For a successful online marketing strategy, it’s important to optimize all of your digital assets to make them work for your company or brand. Ryan Nugent from Next up Lab, one of YouTube’s Partner Playbook initiatives, says that, “fifty percent of the work is producing a good video, but fifty percent is what you do with the video once you’ve uploaded it“.
Here are some tips for making your brand’s videos work for your marketing strategy.
Metadata: title, tags and description
When you upload a video to any video sharing website, such as YouTube or Vimeo, one of the first things you are prompted to do is to create the video’s metadata – that is, the video’s title, tags and description. It is a little known fact that YouTube has grown to become the second largest search engine in the world, and 45% of video watchers start their viewing experience through navigating direct to video sharing sites such as YouTube. This makes it a powerful tool for promoting your brand or company to your target audience.
This means that the title, description and tags you give to your videos can strongly influence where your videos appear in search rankings, and how much buzz they get. For your title, use content-rich keywords first and create a compelling headline. Putting your branding first is a good rule of thumb. When creating your tags, it is a good idea to blend specific and common keywords, as well as variations such as misspellings.
For optimization purposes, it is a good idea to position your first tag words in the same order as they appear in your video’s title. When creating a description for your video, it is important to remember that only the first one or two lines will appear in search results, so you should always put the most important information about the video in those initial sentences. Use as many of your tag keywords as possible in the description body. If possible, include hyperlinks that are relevant to your video or brand.
Create a SEO tagline
This is a great way to associate your videos with one another in search engine results, and thus further increase the relevance of your videos. A SEO tagline is two or three short sentences which describe your video content that can be copy-pasted into all of the video descriptions that you post. This means that if you have multiple related videos or ‘episodes’; they will appear together, making it easy to users to navigate your brand’s video content.
Make good use of thumbnails
Video thumbnails are like miniature marketing posters for your video and brand, so you should pay attention to the image that represents each piece of video content. Your image should be compelling, in focus and meaningful. If you are a YouTube Partner, you will be able to personalize your video thumbnails; if not, you will be given a choice of three.
Once you have uploaded a range of video content, you can start making these digital assets work collectively to help your branding strategy. One way to do this is to create and optimize your brand’s channel. Channels are another great place to put content-rich keywords and optimized content that will be picked up by search engine results, so ensure that your channel description and tags include meaningful and common keywords.
One of the best ways to improve your positioning on video sharing websites, and across social media websites as a whole is to optimize your community position through socializing. Use your channel and individual videos to engage directly with viewers, and encourage them to share your content: the more link-backs, likes, comments and responses your videos get, the better your search engine position will be. Post new videos as often as possible, and create video responses and playlists to help build up your presence. Subscribe to other big name YouTube users with profiles that have a high authority level and comment on their profiles to create strong links.
Sam is an Internet marketer and blogger with a background in copy writing and conversion optimization. He believes that in order to grow your brand, you need to first understand the average site conversion rate for those in your market and then find a way to bring your site to that level and beyond in order to keep getting new business.