GR Imagine is a proud Google Partner and supports Google’s efforts to educate fellow digital marketers around the world. That’s why we’ve created quick overviews of Google’s digital marketing exercises. These will condense Google’s digital marketing lessons into quick action points to refresh what you already know or give you a few marketing pointers that you can read within 5 minutes. It’s a perfect read for time-strapped brand managers, businessmen and marketers.
Make the most out of video
With more and more people enjoying videos online thanks to faster Internet speeds, which ensure uninterrupted streaming, videos have become a handy tool and never-ending business opportunity for marketers. Today, videos are created for entertainment, information, education and advertising. What this means is you have an easy way to dispense ideas and aspects about the brand in a welcoming manner. For an audience, whose attention span is getting shorter and shorter, video ensures they stay hooked as it requires lesser effort than reading about the same subject.
Fitting video into your online strategy
Understanding your goals in your online strategy will give you an idea as to how you can smoothly fit video marketing into it.
Let’s say you own a website to sell make-up products. A great use of video would be to do tutorials on how to apply a particular product. The advantages of this kind of ‘tutorial’ video could actually be the goals in your strategy. You want to appear credible by seeming to be an expert at something, it solves a problem for the audience, so that they can promptly find you when the context arises in their lives and it subtly promotes a product that you wish to sell.
On the other hand, if you don’t have the means to create video, you can sponsor another make-up enthusiast’s video blog and ensure the audience sees your banners at the time they are looking to buy or understand make-up.
Sometimes you may not have the budget to do elaborate videos. But you can still make quality content using a smart-phone or a good digital camera.
a) Plan out the videos : If you can shoot multiple videos at the same location on a single day then do it.
b) Good sound – light set up: You just need a well lit room and an external mic to ensure great sound quality.
c) Be creative: If your budget is restrained doesn’t mean your mind has to be. Be innovative with props, ask articulate friends to speak on the video and use a free location that could be your own room, office or garage.
d) Edit on easy software : iMovie, Windows Movie Maker, YouTube Video Editor – created for laypeople like us, these should be able to give the right finishing touches to your video.
Sharing and promoting the video
Video-sharing sites like YouTube, Vimeo and Daily Motion are obvious places to share your videos. The key is to use accurate titles, keywords and detailed descriptions. The more text regarding the video you can include (maybe even the transcript where necessary) the easier it is for search engines to crawl and extract the data, ensuring you show up on search result pages.
Also remember to:
a) Add a call to action in the video, so that people know what to do next – subscribe, share or head to the website for more information
b) Add the videos to your websites as well. These could be in the form of plugins.
c) Keep the content fresh by uploading new videos on a regular basis
d) Show previews to other videos, so they spend more time on the site or your YouTube channel
e) Share your video through links in your email or on your social media page
f) Add relevant hashtags to improve visibility
Advertising on video sharing sites
Even if you don’t have video content of your own you can advertise on other people’s videos using Google’s AdWords in case you’re advertising on YouTube. First, you need to identify what kind of content (videos, channels) your audience is interested in. After identifying their interests, create a simple text ad (Google’s Ad gallery has free tools to create professional-looking ads) and then set a budget in your AdWords account to run the campaign.
If you do have video content of your own or a video advertisement, you can also place them before your audience watches what they had searched for.
Analysing Video Performance
Video analytics reveals a lot about the audience watching your videos. We come to know the age, location, gender. How often they watch your video? How much time they spend per video? What kind of videos are they likely to share? This is all part of the data you will receive and depending on that you can tweak your campaign. For instance, if they prefer short videos, maybe shorten some of the lengthier videos. The number of views, comments and likes will tell you what is working and what isn’t.
That was quick, wasn’t it? Now get to work and figure out which form of video marketing works best for you. If you have more doubts, the team at GR Imagine will be happy to help!