Making video content is a time-consuming job. But a well crafted video can do great things for your business whether it is offering a window into how your company works, or just describing the products that you sell. However, after putting all that effort into producing a video, you want people to watch it, right? Well, here are some ways to get people watching your video (without having to use paid ads).
Like any content you create, video needs to be promoted. It isn’t enough to just put it out there and hope someone will watch it. While YouTube might show you videos you’re interested in on your home screen, these will typically be from accounts that have high numbers of subscribers and large viewing figures on their videos. So to get your video to show up for searcher, you need to do some work.
Content Mapping – Look at the videos you have produced, and that are being produced by your competition. Are there any gaps in the content you currently have that you can fill with video. You shouldn’t be creating video content just for the sake of it, it’s too time-consuming and labour intensive. You should be making videos that solve problems you might have in communicating with your customers.
Treat Your Videos Like Pages – If you create a new page for your website, you’re going to optimize it for SEO. Do the same with your videos. Make sure they’re optimized for keywords that users will type when looking for that type of video. Make sure the keyword is in the title and description for the video. Also, add closed captions to the video too, and if the keyword is spoken in the video, make sure it is in there too.
Use Video to Find New Keywords – One benefit of using video content is that it forces you to verbalize your keywords. Terms that might look okay written on a webpage could sound clunky when spoken out loud. Looking at the keywords used to find your videos may give you ideas for new keywords that could be useful as voice search becomes more popular.
Embed your videos – Once you’ve got optimized videos, use them. Embed them on your pages, use them on your social media profiles, ask team members to share them on LinkedIn. Any traction you can generate for your content will be useful in helping to create momentum for your video content. Putting a simple explainer video on your site’s homepage can be a great way of letting a first time visitor know what your company does.
Link Back Home – Another tip when you’re creating videos is to add links back to related content on your website in the video’s description section. This helps to complete the loop and send anyone who hasn’t seen your site there to find out more.
We like paid advertising, and we think that PPC is an important part of digital marketing. But, before you start doing paid ads, you should be making the most out of your organic SEO on all types of content you produce. So if you follow these steps your videos will be optimized and productive, then, if you choose to pay to promote them, they should bring even more leads.
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What do your links and content say about your site’s SEO? What does your data say in Search Console?
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