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The X Factor: Effective video marketing

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Over the past few weeks, I've talked a lot about different online marketing strategies you should think about using - social media sites, pay-per-click, continuing to advertise through email, and so on and so forth. Until now, I haven't given nearly enough attention to another extremely effective measure: video marketing.

 

Arguably the biggest difference between traditional marketing and online campaigns is that, in the latter's case, successful strategies require that you find ways to engage your customers. They're tired of you constantly telling them why they should buy a product; now they want to be entertained, they need visuals and they want to have a voice in the matter.

 

Video campaigns provide you with the chance to accommodate all of those desires. 

 

When people surf the web, oftentimes they want to read as little as possible. Some people don't want to read at all. Videos allow you to get your message across in a way that entertains and engages customers in a way that written words simply can't.

 

Everyone's using it

Not only do most consumers enjoy watching videos these days, but they do so on a regular basis, too. A recent study revealed that 67 percent of people engage with online videos regularly, a significant increase from the 50 percent of respondents who answered the same way a year ago.

 

A separate report found that more than 80 percent of marketing teams already use video marketing in some form, so you will need to adopt these strategies to avoid getting left in the dust.

 

If you're slightly behind right now, don't worry. Not many companies have mastered the art of video advertising strategies quite yet.

 

Starting from scratch might actually be an advantage for you, provided you employ the following tips:

 

Tip No. 1: Make sure your videos are optimized for searches

Video results are one of the most common search returns. YouTube, for instance, is ranked the second biggest search engine in the world, so uploading your videos to YouTube and other video hosting sites can go a long way.

 

In addition, a lot of people ignore or forget to fill in all the descriptive fields. Be sure to include all of the necessary categories, such as:

 

- The title

- Summary of the video

- Major keywords, preferably the ones you're already using within your SEO strategy

 

Filling out the descriptive fields takes no more than a few minutes and can help your videos land well ahead of your competitors in searches.

 

Tip No. 2: Make your videos compatible across all platforms

Nearly 60 percent of consumers said they use smartphones to watch brand-based videos while physically on site, according to the above referenced report, but just 49 percent of respondents said they were able to receive useful information when viewing videos on their devices. 

 

Smartphones, tablets and other mobile gadgets are well on their way to becoming regular shopping tools. If you want to take full advantage of your mobile audience, make sure they can watch your videos on any platform or operating system.

 

Tip No. 3: Your video content must be shareable

The best way to get customers to share your video is by incorporating them into your social media plans. That means posting them to Facebook, Twitter, Pinterest or any other popular site.

 

The more a video is shared, the more optimized it becomes for searches. You never know how far a 2-minute video will travel on the internet, so make it as easy as possible for your customers to share them with their contacts.

 

Don't forget to keep it professional

If possible, place videos on every single product page on your website. This approach, combined with searchable, shareable and compatible videos will allow your company to enjoy the extensive benefits this marketing strategy has to offer.