Great news…Video is now an essential part of good content strategy – increasingly boosting your social media, SEO and lead generation efforts. And when discussing how to leverage video content to make your web strategy more effective, I hope you speak YouTube.
Well…you’re right. The #2 social network and #2 search engine in the World probably have nothing on your video platform that clings to privacy as its purpose. And with the boom in social media, off-page SEO tactics and ever-growing online communities, privacy and control of branded content should be easy, right?
Good thinking. Also worth considering…
According to Forbes, three-quarters of executives surveyed said they watch work-related videos on business-related websites at least weekly. And more than half watch work-related videos on YouTube at least weekly.
So, over two-thirds of B2B-specific videos are seen on YouTube? Well, it’s time to move with the market.
Design for Conversions
When integrating video into your digital content strategy, the first step is to create videos that both entertain and educate specific buyer personas. Your goals should be based on increasing awareness, demonstrating products, sharing knowledge, and humanizing the company.
The next step is to optimize these videos with targeted keywords giving them a much better chance of reaching page one in Google search. From there, use the placement of well placed calls-to-action to drive leads and conversions.
Optimize Your Channel
Your channel description should include a keyword rich description since this section represents the meta data that is searched by Google. Each section of your profile is a chance to add your most important keywords. 3 Tips to increase your social subscribers, web traffic and social shares:
- Have a strong call to action asking visitors to click, download an offer, or share this one
- Add an annotation to your video with a call to action pointing to the subscribe button on your channel
- Embed the subscription button on your blog and your other social profiles
How to Optimize your Videos
Your video description should be 2 or 3 sentences that include targeted keywords. It’s also a best practice to include a shortened link with a call to action driving traffic to your website or landing page with a specific offer (bit.ly is our tool of choice, being the socially universal link shortener and is friendly to analytics tagging).
The tagging feature is the way YouTube determines the relevance of your video and groups similar videos together. 5-7 tags are optimal and will ensures your video is associated with other videos that use the same tags and help your videos appear as a “related video” when users are viewing other videos.
When a video receives higher ratings and more comments, YouTube sees these as indications of higher quality, more relevant videos. Your goal should be to generate as many ‘thumbs up’ ratings and comments as you can for SEO purposes.
Comment on other popular videos in your niche is another way to generate more comments and ratings. It’s also a great opportunity to present yourself as an expert in the niche by making a comment that actually gets liked by the viewers.
Make it Easy for People to Subscribe
Subscribers are vital for your lead generation efforts because when they choose to follow your channel and your content they will be alerted to your latest video content.
What can you add to the YouTube optimization list? Let us know in the comments.