What makes a good marketing video? What makes video marketing successful? In this post, you’ll learn how to optimise your YouTube video content for SEO, create genuinely valuable content that will attract and help your potential customers as well as how to effectively use Call to Actions in your videos.
Tip 1 – Optimise your video for SEO
More than 3.5 billion searches per day are performed on Google. Google-owned YouTube, also boasts more than 3 billion searches per month. Search is also a growing trend on Facebook with more than 2 billion searches per day conducted on their platform.
So if you’re not optimising your video content for search you could be missing out on huge numbers of views. There are plenty of tactics you can use to ensure your videos get found easier in search engines. First up, it’s important to enable embedding on your video as this will help you increase the likelihood of receiving inbound marketing links.
When it comes to video for SEO, descriptions are everything, why? Well descriptions allow Google search spiders to make sense of your video and understand what the content is about. Both YouTube and Facebook offer the ability to add a description to each video you upload. This is also really valuable search real estate. Just as with your title, try to include keywords in your description. Avoid overdoing it though and ensure your description tells a story about what’s in the video rather than just being a list of keywords.
Also ensure that your videos are tagged with relevant keywords and fully explained with fleshed out descriptions and unique titles. Just like the title of H1 tag of a webpage the title of your video is one of the most important factors for ranking well on Google and YouTube. You should try to include your main keyword in your title and keep it under 66 characters so that the text isn’t truncated in search results.
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Tip 2 – Educate your customers
One of the most powerful methods you can use for video marketing is to educate your audience, why? Because you’re adding value to them and serving them. You’re using your expertise and knowledge to hopefully make their lives better in some way or other or helping them resolve a problem that they have.
So, education in this context comes in many forms. For example, you can teach your customers how to use your product or service and provide useful tips on how to make the most of it or you can create a webinar to showcase your industry knowledge. Position your brand as a thought leader, add value to your customer’s lives and collect leads in the process. Video can also provide social proof for your product or service. According to WebDam, customer testimonials have the highest effectiveness rating for content marketing at a whopping 89%. When creating video success stories, focus on the story of your customer and the success they achieved from using your product or service.
Tip 3 – Include Call to Actions or CTAs
Well is great to get lots of people viewing your videos. If that’s all they do, you won’t see much follow on success for your business. When creating videos, be sure to optimise your content with Calls to Action.
What is a Call to Action? Well is effectively a clear signpost to your audience as to what they should do next. A CTA doesn’t always have to directly lead to a sale or a signup, video CTA’s could include asking people to subscribe to your channel, asking people to follow or like your page, getting your audience to share your video with friends, to comment on the video or to check out other video content on your channels.
So where should you place a CTA in your videos? There are three common positions to add Calls to Action within videos as Wistia explain on their blog.
- 0.1% place their CTA at pre-roll. Calls to Action at the very start of the video, ensure that every viewer sees them and has an opportunity to click.
- 4% place their CTA at mid-roll, Calls to Action can be anywhere between the very start and the very end of the video. They’re designed to target viewers when they’re the most engaged. Mid-roll Calls to Action had an average conversion rate of 16.95%.
- 95.9% placed their CTA at post-roll. These Calls to Action appear at the very end of the video to ensure the viewer is highly interested before being presented with a CTA. Post-roll Calls to Action have an average conversion rate according to Wistia of 10.98%.
Now, although this data is based on Wistia hosted videos the learnings can help inform your video strategy across all of your social platforms too. Try experimenting with placing your CTAs at various places within your video content and measure and check what works best.
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Tip 4 – Don’t compromise video quality
High-quality video creates a good impression of your business, enhances your brand image and gets more engagement compared to poor quality videos. There’s also research that backs these claims up too. Brightcove found that 62% of consumers went away with a negative brand perception when they saw poor quality videos. 60% won’t engage with such a brand and that would harm your business more than doing it good.
Similarly, Verizon Digital Media Services surveyed about a thousand adult internet users and asked about their video quality expectations. And the results showed that the average video viewing time fell by 77% with a poor quality video. Over 85% of respondents said they expected TV-like quality for videos on the internet. And about 25% of those surveyed agreed that they didn’t want to watch a video due to poor quality at least 50% of the time in the previous month.
So the takeaway is simple, don’t compromise with video quality. Create good quality, valuable content that genuinely serves your audience. Assign resources to your video content production in the same way you would for a print campaign for example, whether it be manpower or money at the end of the day, your video content is representing your brand or business out there and is a calling card. So really think about what you’re putting out there. Follow these four secrets and your video content stands the very best chance of succeeding for you and your business.
I hope you found this valuable and helpful on your journey toward creating great quality video content. If you want to find out even more about our production company, check out our free YouTube resource.