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Best video deployment strategies

OK, you’ve got your video. What do you do now? You need a deployment strategy. There are two major approaches to video deployment – hosted and posted.

Hosted verses Posted

1. Hosted

This is where you host the video on your own website. You can use a paid service, like Brightcove, or use your own website hosting company. This is the best solution for videos that are designed to sell, and I’ll explain why in the next point.

2. Posted

This is where you upload your videos to video-sharing sites like YouTube, Vimeo, Metacafe, or Revver and optimize the videos for search engines. This technique works best for videos that entertain, educate and enlighten potential prospects. If you upload direct sales videos, optimized with transactional keywords (sale, buy, save), the search engines will penalize you. Video on YouTube is a social experience and selling is considered anti-social, so save the sales message for your website.

website hosted video player

video player

A strong video marketing strategy will likely incorporate both deployment methods with a hybrid approach: posting the teaching videos on YouTube (which you can also place on appropriate pages of your website) and hosting selling videos on your website (especially the homepage, product pages).

I covered techniques for best results with Posted Content in last blog http://spykermedia.com/eight-steps-to-getting-your-video-in-search-results

Techniques for best results with hosted content

  • Embed a full player in your website, not a link.

It still shocks me when I see written links for a video. What’s even worse is when I have to download the video in order to watch it.  People won’t download videos for fear of viruses, not to mention download times. If you post a link, you’ll also never know how many people watched your video. So skip the link and get a full-screen video player on your website. You can use YouTube for this, but the YouTube player is clickable, meaning people can leave your site and watch your competitors’ YouTube videos.  Your best bet is to use a video hosting platform like Brightcove, Viddler, or SpykerMedia’s platform, upload the video and copy the player code.

  • Make sure the player is sharable.

People should be able to share your video on e-mail, Facebook and Twitter, or copy the video onto their own sites.

  • Make sure the video is well-positioned

Place the video above the “fold”–the bottom of the screen–so viewers don’t have to scroll down the site to find it. Prime spots are left side, top, or middle right. Make sure the player is large enough to get noticed.

  • Have a large play button

Create a clear trigger for your video.

  • Choose a compelling thumbnail image

If possible, choose an “action shot” over a talking head. A compelling title frame can also work.  People are more likely to watch.

  • Don’t auto-start the video

Don’t embed the video in such a way that it plays automatically when a visitor enters the site, because that’s just annoying. Visitors may return to your site a few times before making a purchase decision. Forcing visitors to watch a video again and again is tantamount to driving customers away–but when visitors choose to play the video, they feel in control and engaged.

  • Mobile-friendly

More and more people are viewing content on mobile devices, and it has become vital for your videos to play in these environments–so make sure your hosting service is mobile friendly (another reason to use a paid video hosting service).

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