7 Tips on How To Optimize Your Video Content for Your Small Business

filmstrip, cartoon

As a small business marketer, you probably have already been convinced that developing a variety of content for your website from blog posts to articles to tweets will help boost your traffic.   And the purpose of developing this content in order to post on your blog, share on your Facebook page or tweet on your Twitter account is to create valuable and informative content so that you can engage with your customers or potential clients as you draw traffic to your website.  And perhaps you have gone so far as to set up your Youtube account, but it is essentially gathering dust because you haven’t developed video content, thought through a video content strategy and considered all the possible and effective ways that video marketing can be used to boost your brand or product.

Video content is the crown jewel of online content because it uses sound, pictures and motion to immediately engage your audience and effectively sell your product or service.   With bandwidth delivery steadily improving  for households and video sharing sites like Youtube expanding their services, developing and sharing your video content will become easier and more effective if you stick with the following guidelines.

  1. Decide on the type of content you will focus on.  It should go without saying but unfortunately too many small business marketers don’t think through the objectives they want to accomplish with video.
  2. Decide on your video content marketing goals.  What is your objective? What do you want to happen? Do you want to spread feel good information about your company? Do you want to provide information about your product or service?  Do you want to emphasize the benefits of your product?
  3. Choose your target audience and develop the content around what you want to happen.  If you are a business who’s primary audience is consumers , then  this will be a little easier  as your type of business usually has a shorter selling cycle than a business to business entity has.  The principle remains the same however, you need to choose your target audience and craft the whole message in your video to that particular demographic.
  4. Make the content relevant to your target audience.  Make sure that it is engaging, memorable, entertaining or informative.  If you can’t make it entertaining than strive to provide useful and informative video content that will spur your audience to want to share the information.   Try to make the video less about you or your company and more about the problem or predicament you are trying to solve for your prospective customer or client.  Video that goes on and on about a company or product is boring and producing videos like this will be the death knell of your video marketing plans.  You want to position your small business as the solution to your customer’s problem not the focus.
  5. Set up a strategy on how you will use available social media channels like Twitter, Facebook, Linked In etc.,  to distribute your content.  If you haven’t begun already, start using social media channels to distribute and share your video content.  You can get short links for your video content to post on Twitter or grab the video code in order to embed the video on your website or Facebook page.  The strength of your video will be built around the conversation that develops on the web about it.
  6. Make sure you allow and encourage comments and the sharing of your media content.   Don’t be overly concerned about hyper controlling either feedback or distribution of your video content.  Be judicious about what you want to send out and develop a plan on how you will handle negative feedback, spammers and  other similar situations.  Part of the strength of video marketing is your customer or client’s ability and desire to comment on your video content and share.
  7. Optimize your content for the search engines.   Don’t forget to include keywords for your video content. Remember to either surround your video content embed with keyword rich words or utilize Youtube’s transcript feature.  This will help the search engines like Google, Bing and Yahoo find your video content a lot easier if it is optimized with keywords that meet your customer’s needs and provide solutions to their problems.

About richmediadp

I'm a freelance graphic designer working out of Orange County, CA - USA. I work with small and mid sized companies to develop creative solutions for their design problems from print collateral to online graphics.

Posted on March 30, 2011, in Video Marketing and tagged , , , . Bookmark the permalink. Leave a comment.

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