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Using Video to Expand Your Business Online Footprint

Jun 18, 2019 | Digital Marketing, Social Media

Having an online presence is an important part of a successful business plan. Many consumers are turning to online shopping or research before choosing what to buy. Considering that YouTube is one of the most popular websites today, video can play a large part in expanding a business’s online footprint. Here’s how to go about using video for your business.

Identify Your Audience

Every company has a unique target audience, and identifying this audience should be your first step. Knowing what kind of people your media should interest will help in the development process. Ensure that resources are not wasted creating content that does not match your target audience.

To do this, consider the audience you already have for your other online presences, including your social media and company website. In addition to your actual audience, hone in on your desired target audience and the brand you are trying to build. If you’re still not sure of which audience to target, talking to an expert can be very helpful.

Generate Content

People are eager to consume interesting videos, so the most important part of building an online video presence is developing these videos. The best way to learn how to do this is to look at successful examples.

For example, as you can see from doTERRA’s YouTube channel, they don’t just talk about essential oils but also event information, holistic healing tips, and more. Companies that only use video to try and push their product will ultimately fail. Instead, focus on building your brand and creating content that matches the vision of your company. That vision should include how clients will use your products to the lifestyle of your target audience.

Focus on Appearance

While the videos you produce may be great, they are not likely to get many views if they do not have well-written titles or aesthetically-pleasing thumbnails. Many YouTube channels use a style guide to produce similar thumbnails for all their videos, resulting in a cohesive channel appearance. Clint’s Reptiles’ educational channel and Yoga with Adriene do a good job of this by using different complementary templates for their different types of video series. This is optional, of course — and some channels do just fine without this — but regardless of what you choose to do concerning looks, be sure it is professional. While quality content will encourage viewers to stay, appealing visuals is what will make them click in the first place.

Ultimately, YouTube is a key tool that a business can use to establish a strong online presence. This will help drive more traffic to your site, encourage repeat clients to stay engaged with your company, and inform new clients about what you have to offer. Building a well-curated channel is essential and, while it may take some time to set up, will definitely have a positive impact on the company as a whole.

Nora Kramer Designs, Team 1
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