Youtube & Video Marketing
What: Traffic from individual videos, comes from video sharing sites, syndicated (other) publishers, and search engine ranking of your videos.
Why: A powerful medium that is more engaging than text.
How: Creating or outsourcing videos, submitting to video sharing sites, and video distribution services.
Pro's: Excellent medium for those not inclined to read articles, easy to generate interest, enthusiasm, and Call To Action; plenty of tools available to create videos, and to re-purpose other content into video.
Con's: More involved in terms of production, more cumbersome for longer, in-depth content and messages.
It is said that some 50% of Internet bandwidth is consumed by video, much of that originating with YouTube. While bandwidth is not the same as users or traffic, it does help to put in perspective how widespread and prevalent video has become.
It's hard to imagine that YouTube is only six years old, and it's been only five years since Google acquired them; today there are over 100 million video clips viewed daily, with over 50,000 new videos uploaded each day.
One reason for the rise in popularity of video is, well, it's video. As a culture, we have become comfortable with video as the dominant medium for news, information, and entertainment. As broadband or high-speed Internet access becomes more widespread, the expectations and use of video will only rise further.
As with article marketing, driving traffic with video has three components: content, the actual video; syndication or distribution; and click through to our target.
Unlike article marketing, the video isn't necessarily all about quality, but rather about getting and holding attention. Depending on what our objective is, an effective video might be informational, or it might be entertaining, controversial or shocking, etc.
Another point where video differs from article marketing is how people find them. Very few people go to an article directory to find an article; they find them when they show up in a search engine search. Videos are found this way, but in addition, there are millions of queries right at the video-sharing site.
In fact, we can think of video sharing sites, Youtube in particular, as a 'search engines for video'. As such, we want to treat our videos this way and optimize them for these searches: including the keywords & phrases we're targeting within the video title and description, and making intelligent use of tags.
There are two 'parts' of video marketing: creating the videos and distributing them.
Once again, using our E-I-A-C formula can help determine the most effective means for implementing video marketing, particularly “E”evaluating our end goal (generating interest in gaining more information, announcing the availability or benefits of a product or service, etc.), and “A” quiring that traffic (providing a link an offer, to our website, etc).
In order to produce 'effective' videos, we want to be clear as to what we want the 'effect' to be. While the end result is always going to be following a link, what we're trying to accomplish will determine what type of video we want to create. For example, an 'informational' video will do better as a bulleted slide show than a fast-paced montage, while if our end-goal is pre-selling or pitching an affiliate product, it might be just the opposite.
There are two easy-to-produce types of videos that should cover most needs: 'article' videos, and 'experience' videos. You can think of 'article' videos just like an article; you want to convey specific information. In fact, you can 're-purpose' your articles this way simply by either summarizing each paragraph or creating a bullet list, importing that into Powerpoint to create a slide-show, and narrating over it by reading the article as you go through the slides.
'Experience' videos can be produced with equal ease using Animoto ( http://www.animoto.com). You simply gather some representative images, create some additional images by creating text slides in a program like Paint, putting them in a 'story-line' order in Animoto, selecting one of their music tracks, and voila! - you have a slick, 'experience' video that is fun to watch.
As with article marketing, the more videos you have to distribute and syndicate, the more traffic you can attract. Note that you can “re-purpose” your podcasts as videos by creating a simple slideshow to combine with the audio. (Similarly, you can “re-purpose” your videos as podcasts simply by using just the audio and distributing it as a podcast).
There are a number of applications and websites that can help you distribute and syndicate your videos. Tubemogul ( http://www.tubemogul.com/) is a free service that not only distributes your videos to multiple video sharing sites but provides good analytics information, helping you learn how your videos are performing, which perform best, etc.
As with article marketing, you will benefit by 'spinning' your videos so that they aren't identical. Fortunately, you don't have to 'spin' the entire video. One easy method is to create your videos in two parts, a brief “intro”, and a main “body”. The “intro” can simply be 5-15 seconds of introduction. This allows you to create multiple “intros” to combine with one main “body”, thereby giving you essentially unique videos for each distribution. You'll also want to vary the descriptions.
Having multiple accounts on the various video sharing sites – particularly on Youtube – will further spread your reach, however, you may garner more traffic by having one 'main' account or profile, and having an array of videos on that same account. This is where 'Channels' can help boost your traffic.
Since the benefits of video come from people watching it, you want to distribute them not just to syndication, but wherever you can embed them on your own properties. Embed your videos on your own websites, blogs, Facebook pages, Web 2.0 sites, etc. When you embed these videos, you have the additional opportunities to expand their descriptions, keywords, and tags. You can also use applications like LinkedTube ( http://www.linkedtube.com/) and Viewbix ( http://www.viewbix.com/) to embed links, including affiliate links, right onto these embedded videos.
Youtube and many of the other video-sharing sites allow you to create 'Channels'. These are essentially your 'website' on that site, where all your videos reside together. The benefits are that you have all your videos there; someone watching one can see the others you have, plus you can have people subscribe to your channel. This not only lets you communicate with them but notifies them when you upload a new video.
As with Web 2.0 sites and blogs, videos use 'tags' rather than 'keywords'. These are simply keyword descriptions to help categorize your videos. You always want to ensure you have your main keywords/phrases input as 'tags'.
You should also look up the most popular / most viewed videos in the categories & niches you are targeting, and copy their tags. These essentially tell you what tags to use to get the most visibility, and can help get your videos to show up in the “related videos” list for other videos.
What: Traffic from Web 2.0 platforms such as Squidoo and Hubpages, and search engine ranking of your Web 2.0 sites.
Why: the Quick & easy site 'assembly', benefit and advantages of Authority domains.
How: Assembling sites from pre-fab modules plus original content, linking to similar sites, using tags.
Pro's: Easy to build self-contained, polished sites, benefits of Authority domain for quicker & easier ranking, ability to leverage Authority domain URL for chosen keywords.
Con's: You don't own the platform/site, subject to site and/or account bans, limitations on links, commercial applications, etc.
Though it is used very loosely now, the term "Web 2.0" generally refers to websites and platforms comprised of "user-generated content". Examples are social media and social bookmarking sites such as Digg, Reddit, MySpace, Twitter, and Facebook, as well as platforms such as Squidoo and Hubpages.
This section will deal with Web 2.0 platforms; a subsequent section, "Social Media", will go over traffic from social media sites.
You can use Web 2.0 platforms as a traffic generator, a target to send traffic to, or both. As a source of traffic to funnel to a different target site, you can best take advantage of them by making them 'mini-authority' sites: adding quality content and linking them to other related sites on the same platform. For instance, a Web 2.0 site designed around “Better Diets” can garner traffic by becoming an 'authority' in the diet niche, and link to another diet, health, nutrition, etc. sites within the same domain. In fact, some Web 2.0 platforms allow you to add your site to 'groups', 'link wheels', or other internal communities of related sites
As an end-goal “C”onversion target, these sites are best leveraged by getting them ranked for keywords relevant to their topic.
Many of these Web 2.0 platforms have strong domain authority; we can take advantage of this by leveraging their domain authority to rank for keywords and phrases more quickly and easily then we can with a brand-new site or domain. This is especially effective for specific keywords since most of these platforms will append or include our 'title' as part of the URL.
As with a 'regular' website, strong Web 2.0 sites require strong content. But in addition to the content, most of these platforms make extensive use of 'tags'. These are essentially related keywords and phrases that help to define what the page is about. One key to effective Web 2.0 sites is to load them up with appropriate tags. We do this with keyword research, finding the highest search volume keywords that are relevant to our site.