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This is a guest post by Anita Brady
Pound for pound, traditional TV marketing is no longer the most cost-effective video platform to market your business. With high-speed Internet access becoming the norm across continents, the need to own a television to access content is dwindling.
From a consumer standpoint, it?s also now often more cost-effective to use the Internet to access video content than it is on a traditional television. Therefore, it?s so important to consider this in your marketing strategy.
Online video is growing exponentially, and YouTube is at the front of this trend, delivering almost 44 percent of all videos viewed globally in 2011.?Nearly 1.2 billion people over the age of 15 watched videos online during 2011.
Considering the unprecedented reach of this free video platform, it?s easy to grasp the value of marketing your business on YouTube or other video sharing platforms as a means of reaching the public. But don?t just film a home video, post it, and wait for the hits. Follow these hints to ensure that your online video marketing strategy is as effective as possible.
Create High Quality Videos
In a time where nearly everyone has access to video recording capabilities, either on a mobile phone or with a digital camera, it?s easier than ever to find an amateur videographer who claims to make great videos than a quality one who speaks with their work. Just because it?s easy to create video does not mean that anyone will want to watch the result. Creating good video doesn?t start and end with the record button ? the editing process requires an intricate understanding of detailed software. Novices can quickly learn the ropes of programs like Apple?s iMovie, but the professionals are using software like Final Cut Pro ? the equivalent of learning a foreign language.
From equipment to lighting, and editing to publishing, there?s more to the process than you might think. If you can afford it, hire a videographer and explain your vision. A qualified professional can take your idea for a potentially viral video and manifest it far more quickly than someone just learning the ropes.
Strong videos make strong impressions on potential clients. You want your business represented in the best possible light, so take steps to make sure your videos look perfect. A one-time investment in a professional video could translate into hundreds of thousands of views and a huge return on investment if it?s done right.
Use a Unique Concept
Viral videos do not earn millions of views by following the same cut and dry industry format of the past 50 years of TV ads. It?s the 21st century, and your videos should reflect that. Having a dated or worn out concept for a commercial or promotional video is not an option. To stand out, your video must be unique, modern, and have appeal to a broad range of viewers. Sure, there is still a place for a straight-forward advertisement with a testimonial and phone number, but these are not the videos getting a million hits on YouTube.
Brainstorm your concept tweaking until you are 100% happy with your idea. Videos that go viral (or generate large numbers of views very quickly) are typically unique concepts that make strong impressions on viewers. This could involve a gimmick, shocking or outrageous content, or gratuitous pictures of kittens. Whatever it takes, find a way to create unique content that will set you apart from your competitors and the other 120 million videos on YouTube.
Share it!
Make your video as available as you possibly can. Email it directly to your customer database, share it on your social media platforms, email it to relevant bloggers and sites and share it on your own blog as you can. The broader your reach,the more people will see your video, it is a simple as that! Get it out there by whatever means you have available.
Make it Findable
When creating a title or description of your video, consider what keywords may be searched to find it. Obviously you want to use your targeted keywords in the title, and maybe even rephrase those words in the description. Don?t be stingy with those descriptive meta-tags. The more words and relevant phrases you use, the more likely your video will rank higher on search results. Don?t forget to include tags and keywords, and also include a link back to your business in the description, which will ultimately increase web rankings and traffic to your website.
Use the Tools on YouTube
One of the easiest ways to increase views is through the YouTube community itself. Take the time to create a relevant and unique username, upload an avatar, and add details about your business in the profile section. Take a few minutes every day to peruse and comment on YouTube videos that are relevant to your industry, which in turn will crosslink back to your YouTube account. The more you participate on YouTube, the more you establish the credibility of your account and also increase search rankings of your videos.
Ultimately, it is your creative vision for a video that will get you noticed. Don?t be afraid to think outside of the established video norms and don?t be afraid to ask for help. Videography is tricky and good videographers are not cheap, but invest in making something great and eventually you may reap the rewards of free exposure and infinite links and online shares ? a viral spread that a traditional TV ad can no longer rival.
Industry veteran Anita Brady is the President of 123print.com, a leading provider of high quality customizable items like business cards, letterhead and other materials for small businesses and solo practitioners.
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Source: http://www.ideasbynet.com/blog/sell-it-on-youtube-effective-marketing-through-online-video/
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