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Internet Video Marketing: How-To, Tools and Optimization

April 26, 2014 By: Pamela - No Comments

In our last issue, we covered the many benefits of Internet video marketing, and revealed why video remains the #1 way to increase SEO and engage your audience online.  

In addition to helping your website rank high in search results and increasing end user “hang time” on your website, video provides a vehicle for educational content marketing. By creating valuable videos and sharing them on YouTube and your website, you cultivate trust with your audience and position yourself as an expert in your field.

It’s clear that you need to be creating and sharing videos with your audience, but how, exactly, do you begin?

This article will cover

  • How to create low-cost videos using PowerPoint and your smartphone
  • 6 video tools to help you edit and publish your videos online
  • 5 steps to optimizing your videos for increased SEO

How to Create Engaging Videos

You don’t need to be a Hollywood star with a huge production budget to create great videos online.

If you’re camera-shy and don’t wish to be in front of the camera, you can still create engaging videos using screen capture software like PowerPoint with voice recordings, CamStudio or Screencast-O-Matic. Instead of speaking into the camera, you can use screenshots, video clips, and image compilations to tell the story of your company. Record your own voice speaking over the video, or hire a freelancer to make a professional voiceover recording.

Shoot a 1-2 minute video using your smartphone. Videos don’t have to be professionally lit and shot to engage your audience. In fact, some research shows that ‘homemade’ videos convert even better than professional videos. You can also use apps to edit right from your phone and upload directly to YouTube. Most are paid apps ranging from $0.99 to $4.99. Two such apps are MoviePro and SuperImpose Studio

Share your videos on platforms like YouTube and WebTV.  While YouTube videos should ideally be 1.5 minutes or less, WebTV gives you the opportunity to educate your community with 8-10 minute videos. This platform is perfect for creating educational, DIY videos for your customers. For example, a florist might create a 9-minute video on how to best arrange a Valentine’s Day bouquet, while a property agent could create a video series about home inspections or selling tips. Consider what you can share with your market that would be of interest to them where you educate them. Remember, this is not about selling, just educating or entertaining.

6 Must-Have Internet Video Marketing Tools

  • Smartphone – The iPhone and the Samsung Galaxy have the ability to shoot crystal-clear videos that can then be edited right from your phone.
  • Camtasia – powerful editing software that’s more user-friendly than professional programs like Final Cut Pro (plus there’s a free 30-day trial!). Keep in mind that you can always outsource your video editing to a freelancer on Elance.com or Fiverr.com.
  • Screen-O-Matic for capturing your computer screen in real time.
  • HD video camera – if you’d like to create educational videos for WebTV, a $300-$400 HD camera is a must, as is a sturdy tripod. While hand-held smartphone videos are great for on the go, WebTV videos should be shot in a studio/classroom setting for optimum impact. Be sure to stand to the left or right of the camera frame so you’ll have room to insert captions and graphics during the editing process.
  • YouTube channel – remember that Google owns YouTube, and is much more likely to rank YouTube videos higher in search results than videos hosted on other platforms. After uploading your videos to YouTube, be sure to embed them into your website as well.
  • Facebook page – Facebook is another great platform for sharing the videos you create. Be sure to include a call to action at the end of the video that invites viewers to visit your website or take another action that will serve them.

Once you overcome the fear of being in front of the camera, you will find that video marketing is quick and easy, not to mention, it starts to get fun as well. Use this opportunity to engage, educate and entertain your audience, then watch as your business begins to grow.

What questions do you still have about Internet video marketing?

Have you created a video for your company? What was the result?