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In order to grow your online business, you must first build relationships with your prospects. They must know, like and trust you before they’re going to buy from you. Social media certainly presents a solid platform on which to do this. Your prospects can get a sense of who you are based on what you post. But there’s another way – videos.
Videos present “the real you.” Your prospects will see you and hear your voice. It’s the best online way to look them in the eye, and to let them see the person behind the site. But before you press “record” or even write your script, for that matter, there are a few steps to take first.
Here is an example of a video we produced for an internet marketing company called WSI featuring Marc Levin. Notice how Marc starts off with a simple story about his childhood and how he relates that childhood experience to his business.
Know Your Audience
Review your best target audience. Who do you really want to reach? What problem, or problems, do they have that you can solve? Think about their pain points and how you can relieve them. Eliminating pain is one of the main buying motivators. Focus on this to get and keep your audience’s attention. Above all, make certain that you are offering the information they’re looking for.
Here is an example of a video with a very specific target audience – people who suffer from Psoriasis. This video is designed to communicate empathy and hope. Noticed the use of warm colors, soft music and simple graphics.
Do Your Homework
Know exactly why you want to create a video. Is it to drive traffic to your landing page, to accept an opt-in offer, or register for a free call or webinar? Here’s a hint: It should not be all three, or your message gets watered down or even lost. Get really focused on what you want viewers to do as a result of the information you share.
And one more homework assignment: Review the video limitations and parameters of the site to which you’ll upload your video. There’s no point in creating a killer video with great information and a strong call to action only to find out that it’s one minute too long!
Make It Useful
Everyone is pressed for time these days, and there is no shortage of content. You must provide useful and relevant information for your audience. You’ll know what they’re looking for and what they need because you defined who they are when you did your homework. You can offer relevant content in the form of useful tips and techniques. Make it interesting and make them want to learn more. Don’t make it a sale pitch. Viewers don’t care what you’re selling or what you think they should buy. If that’s what your video presents, no one’s going to watch. If no one watches, no one takes the next step.
Optimize Your Video
You’ve probably optimized your website to improve your search engine rankings. You’ll have to do the same thing with your video. Keywords are important and the most popular ones should be used in your title. Include your URL at the start of your description, so viewers can easily find their way to your site. Then include two or three sentences describing the benefit – the real benefit – viewers will get by watching your video. Use tag words! These will link your video with others that use the same words. You’ll appear in the related videos column, and an intriguing description is all someone needs to click on your video next.
For more tips on optimizing your videos for SEO, you can go to my blog post here: http://www.focuscreative.com/optimizing-your-video-for-seo-2/.
Comments and ratings help drive the popularity of your video. Use social media platforms and other online communication to promote your video and ask for comments and ratings.
So define your audience, do your homework, develop useful content, press record, upload and optimize… and you will be on your way to driving traffic and increasing revenue.
Robert S. Grossman
President & Executive Producer
Focus Creative Grou