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Liza Perstneva

Advanced Video Marketing for SEO and Social #semrushchat

Liza Perstneva
Advanced Video Marketing for SEO and Social #semrushchat

Video content has burgeoned over the past few years. According to Cisco’s Visual Networking Index, video will make up 82 percent of all consumer Internet traffic by 2020. The popularity of video content has spread to marketing. Incorporating videos into your online marketing mix has become a common practice.

However, creating videos won’t automatically place you on the first page of Google results and improve your social media marketing outcomes. Strategies that are effective for one company might be the wrong choice for another. If implemented correctly, video marketing opens up new opportunities, creates more engagement and interest in your website, and enables you to get creative with the material you want to show your audience.

To discuss advanced video marketing techniques for SEO and social, we invited Ryan Stewart, a digital marketing consultant, an SEO and video marketing expert, and the founder of WEBRIS and Laces Out, to our SEMrush Chat. Ryan and our other chat participants shared their experience and great insight into advanced video marketing.

Q1: What are the main misconceptions around SEO and Social Media for videos?

It’s no longer a secret that video content is on the rise. From viral clips to educational and informational videos, website owners and marketers now create and release a lot of videos. However, there are a number of misconceptions about video SEO and video for social media.  

Let’s debunk the following five misconceptions.

  • Videos are created the same for different social platforms

Ryan Stewart pointed out that some people simply don’t know how to create videos for specific social media platforms. Even experienced marketers make the mistake of posting the same content multiple times, ignoring how each platform works. Videos you create for YouTube should be different from videos you create for Facebook or Twitter. Otherwise, your video marketing campaign won’t deliver any benefits.

Before jumping onto the social bandwagon, you can start with just one or two social media platforms that will suit your overall marketing campaign best, namely the ones on which your target users spend their time.

  • Any video can go viral if you use the right keywords or hashtags

Some marketers believe that the key to creating viral videos is using the right keywords or hashtags. Even though keywords and hashtags are important elements of your video marketing strategy, they’re by far not the most important secret ingredients.

There are no any techniques that can give you a 100-percent guarantee that your content will go viral. Nevertheless, if you want to increase your chances of your video being viral, you need to be aware of the hottest topics in your industry, create a viral title, figure out who might have a stake in your video and what is the best time to post it to name just a few tactics. Creating a viral video is about much more than simply choosing the right keywords and hashtags.

  • The main goal of creating videos is to make them go viral

Speaking of viral videos, another common myth is that every piece of video content you create must go viral. You can’t simply “plan a viral video,” because it’s way too difficult to predict how your audience will react to what you post. In fact, to be effective, your video doesn’t necessarily have to be viral. “You can't expect videos to go viral. And you can't expect people to easily find you. You have to be proactive with promoting,” tweeted Express Writers ‏@ExpWriters.

Web Themes Plus ‏@webthemesplus also said that instead of focusing on elusive virality, you need to create videos that have an incredible long-term SEO value.

  • Any video creates more engagement

Indeed, videos have become a powerful tool for brands that are trying to communicate more easily with their audience. However, that doesn’t mean that any video you release will increase your user engagement. You have to create quality videos that tell your story and provide your viewers with real value. Instead of posting what you want people to see, you need to post what they really want to see.

To learn how to use Facebook video to increase engagement, check out the article posted on Social Media Examiner.

  • Publishing a corporate video on YouTube will make people visit your website

Some website owners are sure that if they post a corporate video on YouTube, they will automatically attract more visitors to their website. If you want the right people to visit your site, you need to do much more than just post video content about your products or services.

To start, you need to define your audience and make sure that your message is tailored to their specific needs. Craft a video that tells a great story and connects with viewers on an emotional level. Don’t delude people with vain promises, and always remember that your customers are the focus, not you.

Our special guest also mentioned that some people have a misconception about the amount of resources that are needed to create a high-quality video. If you want to deliver a special message that appeals to your audience, you need more than just a smartphone, good lightning and good audio.

SEMrush Chat Recap Q1

Video content provides you with fresh opportunities to be more creative with your content. But video is not a panacea for driving more traffic to your website. You need to focus on creating valuable content that your target users will want to consume.

Q2: What role does social media play in providing content ideas and strategy for your video SEO efforts?

Today, people don’t just go to search engines to look for what they need; they also use social media channels when they want to find something. In his article, Neil Patel explains why social is the new SEO and pointed out that “we need to understand that search engine optimization includes the search that happens on social media search engines.”

We asked our chat guests about the role of social media in providing content and strategy ideas for your video SEO efforts.

Our guest expert believes that social media doesn’t play any role in video SEO. If you are not ahead of trends, it means you’re behind them. Ryan Stewart made a point that once people start talking about a topic, it becomes saturated. Therefore, you need to start trends by yourself.

Our other chat participants suggested that social media can provide marketers with great research data. Social media platforms allow you to see what people are talking about. “Naturally, evergreen content is always great, though social media can give you a glimpse into current trending topics,” tweeted Sergey Doudy ‏@sergeydoudy.

The Web Themes Plus team sees social media as a direct channel to video viewers’ thoughts. Besides finding out what people are talking about, you can also get their feedback about your products or services via social media.

By using various social media channels, you can figure out your audience’s pain points. This will help you better solve their problems and entertain them, if it’s what they need.

Ryan Anderson also shared his opinion, saying that referral traffic from social media can influence your credibility and authority with your audience.

Finally, social media is a great way to promote your content. “Promotion is essential. Choose the platform first and then create content,” advised Alexandra Nedorezova ‏@eauyeah_.

Let’s sum up these key points.

SEMrush Chat Recap Q2

You can use social media to find out what’s trending and what people are discussing now. Nevertheless, instead of following trends, you can try to start your own.

Q3: What are some excellent examples of successful video marketing campaigns?

To help inspire your own video marketing efforts, our chat participants shared some of the best examples of successful video marketing campaigns.

  • Heathrow Airport’s commercial

The UK’s largest airport released a heartwarming Christmas video ad featuring teddy bears that are coming home for the holidays. The video tells the story of Mr. and Mrs. Bair who land at Heathrow and make their way to see their family. In fact, it’s Heathrow’s first Christmas campaign, and it seems to strike a chord with many viewers.

  • Old Spice Man

I bet many of us remember Old Spice Man who addressed viewers in confident monologues that promote the benefits of using the brand’s products. Their first commercial, “The Man Your Man Could Smell Like,” was an overnight success and a cultural phenomenon. The video generated significant word-of-mouth buzz both online and offline. The advertising campaign was created by the ad agency Wieden+Kennedy.

  • GoPro’s user-generated content

The GoPro product is literally a content-creating device. Crowds of customers capture immersive footage of their adventures, which they share online. This makes GoPro one of the best brands at user-generated content. Their clients are so engaged that their user-generated content’s success has become inspirational for many marketers who are trying to turn their customers into real fans who share their experiences with others.

  • The “Always Like A Girl” campaign

Always is one of the largest manufacturers of feminine hygiene products. In its “Like A Girl” campaign, the brand delivers a strong message for everyone. It explains that using the phrase “like a girl” as an insult is a hard knock against any adolescent girl.

The company created a social experiment that demonstrated that women, boys and men behave in a silly manner when they are asked to do things “like a girl.” But prepubescent girls react completely different. They portrayed confidence and pride, because, in their opinion, doing something “like a girl” meant doing it as best as they could. The Always message is intended to help girls maintain their confidence throughout puberty and beyond.

  • The Epic Split featuring Van Damme

Volvo made the entire online world buzz with its “Epic Split” commercial featuring Jean-Claude Van Damme. The video shows how the movie star and martial artist performs his famous split...between two reversing trucks, demonstrating the precision and stability of the Volvo Truck’s new dynamic steering system. This unbelievable stunt received over 84 million video views on YouTube. Pretty epic!

  • Casey Neistat’s video for Nike

When Nike hired film director Casey Neistat and editor Max Joseph, the company probably didn’t expect that the pair would set off on a journey around the world using Nike’s money. It took them 10 days to visit 16 cities in 13 countries and spend all of their budget. The result of this trip was a four-and-a-half-minute video, which highlights the brand’s “Make It Count” slogan.

The film has become a viral hit, proving that nothing ventured, nothing gained.

Check out what video marketing campaigns our chat participants consider the most effective and successful.

SEMrush Chat Recap Q3

Share your best examples of successful video marketing campaigns in the comments!

Q4: What are the biggest video SEO mistakes you see people making?

Your video marketing campaign should help you reach your business goals. As we’ve already mentioned, video can be a powerful marketing tool, but only if done well.

Here’re seven serious video SEO mistakes you need to avoid.

  • Failing to apply common optimization practices

Just posting your video on YouTube isn’t enough anymore. You need to get your video content in front of your audience. When creating videos, some people neglect common SEO practices that they apply to blog posts and other types of content. To help you drive traffic to your site, your videos need to be properly optimized. Make sure to title your video with keywords related to your topic, fill out your video description – including backlinks to your site – and add keyword tags.

  • Choosing the wrong keywords

To choose the right keywords to optimize your video for, do thorough keyword research. Ryan Stewart pointed out that some people don’t understand what keywords trigger video search results and optimize their content for the wrong terms.

  • Not using meta tags properly or simply leaving them out

When it comes to users finding your videos on YouTube, meta tags do matter. By using meta tags properly you enable bots to know how your videos should be categorized. Try to think about what your target users will search for in order to find your videos and then use those terms.

  • Making your video too long

If your video is not engaging enough, viewers will quickly click away from it. If it’s too long, they will be bored. You need to keep your video short, sweet and to the point.

  • Not doing video transcription

There are several reasons to transcribe your videos. First of all, providing transcripts boosts your videos’ SEO. Transcripts make your video more searchable across the web. They can also be used to create subtitles and transcriptions. “People often forget or neglect the people who need transcripts of videos. You can provide this. Make the effort,” recommended Annaliese Henwood ‏@MktgInnovator. Make transcripts an essential step in your production workflow.

  • Focusing more on how your video looks, rather than on what message it delivers

Some marketers focus too much on virality, and they try to create funny, cute or touching videos. But viral is not always the same as effective. First of all, you need to focus on your message you want your target audience to receive. It’s usually better to focus on a single message in order to enable viewers to have a definite takeaway.

  • Thinking about search engines before customers

This is one of the most common mistakes people make. Even though you have to worry about your video’s discoverability, you should always remember that, first of all, you create your videos for your customers, not search engines.

Ryan Joos named several video SEO mistakes, summing up our discussion: ‏“Too ‘salesy,’ too long, awful copywriting, poor videography or sound quality. There’s a lot of ways to go wrong.”

SEMrush Chat Recap Q4

Make sure you don’t make these mistakes when developing your video marketing campaign. Remember that in the eyes of your customer, your video is a reflection of your brand. No doubt, you will want to make it look perfect.

Q5: What's the difference between video SEO for B2B and B2C marketing campaigns?

Finally, we asked our chat participants about the difference between business-to-business and business-to-consumer video marketing. What differentiates video SEO for B2B from video SEO for B2C?

Our special guest said that it’s all about your customers. You need to speak to them and craft a message that appeals to their needs and offers solutions to their problems.

Monica Karpinski pointed out that the key difference is in the audience. B2B and B2C clients have different needs, questions, attention spans, and search intentions.

Debi Norton ‏also thinks that the approaches to the audience is different. B2B companies appeal to specific customers, while B2C clients want to reach the masses.  

B2B companies try to deliver more informative and practical messages, while the approach of B2C firms is more casual. Nevertheless, Annaliese Henwood reminded us that both B2B and B2C companies need to be focused on customer value.

Colt SebastianTaylor agreed that B2B companies try to inform and educate their audience. At the same time, B2C marketers are focused on memorable and fun content that their customers will want to share with others.

Alexandra Nedorezova made an interesting point, saying that for B2B companies, desktop is still king. This fact influences the way they create their marketing strategies. However, more and more businesses, including the B2B sector, are reaching their clients via websites and mobile apps. This means that, today, the ideal B2B marketing and sales strategy contains a mixture of both desktop and mobile elements.

Let’s sum up!

SEMrush Chat Recap Q5

That’s it for today!

We would like to thank Ryan Stewart and our other chat guests who shared so many valuable tips and great insights!

Remember that people don’t want to know what brands are selling, they want to know what’s in it for them. Take that into consideration when developing your next video marketing campaign.

If you have any video SEO tips and stories to share, let us know in the comments below!

Liza Perstneva is a Social Media Manager at SEMrush and a #SEMrushchat host. Follow Liza on Twitter.

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