The growth of web video is well documented, so I’ll quote just two more ‘YouTube’ facts:
Over 48hrs worth of video is uploaded to YouTube EVERY MINUTE.
The site has over 3billion views every day.
The commercial opportunities of this change in web user behaviour are less well understood, especially by medium and smaller businesses. So we offer a brief guide to developing a web video strategy:
1. Decide on the role web video will play
It would be naïve to think all your marketing activity will switch to web video, so the first thing to decide is what is the best role video can play in your marketing strategy. The answer will depend on the nature of your business, but typically web video might be used for:
· New product or service launches
· Information, review or comparison guides on products and services
· After sales services – how to maintain / care for / add to etc
· New branch openings
It’s an obvious thing to say, but video is visual so use it in a visual way – ‘show and demonstrate’ rather than ‘talk and tell’.
2. Plan your web video
Nothing successful happens by chance so make sure you have plenty of time to plan you web video. The ‘who, why, where and when’ approach will allow you sketch in the basics, and use the whole team (if you have one) to fill the details. Align the video subject and content with your other marketing strategy – for example it should use keywords and phrases (both in the script, tags and descriptions) that you use on your website, blogs and social media. If not, you are missing out on an ideal opportunity to increase your online visibility
3. Choose your video production company
Choose a company with experience in web video production, not just video production. Make sure they understand the commercial value of the videos; encourage them to input ideas based on their experience. Talk to them about maximising your reach and search engine optimisation. Be involved in the whole production process, but take advice.
4. Reach out
Web video is a great tool to leverage marketing opportunities. We have already spoken about YouTube. Having a presence on the second most popular search engine makes commercial sense. Web video can also be accessed on your website and any supporting blogs that you run for your business. It is ideal material to share, so make sure you have the tools onsite to allow users to do this. Web video also adds interest to your Facebook, Twitter and other social media activity. So when you plan your web video, plan the social strategy around it.
Video websites are increasingly used by businesses, but even without creating a costly bespoke site, web video can – and should – play an increasing role in your online marketing strategy.
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