I have been working on a video project for a client for some time now. The client had an opportunity to reach an influential part of its niche market through a proprietary video channel, so we set up a weekly video shoot to repackage the clients’ research and produce three-minute videos to post to the vertical channel. Research shows that videos have a very high impact on SEO and, when used properly, can have a huge impact on web visibility.
Although we have been refining the quality of our web video productions and the content, we haven’t been able to get the viewership we want from YouTube, or our vertical video outlet. So it’s time to regroup and rethink our video strategy as an extension of our conventional social media program.
This particular client has limited staff and resources (well, who doesn’t), and they service a very conservative market. Therefore they have been slow to adopt social media as part of their marketing program (despite my nagging). However, this new video program provides an ideal opportunity to jump-start their social media program, offering high-quality and informative content to targeted followers through multiple online channels.And there are some serious SEO advantages when you use video in the right way. I recently ran across an interesting presentation by Mark Robertson, CEO of ReelSEO, on how to optimize video for online search. Mark offers some interesting points. I’ve reposted his webinar presentation here for your edification.
So what are the next steps for my client’s video program? Well, I plan to take some of Mark’s tips to heart and use our video productions as a focal point for our social media outreach. I do believe that video can be a great asset to any online marketing program, if you have great content and can use it properly. The challenge is to know when and how to apply it.
How do you use video to promote your brand or your client’s brand? I’d like to know.