Marketing your business with video is a must. Having a video on the landing page of your website makes it 53% more likely to show up on the first page of a Google search. Humans love video too: 68% of viewers now share links to videos they view.
It doesn’t have to be a big production: businesses big and small are getting great results with iPhones, tablets and the now extinct FlipCam (we still have a few). Recording brand stories, tutorials, tips and reviews can help you dominate Google search in a short time, especially when you use YouTube to host and optimize them.
Here’s how to create and optimize a YouTube video with no cost and a little time.
Step One: Shooting
Record with a device you already have. Smartphones are the easiest option. If you have an iPad or another tablet computer, these give you the option to upload directly to YouTube, cutting down on time and effort even more.
Get the lighting right. Basic lighting is bright and doesn’t cast too many shadows. Avoid shooting in fluorescent lighting and try different angles to make sure your subject looks the best. If you’re outside, face the light and never shoot with the sun behind the subject. If you’re inside, look for light that fills shadows, such as desk lamps that have custom angle settings.
Make sure sound is the best it can be. This might mean getting closer to your subject, and making sure your finger isn’t covering the mic – which commonly happens to me!
Frame your subject well. This may seem silly to mention, but you wouldn’t believe how many videos exist where the subject is off center, or parts are cut off, making the picture incomplete. Here’s how to properly frame a video.
Hold steady. Placing your elbows on a desk to avoid shakiness or buying a mini tripod for $10 is a common solution for this.
Keep it short and sweet. We recommend 1-2 minutes in length for optimal viewing efficiency!
Step Two: Optimizing
Choose a title that includes keywords you want to rank for. Not sure which keywords you should choose? Try the most popular in your blogs or press releases. Otherwise, give the Google Keyword Tool a shot.
Description – This may sound silly, but be as descriptive as possible. What is the video about? You could try transcribing what the subject is saying in the video – it will enhance its “searchability.” Include your keywords plus a link back to your website, social accounts or other related content.
Tags – If someone is searching for your video, what words would help them find it? You can use your keywords here, but tags can be anything, as long as they are descriptive. Examples: business, funny, marketing, automobile, outdoors, food, etc.
Video Thumbnail – What is the image you’d like viewers to see before they click play on the video? YouTube gives you several options – so choose one that is vivid and interesting, and makes people want to click play.
Category – If someone is browsing through the site and doesn’t know exactly what they’re searching for, Categories is where your video may succeed in getting found. Categorize yourself correctly for your best chances. Keep in mind that YouTube’s categories are limited and a bit broad, so use your keywords in the description and tags to narrow down the category you’re in.
Privacy Settings – Public is the best setting for the most visibility in search, but if you’re not ready to publish it yet (maybe you’re using it in a press release for a product launch), you can make the video private or unlisted and still get a URL for when you’re ready to go live.
The License and Rights Ownership option determines whether you let others use your video with attribution. YouTube’s standard license allows people to watch your video, but not download it, copy or distribute it.
Step Three (Optional): Advanced Optimizing
Allowing comments is a good way to get reactions about your content and field any questions. “Voting on comments” allows your audience to vote up interesting insights so they appear at the top of the list or vote down comments that are rude or inappropriate.
Allowing “video responses” is also a great option for continued engagement.“Video location” and “recording date” allow for more searchable options, and “caption certification” works to distinguish your video as original content and lessens its likelihood of being flagged and taken down by YouTube.
The best option of all on this page is to allow embedding. This means that anyone who likes your video can embed it on their website, blog, or press release, with the lvideo linking back to your YouTube page. This is great for visibility and expanding your audience. Make sure this box is checked.
This will get you through the basics of creating and uploading a properly optimized video to YouTube. Have you used YouTube to market your business yet?
Photo Credit: freedigitalphotos.net