DIY Guide To Video Placement

DIY Guide to Video Placement

In my last blog “Where Video Marketing is the King of Content”, I discussed the importance of creating video marketing to stay relevant online.   While writing this blog series, I also created my own vlog “Minute of Marketing” as a how to DIY guide, sharing insights and examples of marketing initiatives.  

Depending on the type of business you own, your goals and the clientele you cater to will determine where you should share your video content.

Are your clients business professionals or are they casual customers?

What social sites are you most comfortable on, what social sites do they frequent?

Do you have a website and social channels set up yet?

Regardless of platform, a multi-channel distribution strategy is key – you need to place your media where your customers and prospects are and often they are not all in the same place at the same time.  

WEBSITE

If you have a website, start posting your videos there.  One “About Us” video isn’t enough – regularly adding video to your website increases SEO and keeps your clients up to date on your offerings.  You can create a page specifically for your videos, or place them on existing pages.

EMAIL

Emails with video have a much higher click-through rate than those that don’t.  If you share your video in email,  ensure the word “video” is in the subject line; this boosts open rates by 19% and reduces unsubscribes by 26% (Hubspot).

YOUTUBE

YouTube is one of the largest social media platforms but to use this platform correctly, you need to engage visitors and build a community by being consistent in your uploads.  This means posting at least two videos a month at minimum.

But, sometimes that isn’t enough.  In order to be ranked, your video title and description also need to contain your keywords (no different than a blog).  Your description must also contain the URL where a visitor can learn more information, and your phone number.

Finally, adding tags relating to the subject will attract new viewers. 

LINKEDIN

Posting videos on this social channel is great for professional B2B content.  LinkedIn rewards videos content by sharing it with more of your contacts than traditional text or picture posts.  If you upload video directly (natively embed it) versus linking to YouTube, you will reach an even larger audience.

TWITTER, FACEBOOK, INSTAGRAM

Here, you’ll want to upload your video directly to their platforms.  You can boost your videos and/or run them as ads to get a larger reach but continue to post and repost your videos organically on your accounts.  Even if you think your content is all business and not playful enough – get creative and don’t miss these channels as Facebook has nearly 2 billion users and twitter has over 300 million.

For Facebook specifically, you can ‘pin’ a post to the top of your post.  So no matter how many posts you create after that, this ‘pinned’ post will always remain on top.

Ancillary platforms to explore 

Based on your business type, there are other platforms to share your video feed.  Explore these options for even more exposure.

YELP

Yelp is significant for attracting new customers.  Since you have a short moment to capture a prospective client or patron – choose a professionally produced shorter video to give an overview of your business or service. 

REDDIT

Reddit is community based, similar to YouTube so it’s more work than just posting a video, you need to join a community that fits with your business and then interact and engage by posting relevant content and video feed.  

TRIPADVISOR

TripAdvisor is great for brick and mortar physical locations as a way to attract tourists or local community members looking for places to visit.  This is a great platform for bars, restaurants and entertainment venues.

SLIDESHARE

SlideShare is a strong option for business to business marketing and offers the opportunity to embed your YouTube video in your SlideShare deck.

VIMEO

Vimeo is similar to YouTube in platform but also differs in that it is more creatively focused and often features higher caliber videos.  This is a great place to engage with other creatives or business professionals that focus on video content.

SEO Must Do’s Before Posting

Before posting your video, make sure it’s visible in online searches.  Search engines like Google still index based on text so make sure your video title, tags, transcription and/or description has keywords.  This way when a prospect searches for your topic, your video can be found.  If you’re tech savvy, submit a sitemap to Google – this tells search engines what your video is about and helps you get found.  Change the title of your video slightly for each platform so you don’t poach your own search results.

Now that you have your first video and some strategies for exposure, start posting and be consistent.  Looking forward to seeing your business in the digital world!

Follow my next VLOG or blog to learn how to use your videos.

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Video marketing is the king of content in 2020!

Video Marketing

Per the online site Hubspot, more than 50% of your clients/diners/shoppers want to see videos from your brand over any other type of media you are providing.  It is projected that people will consume 100 minutes each day watching online videos in 2021.  With the current pandemic, that number might even be higher.

But you’re probably thinking, “ Edan, I am so uncomfortable making videos!  What will I even say, aren’t they expensive?  I just don’t know where and how to get started”.  

I’m with you.  If you’re like me, videos featuring you as the star can be uncomfortable to create and even watch.  But you’re in luck, if you’re a business professional marketing to other business professionals you only need to provide 1-minute of content.  B2B videos 1-minute or less perform best with 68% of your audience watching the entire video.   Even if you’re a business that is marketing to consumers (B2C), keeping it short is the rule since 60% of watchers will tune you out or turn you off after the 2-minute mark.

So now that we know we only need to generate video content of 60-seconds (give or take), let’s get started.

CREATE A PLAN

This is where you decide what type of video content you are going to create.  This depends on the type of business you are branding.

Are you a lawyer?  

Feature yourself or maybe a client and speak to the value and/or services you provide such as closings, litigation, bankruptcies, etc.  Since we are in a pandemic, possibly address the current landlord/tenant laws and how to mitigate them. Follow-up videos could explore samples of cases you’ve handled or complex transactions.

Real Estate agent?

Take your clients on a virtual ride with you through the streets of a neighborhood and talk about  why you’re the area expert.  You can touch on school district borders, housing market stats, or even the current night-life.  Virtual open-houses have become highly popular during the pandemic so show your clients a listing.  You can even have your clients play a game of car-pool karaoke on your next showing and let your playful personality shine through.  Testimonials live from clients would also be a great feature.

Are you a beauty services provider like a salon or med spa?  

Create a video of one of your amenities or products and walk through the journey of the client experience.  You can do this by speaking about what you’re featuring, capturing the service or even provide a compilation of photographic results.   

Are you in food services or do you own a restaurant?  

Mouth-watering food!  Feature a favorite dish being prepared over an open fire or paired with wine favorites.  Review the measures you’re taking to keep them safe when they choose in-restaurant dining (ventilation, seating spacing, capacity, etc.).

Entertainment venue?  

Share the experience. Make your client’s hearts race or minds open. Give them a first-hand glimpse of riding a water slide or snippets of an attraction, show or new game.  Let them feel the excitement of your brand.  During the pandemic guests may be cautious to return – show them what you’re doing to keep them safe.

Consultant?  

Give out free tips and tricks, a how to guide or case studies  – have you seen my Edan Gelt vlog yet?  I not only recommend vlogging, I also practice it.   

Once you’ve decided what you’re going to feature during your segments – consider what is the most important thing you will be sharing about your business/service/product and say it right at the beginning of your video.   For example – today, I’m going to walk you through a HydraFacial or I’m going to tell you about the new tenant law passed during the pandemic.  Or, let me tell you about our fantastic chicken alfredo, water ride, marketing tip, new product, etc. Then take them on 1 or 2-minute journey.

 3…2…1…ACTION

It’s game time and there is no fancy equipment required.  Are you ready to film? Just take out your handy phone, iPad or computer and let’s start rolling!  

Depending on the type of content you are looking to share, you can record 1-minute clips straight through or you can film individual segments and patch them together with film editing software such as iMovie, Open Shot, Movie Maker 10 and more.  If you’re not handy with editing, you can hire someone (or recruit your children).  You can also just publish raw and real footage.  Depending on your business type and brand, sometimes having unedited content may even help you connect better to your client base.  

CONSISTENCY IS KEY

Once you’ve made your first video or VLOG (fancier term), you’re on your way but you can’t stop now.  You need to generate content consistently.  This can be several times per week, once per week, or even once per month.  Just stick with it.

Follow my next VLOG or blog to learn how to use your videos.

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