Video marketing is a proven powerhouse for businesses that have launched themselves into the competitive online marketplace. Written by Sarah Easley.
Video is the ultimate multitasking tool for online engagement with potential clients. At a time when our feeds are over-saturated with communication blasts, grabbing the attention of an audience prone to skimming as they scroll is the hardest-fought battle. Statistics have shown that video content is routinely one of the highest performing mediums for engaging with your clients online, particularly through social media. The magic is in the dynamic stimulation videos provide, increasing your chances of earning your audience’s buy-in. If you’re looking to pull together a marketing strategy, video content should be a key consideration.
“Video lends electroshock therapy to flatlining marketing strategies and generates pulse.”
– William Craig
There’s a hitch, however.
Early this year, the internet’s most significant – and influential – social media platform changed all the rules. Facebook’s algorithm was revamped in an effort to enhance the “social” aspect of social media. When a user logs in now, the majority of what they will see are postings from friends and family. This is nice so far as it goes, but what does it mean for businesses and organizations that have found a home on the most popular social media website?
Same Game; Different Rules
With priority given to a person’s friends and family members, businesses find themselves stumbling into the algorithm’s built-in roadblock. Not only will your business page’s posts naturally rank lower, they may not appear on news feeds at all … even if a user is directly following the page.
In light of this, you may ask yourself whether you really need social media platforms?
The truth is that it entirely depends on your business and how you interact with your client base most effectively. If platforms like Facebook, used by 68% of the U.S. population, are an integral part of your marketing strategy, then you’re going to need to figure out how to play by their new rules.
Fear not, though, as Facebook has a number of useful tools you can use to gear your posts toward specific demographics. The more granular your settings, the more accurately your posts will be targeted. It may be a little fiddly, but these tactics will help to boost your visibility. Luckily for your marketing strategy, quality video is the best way to land on someone’s news feed.
Hootsuite offers some great guidance on how to work within Facebook’s new parameters: How the Facebook Algorithm Works and How to Make it Work for You
Social media is certainly an important factor to consider when it comes to video marketing, but it is only one part of the nigh-limitless universe of the internet. So, what are the rules that govern how you will rank on search engines?
The deciding factor is Search Engine Optimization (SEO).
SEO is a term that can make even a seasoned content creator sweat, but it is the gate-keeper to landing your site at the top of search results. Like Facebook, the functionality of SEO has undergone some significant changes recently, as well. The good news is that these updates have made creating content capable of ranking in organic searches easier.
The golden rule by which search engines, like Google, operate by is that content be meaningful. The new algorithm is distinctly user-centric, so your goal is to present material that matters to your audience, not merely what ticks off highly technical requirements you may or may not know about. If you’re uploading a video that presents helpful information or answers questions that are useful to your clients, then you’re following SEO’s most important guideline.
Check out Google’s Search Engine Optimization (SEO) Starter Guide for some of the general ins-and-outs.
Tips & Tricks for SEO Success
Once you have a great video put together, there are some handy tricks you can utilize in order to further boost its chances of ranking higher in organic searches.
At the end of the day, making your content accessible is the right thing to do, and recognition of this fact is baked into the fundamentals of SEO. The more accessible your content is, the better its ranking will be. This means videos should be equipped with high-quality, accurate captions. This feature benefits a wide range of internet users and also allows search engines to more effectively identify what the video is about.
If your website is capable of tagging a video or if you’re uploading it to a platform like YouTube, then make the most of this functionality. Tags help to describe a video and prompt search engines to pair a given tag with applicable searches. The key here is to use tags strategically and descriptively. A good rule of thumb is to use no more than five or six tags, so choose them carefully to get the most out of what they can do for you.
Your website builder may allow you to add a brief description of your video and sites like YouTube will, as well. Like tags, writing a well-planned description that’s short and to the point will improve your chances of ranking up with search engines. Use keywords and remember that SEO favors content that is meaningful, so keep to what your audience will care about. Think of this as your elevator pitch for the video – short, simple and powerful.
Once you’ve uploaded your video make sure to let your client base or community know about it. Share links on social media sites where you have a presence, announce it in your newsletter, send out an email blast to your mailing list, and showcase it in meetings or presentations. Compliance with SEO guidelines can be a seemingly magical way to get your content in front of your audience, but kickstarting the process yourself is still important.
Video is King
Content continues to be one of the most significant driving forces for business, communication, and engagement. As one of the most dynamic forms of content, the success of video marketing is set to grow exponentially, projected to represent 80% of all web traffic within the next year. Mastering its possibilities can be one of the greatest benefits for your business.
2018 is the year of a new, revamped world of possibilities for video marketing. Change is disruptive, but learning the rules and adjusting your marketing strategy to capitalize on the tools available will enhance your brand’s visibility.