If you’ve taken the advice of online marketing pros and made video a part of your inbound advertising scheme, you’re well on your way to generating more leads and converting sales. However, the process doesn’t end as you put the finishing touches on your video and upload it to your website. You need to properly promote to make sure your potential customers can actually find it when they search. Here’s what you need to do to ensure your videos get ranked and don’t just sit out there in cyberspace.
Be consistent and frequent with your video content posts. The most successful companies publish videos frequently and on a consistent basis. Your schedule should be regular so prospects know when to expect new material and will tune in. While it may take some time to ramp things up if you’re just starting, you should eventually aim for 50 or more videos per month spread over a number of channels.
Make sure to take SEO concepts into account. Content marketing focuses on providing information that’s informative and provides a solution to a business pain; however, that doesn’t mean you ignore SEO. To see your videos, your potential customers need to be able to find your content. Plus, search engines love video content, so SEO should be at the top of the list when considering what you need to do to ensure your videos get ranked.
Emphasize your brand in videos, but remain informative. Success in content marketing means providing value, not a sales pitch. Early on in the buying process, your customers are looking for information, so they’re likely to be turned off if you talk too much about your brand. Point to what your company can do for them.
Go for depth, not breadth. While increasing the number of channels may be important as your video marketing strategy matures, your initial goal should be providing more content. Create one channel and post frequent videos that dig deep into the topics your customers care about.
Share your video content on social media to engage followers. The best way to get the word out to as many prospects as possible is to promote your videos across all of your social media profiles. Video content is easy to share and your followers love to spread the word. While your material might not go viral right away, you can certainly expect more eyes to see it.
Re-purpose videos with a new spin on old content. Creating videos doesn’t mean researching and preparing material on something entirely new. Re-use content on topics that you’ve already covered in your blog, a white paper or email campaign. The best part is that it’s easy to pick out the topics for your videos. All you need to do is look at what content has been successful and formulate your video around that material.
While much of the focus in video content marketing is on the production process, you should also know what you need to do to ensure your videos get ranked. After all, the time and monetary investment in perfecting the video is wasted if your prospects can’t find your content. Use these SEO 101 tips to get your videos in front of the right audience and you’ll soon be seeing the impact on your metrics.