It’s surprisingly easy to create compelling and dynamic video marketing content.
The use of video marketing can generate much better exposure compared to that garnered by regular website marketing using more traditional techniques. A second wave of exposure can be realized by submitting Podcasts of the same material used in the original videos.
Current research indicates that 38% of US online users make extensive use of Video Search. YouTube is now the 2nd largest Search Engine after Google. In 2009 YouTube surpassed Yahoo as the world’s number 2 search engine (if you consider YouTube’s “integrated search” as a regular search engine). YouTube continues to be a standout contributor for Google, generating an average of 2.73 billion searches each month in the U.S. in 2009.
Google has also started to return video results on its regular webpage searches. If a company is the only one to “own” a specific niche or ‘long tail’ key phrase results with video content, they have a good chance to be on the first page of a regular Google search. This has incalculable value and represents one of the most realistic ways that most small business can expect to get free (non PPC) page one results in Google at the national level. Of course, when Google returns a video result, it also includes a thumbnail of the video which means that even although the link may not be at the top of the page, a much higher percentage of people will click on it because of the image.
To create a successful video marketing campaign, you will need to create a good quality 4 or 5 minute long piece with a mix of live action and perhaps a slideshow with strong images. Add some royalty free music into the mix to make the video interesting and dynamic. You should also try to create a strong presentation using a process whereby you demonstrate the Features, Advantages and Benefits to your prospective customers. In other words, you not only explain what kind of services and products your site offers, but also outline the key benefits your visitors can anticipate.
Your video should then be optimized for online exposure using Backlinks in a similar way as you would for a normal website. For example you might create links to your video from articles you submitted to the major Web 2.0 sites as well as Backlinks from other high Page Ranked websites. You might also consider submitting the video to the social network sites and post its link on relevant forums. You can even get great high page ranked Backlinks by using the “Channel Comments” within YouTube itself. Another way to get wide exposure for your video is to submit it to the other major video websites so that the associated keywords, metatags, and categories can be listed in all these major video search engines.
Once you have completed your video presentation you can then use that same material to create a Podcast. Once again, this Podcast can then be submitted to various Podcast aggregator websites. The idea is to uncover multiple different ways to disseminate your content to as many outlets as possible.
Online video marketing is constantly evolving and so your approach will need to change with the times. The summary above represents most of the current ‘best practices’ on how to get the most out of your online Local Business promotion, but your techniques will need to evolve as new online marketing options emerge.