Using Video is Essential to Marketing Strategy Success

Posted by Jim Matuga

Feb 5, 2013 1:33:00 PM

By:  Jim Matuga, Co-Founder InnerAction Media 

February 5,  2013

There’s no arguing: A well-structured video or image film is a great way to boost both your brand’s awareness and your company’s overall website success.  Consider the following statistics from recent sources:

  • According to research conducted by ComScore, websites with video content hold viewer attention for more than two minutes longer on average than sites without video files.

  • Another survey carried out by AimClear found that video listings that appear in the universal search rate experience as much as a 41 percent higher click-through rate than their plain-text competitors.

  • One final study put together by Forrester Research discovered that websites with a good video marketing strategy in place increased their likelihood of being ranked onthe first page of the Google results by as much as 53 times.

If you want to perform well online, you simply must invest the necessary time and resources into putting a video marketing strategy into practice!

What constitutes a “good” strategy for one company might represent a totally wrong strategy for another.  

Here are a few quick tips to help you in your quest for more effective marketing” 


1) Establish Campaign Goals

Before you even hit the “Record” button on your camera, take some time to think about why you’re getting into video marketing in the first place. 

 A solid video promotion campaign should:

  • Improve your chances of earning high-ranking video spots within Google’s blended search results.

  • Reach out to busy customers who prefer to consume content in video format, rather than in text-based articles - often on their mobile devices.

  • Showcase product or service features that aren’t adequately captured in text- or image-based content.

  • Create a YouTubechannel that attracts a following and aggregates all of your video content in one place.

2)  Create Valuable Content

Whether you’re producing Web videos to improve your website’s natural search traffic or to become a viral video star, there’s one rule that all video files must follow:  They need to contain valuable content!

What I mean by “valuable” is that you want to produce the types of content that your target audience members naturally want to watch. 

If you’re trying to establish yourself as an authority figure within your industry, the types of content you release might lean more towards video content that shows your expertise in action.

The important thing to remember is that you should produce your video content with a purpose.  Take the time to identify what types of content your audience members enjoy and then deliver videos that meet their needs and expectations.


3)  Launch Videos with Proven SEO Practices

Finally, no matter what the goal of your video marketing campaign may be, there are a few standard video marketing practices that apply to nearly all of the video files you launch online. 

- Include relevant keywords in your video title tags. 

- Add relevant keywords to summary and tag fields.

- Encourage user interactions through comments andd social media integration.

So,  There you have it...A few basic tips to getting your web site noticed through the use of video marketing.

Until next time...


Sources:  ComScore, AimClear, Forrester, B2C   

Jim Matuga

Written by Jim Matuga

Jim Matuga is the founder and President of InnerAction Media, a marketing agency in Morgantown, WV. His new book available on AMAZON, Marketing Matters, was inspired by his regular column in the State Journal. You can listen to his weekly podcast “Positively West Virginia” on iTunes, Spotify and Google Play. He has extensive experience in leadership positions with West Virginia media companies, including newspapers, TV, cable, direct mail, radio, agency and digital.

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