Why video marketing?
Individuals are always looking for information, and right now the vast majority of people in the US (or at least those looking to spend money) go on the internet when they’re thinking about buying, So since you want to be where your customers can find you, it seems obvious that you want to be on the internet too.
But it doesn’t help to have a website if you can’t be found in the search engines.
And you know that Google has the #1 search engine anywhere, bar none. And Google realizes that video brings about a much greater user engagement than plain text or even pictures. So since Google wants engaged people, they are increasingly featuring video in their internet searches. Not only do the videos show up in the organic (non-paid) searches, but they have an icon that serves as kind of beacon for people searching.
Do you know what the #2 search engine on the planet is?
Well, it’s YouTube. And since Google owns YouTube, this means the tie between internet searches and video is even stronger. They blatantly feature YouTube videos in their search engine results, giving them a clear preference to other video hosting sites. Go figure…
Did you know that there are over one billion unique visits to YouTube videos each month? That equates to more than six billion hours of video a month. Over one hundred hours of video are uploaded every minute to YouTube; that’s more than ten years of video every 24 hours of video. More video is uploaded to YouTube in a month than the three major US television networks created in the last 30 years – combined
It’s mind boggling to realize that just a few years ago YouTube didn’t even exist.
This all has dramatic impact on the need for video marketing. Since people engage with video and Google wants to show you relevant videos in their searches, video becomes a fantastic opportunity for you to both:
- appeal to your customers, and
- engage them once they find you.
How do you get to the top of search engines with video marketing?
This is the $64,000 question. Since the moving images in the video itself are not technically searchable at this time, there are lots of other video marketing factors that go into being found. So you have to have someone who knows how to correctly create the:
- title of the video
- description of the video
- tags in the video
- how the video is scripted (since YouTube uses voice recognition to create a script of the audio track)
- what category it is listed in
- number of views
- number of likes
- engagement — how long the video is watched
- number of subscribers
- number of comments
- how much is the video re-posted or embedded
- and other factors
The short story is that for an effective video marketing strategy you need someone experienced at getting YouTube videos ranked highly.
The engagement factor can not be over-emphasized in video marketing.
Using videos can improve the know-like-trust aspect of doing business. Let’s face it — your personality, customer service, etc. just do not come out from printed text or even pictures on your website or brochure. Video helps you share your story personally, emphasizing those things important to your customer. And video works when your physical store or facility is closed; the video can work 24 hours a day,
But it is absolutely critical that your video marketing efforts meet both of the above goals: getting you on Google’s first page, and building rapport with the viewer so that he or she will want to buy. Meeting just one of the goals is useless.
But be warned. The work necessary to get customers to your website and engage them is not a “set and forget” process. It requires regular attention. The amount of that attention needed is directly correlated to the competitiveness of the video marketing keywords you need to rank for.
We’ll have more on the topic of keyword research later, but for now, know there are techniques around the obvious standard keyword research methods.