July 19, 2012

For the past couple of weeks I’ve been discussing some of the niche social marketing channels, which I’ve suggested you consider in addition to the main markets of Facebook and Twitter. Today I’d like to focus on a type of social marketing rather than a specific channel—namely video.

A brief, well-done video can be a highly effective way to get your business’ message out to a wider audience. We’ve all seen the news about videos that have gone viral on the Internet (even if we haven’t had the guilty pleasure of having seen them ourselves). And with the technology out there on the market these days, it isn’t necessary to engage the services of a high-priced video production company to make an expensive video. You can obtain an inexpensive, easy-to-use software package to produce your own clips that help to tell your story.

Here are some tips to keep in mind.

Be Expert

Video marketing can be an excellent way to establish your bona fides. You can accomplish this through a number of video techniques. You might produce a how-to video to demonstrate the proper use of your product, or you might visit your industry’s trade show and interview other attendees to demonstrate that you’re part of the “in” crowd. How-to videos are especially effective and are among the most sought videos on the Internet.

Be Consistent

If you’re going to use video as a marketing tool, it’s important that you do it regularly. It’s not helpful to just create a video once or twice and leave it at that. Establish a video channel on YouTube and publish videos monthly or quarterly—or whatever works with your schedule. Whatever you decide to do, do it consistently.

Be Brief

The best videos in terms of popularity are less than three minutes long, so don’t be concerned that you have to produce a long documentary about your product or service. Try to say whatever you have to say succinctly.

Be a Star

When looking for the person to feature in your video, look beyond the company president or the PR person. You want to feature the person with the most enthusiasm and the biggest smile. Maybe that person is the person who answers the phones or sorts the mail. If that’s the case, then so be it. You want to use the person who has the best ability to tell your story.

Be Optimised

As with all of your online marketing efforts, when doing video marketing think about SEO strategies. While your video’s title should attract attention, you also want it to show up in search engines, so include keywords. Also use keywords in the video’s description and tags, and be sure to include a link to your website in the description.

Following a few simple steps can lead to a great deal of success with video marketing. In addition to sharing your video on YouTube, you can also consider sharing to Vimeo, Yahoo! Screen, and Flickr. Do you have a success story with video? Tell our readers in the comments below.



Sean McPheat

Managing Director

The Internet Marketing Academy


(Image by Ukberri.net)

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