What Is Your Online Video Strategy?

Today, we have an informative guest blog about online video strategy from Leslie Croft of Viddler.

For many companies, online video is a new, more engaging way to communicate the value of your business’ brand on the Internet, and increase your company’s profitability. To some, the “new” nature of online video can be intimidating. It shouldn't be. No matter how you plan to use online video, you should think of it as simply a tool for achieving your overall business strategy.

THE APPROACH

Just as you would plan your company’s overall marketing strategy, start by asking yourself a few basic questions. Formulate a plan—before you upload video to your website, whether it’s the first time or the hundredth time:

1.  What’s the business purpose of having the video on your website?
·   Sales or promotional—to demonstrate the value of a particular product or service
·   Training—to maximize the customer’s experience with a product or service (and increase the likelihood of continued business)
·   Testimonial—to communicate other customers’ positive experiences with a product or service
·   Basic communication—to create positive associations with the brand experience

2.  How would you like to engage your customers and website visitors?  
·   Is there something you want the viewer to take away, to remember after the video is over?
·   Is there a call to action—something for the viewer to actually do?
·   Do you want the viewer to interact with your product or service?
·   Do you want the viewer to help create a viral message—to encourage members of their social networks to view the content and pass it on?

3.  Where would you like your content to appear?
·   On your website only
·   Embedded* on other websites

* Embedding gives others the ability to use your video URL on their blog or other online reference point. Those who frequent that blog and view your video are directed back to your website, increasing your website traffic, which can improve search engine optimization (SEO).

4.  Do you want your video visible to search engines?
For example, if you’re involved in a tree service business, your website might showcase a how-to video on planting trees. If someone Googles “How to plant a tree,” there would be an opportunity for traffic to be directed to your video based on that search criteria.

THE OUTCOME

Once your business approach to online video has been identified, you’ll be more inclined to look for a specific, visible outcome to determine if your approach is achieving desired results. This will, in turn, help you to create and use video that is tuned to your business needs.

Some online video platforms incorporate analytics features in their platform—making monitoring and tracking online video usage and outcomes easy. By understanding how your users are viewing and interacting with your business videos, you can recognize how the content can produce even more positive results.

For more information, contact Viddler at at:
(888) 444-1119 ● learn@viddler.com



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