By 2017, video will account for 69% of all consumer internet traffic, according to Cisco. Video-on-demand traffic alone will have almost trebled. With online video quickly becoming a key means for people to satisfy their information and entertainment needs, small businesses that fail to include it in their internet marketing strategies will do so at their peril.
Video is the future of content marketing. Various studies show more than half of companies are already making use of the medium – a figure that’s predicted to rise as more and more realise the possibilities.
When it comes to potential reach, video is peerless. YouTube receives more than one billion unique visitors every month – that’s more than any other channel, apart from Facebook. The success stories of videos that have gone viral are legend. For any social media campaign, any SEO exercise, video is without doubt one of the best tools in the kit.
It is naturally engaging and, in an age of information overload, it’s vital for small businesses to offer content that is easy to digest; if not, consumers will simply move on. Video does this very well.
Tips to Create a Great Video Marketing Strategy:
1. Produce lots of diverse content on YouTube: The best YouTube content marketers produce more content. It has been found that better marketers produce assets with a far broader distribution of video lengths, ranging from 30 seconds to 20 minutes, on average.
Great video content + many videos = more subscribers + higher SEO rankings.
2. Integrate YouTube and web content: The most effective video marketing programs create a symbiotic relationship between their two owned media platforms: their YouTube channel and their website. Consistent branding and YouTube channel customization occur in 63 percent of the most effective business-oriented YouTube channels.
3. Embrace YouTube advertising: Paid media is a critical part of effective video content marketing. YouTube TrueView ads are not the same as Google’s AdWords. YouTube advertising can deliver 10 times the click-through rates when compared with traditional AdWords and video ad networks. It delivers results through diverse hyper-targeting options: contextual, behavioral, geo, retargeting and search. The key is that you need to experiment.