Video is a critical website marketing tool for
driving awareness, engagement and lead
conversion. However, not all companies
know how to optimize online video for the
With that in mind, here are five of the most important
strategies for increasing the effectiveness of Web video
marketing, each of which stands a good chance of
bringing substantial increases in traffic and, ultimately,
profits to your Web property.
Educate Before You Sell
Rather than creating videos focused on selling products,
publish videos that help teach prospective customers
different ways in which they can improve their
lives. This approach will allow your website visitors
to find the educational content that best meets their
specific needs. Pair this educational outreach with direct
calls to action, and viewers can then be steered in
the direction of products that will help them reach
their ultimate goals.
Make the Most of Your Metadata
The success of online video is due in large part to effective
organization. Create custom tags for each of your
video clips highlighting the educational aspect and the
product number if one is featured. Visitors can browse
your video library or pull up playlists of instructional
videos using a keyword search. Keywords help with
search engine optimization as well, adding information
about videos that can be picked up when search engines
crawl the web.
Metadata tags also allow you to suggest content that
is relevant to a particular video segment. Include information
about any product featured with each clip, but
also offer recommendations for further exploration
through topic-specific tags.
Share and Share Alike
The ability to share video is one of the medium’s biggest
strengths. Give each video clip its own specific URL so
that links lead directly to video playback, and not to a
page where users have to search for the video they want.
These individual URLs also improve search engine optimization
by creating more links back to your website.
Secondly, offer readily identifiable buttons with each
video for sharing via email, link, embed code, Facebook and Twitter. Through these integrations, you are encouraging
your visitors not only to make one-time use
of your video content, but also to spread the information
about your videos with others.
Brand Your Video Player
Because video is meant to be shared, it is critical for
marketers to brand the experience in as many visual
ways as possible. This includes branding the video
player itself so that when it’s embedded in other sites,
viewers still associate the content with the company behind
Skin your own video player by using company-specific
colors and incorporating your logo into the “play”
button. The result is that users get a unified brand experience
on your site, but will also tie the video content
to your brand when viewing it on another site.
Capture Key Analytics
The best video publishers learn from audience behaviors
and refine their content accordingly. Capture the
data on video views to determine which video clips are
the most engaging, and which products and demos are
most interesting to customers.
Data analysis includes not just how many hits each
video receives, but also how long viewers stick with each
video, and which types of content — instructional videos
versus product introduction videos — perform best. This
data can be compiled directly from your video player, and
from integrated application acceleration technology that
monitors network conditions and dynamically delivers
the highest-quality playback experience.
Understanding the effectiveness of website video is
critical for ongoing content development, but beyond
that, viewer engagement data is valuable for defining
and segmenting customer audiences. That, in turn,
helps with everything from marketing and sales efforts
to product development strategy.
By optimizing video content and delivery, you can
expand your company’s reach and increase customer
and partner satisfaction. These lessons can be applied
across the Web for businesses looking to improve site
engagement and drive marketing success.
About the Author: Edgardo Nazario is vice president and general manager
for Limelight Video Platform, which provides tools for
managing, publishing and syndicating videos online and
is part of a suite of integrated cloud-based services that also
include Web content management, website acceleration,
mobile distribution and content delivery.