When it comes to increasing traffic and getting more sales, producing new content on a regular basis is key. Video content can prove just as important – perhaps more important than – written content because it engages viewers more directly and appeals even to those who don’t like to spend a lot of time reading. However, it can be difficult to stand out among other videos in your industry. You can increase your channel’s chances of success by focusing on your niche.
Build the Connection
Producing videos on a regular basis lets you build an audience that you can then refer back to your website. You can even use a video on your home page to give an overview of your site and what you have to offer. Insivia reports that a video on a landing page can increase conversion by as much as 80 percent. Your website should showcase your videos and your video channel should link back to your website on a frequent basis.
Define the Niche
When it comes to using a niche as a theme for your videos, you’ll walk a fine line between defining a small enough niche to stand out from the competition and not using a niche that’s so small, few people would be interested in watching your videos. Start by looking at what you’re “selling,” whether that’s a literal product or service or the theme of your website or blog. From there:
- Do a search for other videos and channels in your industry
- Look at what makes the most-viewed videos popular
- See if you can take some of the things in popular videos and make them your own, but don’t copy their focus entirely
- Define a need for people in your targeted demographic – for example, if you sell cleaning products, the need might be people who want to remove pet stains without relying on strong chemicals
- Choose a niche that both shares some of the popular characteristics found in other videos and provides your own answer to the need shared by your demographic
Optimize the Videos
According to Single Grain, 70 percent of marketers optimize their videos for search engines. Even videos that showcase a niche people want to see will only get so far if people can’t find the videos. Include industry-relevant keywords in your video’s description box and make full use of tags when you promote the video on social media. Videos posted on YouTube have a high probability of appearing toward the top of a search, so the right niche videos are bound to actually bring in more visits to your website through description and in-video links than even the SEO-optimized written content posted on your site.
While focusing on video content is a good idea, quality videos take longer to produce than written content, so it’s still important you produce a steady stream of written content as well. Hire expert content producers to optimize your content for search engines while you focus on growing your video channel. Paired with a blog, a video channel has an even better chance of connecting with more visitors.