Web video – 5 essential steps

“I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have web video… you are just not going to rank.  It will make you last among equals if you don’t have it”

That was Bruce Clay – one of the top SEO experts talking in 2010, and recent changes to how Google ranks websites have proved him correct.

For businesses wanting to maintain a competitive advantage, it should be a case of how best to use web video, not ‘if’. Like all successful marketing, web video production and marketing will take a commitment in time so here is a 5 step guide to help you get the best from your web video:

1. Research your market

Check out your competitors and suppliers to see if [and how] they are using video online. Use the internet and tools like the Google Keyword Tool to research your target market e.g. what are they looking for in search engines. Search for your key products and services on YouTube and use forums and social media sites to discover what your customers are looking for and how using these networks.

2. Prepare for your big production

Decide what subject or subjects you are going to cover in your web video. Keep them short and focussed to a single area. Perhaps you might want to feature the company generally, or focus on some bestselling or new products/services. Web videos which feature product reviews and ‘how to’ guides will often be used by a wider network more than ‘sales’-focussed videos – helping establish your expertise in a wider market.

3. Choose your web video partner

Web video production is an increasingly competitive market so there are lots of companies out there. When choosing any business partner, you need to do research – asking around in person or over the internet is always a good idea – and talk to a few companies first. Watch their previous productions, talk though your concerns and see if they offer any ideas. Be clear about what services they offer, and what is included in the cost.

4. Commit to the shoot

Your web video production partner will advise further, but it’s important to realise that web video production takes a commitment from you and the company –everything from developing ‘the script’ to making sure everything [and everyone] looks clean and tidy on the day. Set time aside and make a list of ‘things to do’ – preparation will help ensure a successful shoot.

5. Make the most of your video

Taking possession of your web video is the end of one process but the beginning of another equally important process, in getting the web video watched. Uploading to your own site is obvious, but it needs to be tagged and described using your websites keywords to maximise its effectiveness. Again, when uploading to YouTube and other networks, correct tagging and describing the video content is crucial. Using the web video on your own social sites is obvious, but like all great ‘films’ it needs distribution – send it to key bloggers, review sites, forums etc.

Taking the first step in web video is perhaps the biggest step, and most web video production companies will offer initial advice and support, free of charge.