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Video marketing is a great tool for businesses of all sizes. In fact, according to research, 64 percent of consumers make a purchase after watching a branded video. Use these best practices to get the most from your video marketing efforts.

1. Create an Outline

Because video feels more casual and personable than written copy, some marketers make the mistake of “winging it” and neglecting to create an outline. Too often, the result is a rambling video that is difficult to follow. Before shooting the video, make an outline and write out the key points that you want to cover.

2. Grab Your Audience’s Attention

Your viewers have a lot competing for their attention. Social media has made it easier than ever for businesses to get their message out, and in the last year alone, Facebook video ads have increased by 258 percent. Every 60 seconds, 72 hours of video are uploaded to YouTube. With that kind of competition for your followers’ attention, it’s imperative to grab their interest quickly, preferably within the first few seconds of the video.

3. Build Value

Video marketing is a highly effective sales tool because it gives you an opportunity to build value before making the final sales pitch. Rather than keeping the focus of your video on making the sale, which can be off-putting to viewers, focus on the value of your product or service.

4. Appeal to Emotions

Emotions play a powerful role in creating memories. Rather than putting out a sales pitch, appeal to your audience’s emotions by using storytelling to get your message across.

5. Encourage Your Viewers to Take the Next Step

To you, it may seem like the next steps are logical, whether that’s signing up for a monthly newsletter, making a purchase, submitting a donation, or sharing your content. However, oftentimes, viewers need a specific call to action. Incorporate a CTA in your video to maximize engagement.

6. Understand SEO

Incorporating keywords in your video’s title, description, and tags can help you rank better on major search engines while letting your viewers know what to expect.

By fine-tuning your video marketing techniques, you can increase engagement and maximize conversion.


Posted in: All Posts

Brand marketers, website owners, and any other group working to build their brand and market with video know just how beneficial it is. But, a well-designed and optimized video may be able to do more of the heavy lifting for you. To help you to better optimize your videos to get the most out of them as possible, consider these key tips.

Start with Improving Views

Optimizing your video for increased views are also important. To do so, consider these tips:

  • Ensure you have a video thumbnail that works to properly market what the consumer is going to get. Use a human element here when possible.
  • Make your thumbnail click-worthy. A custom-made thumbnail is a must.
  • Be sure your thumbnail actually represents and helps to brand your efforts. Be sure it is consistent over all of the videos you produce.
  • Be sure to place your videos on your website in an area that makes it easy for someone to see what is available – you don’t want to make them scroll to access it.
  • Be sure it loads quickly. You have people on your site – give them what they want.

This is an excellent place to start because these changes will help to optimize the videos immediately.

Invest in SEO

Video does not take the place of good search engine optimization. In fact, it simply should be a component of your videos. You want to be sure people who can benefit from your video can actually find it. Here are some tips:

  • Give your video a keyword-rich title. Be sure it is clear as to what’s to come.
  • Clean up the page. You do not want to make the search engines overwhelmed with layers of code. Instead, make the video the focal point of the page.
  • Use inline embeds. This is what the search engines prefer, and it can make a big difference in the long term to ranking.
  • Include a transcript of your video on the page. This helps with keyword access.

CTAs Matter

You have people on your page, watching your videos, and they are sticking around. But, are you telling them what to do with this content? You may not be. It is important to optimize your video to tell the customer what to do.

  • Make your call to action clear. Keep it simple.
  • Time it right. In videos, you will want to include options throughout your content.
  • Add a Turnstile to your video. Aim to do this about 20 percent into the content for the best results.

It doesn’t take much effort to optimize your videos, but when you do, you gain new opportunities to reach your audience.


Posted in: Online Videos

How can dentists use video for marketing? Many of today’s consumers turn to the internet for information and to find the service providers they need. They also expect a completely new type of interaction with those service providers. Video can help you to create the engagement these patients want and need to make the decision to visit your location over others.

What Can Video Do for Your Dental Practice?

Videos used online offer a number of benefits for dental offices. Some of those include the following.

  • You’ll increase the number of people learning about your company. You can include videos about the company, its history, and its goals.
  • Placing videos on YouTube, for example, can help your audience learn about the services you provide. Explain how a procedure is completed, for example, through a video demonstration. This can alleviate their stress about coming in for an appointment.
  • You can also benefit from videos for SEO. To rank well in the search engines, add more videos to your website, blog, and social media. This will help your dental practice to be easier to find by those looking for these services.

Use videos in various locations to communicate with your audience. Instead of a basic website like every other practice offers, offer something a bit more effective and engaging. This will get the attention of your would-be patients.

Video Types for Dentists

How can dentists use video? Many times, dentists don’t recognize the numerous ways they can use video to communicate a message. But, there are plenty of things to use videos for, including:

  • Patient testimonials; allow new patients to learn what they can expect from your dental practice based on what other patients have to share.
  • Provide informative information and tips to patients. Use video to show them how to brush their teeth or to care for their oral health.
  • Document dental procedures to provide a better level of information and to put patient’s minds at ease. This type of supportive video can help make your dental office more enticing than others.
  • Post videos about the staff. This can help to make your location a bit more real to prospective patients. This is especially important for dentists themselves.
  • Showcase what you do to make patients feel at ease when visiting. Take them on a tour of the location.

These types of videos can provide an intense level of information to your patients. And, it helps your dental practice to grow in a competitive market.


Posted in: Video Marketing

Are you creating a video for your business? If so, you need captions. Many times, people who do not use captions do not think about them, but they offer you a wide variety of benefits. It’s important to link your video with text – doing so offers a wide variety of benefits including better meeting every viewer’s expectation. Specifically, consider the value of how text overlays can help you to reach more people.

Ensure Everyone Has Access

A top reason to use captions is as simple as this. When you use text overlay, you allow anyone who wishes to watch your video an avenue to doing so. Captions are not just for those with audio concerns such as those who are deaf or hard of hearing. They also provide a solution for those who cannot turn on the volume. They work well for those who may not speak English. And, they can ensure that those who just want to read what you have to say can do so.

It Gives you a Boost in Rankings, Too

A nice benefit of using captions is that it turns your visual and audio information into true text format on your website. This is food for search engines. Those videos that have captions tend to rank better in terms of SEO. To achieve these goals, be sure you place your video on its own page, create a full transcript of it, and use long tail keywords that are specific to your content. This will help give your website the SEO boost it needs from captions.

The Legalities

As noted, adding captions helps to increase accessibility to your videos. You may also need to follow some specific laws regarding them. In the United States, you’ll need to make video accessible under three rules. This includes the American Disabilities Act, Federal Communications Commission, and the Twenty-First Century Communications and Video Accessibility Act. Be sure you meet these goals before moving on.

Captioning does not have to be difficult or out of reach. You’ll likely have a basic script for your video anyway. The goal here is to simply incorporate those text words into the video. You can do this with a text overlay within the video, or you can create a full transcript to place on your website (both options can work well here). Be sure that captioning is a key part of your video design process from the beginning. You’ll want to ensure your content is accessible from the start. Plan for it. Your video production team can help you to make that possible.


Posted in: Video Production Tips

Captions may seem like an optional component to video content, but they can actually be an important part of your online marketing strategy. You may know that 80 percent of internet traffic online is expected to be video by 2019. That’s why you are investing in it. But, without captions, you may be leaving a lot on the table – and a lot of viewers out of luck – from really capturing the content and message you are trying to present.

Why Does Video Captioning Really Matter to You?

Captioning is not new. It’s been used for many years for television. However, it hasn’t been used regularly on all websites or with all video production. It’s likely that this small investment and change to your marketing campaign, though, can make a significant difference in your outcome. There are a few key ways why captioning matters today.

  • It improves accessibility. Captioning’s ultimate goal is to improve accessibility so that those who are deaf or hard of hearing can still interact with and connect with the video. And, with a global industry, captioning also allows those who don’t speak your native language to gain access to the content. In short, more people get to experience your content.
  • Social media benefits come from captioning as well. It can help to increase the amount of people viewing your content on most websites. Keep in mind that captioning gives people a way to watch a video without the sound – such as when they don’t want to turn the volume on at work.
  • It also benefits your search engine optimization efforts. With captioning, you get to create a transcript of your video. This easily incorporates your keyword phrases. It can give you a nice bump to your SEO efforts.

In order to make captioning effective, there are a few things to keep in mind. First, keep them subtle instead of over the top in terms of flashy graphics. You also want to choose captions that work well with your video on all formats including on your mobile phones.

Depending on the tools you use to create captions, you can offer your viewers the ability to turn on captions or turn them off. This can also give you more freedom to use your video in variety of ways no matter what your ultimate goal is. On a landing page, this makes sense.

When it comes to using captions on social media, it’s best to offer them in all cases. According to some reports, nearly all people use Facebook without any sound – they don’t want the sound unless they elect to hear something. In this case, captioning becomes very important for them. Without it, you miss the audience you need to embrace because they are scrolling past your video.

Captioning is an important tool you should not avoid when it comes to video creation. With it, you can create an effective video that reaches more people and one that provides you with a far better ROI. It’s easy to incorporate.


Posted in: After Your Video is Created, Video Production

You know the value and importance of using video in marketing campaigns, even those that are done nearly solely online. But, how do you get the search engines to pay attention to the content you are creating?

The statistics are outstanding – with more than 60 percent of today’s businesses using video as a key component of their marketing. That’s up 66 percent from 2015. Another survey found that 91 percent of companies will increase or spend more on these types of marketing efforts. Your company needs to do the same. But, creating a promotional video isn’t enough. Businesses need to know how to take that content and ensure that people see it. To do that, you need to ensure each video you create is optimized for the search engines.

How to Make Video Reach Your Target Audience

With 75 percent of companies saying their videos are effective and 93 percent say the videos they create help customers to truly understand the product, most companies don’t know how to create a video and get it in front of the right audience. Here’s a breakdown of how to do that.

#1: Utilize Closed Caption

When you have closed captions on your videos, it is likely you’ll get more viewers. The reason is quite simple. A search engine cannot translate the graphic images on your videos into information it can use for indexing the video. However, they can use closed captions for this purpose. Of course, this also helps you to ensure your content is available to more people including those who may have hearing disabilities. It just makes sense.

#2: Create and Use Transcripts

Along the same lines comes the use of transcripts. First, recognize that your target audience cannot always watch a video with the sound up (think about all of those people at work!) Second, search engines can use the content from a transcript to help index your video. The addition of transcripts, according to a study done by Liveclicker, can increase your revenue by 16 percent because more people have access to the content. Transcripts do not have to be detailed and shouldn’t be riddled with keywords, but they should be on the page of your video.

#3: Add Subtitles to Your Content

More specifically, include multi-lingual subtitles to your videos to see another boost in indexing and effectiveness. When you have closed captions translated, you improve the number of people who can read and use those to make a buying decision about your product. This may help to increase watcher engagement by as much as 40 percent. And, the number of people who watch a video start to finish grows by as much as 80 percent.

What Should You Do Now?

If you are currently using video in your marketing plan, that’s fantastic. The next step is to insure that the search engines can find that video and place that video in front of the right people. To do that, take these three steps. It does not take long and it does not cost much to make these changes, but it can result in a variety of improvements for your video’s search engine ranking. And, ultimately, your video cannot be effective if you do not make it easily accessible to the target audience you’ve created that content for.


Posted in: After Your Video is Created

You know the importance of using SEO in your online marketing efforts. It is at the heart of every marketing campaign online and needs to provide the right focus to attract search engines. But, you’ve also learned about video and just how powerful it is. Not only do people watch video, but they are more likely to share videos and engage with companies that post videos. How do SEO and videos relate? How can you ensure that the videos you create and publish are going to give you all of the SEO boost they possibly can? There are several things to know here.

Content Really Does Matter

It used to be that website owners would spend a great deal of time (and money) on building links for their websites. Then, there was a time that it was all about shoving as many keywords as possible into the content. But, throughout this time and even more so today, it is increasingly important and valuable for website owners to provide quality content. By and large, website visitors want good information. And, search engines want to reward websites that offer good information with better ranking in those engines. And, video, plays a very important role in providing that high level of content.

Search engines recognize the value and importance of video. They tend to rank websites that have custom made and high quality video higher in the search engines than those that do not. A good example of this may be in your social media marketing. Facebook has come out and said that it will rank brand pages higher when they contain video within the News Feed. Higher ranking simply means more videos and more engagement.

But, How Can You Attract Better Rankings With SEO?

There are multiple ways to use videos to build SEO for your website or social media presence. Here are some examples:

  • Use video to build links and to generate shares on social media websites. People like to share videos especially when they are unique and interesting enough. Educate them, make them laugh, or shock them so they share your video including the links you get.
  • Use video as a conversion tool. Video is a fantastic way to turn people who are otherwise just following you into buyers. This happens because video attracts more people to your website and then can help to sell your product.
  • Utilize good SEO within your video meta tags and descriptions. You can still incorporate keywords and tags that will boost SEO into your content. It’s important to do this to increase ranking potential with the video on your website.

What’s important here is to incorporate video. The more you do so, the more likely you are to create the engagement and brand awareness that your company needs to turn visitors into buyers. Video can provide a wide range of opportunities. It can educate, entertain, shock, and inform your buyers. And, it can provide you with countless opportunities to learn what your customers want and need from you as well. Video opens conversations that can change the course of your business and enhance the way you achieve your long term and short term goals. For most companies, it also aids in helping to rank websites, blogs, and social media pages higher in search engines. What can video do for your SEO campaign?


Posted in: Online Videos, Video Marketing

No matter what type of email you are sending to your customers, interested parties, or others on your email list, one thing is for sure. You want them to read it and take some type of action. That’s why you are investing in the email campaign in the first place. Considering that, you may see video as a tool to help you to get that engagement. Video has become the most sought after component to marketing campaigns today. Can it work within your email marketing campaign, though?

Not everyone is using video in email yet though sources say about half of marketers are not incorporating it on some level. When video is used within email campaigns, there are some significant outcomes:

  • People spend more time reading the email.
  • There are higher click-through rates associated with emails with video content.
  • They are more likely to be shared or forwarded to other people.

For these reasons then, it seems like video can be the ideal tool to add to any email marketing campaign. However, it isn’t always easy to send video in this manner. The hardest part may seem like the technical part of the process, but in fact, it is ensuring that the content is well done and done in such a way as to ensure you are getting the attention and click-throughs you need.

Why Video Email Market?

First, realize that most marketers believe that, within a few years, video email marketing will be very common. If you embrace it now, you will be ahead of the curve, so to speak. But, there are other reasons why you need to embrace this type of technology.

  1. It saves you time and the reader even more time. Video is a faster way to digest information. That means it can provide the same message (often times a better quality of message) in less time. They get more information.
  2. It makes hard concepts easier to understand. If you are creating content for a B2B market or sharing a new concept to your audience, video makes it easier to understand.
  3. It can also offer benefits to your SEO campaign. That’s because it can lead to more social sharing and it can boost your search engine ranking as well.
  4. It is easy to get your message across. Millennials want more information but they want it in an easy to digest manner. For this reason, you need to communicate your message through video.
  5. They can easily go viral. The video you create can be the one component of your campaign that truly takes off.

When you look at all of these factors, it is clear to see the value that video can offer to you. Email campaigns will likely incorporate video more readily in the future. Why wait to take advantage of this marketing tool?


Posted in: Online Videos, Video Marketing