You’ve viewed them while waiting on your dry cleaning. You’ve watched them and stifled a laugh mid-work day. The Huffington Post dedicates an entire page to them, utilizing the popularity of online video to entice viewers to its website.
Your business should be doing the same.
With the ability to capture attention in a way that text cannot, video not only impresses online users with visual content, but can also peak their curiosity enough to get them to peek at your business’s website.
Quality Video Content Encourages Engagement
For consumers who see the world in living, moving color, it is no surprise that visual content drives engagement. Videos, in particular, engage viewers because they show their quality as opposed to attempting to convey it in large blocks of text that must be read. It is also important to use a highly descriptive and informative title. The clearer the message of your content, the more trust your clients will have in your brand.
The first step: know your audience. A quality video engages your audience because its content is relevant to satisfy their needs. Don’t be afraid to be a thought-leader - innovation in video depicts your business as cutting-edge. Experienced online video marketing agencies use buyer personas – fictional, generalized profiles of your ideal customers that make it possible to tailor content that speaks to the needs, behaviors and concerns of different groups.
Your video should have a specific purpose that has a call-to-action in mind. An appropriate call-to-action can result in increased leads. For example, according to Internet Retailer, research attests that video viewers are 85 percent more likely to purchase a product after watching a product video.
In the land of digital marketing where anyone with a keyboard is able to publish, content reigns supreme. The expression “content is king,” refers to the idea that no matter where information is presented, it will be disregarded among the billions of megabytes of content throughout the Internet if it lacks quality.
Search Engine Optimization for Online Video
Type a popular name such as “Miley Cyrus” into the Google search bar. You'll see that a video will pop up within the top five results. Recently, Google has started to include video in its top search results. This means that including video in your marketing plan can push your business to the top of the search list. According to Forester Research Center, using video content makes it 50 times easier to rank on the first page of Google’s search results. Search engines favor video content, listing it higher in search engine results pages (SERPs) than your static website pages.
Google knows which videos to put on this list through the search engine optimization (SEO) used on your website and in your videos. Robots search for strong keywords to determine the placement on SERPs. SEO is the practice of improving your website to increase its visibility to search engines by structuring it in a way that search engines will find it. This means using certain keywords or phrases in your content, as well as tagging and linking your website to other pages.
Your website can be optimized to search engines which assist your business in being easily found. The first step is making sure you have a robots.txt file embedded into your website’s HTML to tell search engines where to go. This prevents them from using any and all of the words on your entire site to place it in their rankings. In terms of videos on your website, robots.txt can identify video by title if you let it know.
Although all search engines may not be using it just yet, Video Sitemap is being refined to provide more information - including the video’s rating, view count, category, and applicable tag among other descriptors. By attaching this tool to your website, your business will be ahead of the curve for refinement.
Leverage Your Online Video on Social Media to Drive Website Traffic
To encourage more interaction between its site and the World Wide Web, Facebook developed an SEO tool of its own in 2010 called the Open Graph Protocol. Don’t let the complicated name fool you. This tool standardized how shared posts appear not only on Facebook, but on all social media platforms.
When you post the link to the latest video clip of Jimmy Fallon and J-Lo on your Facebook newsfeed in “Tight Pants” (and we checked – it’s one of the most popular YouTube videos at the moment), it goes from just a traditional link to a title, a photo image and the link itself. This process helps the particular posted video to be found by search engines better than with a link alone. Your business can notify Facebook in your HTML section what tags to use in their newsfeed posts through the Open Graph Protocol.
Using social media platforms to share your video boosts traffic to your website. Viewers can embed your video in their newsfeeds to their followers. These followers may not yet follow you, but they can still share your video to a wider range than your Facebook page might reach. This, in turn, increases brand awareness.
Social media posts with video attract three times more inbound links than plain text posts. Inbound links are important because they direct search engines and clients to your website. Quality video content is visually stunning and highly engaging. Visual content not only drives engagement with your brand but also to your website.
If you’re looking to direct more traffic to your website with online video, Hooah Production Studios is ready to help you do just that. Contact us today!
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