may also be able to add video to your listings in online directories.
Make sure you add interesting titles and clear descriptions to your videos, to give them the best chance of getting found and viewed. Finally, encourage viewers to share and embed your video so they spread it for you.