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The value of video content for your website

Posted by Tracey Voyce on 3 January 2014
Video content that’s relevant to your business and website is a great way to encourage more user impressions. Videos can help draw customers to your website and give you a presence across a broad range of media platforms. The trick is learning to use them well.

Using video to draw customers to your website can be a highly effective marketing strategy. Depending on what you are selling, video-hosting sites such as YouTube can attract customers just as readily as traditional search engines, as some internet shoppers use YouTube or its competitors as a key means of searching for what they want.

Use everything at your disposal

Once customers find what they are looking for through your video, links in the video description or in video pop-ups can direct them to your website. If appropriately named and tagged, videos will also come up in search engine results, providing another opportunity for your business to be found through a search.

The relationship between Google and YouTube is particularly important here: Google owns YouTube and prioritises its videos in search results over other video services and often over other non-video websites. Creating videos for a YouTube channel also provides you with content you can easily embed on your own website to help keep it looking fresh and lively.

Consider hosting platforms besides YouTube

In choosing which platform to post your videos to, start with YouTube, which attracts around 900 million unique visitors per month. That makes it the most popular video site on the internet by a long shot.

A YouTube presence is sufficient for most business video purposes, but if you want to target other video-hosting sites then consider some of YouTube’s competitors like Dailymotion and Vimeo.

Quality is key

The main challenge with video content is producing it. Making high-quality videos that will show your business in a positive light can be time consuming and expensive. A bad video can be worse than none at all. Don’t fall into the trap of thinking you need video content just because that’s how you do online business – ensure that you are clear about the marketing purpose behind each video.

There is a danger in spreading yourself too thin between video, blogging and social media, so be sure you have a well-defined marketing strategy appropriate to your goals and business type, and that you are clear on how video and all other content fit within this.

Placing the video on your website

Here’s how to embed a video on your website, after you have uploaded it to YouTube (it is very simple to do):

  1. Go to the recording on YouTube.
  2. Click the Share link under the video.
  3. Click the Embed link.
  4. Copy the code provided in the expanded box.
  5. Paste the code into your blog or website - by clicking on source icon within you Bloomtools editor (eg. Manage pages within the back end of your website), and paste the code where you would like the video to appear.

For other tips from YouTube - this is their help tutorial

Author: Tracey Voyce
About: With more than 25 years business management experience, Tracey Voyce is the CEO of Bloomtools. Tracey has owned and managed many businesses and spent several years training and motivating coaches at the world’s largest business coaching franchise.
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