Video is an undisputed technique for growing website traffic with no shortage of advice on how to market it. This post is focused on three easy-to-do tactics that can drive more traffic to a video and the company website.
There have been many great posts on OPEN Forum about YouTube and online video. Two favorites stand out: Guy Kawasaki on How to Utilize Video Online and Top 10 YouTube Tips for Small Businesses by Amy-Mae Elliott.
Tip 1: Name the Video File Appropriately
Always title your video file with the name of your company and a keyword or two about the topic included in the video. Many people don't do this and it can help you get more traffic. For example, most video capture programs will simply call your file something like, “Capture_003_ABC” in some sequential method. Your next video will be 004 and so on. Here is a sample of a file name I used for a recent video: Small-Business-Ideas-Saleskickstart.mp4. The first three words are keywords and the last one is my company brand. Sure beats Capture_003.
After you capture that file on to a computer ,and as you edit, it is easy to name it something intelligent before you upload it to YouTube or some other video hosting platform. Note: This differs from giving the video an appropriate title after uploading it. A good search-friendly title is an important step, too, but not as valuable as naming the file properly and strategically.
Tip 2: Upload a Text Transcript of the Video
YouTube has started to offer a transcript upload option (still in beta) that allows you to upload the transcript of the dialogue for your video as a text, or even Microsoft Word, document. It will process the file and, using its speech-to-text algorithms, add the transcript message at appropriate times for the hearing-impaired. The main thing is it can cost little to no dollars to upload a simple text transcript of your video and it will help search engines find your video content.
Search engine optimization experts are debating if and how Google or YouTube or Bing crawl a text-based file of your video, but rest assured, they do. If you want to study this further, simply search the terms "video," "closed captions," "transcription," and "SEO," and you’ll find some great posts to explain it in detail. ReelSEO.com is one of my favorites.
Tip 3: Consider Buying Promoted Video Ads
At first glance, it seems ridiculous to buy paid advertising for organic content. However, there’s no guarantee a person watching a video will click through to your company website (or wherever you want them to go). In fact, it is unlikely that a prospect will figure out how to get to, or bother going to, your site. It is too easy to get distracted.
With promoted video ads, your company can purchase the simple ad that shows in the opening 10 seconds of the video and the closing 10 seconds. For a meager one- or two-cent per click ad, literally, your company can buy a clickable ad that will display right on the video as an overlay (as in the opening photo of this post highlighted in the blue box). Savvy viewers will simply close the ad box, but it will re-open at the end giving you two opportunities to drive a prospect to your website. These customized, semi-transparent pop-ups in a video allow brands to link marketing video campaigns back to the products they're selling and increase their conversion rates.
Every aspect of online marketing entails learning the basic and advanced methods. These three are often overlooked and can yield good returns for the effort involved. Let us know in the comments what unique marketing approaches your company is using with online video.