As podcast producers in Charlotte, we understand how important social media can be for small businesses. We hear it from our clients, and others who reach out to us all the time. But we also have to stress to them that social media isn’t the end-all, be-all.
Visibility on Google is the ultimate goal. Google is where people go to search for solutions to their problems. And for your business to show up there, the video marketing strategy should begin with your website. Keep in mind that your activity on social media has no affect on your Google rankings. That’s up to your website.
An Optimized Website is Key to Video Marketing
How comfortable are you with your website?
How much do you promote it?
How much traffic is it converting?
These are important questions. Because if you don’t like your website, or if it isn’t working for you, there needs to be some changes made. Your video marketing strategy depends on your website’s performance.
SEO Optimization
There may need to be some keywords added throughout that are consistent. These keywords will tell Google what your website is about. That simple.
Keywords should be used in website copy, webpage titles, headings, photo captions, meta data and more. Seek the help of a professional for help with this.
Speed Optimization
Google doesn’t like websites that take too long to load. Any photos, videos, graphics and other special features will need to created in way that they don’t hinder the speed of your website. For example, those high-quality photos you had professionally shot will need to be compressed or made smaller.
You can test the speed of your website by visiting Pagespeed Insights and entering your url. The lower the score, the more work you have to do and the lower you’ll probably rank on Google.
Google Analytics & Search Console
The analytics that can come with having these codes embedded on your website are what’s going to help you identify your content opportunities. And while the analytics provides a ton of data, for the purposed of this article, we focus on the search queries that it provides. Because if we know what solutions people searching for, we can create the content that provides it.
Your Website Helps with Video Marketing Topics
Now that we have our search queries, provided by Google Search Console, we can choose from the list what we think is priority. It may be smart to start with the search term that got more website impressions, but you may also want to start with the search term that your business relates to best. Now, with the assistance of AI you can get help with an outline and script.
At Podcast Titans, we recommend filming conversations around these topics. No script. Just have the topics in mind, find a team member, business partner or someone else who has credibility within your industry, and record your conversation.
This one conversation gives you the content you need for a “trickle down” effect with your video marketing.
For example, the long interview is broken down into:
- several mid-form videos ranging from 3 to 5 minutes.
- several short form videos for Instagram, Tiktok, LinkedIn and more.
- the audio can be uploaded to a podcast and used as an asset.
- The mid-form videos can be used as part of a weekly email marketing campaign.
I know this sounds like a lot, but this how much opportunity there is with video marketing. And a lot of companies don’t take full advantage of this. With us on your team, you can.
All Video Marketing Leads Back to Your Website
All of your video marketing efforts should send viewers to one place- your website. What sense does it make to send viewers to other social media platforms where they’re just going to see the same content? No. Send them straight to your website.
This is your domain. And your property. From there, your website should be optimized enough where it communicates exactly what your business stands for. It’s here that you have the best opportunity to convert visitors. You also get to get some analytics. You’ll see how long they’re sticking around, how many other pages they visit, or if they click right off altogether.
The video marketing process starts here with analytics, and ends here with conversions.
Give us a call here at Podcast Titans, if you’re in the Charlotte are, so we can assist with this.