Over the past couple of days we have hopefully given you a better understanding of online video content marketing. It is important to understand that conversion-orientated video isn’t just about producing it and uploading it to the Web.

Just like you would optimise your Pay Per Click ads and Landing Pages to achieve the maximum conversion of visitors to leads / sales, Online Video Content also needs to be optimised for conversion. However, before you start to optimise your Video Content, it is important that you measure the results that your Online Video marketing has achieved thus far. This will give you a good idea as to what needs to be tweaked and changed to improve your conversion rate. 

In this post, the last in this short series about online video marketing, we will cover these two topics.

Measuring Online Video

In order to optimise your Online Video Content effectively you need to measure the following:

• Opt-In-Rate – this is the number of users that have chosen to watch your video
• Engagement Profile – this is the percentage of users who engaged with your Online Video for a certain period of time
• Conversion Rate – the number of Call to Actions completed from the Online Video

The information you gather from Measuring Online Video will enable you to make better decisions regarding:

• Changes to ‘Call to Action’ text
• The placement of your Online Video on a page
• Where in your video are your audience exiting? Should this section (s) of your video be left out / changed?

Applying SEO and Social Media – Optimising Your Online Video Content

• Use keyword research tools in order to tag your video with the relevant keywords associated with its content.
• If possible / appropriate build a page on your website to promote each of your videos. By doing this you can include a brief, keyword-rich introduction to your video and you can also provide ‘on-page’ meta data for optimal SEO.
• If you’re distributing your video across other video sharing sites like Vimeo and YouTube then ensure your keyword tags and meta data remain consistent across all the sites.
• Make use of Video Thumbnails to link to the video.  YouTube takes the frame from the 1/4, 1/2 and 3/4 mark and lets you pick which one to use as your thumbnail.
• Display your Call to Action in your Video Thumbnail so when your video shows up in search engine results your Call to Action will be front and centre.  
• Avoid the use of Active-X controls, Flash, and do not upload purely ‘dynamic’ video.
• Use Social Bookmarking to promote your Online Videos.
• Search for popular videos within your subject matter and create a video response. This allows you to ‘piggyback’ on the popularity of the other video. Just make sure your video’s title tag and description are quite similar to the popular video.
• Ensure your Online Video Content is available for others to upload to their Blogs.

If you would like to receive a complimentary copy of our Whitepaper on Online Video Marketing, or any of our other whitepapers please visit wsiims