DotBiz column: Video marketing is a game-changer - don’t miss out

Platforms such as YouTube, Facebook Live and Periscope are viewed by billions of people.
Platforms such as YouTube, Facebook Live and Periscope are viewed by billions of people.
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If you are a business owner or freelancer, you probably already know the importance of dynamic, innovative marketing strategies.

SEO (search engine optimisation) is a popular buzzword in the online world, and countless small businesses are investing in an SEO strategy. But are they missing out when it comes to video?
Simply put, SEO plans can have many different components but usually include regular content creation, an active social media presence, careful attention paid to keywords, an attempt to analyse Google rankings and regular guest posting or link building. While these strategies are indeed often part of a successful SEO plan, many people – even experts - fail to include one of the most important components: video marketing.

Hawick community recycling centre, Mansfield Road

Hawick community recycling centre, Mansfield Road

You are undoubtedly familiar with the prevalence of Google but did you know that the world’s second most popular search engine is none other than YouTube?

That’s right – this online video database processes more than three billion unique searches each month. Nearly one out of every two internet users regularly access YouTube – that is a lot of potential that you are squandering if you are not creating videos.

Facebook is increasingly becoming another video giant - over four billion videos are viewed on Facebook each and every day in countries around the world.

Live video streaming sites are changing the game yet again – watching your friends and perfect strangers live their lives on camera may seem like an episode of the Twilight Zone, but the future is here and users are clamouring for these apps. Periscope and Facebook Live are taking video to the next level for advertisers and video marketing.

With the advent of ever-increasing smartphone technology, we are all carrying around our own sophisticated video production cameras. While the ability to shoot cool videos is now in everyone’s hands, when it comes to creating a video for your company, hiring a professional is still your best bet. As Internet users, we are inundated with amateur content every single day – in order to make your video stand out, you need to create something special that provides value to your client.

Your video should be engaging, useful and have purpose, and should mesh with your brand and marketing strategy. Ideally it will help to introduce a new segment of your target demographic to your brand, product or service, and will hopefully leverage the other online marketing strategies that you have already implemented.

Remember, if you think that video is not well suited to your business, you couldn’t be further from the truth – brands and businesses of all types are utilising video. With some creative thinking, it’s amazing what video can do for you and your brand.