Video Marketing- Back to the Basics

You’ve probably heard that video marketing is essential to every successful marketing strategy, but you haven’t taken the plunge yet. Perhaps, you aren’t entirely sure what video marketing is or how to apply it to your existing strategy.

Don’t worry – we’re here to help!

If you’re looking into taking the next step in your video marketing journey, keep reading because this blog will get you up to speed on everything you need to know to dive into video marketing.

Fundamentals of Video Marketing

Let’s start at the beginning.

Developing a strong marketing strategy is the foundation of a successful business. Start by defining your SMART goals; Specific, Measurable, Achievable, Relevant, and Time-Bound, and identify your target audience where you will direct your marketing efforts.

What is video marketing?

It’s precisely as it sounds. Video marketing is a digital marketing strategy that leverages video content to market a product or service. You can use video content in every part of your marketing funnel to attract, engage, and convert your audience into customers.

The Importance of Video Marketing

The idea that brands need a video marketing strategy isn’t new. It began in 2005 with the launch of Youtube, and has steadily grown with a massive boost during the pandemic. There was an increase in online media consumption of 215% in the United States during Covid-19 alone!

But what does that mean for video marketing?

I’m glad you asked!

With audiences spending an average of 19 hours a week watching videos online and at least 78% of people viewing video content daily, this has encouraged social media channels to prioritize video over other forms of content.

Incorporating video content into your marketing initiatives, from your social media and email marketing, as well as website and blog content, is an effective way to not only increase traffic, engagement, and conversions but also boost overall ROI, improve ranking on search engines, and encourage shares on social media.

Another reason why video content is a crucial part of successful marketing is that, according to Forbes, viewers retain 95% of what they’ve seen in a video compared to 10% when reading text. So, incorporating video content into your overall marketing strategy is vital if you want to see real growth in your business.

Where to Use Video Marketing

Video is everywhere. That means you can use video marketing everywhere!

When it comes to video distribution, the options are limitless. You can embed them on your website, send them in email campaigns, share them on social media platforms, post them on Youtube, and more.

Website - Having video on your website enhances the viewer experience by giving them something intriguing and relevant to watch. For business owners, this provides an opportunity to better entertain, educate, and announce information regarding available products or services.

Video also encourages viewers to spend more time on websites, boosting the brand’s ranking, conversions, and even engagement. It’s a win-win for both the viewers and business owners!

Social media - While a written post can pack a powerful punch, it doesn’t evoke quite the same emotional response as a video does. These days, people like to see the raw truth behind a brand and feel a connection to it, so utilizing social media videos is the perfect way to achieve that goal.

Since every social media platform is unique and requires a different marketing strategy, you can take a single long-form video and repurpose it in a multitude of ways to suit each channel’s needs.

Optimizing Video Marketing with SEO

Two crucial parts of email marketing are the CTR (click-through rate) and the open rate. If people don’t even opening an email a brand sends, they can’t convert. So, step one is to get subscribers to simply open your email, then entice them to follow through with your CTA (call-to-action). Studies show that using the word “video” in the subject line of a campaign…

  1. Boosts open rates by 19%

  2. Increases click-through rates by 65%

  3. Reduces unsubscribers by 26%.

I know – crazy, right? It seems unreal, but the numbers don’t lie. If you want to optimize your video marketing like any other form of content, there are several ways to do it, but keep in mind that video SEO is different from other types of content marketing.

After Google, Youtube is the most popular search engine and the location of most video content with its own rules surrounding keywords and intent.

Here’s an example. Let’s say you want to hire a graphic designer for your ad campaigns. On Google, you might search for the best graphic designers in your neighborhood, but on Youtube, you would search for a tutorial on how to create your own graphics. Does that make sense? Intent matters, which is why you cannot use the same keywords for Google and Youtube.

Step One – Thumbnails

Have you ever chosen a book to read based on how the cover looks? It’s okay; we all do it! Thumbnails are like the book covers for videos on Youtube. It’s essential to personally select the thumbnail. Otherwise, Youtube will do it automatically, which can be damaging to a brand.

If the thumbnail ends up being an unprofessional screenshot from part of the video, it can negatively reflect on the brand and incorrectly represent what the video is about. Using a thumbnail that displays the topic of the video, the timestamp, and an image that properly expresses what the video concerns works wonders.

Don’t forget about the metadata attached to thumbnails, as it has a direct impact on SEO as well. The data can include the creation date, location, keywords, an image description, and any other important information pertaining to the image.

Step Two – Match Your Title Tag to the Video Content

The title tag is an HTML element that appears as a clickable headline for a search result, and is located in the browser’s title bar or the tab of the page.

This one might seem obvious, but that doesn’t make it any less important since it works both ways.

People will click on videos that are relevant to what they’re searching for, but if they click on a video and it doesn’t relate to the title, they will stop watching and continue their search elsewhere, which negatively impacts the video content’s ranking.

Making sure the title tag accurately reflects the content of the video will give a significant boost in the overall ranking.

Step Three – Video Description

This is similar to a metadata description. They should be short, sweet, and to the point, with a few keywords thrown in. Google bots filter through video descriptions to verify that they aren’t false, so making sure the descriptions are factual is crucial.

Video tags are used along with the description to categorize your content and help users find similar videos. Take advantage of this by selecting relevant tags that match your video content, which will help boost your overall ranking.

Step Four - Transcribe Your Video

One of the best ways to optimize your video content and boost your SEO is by transcribing your video. Transcripts are the text version of your video content and can appear as closed captions or in the comments displayed below the video. Since your video content will cover your topic, it will include all of the relevant keywords you would otherwise need to research. This will help Google crawl through your text and give you a substantial increase in your SEO efforts.

Now that you have a more in-depth understanding regarding the basics of video marketing, you can dive right in and get started creating your own video content! If you need any help, Peech is here to help you through the process!