Video Marketing Optimization: A Simple 4-Step Process

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Videos have become one of the most reliable forms of marketing. They’ve become so popular that around 85% of businesses now use them as a marketing tool compared to just 61% in 2016.

And that’s not all.

About 92% of marketers also say that video marketing is an important part of their marketing strategies. 

But, by randomly creating video content and publishing it, you won’t be able to get anywhere. 

Instead, you need to have a well-thought-out strategy in place.

This should include everything from planning the video to marketing it. An important part of the strategy should also be video marketing optimization. Doing this can help you regularly improve your strategy to drive better results.

So, let’s take a look at how you can go about video marketing optimization and enhance your campaigns even further.

Steps to Optimize Your Video Marketing Campaigns

Here are the steps that you need to take to optimize your video campaigns.

1. Decide on Your Campaign Goals

The most important step for optimizing your video marketing campaigns is deciding on your goals. If you don’t know what you want to accomplish from the campaigns, you won’t be able to create videos that will help you accomplish your goals.

Do you want to use the videos to generate engagement? Or, maybe, you want them to get your audience to buy from you? 

Whatever it is that you want, make sure that you design your videos according to that goal.

Your videos should be able to trigger the emotional response that you want your audience to have. They should also be customized such that your target audience can relate to them too.

When you understand your goals well, you’ll be able to create a more focused and targeted video marketing campaign. This, in turn, will help you achieve your goals.

2. Test Calls-to-Action

When you know the goals of your campaign, you’ll also know what action you want your audience to take on watching your videos. 

As a result, you should design your calls-to-action (CTAs) such that they nudge your audience to take that very action that you want them to.

What’s more?

The best part about CTAs is that you can add them to any part of the video and in various formats. All you have to do is edit your videos based on where you want the CTA to be.

Some of the types of CTAs that you can add are:

• Direct prompt from the host
• Providing a link in the description
• Annotations on the video (if on YouTube)

The way you present your CTA can also vary the way in which the audience will take the action. 

Some people may be more receptive to the host speaking the CTA. On the other hand, others might find annotations better.

As a result, you need to test out your CTAs to figure out which ones work best for your brand.

You can conduct A/B tests with your CTAs and see which ones are the most effective and then leverage them to drive action from your audience.

During your tests, you can vary the format and the text or content of the CTA too.

3. Work on Video SEO

While you may create videos using video editing tools, it’s important to work on video SEO to make sure that your videos are discovered by your audience with ease.

This is because Google isn’t able to crawl videos well enough. So, to make your videos search-friendly, you need to work on your video SEO.

So, how can you optimize your video SEO? 

Here are the things that you need to work on:

• Keywords: you can leverage keyword research tools like Google Keyword Planner to find relevant keywords for your videos. You can then use them in the video’s title and description. This can help your video rank not only on YouTube but also on Google.
• Optimize Video Tags: if you’re uploading your video to YouTube, you should optimize your video tags too. With them, you inform your viewers what your video is about. At the same time, it helps YouTube understand the content of the videos. So make sure you select relevant tags for your videos.
• Blog Posts: if you’re publishing your videos on your website, it’s a great idea to create a blog post around them. When you do so, they’ll rank in the search engine results pages (SERPs). At the same time, your video may start ranking higher too. You can optimize it using tools like TEXToptimizer. 

For example, note how these brands have optimized their titles and descriptions for “Video SEO.” All the videos are embedded in their blog posts too.

4. Analyze and Optimize Further

The final step in video marketing optimization is analysis. You need to keep track of the performance of your videos to understand if your current strategy is working well. 

You should track data such as video views, engagement, and the number of actions taken.

What’s more?

You can leverage video marketing platforms to understand this data better and see what’s working well for you and what’s not.

Accordingly, you can change your strategy and create videos that resonate with your audience better and drive results for you.

Final Thoughts

Videos have become an indispensable part of any successful marketing strategy and you can’t afford to ignore them. To optimize your video marketing campaigns, you should be clear about your goals. Without specific goals in mind, you won’t know where to put your efforts.

Additionally, you should test different formats for your CTAs to understand which ones work best for you.

And that’s not all…

It’s also critical to work on video SEO as it can help you reach a wider audience, which, in turn, can get you more views.

Lastly, you must analyze your results regularly and optimize your campaigns further to drive better results. 

Do you have any questions about the steps mentioned above? Ask them in the comments below and I’ll answer them.

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