Effective Online Video Marketing

Chris Sams, May 25, 2012

Why Video Marketing?

Since Google rolled out Google Universal Search (where the 1st SERP shows blended results from  Google’s news, video, images, local and book search engines) on their search engine results page in 2007, everyone has been implementing videos into their online marketing strategies. Another reason that people are doing video inclusion into their business branding is that Youtube, currently the web leader in video sharing, is now the second largest search engine on the web today. An average of one billion videos are viewed on Youtube on a daily basis and online statistics show that people now spend more time watching videos online than on television.

There is a large percentage of internet users now who prefer to watch and listen to information rather than read them. Perhaps because videos engage more senses, such as vision and hearing. The introduction of mobile internet has also made it possible for anyone to access videos wherever they are.

According to Borrell & Associates,

 “Online video spending is projected to account for more than one-third of all online advertising in 5 years.”

“Over 40% of consumers watch online videos on at least a weekly basis; over 70% at least monthly.”


Effective Video Marketing

Planning on what you want to convey and how you want to convey it is probably the best start in creating a video. There has been a number of suggestion on how to make an effective video, but it all depends on who you want to see your video, and who you want to engage. One effective way of doing this is by telling a story. Most people are emotionally driven, so a video that creates the emotional response you want to achieve will be effective. A few examples are the use of customer testimonials, case studies or success stories.

Another effective way of making a video is to create one that shows, and not just tell. Your video needs to be informative and engaging, and not merely narrative. Implement demos, product features, and how it is beneficial to your customers.


What to Avoid

When making a video, we often times get so overwhelmed with what content we want to put, and end up with a video that is 20 minutes long. People online have very short attention span and as soon as they see that a video is over 9 minutes long, they skip it. On top of that, lengthy videos also mean longer loading time. People on the internet are not the most patient people in the world. Keep it brief and direct and under 4 minutes if possible.

It is not advisable to put your contact information or website address in the entire duration of your video but don’t ever forget to indicate your business information at the beginning or end of your video.


Uploading Your Video

There are a number of websites that you can upload your video to, but it is important to put it on your own website if you have one. Youtube, Vimeo, Facebook, Google etc are a few sites you can upload your video to. Just make sure that when creating the video, use the right format, resolution and file size that is appropriate for web viewing. Use an appropriate title for your video but avoid spamming it with too many keywords. It is also imperative to put informative description of your video when you upload it. Include relevant keywords and tags in the appropriate fields appropriate for your video.

Effective video marketing raises brand awareness, increases interactive viewer action and propels online engagement which directly drives more traffic, leads and sales. Video Marketing, when done right can be an extremely effective and potent marketing vehicle for any type of business.

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