From RACHEL BLANKSTEIN:
Video is everywhere these days—online, e-mails and even on your mobile devices. About 28 percent of people watch video online every day, according to a July 2011 Pew Research Center report. As a small business, you should be using this trend to your advantage by incorporating video into your marketing toolkit.
Video broadens the spectrum on how you can communicate. You can use it to create a wide variety of engaging content such as product tours, how-to guides, user testimonials—basically anything relevant you can think of. And any new content always has the potential to draw in new customers while deepening the relationship you have with your existing client base. Video sometimes has an added bonus: the potential to go viral.
Many small businesses are scared to take the plunge into creating video content because they have no clue how to produce quality videos. But it’s not as hard as you think, and you don't need to spend tons of money. Like any other marketing campaign, you do need to invest time to plan and execute. Video marketing is not beyond your reach. Here is how to get started:
1. Make your video
Creating your video content requires some planning, but it shouldn't be overwhelming. Once you have decided on your subject, write a general script with a clear, concise message. Videos are typically only a few minutes long, so always make sure to highlight the most important parts and scrap all the filler. Remember, your audience has a short attention span.
Making the video does require an upfront investment in a basic camera. But you do not have to pay substantial sums for high tech editing software (that you may have no idea how to use). Instead, opt to use your live tapings to reduce the cost and time required to produce the video. Most audiences won’t mind if it is not perfect. Just be your natural, charismatic self while you stick to your message.
2. Decide where to host your video
You should host your video on a video sharing website such as YouTube, which allows you to embed the video on your site. YouTube is the “go-to” site for watching videos drawing more than 40 percent of all online video visits. By posting here, you automatically expand your potential reach beyond those that are already familiar to your website.
YouTube also has many functions that make it easy for users to share your video. Sharing is extremely important when it comes to video (as with any content) because the more exposure you get the more leads you generate. Make sure that your YouTube settings are enabled for sharing otherwise users won’t be able to pass it along. And if you decide to keep your video content on your own website, facilitate social media sharing by adding “Like” and “Tweet” buttons to the page.
Even if you post the video on YouTube, you can still have the content on your own website too. You can either post links on your site or include an embedded video file. Simply cut and paste the HTML code to create it.
3. Optimize your video for search
Google prioritizes video in its search results. Thus, video is a great way to enhance your organic search results. Like any other content you produce, you can apply general SEO strategies to your video content. Choose relevant keywords on your site to use in the surrounding text and even mention them in your video. There are many ways to incorporate text on the page on your site where the video is featured, such as headings, descriptions or even full transcripts. Don’t forget to test and continually optimize your results like you would for any other marketing campaign.
Video will add a breadth of content to your website and open yourself up to a broader audience. The benefits to your business are endless.
OPEN Cardmember Rachel Blankstein is the CEO of Comparz, a site that provides expert and user reviews on top applications for small businesses.
Source: http://www.openforum.com/articles/how-to-use-video-marketing-to-increase-your-traffic
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