How to use videos for operations and promotion?

With the vigorous development of mobile Internet, videos have regained new vitality, and the use of videos for promotional purposes will become increasingly important. Video promotion in the process of website optimization is a relatively new promotion method, and it has a good traffic-generating effect. You can include your own product-related information in the video you make, and webmasters can also upload experience videos. At present, not many webmasters use the method of video promotion website. If you can make good use of videos to promote your own products or websites and stay ahead of others, you will go further. Especially for tool sites, you can make a video of how to use the product, which is another way to promote the website.

In website promotion, video marketing has become a very effective way of website promotion. As long as you seize the opportunity and understand certain video optimization techniques, it will be of great help to website promotion. If you have no plans to launch new video content and the entire website has no significant features, then I hope that what I introduce today can help you.

1. Keyword Collection

For video promotion, pre-planning plays a decisive role in the promotion effect. What information do you need to convey to users? What are the key words of the content you want to convey?

There are only a few major video websites: Tudou, Youku, iQiyi, Tencent Video, Ku6, and Sohu Video. Although there are many video platforms, the ones that really have greater promotion value are still iQiyi, Tencent Video, and Youku. Judging from the SEO and number of website inclusions of the two websites, these two websites are the most powerful.

Because the original intention of video promotion is to attract traffic through the keyword ranking of the video on the one hand, and to spread it outside the site on the other hand, promotion on the highest-authority video website is the first choice.

No matter what kind of promotion you are doing, the lack of this part of the work often leads to a significant reduction in the promotion effect, so analysis in this area is crucial.

2. Video content production and uploading

Generally speaking, there are two most commonly used methods:

1. Record your own video: If conditions permit, you can record your own original video and add your own product advertisements in the video!

2. Download and modify the video: If you are unable to record it yourself, you can download the video from the Internet, modify it, and add your own product advertisements!

Upload the finished video to major video websites. When uploading, the title is the most important. Create a title based on netizens' search habits. The title should include the keywords we have used, which are the keywords we mentioned in the second step!

There is another trick that can also be used. People who often watch videos on Youku or Tudou should know that when a video is finished playing, several related videos will be automatically pushed. As long as we combine it with some popular related videos when creating the video title, the chance of our video appearing in the "related videos" will be greatly improved.

3. Video Promotion Methods

Nowadays, the means of using videos for promotion on the Internet can be roughly divided into three categories:

1. Self-media model

This model has emerged a long time ago, such as the early Jiaoshou series of videos and Ao Changzhang series of videos. At that time, they were not called self-media. At most, they were podcasts, which were considered the prototype of video self-media. With the rise of Luoji Siwei, a large wave of online video self-media has been set off.

This video self-media model has a notable feature: content is king. You must have your own unique content and must be recognized by netizens. Precisely because of the characteristic that content is king, this model also has significant advantages and disadvantages.

Advantages: The content is novel and unique, which can attract relatively accurate groups of people and naturally complete the fan screening, laying a good foreshadowing for future traffic conversion.

Disadvantages: To create good content, you need good subject matter, which will take up a lot of manpower and material resources and require a lot of initial investment.

Scope of application: Suitable for team operations.

2. Hot Event Mode

This model is very common. It uses popular news, movies, and TV series to make videos and gain huge traffic in a very short period of time. It has to be said that this is a video promotion model that quickly gains huge traffic.

You can use this kind of popular movie as a long-tail keyword, and the effect received is quite good.

The characteristics of this model are: timeliness. It only has a huge effect at a specific time, and the traffic comes quickly and goes quickly. The popular event model also has certain advantages and disadvantages.

Advantages: simple and fast, low threshold. Find the popular keywords on Baidu Hot List, and quickly make a related video using a few pictures, thus completing the promotion in a very short time.

Disadvantages: The traffic is not long-lasting and may only be valid for a few days; the traffic is not accurate and there are drawbacks in later conversions.

Scope of application: Suitable for personal batch operations.

3. Video external link mode

This model evolved from video external links. Friends who make websites are more familiar with video external links. Regardless of whether video external links have an effect on the website's weight, we can use this model to promote our products online.

This model does not have an immediate effect on the website, but because the video network it operates has a high weight, it can help your keywords get ranked in a very short time. The characteristic of this mode is: simple violence.

The video external link model also has advantages and disadvantages:

Advantages: Easy to operate. You just need to upload the video and don’t worry about the content of the video, because our promotional content is in the title.

Disadvantages: Large quantity required. A lot of continuous operations are required because the pass rate of this type of video is low and the probability of being deleted is high.

Scope of application: Suitable for individuals using software for batch operations.

PS: This model is not limited to website promotion, it can also be used to promote QQ, WeChat, etc.

4. Video Promotion Strategy

The means and methods of video promotion are not fixed. You can use these methods in combination according to your needs, which will double the effect. Here, I would like to share the following points:

1. Timeliness

Quickly update new videos that respond to online conversations around your products, or to any mainstream or industry media that touches on your products, brand, or lifestyle issues that appeal to consumers.

2. Uniqueness

Don’t just rely on product videos and manufacturer descriptions; combine original content to create a unique video file.

3. Novelty

Don’t repeat updating existing content, and remember to add links to the latest website promotion videos on your website homepage, video category pages, and product category pages.

4. Pay attention

Pay attention to what people are saying in the news or in online chats on social media. You can also refer to search requests, emails, consumer surveys, and pay attention to website promotion topics related to your products, brand, competitors, and even consumer lifestyles.

5. Monitoring

Pay attention to what customers are searching for on your site and adjust your video files accordingly. If the search queries and page analytics in your backend logs show that people are searching for a particular product, product line, or even spending more time than usual on a particular product page, you can update the relevant video in a prominent place on your website (such as your homepage).

6. Response

Quickly organize feedback from customers and create video content. These videos can not only be related to customers’ product search queries, but also answers to common questions like FAQs or topics related to consumer needs in mainstream media.

7. Encouragement

Encourage and facilitate text communication and commentary from customers on existing videos for website promotion. The easiest way to do this is to add a commenting module to the page where your video is located, and include widgets for sharing to social sites such as Facebook, Twitter, and Pinterest.

8. Testing

Test your website pages to make sure that the upload functionality works properly on those pages. Because Google penalizes those internet marketing websites whose pages load quite slowly or sometimes video encoding is not well supported, server issues may produce slow download times and so on.

You should add review modules to customer-contributed video pages on relevant product pages and add testimonial modules to your own branded videos and internal video pages. It also makes it easy for users to create links from their blogs or social networking sites to your website's promoted video page, thereby driving link popularity and search.

5. Video Promotion Conversion Methods

After completing the video promotion, I believe that everyone will start to think about how to convert the traffic after obtaining a large amount of traffic. This is also the most concerned and headache for webmasters. Next, let's analyze the specific conversion methods:

1. Direct conversion

Direct conversion means adding our promotional information directly into the video so that netizens can see it clearly, thereby achieving the purpose of precise and violent conversion. This conversion method is suitable for the self-media model.

For example: Luoji Siwei Video will directly insert advertisements into the video to promote its own WeChat account.

The characteristics of this method are that the converted fans are very accurate and it is easier to generate value.

2. Indirect conversion

Indirect conversion means that we do not openly display our promotional information, but secretly insert promotional information that is unrelated to the video into the video. This conversion method is common in hot event mode and video external link mode.

For example: When using popular videos for conversion, you can insert your own advertisements in the middle of your video, so that people in need will naturally add your contact information to help you complete fan screening.

The characteristics of this conversion method are: it is relatively covert and can avoid the review of video websites, but the conversion rate is low.

In general, video promotion is still worth a try for Internet marketers. Once successful, the traffic it brings is very large!

Source: Ma Haixiang's blog