Video has never been more popular.
Loved by consumers and marketers alike, it’s hands-down the most engaging way to connect with your target audience.
But video won’t do diddly squat for you if your audience never sees it.
You have to help your audience find your video
Your video is the destination.
Point the way to your video with a video optimisation strategy to help your ideal customers find you.
9 tips to shine a light on your video
In this blog, we’re going to work through this checklist of video marketing strategies to help your audience find you.
- Optimise your video with keywords so search engines can find it
- Choose a thumbnail that coaxes viewers to click
- Use subtitles or closed captioning to strengthen your keyword density
- Add a transcript of your video to reach a wider audience
- Include your video in a blog post
- Create an email campaign around your video using gifs
- Add a link to your video in your email signature
- Promote your video on social media channels
- Use links to lift your video view count
1. Successful videos are optimised for search engines
It’s not enough to upload a high-quality video onto your website.
Popular videos are also promoted by their content creators.
For more video views, start with choosing and using the right keywords.
What search queries would your video’s target audience type into the Google search bar?
Use these keyword search terms in the title, description and metatags for your video.
I’ll show you how below.
Target keywords in these locations will help your video rank higher in search results and get more views.
Here’s some detail on how you do this – this example is using ‘corporate video’ as the main keyword:
Add the main keyword to video titles
Your keyword or keyword phrase should be added as close to the start of the title as possible while still making sense.
Keep your title under 70 characters. Google cuts off characters longer than this in search results. (Example above.)
Add the main keyword to the video description
Adding keywords to the description is one of video’s most underused SEO tactics but it helps search engines better understand the topic of the video, so it comes up in search results for that keyword.
Add the main keyword in the first or second line of text in the description box.
By adding a keyword to your video description, you’re increasing the odds that people will find your video when searching online. (Example above)
Add the main keyword to the video tags
Your target keywords added to metatags is a vital video strategy to rank your videos on Google’s search results page.
When you add keywords in the video tags, Google recognises that your video has something to do with the keyword and then ranks your video in search results.
The more relevant your keywords are to your video, the more likely it is to appear in search results. (Example above.)
2. Create attention-grabbing thumbnails
Your thumbnail image indicates what your viewer can expect from your video – it should show what the video is about at a glance.
If your video thumbnail includes your keyword, Google will see this as relevant content.
And lift it higher in Google search results.
So be a bit fussy here.
If you upload your video to Youtube, you only get a few screenshots to choose from – instead, select a screenshot from the original video before you upload it.
Save your thumbnail with the keyword or keyword phrase in the file name.
This is another signpost for Google.
Thumbnail impressions count towards YouTube’s algorithm, so don’t skimp on quality.
If you think the thumbnail screenshot could do with more oomph or needs the addition of your keyword, take your screenshot into a program like Canva to brighten up the screenshot or add the keyword within a title.
3. Make your videos more searchable with closed captioning
If your keyword or keyword phrase is in the video narration, closed captions will give you another keyword boost.
Google’s algorithms take closed captions into account when ranking videos
Yet another way to increase organic traffic.
If you use a video creation tool that allows you to add closed captions, turn on this feature.
If you are working with a video production company, make sure they add closed captions.
4. A video transcript gives Google more clues to your video content
Adding the video’s transcript will improve its discoverability and bring more traffic to your website.
- Add the transcript to the video’s description
- Embed it in the website copy below your video
- Create a blog post that includes the transcript
There are many ways to create a transcript from your video – this can be done for you if you’re using a video production company or you can do it yourself by uploading to a site like rev.com. Easy peasy.
Transcripts are important SEO real estate for video content, and you can also significantly improve your click-through rate by adding clickable links into the transcript document.
5. Create a blog post to support your video production
The more types of content you can create around your video, the better.
A blog post adds another layer of marketing punch to your video project and gives you room to expand the topic of your video.
When creating your blog post, include your relevant keywords and the video’s transcript to lift your overall SEO.
From the blog, link back to your video to help increase its views and engagement.
6. Add a video preview to emails
You can’t currently embed video in emails, but the work-around is to create a short sneak peek GIF from your video to drag and drop straight into your email.
A 3 or 4 second GIF from your video in an email, with a link below it that directs back to the full video, will give your email a higher engagement rate and get more eyes on your video.
The GIF also gives you extra precious seconds of reader attention, increasing the odds they’ll click your email link to boost your click-through rate.
I create our GIFs directly from a video uploaded to Vimeo – but we have a paid account.
You can find a list of free gif makers here.
For email, your GIF file size should be no bigger than 500KB, and keep the number of frames to around 15 frames, as this will help optimise the file size.
7. Add a link to your video in your email signature
A link back to your video on every email you send?
Sounds like a great idea to me.
This is valuable real estate we should all make more use of.
Your video just needs to be hosted online so you can copy the URL .
Then you only need to paste the URL as a hyperlink within your email signature.
You could add the hyperlink to text – or add to a thumbnail image from your video with a play button graphic over the top (easy to create in Canva.)
8. Share your video to social channels
You can increase the discoverability of your video by sharing it on social networks.
But there’s a great divide between the video you want and need for your website or YouTube Channel and the video content best suited to social media platforms.
So even though you may have started with a longer video, it’s best to use short edits pulled from the longer video for cross-posting to social platforms – to match the short attention span of this scrolling audience demographic!
Here at Sound Images, we usually start by producing your longer multi-minute corporate video – then, in post-production, we pull out your short social media versions.
And because phone viewing is usually with sound off on social channels, you need captions for these versions.
When sharing your video to social platforms, add your keyword to your post captions.
If you post on social media platforms like Facebook and Linkedin, you can also add clickable links back to your main video or the matching blog.
9. Link to your video wherever possible
There are three link types:
1. An internal link is any page within your site to another page within your site.
2. An external link is a link from one of your pages to somebody else’s page.
3. A backlink is when somebody links to your page from their own page.
You can learn more about backlinks here – but the first place to get more video views is with internal links.
If you’ve created a blog post on a different page, link it back to your video.
You could add a link to your video from your About page.
You could add a link from your Contact page.
And don’t forget to link your video from your social media posts.
Sound images helps busy Queensland businesses and organisations create professional, polished videos to boost their branding, marketing, recruitment, induction and training.
Our trusted script to screen service removes the overwhelm and unlimited fine-tuning adds the polish and shine your video needs to stand out and engage.
Whether you’re stuck for ideas or have too many, we’ll remove the overwhelm with our script to screen video production service.
Our ‘main’ stomping ground is south-east Queensland but we frequently travel all over Queensland and Australia for our clients.
Video is here to stay
Video is one of the most effective ways to connect with customers, reduce bounce rates and increase your conversion rate. And the video stats back this up.
• According to research conducted by Cisco, more people are expected to watch online video every day than read the news.
• Corporate videos have a higher completion rate than most marketing content.
• The average viewer spends about 5 seconds on a website before deciding whether to stay or go. That’s not enough time to read a long block of text – so most people turn to videos for quick information.
• Consumers prefer watching and listening to reading – they’ll spend more time watching your video than reading your copy.
• Including a video on your landing page can increase conversions by 80%
• Just on YouTube alone, we upload about 720,000 hours of fresh video content every day.
• 9 out of 10 viewers say they want to see more videos from brands and businesses.
• As of 2022, an average person will spend 100 minutes per day watching online video.