Video has become one of the most powerful marketing mediums; it is an effective way to connect with customers and to build deeper relationships with a target audience. With studies showing that video accounted for almost 80% of all internet traffic and that social media videos were shared more than image and text content combined, a digital video strategy is a must for any marketing campaign. Below are some points to consider when developing a strategy.

Use Video Titles Effectively

Digital video strategy have become the means by which people perform searches and YouTube is now the second-largest search engine after Google. Use the title of your video to catch people’s attention and make sure you include keywords that tell them what the video contains. Do this for the description of the video as well and make sure that you include a link to your website.

When titling and describing your videos make sure that you make it clear what the video is about so that you provide enough information to the user to help them decide to watch your video. Remember that people often skim titles when deciding what video to watch.

Use Social Proof

People look at what others have watched to decide whether it’s worthwhile for them. Social proof builds trust and credibility with your viewers and can increase conversions. Make sure you provide counters to show likes, views, and votes and enable comments to provide social proof that your video is worth watching.

Always be Converting

Now that people are watching your video it’s important to optimize it by focusing on conversions. A conversion is a process of getting the viewer to take the desired action (such as providing an email address). To make this happen include a call to action that prompts the user to fulfill your video’s objective; this can be in the video itself, like a button to click or a link that leads to a landing page.

Maximize Your Reach and Analyze Results

To ensure your video is watched promote it to ensure the widest possible audience. Paying to promote your video is relatively inexpensive on Facebook and YouTube and maybe a good option when it is first launched. Also, promote the video through other social media channels and your website and make it part of your overall marketing campaign.

At the end of your campaign make sure that you analyze how effective your video campaign has been and be able to show your return on investment.