A Quick Guide To Video Content Marketing

Video content marketing is now a standard tool to promote your business online, as it is often better at attracting and retaining customers than more traditional advertising methods. Through the power of social media there is the opportunity to reach out to millions of potential new customers. 

Some social media channels such as TikTok and YouTube are geared towards video content and are accessible and easy to use even if you don’t have any advanced IT skills. Here are a few ways small to medium businesses can use video content to boost their online reach, generate more leads, and ultimately increase sales. 


Create your own YouTube channel

YouTube offers a dedicated business channel with customisable features. Take advantage of these to create your business brand identity with a header banner, logo, tagline, and company colour scheme. In the about section add a concise and to the point explanation of who you are and what you do. 


Make sure that your content is relevant to customers

All of the content that you post should show your customers that you are trustworthy experts in your field. This way you will attract viewers who are genuinely interested in what you have to offer, and build up a connection with your target audience. Ensure that your content is useful, well informed and up to date.

One of the simplest ways to create useful content is to produce ‘how to’ guides to showcase your products or services. These do not need to have professional production values, as long as you follow a few basic guidelines on how to make a watchable video. Post on a regular basis to keep your channel fresh and interesting.


Embed target keywords in your content

Your content will be easier to find from search engine queries if you integrate target keywords, just as you would with website content. The best approach is to include your long tail keywords into video titles, tags, and descriptions where they fit naturally. 

It may seem more logical to use the most highly ranking keywords or phrases, but these are likely to have more competitors and so will make it harder to rank highly. 

The best approach is to pick less used keywords that are most relevant to your specific niche, as although they may generate less traffic, you will attract viewers who are actively searching for the products or services that you offer. 


Don’t forget the call to action

The traditional marketing methods still apply to video content. Therefore it’s important to include some form of call to action at the end of each piece of content, to prompt the viewer into taking the next steps in the customer journey. 

This can be done by including it in the script, or automatically setting a template to add your contact information underneath each video.


Integrate the channel with your other social media

Maximise your exposure by cross-promoting your posts on other social media channels such as Facebook and Twitter. You can either do this manually or by using an app.


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