Tag: channel views

Incorporating Video into your Digital Marketing Strategy

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The best strategies for incorporating video into your digital marketing strategy:

     Since video and images can’t be seen by search engines, the way they are described is important, and therefore need to be optimized with relevant key words. Some ways to optimize media with key phrases would be to use descriptive file names, such as alt tags, and title attributes, descriptive captions, and keep relevant copy close to relevant media. Also, you can make sure the header tags and the images are relevant to each other. When talking about video, the person uploading the video can convert the script and test to make this available to search engines. YouTube also offers auto-captioning services (Stokes, 2011, p. 267).

YouTube Videos can appear in SERPs, you can name multiple videos and channels using your brand and this way more than one of your videos will appear at the top of the SERP (Stokes, 2011, p. 289). YouTube, Annotations, Google Adwords, Video Banners, Instream Videos, and promoted videos can all be incorporated into your digital marketing strategy (Stokes, 2011, p. 319).

Make sure you optimize your titles, descriptions, tags, playlist additions, and inbound links. Also, YouTube factors in the algorithm which determines relevance to a particular search such as how many views, channel views, ratings, comments, shares, embeds, subscribers, flagging, and age of video. Also make sure you have an appealing thumbnail photo, to encourage increased click throughs. (Stokes, 2011, p. 322).

Tools that can be used to optimize and keep track of video content are:

YouTube Targeting Tool:

www.google.com/videotargeting/

YouTube insights for audience

www.google.com/ads/innovations/ytinsights.html

These tools can be used to:

  • Monitor videos over time
  • Discover the source of traffic
  • Determine audience traffic
  • Find out geographic impact
  • Determine where your videos are being viewed
  • Analyze video retention
  • Keep track of subscription rate
  • Study social shares
  • Review and respond to comments
  • Check your likes, dislikes and favorites

(Hayes, 2013).

What is the connection between a video going viral and increased sales?

     “Even a video with 60 million views doesn’t guarantee sales (CBC radio, 2014).” Your video can be relevant creative and compelling but in won’t necessarily convince people to buy your product, and advertisers can spend all the money they want but they have to earn their consumers attention. It is up to them to find new ways to connect with customers (CBC radio, 2014).

Brands need to be authentic, go bold, and stay true to themselves. Going viral is like word-of-mouth, brands need to think of what they can do that would get people to talk about them, sound smart, “grab peoples attention at the dinner table.” In other words, brands need to do something worth talking about (Blumenthal, 2014).

Benefits and risks of Video uploading for business:

     Vines are becoming more popular, and are being used as marketing tools for businesses. 6 secound gifs of images and video can be used to create mini-product demos or to personalize brands. Customers can be rewarded for their click when brands offer fun and creative videos so they can develop and sustain a positive image. (Boris, 2013).

Cons can include reputation management and quality control, this means that, because of Vine’s terms of services don’t prohibit pornographic content, and your customers could come across distasteful videos if they use the app on your recommendation. Saturation is another issue, a brand might be tempted to upload twenty videos in a day, and marketers need to be wary before uploading thoughtless or not-so well thought out videos (Boris, 2013).

References

Blumenthal, n. (2014). Founders Form heart to heart with the greatest entrepreneurs. Retrieved from Inc.: http://www.inc.com/scott-gerber/neil-blumenthal-is-there-a-formula-for-viral-appeal.html

Boris, C. (2013, February 21). The pros and cons of using video App ‘Vine’ for marketing. Retrieved from http://www.entrepreneur.com/article/225872

CBC radio. (2014, March 9). Under the influence. Retrieved from CBC radio: http://www.cbc.ca/undertheinfluence/season-3/2014/03/09/viral-videos-1/

Hayes, M. (2013, May 28). Youtube analytics: ten ways to track video preformance. Retrieved from How to sell online: http://www.shopify.ca/blog/6763696-youtube-analytics-10-ways-to-track-video-performance#axzz2xneoW3t6

Stokes, R. (2011). E_marketing the essential giude to digital marketing. 4 . Quirk e marketing.