Contrary to what many have claimed, videos are actually a potent online marketing tool. However, there are some key things to know about using videos for search engine marketing purposes, some of which might surprise you:
1. Consider Other Sites
While YouTube still dominates the world of online video presentation, many marketers argue that it isn’t always the ideal site for video SEM. Keep this in mind when testing your video content and consider trying them across multiple sites to see which one generates the greatest response.
2. Consider the Use of Ads
It’s not uncommon to be greeted with an ad upon visiting a video site. While some major companies, like Coca-Cola and Disney, acquire positive responses from video ads, you might not see the same success after factoring in their often high cost.
3. Consider the Content
While video ads can be hit-or-miss, those with video SEM experience have found that content videos—videos that offer information, instruction, and/or advice—work better for offering content on demand. Online customers have displayed greater interest in web marketing material if they can learn from videos—and about their provider.
4. Consider Restraint
Video marketing material, as video SEO, requires you to study the response and analytics. If your content is receiving a positive response, great, but don’t oversaturate the web with it. Not only will doing so be expensive—about the same costs as PPC ad optimization—but having too many videos up can cause people to get sick of them—and your company—very quickly.
5. Consider Sharing
With the means for video production being so accessible, you have a lot of creative freedom. And with that freedom comes the chance to share your business’ videos across social media and increase the number of viewers. Make sure you share your videos across as many sites and outlets as you can without, of course, oversaturating the market.