In case it isn’t readily apparent by the fact that almost everything I produce for you is in written form, I am not a video guy. There’s an old joke in show biz about having “a face made for radio, and a voice made for print“. I personally believe I fall into that category.
However, I still occasionally make video presentations, and occasionally post videos on YouTube. These activities should, in all reality, be a much more significant part of my marketing strategy than they are.
Is video marketing really that important?
If you ask most people what the #1 search engine on the Internet is, they’ll correctly answer Google. If you ask them what the #2 search engine is, though, most people will incorrectly answer Bing or Ask. Believe it or not, the #2 search engine on the Internet is YouTube.
Even more important is the fact that Google bought YouTube a few years, and tightly integrates YouTube results into Google search results. While it can be difficult to get your own web site to rank very high for keywords on Google, getting your YouTube videos to rank high on the first page of Google search results is much, much easier.
People search on YouTube for videos relating to very specific questions. Spend some time searching around YouTube yourself, and watching some of the tax related videos that are posted.
Pick a handful of topics to make videos for, and just film them all at once. It’s easier to film ten 3-minute videos in one sitting than to start and stop, doing one video each day.
If you don’t want to be on video yourself, don’t fret: Just create a PowerPoint presentation or even just a Word document, and use screen capture software to record yourself talking as you go through the slides or information. I’ve even created videos where I essentially read a blog post and add additional commentary that is relevant to the topic.
Here is a quick summary of some “best practices” to use when creating videos for YouTube marketing:
- Keep your videos to between 2 and 5 minutes in length.
- Use the keywords you are targeting in both the title and description of your video.
- Begin the description with the full URL of your web site.
- Reiterate some of the video points in the text of the description.
- Address a single topic in your video, and make it pointed and succinct.
Maintaining a regular video posting schedule, just like you should do with your blog, will help you gain higher rankings in both YouTube and Google search results. Over time, this targeted marketing effort can bring a steady stream of traffic to your web site, and these are highly qualified visitors, because they took the time to watch a video addressing a tax topic of concern to them.
Once on your web site, they can then sign up for a widget that you offer on the web site, and eventually turn them into a prospect and client.