Adding online video to your marketing strategy

By Lauren McNitt


Today I listened in on a call hosted by Financial Social Media’s social media bootcamp on how to capitalize on online video marketing. Special guest Kristi Piehl, president of Minefield Media, gave some excellent suggestions for how to use video in your marketing strategy.

Why you want video:

If your website's Google page ranking isn't great, including video will increase it. Furthermore, 60 percent of Internet users are watching videos. Through video, you can teach potential clients about your business, your services and why they would benefit from becoming your client.

Why you want YouTube:

YouTube is now the second largest search engine, so you don’t want to just post your videos on your website. You want to post them on your YouTube channel, and then embed them on your website.

Types of videos:

There are two tracks you can use to create YouTube videos.

Topical: While topical videos (for example, “what is an annuity?”) may attract 1,000s of viewers on YouTube, they won’t necessarily be the people you are targeting. For example, you might find students are watching it for a paper, rather than pre-retirees looking for a secure income in retirement.

Branding: If you focus your video on your brand, you can show viewers who you are and what your business can do for them. One great way to do this is to show them your ideal client. Rather than telling prospects you work with baby boomers who are at least moderately wealthy, show them a video of a client speaking about how you helped them. Ideal prospects who watch the video will connect with your client and you.

Other tips:
  • Quality: Make sure all videos are high-quality, unless it’s a quick reaction to a newsworthy, current event.

  • Length: 85 percent of viewers will watch a video between 30 seconds and two minutes in its entirety. Just 50 percent will watch a video between two minutes and 10 minutes in its entirety.

  • Placement: If it’s about your business, then placing it on your homepage is appropriate. If it is topical, such as “retirement planning best practices,” place it on a page on your site relating to your retirement planning services, or even in a blog.