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Putting the ‘You’ in YouTube Marketing

Earlier this year I took a big leap. I purchased a camera designed primarily for video streaming and sharing on social media. If you’re wondering why this is a big deal, just remember that I’m a 41 year old guy who has tried to find my supposed “good sides” with cameras from every angle. Let’s not even start on what cameras so graciously “add” to their subject!

So why would a marketing obsessed introvert who is more at home behind a keyboard than in front of people make an investment in special camera technology? Simply put, video is where it’s at. If I want to expand my audience, and help my clients expand theirs, it’s time to take video seriously. With that in mind, here are four tips that I hope will help you (and me!) grow your online audience and boost sales this year and the coming ones.

BE RELATABLE

When you think of a personality made for TV, our own Neville MacKay comes immediately to mind. But even Neville will tell you his first on-camera experience didn’t quite go according to plan. Nonetheless, he rescued the situation by relying on his personality and charm, and parlayed that appearance into fame (and fortune?). What makes personalities like Neville, Heather De Kok, and Jennifer Harvey such great presenters? Behind all the energy and charisma, they are telling stories from the stage or the screen that their audience can connect with. Sometimes, it’s by saying out loud what others will only say in their heads.

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People connect with shared thoughts and shared experiences. We are repelled by dry, bland, emotionless presentations of facts and data. When you are working on creating videos for your brand, be sure to include some of your personality in the mix and your audience will grow.

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ANSWER HOW-TO QUESTIONS

How-to videos are still among the most popular searches on YouTube and other sites. By creating video tutorials addressing popular queries, you will get to demonstrate your expertise and grow your brand exposure.

Start making a list of all the questions customers have asked more than once. Maybe you’ve already done this for your blog, and now you can use that written material as the starting point for your videos! Be sure to include the words “How To” in the title and description so people are clear that it’s an informative answer video.

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If you run out of questions to answer you can look to popular resources, such as Answer the Public, HARO (Help A Reporter Out), Quora, or even Google’s “people also ask” and “related searches” features.

DEBUT NEW PRODUCTS AND SERVICES

Video is a great way to demonstrate a new product or service. You can talk about your new Rush Delivery Service while handing off an arrangement to a deliveryman and then cut to footage of the happy (and speedy!) delivery. If your local competition (or a certain drop shipper) carries an inferior quality of rose you can use video to compare flowers side by side and see their performance over the course of time.

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Depending on how often you have newsworthy new items, you could make a monthly feature to show off your latest additions. With consistent publishing, people will learn to look forward to your upcoming videos. They also make great content for blog posts and newsletters!

PRESENTATIONS AND EXPERIENCES 

Do you ever get the chance to speak in front of an audience about your work? Don’t let that guest presentation spot be a one-hit wonder! You can use video of your presentations on your website, in blogs and newsletters, and to pitch organizations for other speaking opportunities.

Recently, I was presenting a business session at the Great Lakes Floral & Event Expo in Michigan. My second presentation was nearly foiled by problems with the projector, but thankfully I had my Mevo camera running. I was able to promise the attendees that not only would they receive the slides afterwards, they would (video quality permitting) be able to access the video and play back the entire presentation along with the slide deck.
Imagine recording Imagine recording the process of setting up for a big event.

You could do a time-lapse video that shows you and your team scurrying around at high speed, converting a desolate space into a fabulous event venue. Or maybe you just assemble a few clips together to show some of the detail work that happens on-site. Behind the scenes footage is very popular, as evidenced by all the Imagine recording the process of setting up for a big event.

You could do a time-lapse video that shows you and your team scurrying around at high speed, converting a desolate space into a fabulous event venue. Or maybe you just assemble a few clips together to show some of the detail work that happens on-site.

Behind the scenes footage is very popular, as evidenced by all the reality shows featuring restaurants, renovations, weddings, and so on.

Video doesn’t have to be daunting. But it does require a small leap into what may at first be an uncomfortable place. When you embrace the challenge and have some fun with it, you may just find there’s a growing online audience that’s having fun along with you!

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theRKF
Publisher at Canadian Florist
Ryan Freeman is the Publisher of Canadian Florist, 5th generation florist, and President of Strider Online Marketing. He has been engaged in web design and online marketing since 1994.
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