In the world today, Video Marketing is topping the charts when it comes to branding and advertisements. It has become the number one way to get organic boost for businesses. It was found by Forrester Research that using videos as a form of advertisement is more likely to get 50 times more organic first page ranking than conventional text pages. However, Video Marketing will only work for you if you know how to do it right. That’s why I have prepared 16 video marketing tips that’ll help you eliminate video marketing mistakes preventing your videos from receiving its organic welcome.
These tips will help in knowing what to do right to gain more attention for your products and services using video marketing. Are you ready to go to take your business/service to the next level? Let’s get right into it:
Let’s take the recent Gillette video advertisement that was released in early year as a very good example. That video got the whole world talking. They know that the world is currently in bias when it comes to patriarchy and matriarchy and they seized that opportunity to create a tongue waggling video campaign. It is the best strategy that has ever been used in the history of video marketing. They were able to connect emotionally to matters affecting their audience and in the process, placing their product on the tip of people’s tongues.
[Tweet “”When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion.” – Dale Carnegie “]
Not only did they get their customers engaged in intellectual discussions, but they also drove more people into recognizing their brand. Now, if I go to the store to get a shaving stick, Gillette is the first that comes to my mind and that’s exactly what I’ll get.
Everybody is always looking for something new and exciting. There are Video Marketing patterns that are quite popular amongst video marketers and a lot of people use the same video trend. Following that trend will just make your brand one of the numerous unrecognized brands. With your video marketing, you need to be very creative and find new ways to send out your message.
[Tweet “”Create videos with a distinct purpose. Anticipate your ideal consumer’s needs and create content to address those needs.” – Brian Rotsztein “]
One strategy that works best is using controversial video contents. It gains a very large audience which equates to more people recognizing the brand. The more you’re able to excite your audience, the more they’ll always look forward to what you have in store for them and they’ll be automatically sold on your brand for as long as it exists.
Most times, in the hassle, to make juicy video content for great marketing, we forget the type of audience we’re talking to. For example, let’s say we are a baby diaper brand, of course, we have to create content that’ll speak to nursing mothers. But if we go ahead to make a video that talks about old people and how they like to sit and stare at the TV, there’s no way the audience can even relate to it because it’s totally off point.
[Tweet “”Don’t just create content to get credit for being clever — create content that will be helpful, insightful, or interesting for your target audience.” – David Ogilvy “]
So, study your audience carefully and figure out what they like to see, what they like to hear and how it makes them feel. Also, keep your proposition and where your brand stands in mind.
The first thirty seconds of a video is the most crucial to the acceptance of the video and engagement of the viewer. They help the viewer decide whether they want to keep watching or switch to something else. You should create a video marketing content that is able to captivate the audience and keep them glued to their screen. Maybe even make them revisit the video a couple more times. It helps when you go straight to the point in the first 30 seconds because that way, you’ve given them the only thing they’re interested in, the reason they watched the video in the first place. The viewer has heard what he/she wants to hear and they’ll definitely stay to watch it to the end.
[Tweet “”Business decision makers love online video because it gives them the most amount of information in the shortest amount of time.” – Robert Weiss “]
Setting a goal for your video content is very important. You need to answer questions such as: What am I trying to relate to my audience? What do I want my audience to think about during and after watching the video? How do I want them to react? What actions do I want them to take? How do I want them feeling inside? These are questions that help make the objectives for the video as clear as they can be. These objectives should be observed from every angle when it comes to creating captivating video content for marketing. The clearer your goals are about video marketing, the more relatable your video. Find the best way to sell to them by offering them something that they can only get from your brand.
[Tweet “”Authenticity, honesty, and personal voice underlie much of what’s successful on the web.” – Rick Levine “]
When Nike was going to put out their recent ad, they needed something that’ll touch the depth of the soul of their audience so, what did they do? They decided to make a compilation of all the greatest sportsmen and women of this time. Not once in the video did they show a Nile shoe and at the end, they just put their slogan “Just do it”. This video was intended to be motivational. Now, when you see a Nike shoe, all you can think of is wearing the shoe that the greatest people in the world wear and so you go ahead and decorate your legs with one. Woahla! Mission accomplished for the Nike brand. Every story told by your video content is touching a soul or a thousand souls so make sure to make it count and you’ll be surprised at the results you’ll be getting.
Using pattern interrupts is a very good way to keep your viewers glued to watching your video. You are causing their brain to function a little more because they’re trying to figure out what it is your video is about. This will increase the watch time by the viewers because then, you’ve introduced a new strategy that they’ve never seen before. Like the Nike example I used earlier, that’s a pattern interrupt. I’m very sure a couple of people went back to watch that video multiple times causing the watch time on the video to have an immense increase. Always switch up on your strategy because one way of doing things can get really boring and make people lose interest in what you have to offer in the long run.
You want your video to come out top in search engines, don’t you? If it’s at the bottom, nobody will see it and if nobody sees it, there’s no progress. This is where the magic of YouTube keyword planner tool comes in. If you make a video with great content and the best quality, the only way your audience can see it is if it pops up when they’re searching with the keywords. So, make sure to keep your videos optimized with SEO keywords that are very much most searched in your niche. YouTube keyword planner is very good at giving the best keywords for videos and this can help you boost your ranking during searches. No amount of SEO keywords is too much for your video content. Check out these Best video marketing tools to enhance your video performance.
We’ve been talking about putting your audience first above anything else but who does the audience comprise of? These are people who have developed a natural likeness for your brand and will be there as long as you’re ready to make them happy. However, these people don’t just appear out of nowhere. They grew in numbers as you were being consistent with your work. They know what your brand is about and they like it. Pepsi Co. wasn’t always a company with over 10 million people as their audience. At some point, they had just one person and due to consistency, great work and determination, they’re where the great company Pepsi Co. is today. If they could grow, so can you.
[Tweet “”Focus on identifying your target audience, communicating an authentic message that they want and need and project yourself as an “expert” within your niche.” – Kim Garst “]
It is good to always think of new ways to repurpose your videos. Construct the videos in such a way that future ideas can be integrated into it to refocus the purpose of the video. Let your audience see the creativity in your brand and how you can use your video to refocus their minds on what you want them to. Your video should carry power with the ability to sway your audience in the direction that you want them to go. It is not an easy task because it requires a lot of brainstorming and probability decisions but at the end of the day, when it produces a great result, that’s all you’ll care about.
Being able to sustain the interest of your audience takes more than a great story. If you have a great story but a very poor video quality or a video with a muffled sound, I give you a 100% that everyone who watches that video will be uninterested after the first ten seconds. So, there’s a lot of work to be done in putting together a captivating video. Make sure you have a top-notch production team that understands that every single angle of the video counts. Do whatever you have to do to get their attention and look for that extra that will sustain that attention. This can only be achieved by intently studying your audience and having a determination to give them what they want only.
[Tweet “”If you want to create messages that resonate with your audience, you need to know what they care about.” – Nate Elliott “]
Consistency is key. This is a phrase that applies to all ramifications of life and so, it applies here too. You might be thinking “Oh, it’s just about creating a captivating video? Who cares about when I post it?” Well, your audience cares, as a matter of fact. If your videos are great, I assure you that they’ll always be looking forward to what next you have in store for them. I can say I always look forward to Coca-Cola and Pepsi videos because they always bring creativity to the table every single time. We know they make one great video every year and we’re always on the lookout. So, once your audience knows the time and day you post your content, they will always anticipate it. Be consistent with the posting. Never disappoint them unless you actually plan on switching things up for good.
There’s only so much you can do to boost your videos and make it rank top in search engines. This is why making use of tools and analytics like Tubebuddy have been provided for video marketers to give them more chance to reach a wider audience than they would organically reach. This is very good because it leads to expansion. The software monitors the video activity and knows what to do according to the instruction you include. You shouldn’t be a brand that changes products all the time. Be consistent with everything and it’ll be much easier for you to connect with more audience every time you put out a video.
The longer the length of a video, the more boring it becomes. No matter how interesting it is, your audience will start to get tired when it’s getting too long. Also, you won’t get the chance to relate the main message because they’ve already logged into another interesting but shorter video. Carry out online research on the optimum video length, depending on the platform you’re aiming to post it. However, I would recommend that regardless of the platform you wish to Market with your video, always keep your videos short and concise. They should be straight to the point, conveying the message you want to tell your audience in the shortest amount of time you can afford. This will make it easier for them to pay attention and receive the message well.
Having a playlist where all your videos are, especially on YouTube is a very advantageous move. Videos uploaded in a sequential manner where one video leads to another and then another caused anyone visiting that channel to watch all the available video. Watching captivating videos simultaneously, then another one pops up and another and another will automatically grow in love with the videos and the brand itself. This will automatically increase the overall number of views your YouTube page gets. You can monitor this using YouTube analytics and see how much more your following will increase. It is important that you keep a public record of all your videos because the different messages you’re conveying will definitely reach out to many people.
This is very key. There’s no point creating of video marketing if you aren’t pushing your brand out there in one way or another through the video. A common video marketing mistake a lot of people make is pushing out their product/service at the beginning or middle of the videos. This will only tell the viewer that you just want to collect their money and you’re not necessarily interested in making them happy, which will reduce your chances of getting more audience. So, at the end of the videos, just tell your audience to go to your website using end screens or cards. They are happy with what you’ve done for them through the video and it’s only imperative that they make you happy in turn by visiting your website where they see all the great offers you have for them.
YouTube is the second most popular search engine in the world. So, for popular blogs, like DesignWebkit, it’s important to embed YouTube videos with high-ranking into the posts for raising their popularity. What to do then to make your video well-marketed even though video SEO is not that developed so far? Our main advice is to work with keywords.
Although the sphere of YouTube marketing and video SEO is not that developed so far, there are some tools created specifically for YouTube keyword research. Most of them are cheap or even free. Here are a few you can use for efficient YouTube marketing.
Kparser has both a free and a more advanced paid version. It shows a ranking factor on the basis of the frequency range of every word in the keyword combination. So, try using its suggestions for your YouTube strategy.
One of the popular YouTube keyword research tools is Hypersuggest, which gives you free opportunities but has a couple of limits. For example, it shows only 10 first search results, but also contains potential search volume and additional keywords suggestions with suffixes and modifiers.
YouTube keyword research tool Wordtracker also has a free trial, which can be used for a considerable period with full functionality, though the paid version is still much more advanced.
This keyword tool can be used for free without creating an account and seems to be one of the most reliable ones. However, the most interesting function of Keywordtool.io is that here you can combine keyword searches for different social media and engines, including YouTube, Bing, Instagram, Twitter, and even eBay.
Long-tail keywords are cheaper to rank for and have less competition. Often, long-tails are aimed at users on the later stages of the marketing funnel, when they are ready to buy or subscribe.
YouTube can help you find relevant long-tail keywords by itself. This method is easy and popular – it’s search suggestions. Just type in a keyword to see what some of the most popular long-tailed suggestions are.
Don’t be afraid of making brand videos as long as they are entertaining or useful. Video Marketing Statistics prove that 70% of users tend to watch the branded video if it’s interesting enough. Branded YouTube videos often appear in the lists of the most popular ones.
Video marketing is not a cheap thing, so you need a detailed and well-thought-out strategy for your YouTube channel. One of the essential factors one should consider while designing a channel or projecting its content is keyword research and planning. Keyword research will help you become ‘visible’ for your audience and using those words appropriately will make your channel and individual videos easier for finding. How to apply keywords on YouTube? Here are several tips from MotoCMS.
The new great feature of YouTube is that it transcribes your videos. Taking that fact and the accuracy of transcription into account, you can use it as an SEO tool. Pronounce your keyword during the video recording, and YouTube will “hear” it.
Why does this approach help your marketing goals? As the keyword said is the one stated in the topic and other means, YouTube will understand that your video really concerns that term and theme that you want to target.
The essential modern rule of YouTube video title is that it should be not less than 5 words long. However, if it completely consists of the keywords with high Google ranking, such a title may sound overloaded with functional words not only for your followers but also for YouTube itself. In order to avoid this drawback, try to include your keyword or word-combination as a part of the longer title of 6-10 words.
For example, this video title from MotoCMS channel “MotoCMS Website Builder For Any Business” is 6 words, only 2 of which are our target keyword (“website builder”).
Don’t forget that for YouTube videos the rule is the same as for an article or a blog post – putting the keyword with brand name at the beginning of the title may boost your YouTube video SEO a bit. So as we do our best to rank for “web design agency”, we have chosen the title “MotoCMS Web Design Agency that Kick-Starts Your Business Ideas” for one of the videos on our channel.
The description of the video on YouTube is an essential element. That’s how YouTube and Google “realize” the context of the video itself, how they rank the video, and how often your video appears in the Suggested Video sidebar. How do you fill the description with keywords, and not over spam it at the same time? Concentrate on following this set of rules.
This SEO-optimized description will undoubtedly become one of your marketing improvement factors.
Sunshine Egg Donor Agency may not have a strong YouTube channel, though we know a thing about marketing tools that work for YouTube and use video SEO optimization to rank in Google SERPs. One of them is Google Trends.
When you start working with Google Trends, in the dashboard you will see the latest trending subjects or otherwise check your keywords and trends popularity. The pleasant surprise of this influential tool (especially if your marketing budget is a bit limited) is that it is completely free, and logging-in is not required.
The keyword’s volume is not the most important factor in Google Trends. The thing that matters is popularity. However, one should realize that higher search volume is often followed by higher popularity.
The core use of Google Trends in marketing is keyword research. It is a functional tool not only for finding out the popularity of a necessary keyword, but also for selecting long-tail keywords, and creating an efficient content strategy both for your blog, and vlog or channel on YouTube.
Why are long-tail keywords still necessary no matter what Google algorithm comes next? More users (and your possible followers are among them) around the world tend to apply voice and mobile to search. These formats lead to long, conversational queries, instead of putting a couple of keywords in the search line.
Google keyword trends don’t show the particular volume of a keyword, though after the Google Trends research you can continue with other SEO tools like SEMRush.
Google Trends can facilitate planning YouTube channel content or selecting secondary keywords for a piece of content. Google Trends enables a fast and easy comparison of the popularity of two or more keywords and choosing two or more for your video. For instance, in the blogpost “In Vitro Gametogenesis – Reproductive Technology of the Future” we used two main keywords ‘in vitro gametogenesis’ and ‘reproductive technology’, both with high but different ranking indicators, but both being trendy in search.
One more obvious application is fulfilling your channel or vlog with topics that viewers are interested in. Checking the trends concerning any niche topic will open new horizons for your YouTube content, and keep you on track of your audience preferences no matter how fast-changing they are. This idea is proven by Google Trends’ efficient use in seasonal marketing and actual fast-changing business spheres, like the genetic and fertility area. So, with Google Trends you can envisage not only what to tell your followers on YouTube, but also when to give them that information.
Our content team goes the extra mile when preparing Youtube videos. And, as a visual content creator, I myself do a lot of analysis to see how the videos are doing after the launch.
One of the most important metrics is the average view duration, and watch time of each video. Also, I closely monitor audience retention to see if the audience is engaged – meaning, their satisfaction level with the content.
While on Youtube it’s possible to see only the general stats, I totally prefer Cyfe dashboard to monitor the stats of separate videos. I always see the most important metrics in comparison, which makes my work easier.
Though it’s impossible to correct something in the content that is released, extended stats helps me understand our audience better and make changes in the future content plan.
For one, we’ve started making more educational videos lately, and the audience has significantly grown. The decision was made on the stats – the videos that were showcasing useful tips and tricks were keeping the audience engaged while the videos with product presentations were not so engaging. It goes without saying that we’ve made the corrections in the content we’re preparing.
My other favorite tool is Figma, which I use to create catchy thumbnails. The playlists on our channel have a distinct design that helps make our content recognizable. Recognition is a cornerstone of branding. It also helps people navigate through your channel easier and find what they’re looking for faster.
Making different thumbnail image prototypes using the same brand book, but different layouts, helps people get what the video is about and if it’s made by our team, even before they read the headline. The right thumbnail is the key to your audience, and everyone should use it to take the user experience one level up.
Another good thing about Figma is that you can make corrections in the design from anywhere, share it with your colleagues and use it as a basis for your video animations, creating SVG objects without any effort.
Figma is easy to use even for beginners, it suits not only designers but also content makers and marketing specialists, not really skilled in design – but who need to do the work fast.
After making custom thumbnails and dividing the videos into playlists with different thumbnails, visitors don’t have a problem of finding content in the dozens of videos. Also, they never miss our new videos because they know what they are looking at when they see our thumbnail images in their feed. And with Figma we do all the work really fast.
Many companies spend countless hours researching SEO tips, but it’s always content, content, content. The truth is that you can, and should, also be optimizing your videos for search engines to help make sure that this hard work isn’t going unnoticed. Videos work much like content when it comes to SEO—you want to help your videos rank well on a search engine so that you can increase the traffic (and hopefully convert that traffic) that comes to your site. Using the right video marketing tools can customize your video for your specific audience with ease (refer below to point 4 and 5).
Videos are 53 times more likely to generate a first-page ranking than traditional content. In other words, video SEO can make a difference. To have success in the digital marketing world, it is important to understand the great potential utilizing video marketing can have for your business.
A website can either post a video on YouTube or post a video on the actual website (or both). In both situations, optimization is key. You can learn more about the specifics to optimizing a video on YouTube here, but below lists some easy ways to optimize a video for search engines no matter where the video lies:
You always want to make sure that you are using keywords in all aspects of your video: title, tags, URL, and text. Although many people don’t realize it, videos are a type of content and there is always an opportunity to include keywords in this content. This will help Google identify the subject of the video right away because Google can “see” the content, but not the video.
Keywords are a critical aspect of web marketing. You can use keyword research tools to find and implement relevant keywords so that your website is optimized and will be found more easily by search engines.
Once again, this tactic is exactly the same as if you were trying to optimize content. It is important that you generate backlinks to this video and link internally to this video. You can do this by discussing the video in a guest post or promoting the video via social media in the hopes of obtaining backlinks.
Most blogs focus on content that is both short and broken up into easy to digest sections. Believe it or not, this same mentality works for video. Make sure that your videos are no longer than 5 minutes and that they have different sections so that readers can see a pattern. This type of optimization is a bit more for users as opposed to search engines, but it will work in your favor (and the transcript that you should absolutely include!).
Sitemaps are one way for search engines to know what pages on your site need to be indexed (a great tool for this is Google Search Central). Although it is possible for a page where the video exists to be indexed, you can actually make sure that the video gets indexed all on its own. See the URL Inspection Tool to learn more about how to make that happen if you are unsure.
You will want to try and share your website wherever possible. If your video is currently resided on your website only, put the video on YouTube. You can also use video sharing services such as Adobe Advertising Cloud to help spread the word about your video. And finally last, but not least, social media is always a great way to gain some extra exposure.
Most businesses are surprised to learn just how easy it is to optimize a video for search engines. Using the tools above will effortlessly help your video marketing efforts for your business. If you have a basic understanding of content optimization, you will likely be able to optimize your video and see results.
Has your business created videos? What did you do to help optimize the video or videos for search engines? Let us know in the comments!
As easy as video marketing seems, if it’s not done in the right way, it won’t be as effective as you hoped it would be. So, I hope these video marketing tips I’ve given you above have been able to eliminate some of the video marketing mistakes you’ve been making.
About Deepak Chauhan Hi, I am Deepak Chauhan, a Digital Marketing Strategist. I'm the CEO & Co-Founder of VOCSO Digital Agency, a creative web design, development, and marketing agency based in India & USA.
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