Maximera användningen av video

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There are two questions that our customers always ask:

”How should we use a commercial in our marketing?”

And ”How do I maximize the spread of a video?”

I will show you strategies that have not only been tested by us, but also by our customers. The strategies are centered around video, but some can be used without video.

You can categorize what you should do to get the most out of the film into two categories:

Free, and Paid.

Here are the first tactics in the series:

TIP # 1.) Post the movie on the website

Believe it or not, we have customers who buy a video but do not even post it on the website.

Your website is a perfect place to show the movie. The film will be the first thing people see when they end up on the website, and there it helps to push potential customers one step further in your sales process.

So, instead of just posting the movie on Youtube …

Make sure that the video is actually visible on the website, and that it is obvious that it is a video. Can a 10 minute job give you 54% more views?

Yep, and I’ll show you how …

Just do this:

TIP # 2: Upload the video on social media

You already know that social media is a perfect place to engage your customer group, and increase your chances of reaching their network when people share your video.

But are you uploading the video ”natively” on your company’s social media?

I do not mean link to the Youtube video on the company’s Facebook page. I mean upload the video directly to Facebook

First of all, what is a ”landing page”?

As the name suggests, it is a site that people ”land on”. For example, when a person clicks on a Google ad, then the page the person is taken to is a landing page see.

Simple, right?

Yes, but this is where many companies make mistakes.

They let the homepage of the website act as a landing page. It is seldom a good idea to send ad traffic to a homepage.

The problem with the home page is that there are often too many options to choose from:

Should I read an article?
Should I sign up for something?
Should I click on a link in the menu?
Should I click away to the company’s Facebook page?
Should I share the website?
And so on…

This gives visitors too many choices and therefore they may miss the most important choice.

Instead, send traffic from your ads to a landing page that focuses on one thing: getting the customer to do what you want. It should only require ONE decision. A Yes or No question.

TIP # 3: Send the video to the company’s email list

Film is a great way to stand out in the inbox.

Therefore, it is a good idea to email the company list with a link to the video.

Feel free to ask people to comment, like and share as well.

People who are already customers of yours will want to like and share the movie with friends.

It can be as simple as this:

BONUS TIP: I also usually recommend that your sellers link to the movie in their emails. For example, if a customer wants to know more about the service, the sellers can link to the film in the email. Perfect before a sales call.

TIP # 4: Sell with video at conferences & fairs

This tactic got a company to go from 2 new customers per trade show to get 90 new customers in two days. This company used a fun and informative animated video that they showed on iPads

It might not have been easy to execute this tactic a couple of years ago. Now just make a good video and buy a pair of iPads.

How a company went from 2 to 90 customers in 48 hours

An American company had problems getting customers in during trade fairs and conferences. On average, they only got 2 new customers per trade fair.

The biggest problem was that they did not sell anything in the booth …

So they decided to switch tactics and sell something with the help of an animated commercial.

The following tactics gave the company 90 new customers at ONE FAIR.

How did it happen?

The booth at the fair was set up with 9 iPads and headphones. There, people could watch the company’s entertaining and explanatory video.

To attract people, they had a large headline over the booth that said:

”Get 100 FREE Customers”

In addition, the staff wore red shirts that read:

”What would you do with 100 FREE customers? Ask us how!”

The only thing the staff said to people passing by was, ”Wanna see a funny video?”

Then they got to watch this video:

http://www.youtube.com/watch?v=da9QGgKR558

The offer was to set up a free Google account and buy some ads for the customer for $ 20. And in this way give the customer 100 free clicks to the website.

Here are the results the company received from the fair:

2000 went to the fair
603 visited the booth
421 put on the headphones and watched the video
87 bought the offer for $ 20 right after watching the movie
19 bought another offer for $ 500 a month
23 bought the $ 500 offer after the fair when the company followed up on the phone.

If we do the math on it …

42 x $ 500 * 8.6

How good is it ?!

Tip # 5: Use Video At Meetings & Presentations

Many companies have meetings and presentations …

The problem is that they use Powerpoint. It can work. But it is usually very detailed and boring.

Here’s how to get more business out of meetings using video:

1.) View the video before the meeting. Ask your salespeople to email the video to the customer before the presentation. Then the customer gets an understanding and interest in the product even before the meeting.

2.) View the video at the beginning of the meeting. Just like # 1, you can create understanding and interest before you start selling. A good strategy is to let the video present the very concept behind the product or service. And then you, or the seller, go into details.

Quite simply, right?

Yep, and many of our customers today use video in their meetings very successfully.

BONUS TIP: Link to the movie in your signature

Have a link to the video in your signature as well. Also ask your salespeople to link to the movie in their signatures.

This way, everyone you contact via email will be able to see and click on the link.

TIP # 6: Get a person with a large network to share the video

One of the best ways to distribute a video is if someone with a large network shares your video.

Do you know anyone who is famous?

Or a person who has many followers?

In any case, you want to find a person that your customer group listens to, looks at and is interested in.

For example, it could be people you know:

Partners
Family
Friends
Affilliates

Or people you do not know:

Experts
Media & News Sites
Celebrities
Bloggers

With their help, you can reach more people than you can do alone.

A single person can help you properly.

Do not you believe me?

Here is an example:

Imagine that the total number of people you reach on Facebook, Twitter and YouTube is 1,000.

And you have a partner who shares your video with his 10,000 followers.

In this case, a single partner would lead to 9000 extra people watching the video.

Would it have a positive impact on your business?

Of course, and your video is instantly more believable if someone else shared it.

Who would you trust the most: An unknown person trying to sell you a product or service. Or a close friend who warmly recommends a product?

A close friend of course!

There is almost always someone who also gets something out of showing the video.

Answer this:

Who on my network would like to share my video?
Who do I want to share my video with?

And then ask that person to share the video!

However, keep this in mind before asking anyone to share the video:

Is my video relevant to their followers?
Does my video go hand in hand with their goals?
If they shared my video, would that make them look good?

Ok, when you’ve found a person you want to share your video with …

What’s the key to getting this person to share the video for free?

You need to understand what the person wants to share, and what their followers want to see:

Some examples:

People listen to influential people because they share interesting things.
Journalists in IT become known by reporting trends.
Bloggers become famous by writing about good products.
People on Facebook share videos that their friends will find funny.

So, what do you have to offer them?

It’s the old saying, ”what’s in it for me?”

Take this example:

Imagine that you have a start-up company in the IT industry. Your video explains how your product works and solves a problem.

IT bloggers want to be the first to find new interesting things. If you reach them with your video, you have already done the work for them.

Their followers see the article / video. And that leads to the blogger looking good because he showed that product. And you get more people interested in your product.

But win / win / win situation.

Here are four types of people with influence:

1. Friends

These are your partners and people you have a close relationship with.

Here’s how to proceed: These are the easiest people to reach. Ask them to do you a favor by sharing your video.

Come in a way you can collaborate. And do not forget to advertise for those in your customer group.

2. Pitchade

These are people in your market but outside your own network. It includes people who would benefit from sharing your video.

Here’s how to proceed: It’s difficult to get these people to share your video. Especially if your video is ”for sale.” Tell us why your video is valuable to them and their customer base. And that they win when you win.

• Who do I want to distribute my video to? • What value can I give them and their followers?

3. Paid

People you sponsor to talk a lot about your product.

Here’s how to proceed: Paid people can usually reach a lot of people. But there is a risk that their followers are not interested in your product.

4. Found

These are people who have found your products and share them on their own. And therefore the hardest type to get.

How to proceed: There is no guaranteed way to find such people. But your goal is to support them: find out who is watching your video and encourage them

Influential people can be friends, pitched, paid or found. Everyone should be contacted in different ways.

And if you find the right person, your video can spread like wildfire!

Enter your text here …

Hur du ökar din Google & Youtube-rang

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Do you want more people to see your commercial?

Have you optimized the commercial for the search ranking?

If people can not find you, how will they watch your movie and become a customer of yours?

To get people to find your movie, you need to use the right keywords (ie keywords and phrases people search for on Google).

You probably know that keywords are important. The right keywords can mean the difference between the first page and the tenth page of Google / Youtube search results. And almost no one clicks past the first page.

Youtube and Google do not know what your movie contains. Therefore, you need to help by using keywords.

(A tool that can help you find the right keywords is Google Keyword Planner . If you use Google Adwords, you can also check your most profitable keywords.)

Keywords help search engines see if the content of the movie is relevant, and it helps your customer group to see what your movie is about.

So be sure to include keywords in your title, description and tags.

How do you do it right?

Follow these 4 steps to make your commercial rank higher in search results on Google and Youtube.


# 1: Use keywords in the movie filename

First, go to Youtube and create a channel for your business (Follow this English article if you do not already have a channel.)

(Why Youtube? Because almost all the movies Google shows in the search rankings are from Youtube. It does not guarantee that you end up on the first page. But you can be sure that Google will include the movie in the search results if you upload it on Youtube.)

Before uploading the commercial, be sure to use a keyword in the movie file name. How do you find keywords?

You are logged in to your Google Adwords account. If you do not have an account, you need to write down your name and also enter credit card info. However, no money will be deducted as long as you do not place an ad. So you can use the service for free.

On Google Adwords, just search your keyword.

DO THIS:  If you want your movie to appear on Google or Youtube when someone searches for ”Import from China”, then you need to name the movie’s filename ”import_from_china_video” .

# 2: Include keywords in the title

The title of the commercial is important. It is the one that appears in the search rankings on Google and Youtube. If you want to rank on a keyword, then your headline and description must use the same words that people search for on Google. Otherwise, it will be difficult for the search engines to know that your movie is about just that.

The title must also tell people what they will see in the film. Between 5-20 words is usually enough to describe it.

Example: A headline that just says ”Import China” will not get attention because it is uninteresting and non-specific.

A headline that specifically describes what the film contains (for example, ”Import from China: How to order products without being scammed”) gets people to click and watch.

Tip: Have the keyword in the first words of the title. If people Google, ”Import from China,” then the first word of the headline should be just that. It can give you a small boost in the search rankings.

# 3: Have keywords in the description

Youtube and Google can not ”listen” to what the movies contain. The description helps to explain what the movies contain.

There are three things you should have in the description. Have them in this order:

  • Link to your website. This makes it easy for potential customers to click through to your website.
  • Introduction that describes what the film is about. Write a few lines about your company and the product that the film talks about. Try to include some keywords and search phrases in this section. But keep in mind that it must sound natural. If you sound like a robot, it has the opposite effect. Pretend you’re describing something to a friend. Use only words or phrases you would use in that conversation.
  • Script that describes word for word what the narrator’s voice reads out in the film.

# 4: Optimize your tags

Include some keywords in the tags. It helps Google and Youtube understand what the movie is about.

The right tags not only help you rank higher on a keyword, they also make the movie appear as a related clip more often.

When someone watches a movie that has similar tags to your movie, then the movie appears in all related clips.

Tip: Use about 10 tags that describe the category, content, company name and keywords.

Two ways to get more viewers (and thus get higher in the search results)

1) ”Embed” the commercial on your website

Create an article or a separate page on the website. Or put it on the home page.

Why is it important?

Because it helps you get more viewers. Google wants to know how many people watched the movie, and the number of people watching the movie on your website is included in that amount.

In order for the page to rank higher in Google, you need text on the page. Otherwise, Google does not understand what the movie contains.

A quick checklist of what should be on the page:

  • Keywords in the URL link (eg www.asianimports.se/import-kina-video )
  • Keywords in the Headline
  • ”Embed” the movie
  • Keywords in the text and sentences
  • Screenplay from the film
  • Youtube link to the movie

2) Use a thumbnail that people want to click on

The thumbnail is the face of the movie. This is the first thing people watch when the movie shows up in the search results, so it has to look really good.

Surveys show that selected thumbnails win over automatically selected ones each time. So make sure it’s something people want to click on while showing what your movie is about.

You can also have something that makes people curious.

A few concluding words

You’re sitting on a gold mine. But if you do not optimize your commercial, you will lose both traffic and potential customers.

Therefore, it is important that you use the right keywords in your title, description and tags. And that you also put the film on your website with a custom thumbnail. It makes a big difference in how high your movie ranks in Google and Youtube.

Have you optimized your commercial? Do you have any tips that have worked extra well for you? Leave a comment below.