Basic guide to video marketing

There are benefits to taking advantage of a multimedia approach to digital marketing by effectively incorporating useful videos within your content.

Videos are a great alternative for people who don’t have time to read through long pages of text, providing all the key information in just a few minutes.

A video can often be more persuasive than text alone, as it’s easier to emotionally engage your audience by showing rather than telling. Compelling content could include:

  • Product demonstrations: show people first-hand how good your product/service is
  • Expert opinions: develop trust with your audience
  • Customer testimonials: build your reputation and credibility
  • Troubleshooting common problems: ensuring excellent customer service
  • A behind-the-scenes video on your business: builds a relationship with your customer for increased loyalty

These kinds of high-quality videos will help to build trust, reputation, loyalty, and credibility with your audience. Both instant and visually appealing, your video campaign can also be repurposed as a Social Media strategy to reach out to even more people. 

What is video SEO?

Video content is also ranked in the SERPs (search engine results pages), so you can incorporate SEO (search engine optimisation) into your video campaigns as well as in your wider content. 

How to optimise your video for SEO?

  1. Include a video transcript: A transcript makes it much easier for search engines to index the content of your video to rank in the SERPs. Transcripts allow more accessibility too, for example, anyone watching in a quiet space who doesn’t want to disturb others with volume. 
  2. Choose a high-quality thumbnail image: this is the first thing people see, creating a great first impression will entice your audience to watch on. 
  3. Page relevancy; make sure the rest of your page is relevant to the video content. Irrelevant content could detract from the impact of your video as well as lowering your ranking scores. 
  4. Do keyword research to include in your video’s title and meta description.
  5. Think about the placement of your video on the page. Placing your video at the bottom of the page may cause search engine ranking bots to pay less attention to your video content.
  6. Consider the file size and format; if you make your video too large, it will take longer to load and you could lose viewers because of slow buffering. It could also cause lower SEO rankings – page load times do contribute to your SERP scores. 

To summarise, including videos in your content is a great way to engage with your audience, and build E-A-T (expertise, authority, and trust). This, in itself, will indirectly contribute to your SEO strategy by increasing your visibility and credibility. 

Optimising your video for SEO can help your content to rank better in the SERPs; consider implementing our handy tips for better performance results. 

To learn more about how content marketing can benefit your website, read another helpful article on our SEO blog. Alternatively, get in touch with our team of specialists, today, to discover how we can grow your business.