Web video has the potential to help your small business stand out among competitors and attract the engagement of current and potential customers. Ultimately, an effective video strategy can lead to stronger sales, but that means more than just creating videos and putting them online.

1. Think of YouTube™ as a Search Engine

While you may think of YouTube as simply a video-watching destination, it is also the world's second largest search engine in usage, and has been for many years. You should not only be sharing your videos on YouTube, but also optimizing them so they can be easily found.

This means using descriptive, searchable titles and informative descriptions about the content of the video. Use keywords in both the title and the description, and use interesting thumbnails that make users want to click. Explore ways to optimize your channel itself, as well, and market that to gain subscribers, who can then see any and all of your videos as you share them.

2. Take Advantage of Live Video

Live video on the web is nothing new, but it has become a much more prevalent part of many people's habits in recent years. You can broadcast live on YouTube, Facebook®, Instagram®, or Twitter®. There are also apps available that will allow you to broadcast across multiple platforms.

"One of the best ways to use live streaming is to host a Q&A session," says Jeff Charles at Small Business Trends. "This means that you record a live video in which members of your audience ask you questions through the chat feature. But you must make sure you are delivering value to the people asking you questions. And guess what: if you don’t know the answer to the question, you can promise to address it later. This way, you can create even more content by writing a post or recording another video answering the question."1

Of course, live videos don't have to be Q&A-based. They can be anything you want them to be, so get creative. Just don't forget to let people know to increase the level of participation. Don't rely on them to simply stumble across your live video.

3. Think Cross-Platform

You should be sharing videos to all of the main social media channels, regardless of whether or not they're live. If you want to maximize your audience, use your page on each one to do so. While there may be some crossover in audience, it's likely that your Twitter® followers include people who don't follow you on Facebook, and vice versa. You also never know which one more people are going to see your video on.

4. Paid Promotion

The good news is that it's never been easier to create videos and share them online. The bad news is that there is such an oversaturation of content on every mainstream social media channel as well as every information and entertainment channel from Netflix® to Audible®, that you're essentially competing with the entire world for attention. The reality is that to rise above the noise and the rest, you'll probably need some kind of paid promotion.

Whether you pay for YouTube ads, promote Facebook video posts, etc., depends on your own objectives and where you expect your video to have the most impact. That's going to take some research and experimentation. Try different combinations before settling or giving up.

With web videos, you can engage with customers and/or educate people about your brand and products/services. Find ways to make your videos compelling and do what it takes to get them in front of the right audience. If you can do this successfully, interest in your business can rise significantly.

1. https://smallbiztrends.com/2019/12/marketing-video-tips.html

 

The information provided is presented for general informational purposes only and does not constitute tax, legal or business advice. Any views expressed in this article may not necessarily be those of Nevada State Bank, a division of Zions Bancorporation, N.A. Member FDIC