Unlock the Crypt!

Don’t bury your Video Content!

I was pitching a prospective client recently who told me she was leaning against investing in new video content because the company’s previous videos hadn’t been effective. I told her about several metrics showcasing the positive impact of marketing video

(Check out our short presentation on video metrics

but she still had serious doubts about the value of video. I found this hard to believe. I love a good mystery, so I investigated further, visiting her company’s website.

First Click-There was no video on the landing page.

Second Click (“About Us”)-No video there, either.

Third Click (“More”)-After scrolling down the page for about a minute, there was a “videos” indicator but when I clicked on it, three of the four video links that popped up revealed “page not found” when I clicked on them.

I would have had an easier time finding Amelia Earhart, Jimmy Hoffa and the Lost Continent of Atlantis than I did locating any meaningful video content on this company’s website.

You can hire me to produce great videos to promote your brand. For that matter, you could hire Steven Spielberg to produce great videos to promote your brand (although I hear he charges more than I do) but it will be an exercise in a vacuum, a tree falling in an unpopulated forest, the sound of one-hand clapping and (insert your favorite cliché here) if viewers can’t find your videos.

Unlock the Crypt! Don’t bury your Video Content!

A few things to remember:

***Always, always, always have video on your website’s landing page with a prominently displayed link or a video already on a playback page with the playback button to start the video.

***Create your own YouTube Channel. This is easy. And free. And did I say, easy? I googled it:

1. Go to YouTube and sign in. Head over to YouTube.com and click ‘sign in’ in the top right corner of the page: …
2. Head over to your YouTube settings. In the top right corner of the screen, click on your profile icon and then click “Create a channel.” …
3. Create your channel.

That process takes about five minutes, max. You or your tech person can then easily upload any desired videos to your YouTube Channel. Have your web designer include a “YouTube” indicator on your landing page so viewers can easily access your video library.

***You’ve invested in video. Get it out there! Repurpose and refresh your content, posting it regularly on social media platforms and email blasts to current and prospective customers to remind them just how awesome you are. Does your business have a waiting room area with a video monitor or monitors? Display your content there as well.

Video works when the target audience can find it. Make sure your company’s target audience can’t miss it!

For more insight on video marketing best practices: