What can YOU do to…
…get more people to buy your product…
…get more people to visit your website…
…get more executives to care about what you’ve got to say… and…
…get a better click-thru rate (CTR) on the SERPs?
Because I know your brain feeds on data, here are some 2013 video stats for you:
• After watching a video online, 64% of people are more likely to buy the associated product
• After watching a video online, 65% of people will visit the marketer’s website
• 59% of executives would rather watch a video than read text
• 76% of marketers plan to increase their use of YouTube in 2014
Mobile users in particular have got their eyes glued to videos, with over 50% of all online video watched on a mobile device. Oh, and this is especially interesting: YouTube reports that people spend over 4 BILLION hours each month watching videos on their site.
And, in case you’re wondering, no, those aren’t all views of music videos and clumsy kittens. Businesses are doing really well with YouTube…so you shouldn’t be surprised to learn today is all about YouTube. Check this out to see why:
Ah, beautiful rich snippets.
You know you want ‘em. So watch this video on using YouTube, then come back to read the rest of these traffic-boosting tips on video content marketing:
(Note: The keyword tool mentioned in this video is no longer available. But you can use YouTube’s suggested searches to create a list of keywords. Just start searching in YouTube, and you’ll see suggested phrases.)
OPTIMIZE YOUR YOUTUBE CHANNEL
If you haven’t already, today you should create your own YouTube Channel.
You already have a Google+ account, which you’ll use for your channel.
• Name your channel something that matches the theme or exact name of your business. Make it something people will feel good about subscribing to, not something potentially sketchy-sounding…
• Your channel description should be both keyword-rich and filled with short reasons for people to subscribe. For example, if you post new content every Wednesday or you always interview top guests or you never go longer than 45 seconds in your instructional videos, TELL people in your description.
DRIVE TRAFFIC DIRECTLY FROM YOUR VIDEO
Approx 85% of video watchers stop watching after 30 seconds.
• After you upload your video, use YouTube Annotations to link to your site, your other YouTube videos, etc. or add a button inviting subscription to your channel at around the 20-second mark.
• If you use Google Adwords, add an Overlay Ad – with a call to action linking to your site – to your video
• Show your domain on the screen at various points during your video
Most of all? Give people a reason to leave YouTube and head to your site. By this I mean, come up with creative bait to pull them in. A free item that’s related to the video they just watched is a great starting point…
BONUS TIP OF GREATNESS
Search for videos that use your keyword phrase.
Then use your video as a ‘video reply’ in the comments.
This lets you piggyback off the traffic others are getting.
THINK ABOUT THIS STUFF WHEN YOU’RE READY TO RECORD
If your video isn’t very good, you’ll get thumbs-downs which is the opposite of what you want.
So don’t overthink your content, but do respect your viewers enough to do your best work every time. Great content gets shared. And shares drive traffic to your channel + site…and boost your cred in Google’s eyes.
1. Make videos showcasing your expertise in fun (NOT BORING) ways. If you do podcasts, you might want to create a video showing the technology you use so other podcasters can update their technology.
2. Keep the edited recording to under 2 mins. YouTube has built-in editing tools. Remember that videos under 30 seconds get the most shares and have the highest engagement.
3. Don’t script! Try to follow a bullet list of talking points.
4. Don’t over-produce! YouTube is made of home-made videos. It’s okay to look home-made.
5. If you use an intro/outro, keep it snappy and short.
In case it’s not 100% clear, content marketing is the new SEO.
Because people are at the core of organic search…and people are at the core of social media. People tell Google how to rank you.
So the old adage is true: Don’t create content for spiders. Create content for people.
And although I’ve found that text content can (for me!) drive more traffic than video content, don’t underestimate the power of a great video and the rich snippets it brings.
Neil Patel is the co-founder of Crazy Egg, Hello Bar and KISSmetrics and blogs at Quick Sprout. He helps companies like Amazon, NBC, GM, HP and Viacom grow their revenue. The Wall Street Journal calls him a top influencer on the web, Forbes says he is one of the top 10 online marketers, and Entrepreneur Magazine says he created one of the 100 most brilliant companies in the world. He was recognized as a top 100 entrepreneur under the age of 30 by President Obama and one of the top 100 entrepreneurs under the age of 35 by the United Nations. Neil has also been awarded Congressional Recognition from the United States House of Representatives.