Video dominates the social Web landscape, whether embedding clips on a blog, making YouTube channels and webisodes a part of your primetime routine or capturing precious moments/breaking news on a mobile device.
By now, the marketing world knows very well that content is king, brevity is essential and social shareability is priceless. Online video does all three.
It's also key to building your brand.
But, what if you don't have a ubiquitous brand name or a catchy tune?
Ease into video creation with content you already have. Chances are you already have a lot ...
1) Do your thing
Use video to give a tour of your business; grab a smartphone or camera and click record at your next event; or interview a knowledgable employee about their day to day.
Visitors to your website, blog or social pages already have an interest in your products or services. Give them an inside look to build a relationship. Grow your audience with plenty of social links, hashtags (Facebook now uses them too) and SEO.
2) Give and take
Give your customers and clients value and encourage them to respond. Do you have an expert in your organization regularly speaking to large groups? Maybe your business puts on seminars.
Capture them on video and offer them for viewing on your website. Get added value by requiring an email address and other information before viewing. This allows you to follow up with those who have an interest in your content and even get testimonials.
3) Take advantage
Once you've posted or embedded your video, get some mileage out of it. Share it socially and feature it on your landing and other pages throughout your website.
While you don't want to push the same content every day, videos have a pretty decent shelf life. Recycle the content throughout the year whenever it makes sense – to promote your upcoming seminar or annual event, for instance.
4) Keep it short
Best practice indicates you want to keep clips to a brisk two minutes or less. There are exceptions to this unofficial rule, but unless it's something people expect to take a while (like the aforementioned seminar or how-to), don't risk losing a viewer/potential client with a long-winded vid.
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