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In Video Marketing, User Engagement is Key

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How much good does an online video do, if nobody ever sees it? The answer, of course, is very little good at all. Sadly, many businesses fall victim to the belief that video marketing is more trouble than it is worth, precisely because their experiences with online videos have resulted in very little user engagement. This thinking is backwards: For businesses that want to compete in today’s marketing world, the solution is not to forgo video marketing, but rather to capitalize on it as strategically and as smartly as possible.

Why Video Marketing Matters

Video marketing has been growing in prestige and in prevalence, largely due to an even broader trend in online marketing: The advent of content marketing. These days, Internet users are not interested in a constant stream of promotion. They do not want to be sold to—they want to be engaged, entertained, and informed.

That is what an online video marketing campaign allows for. Assume, for a moment, that you are a Baltimore accountant, with your own tax preparation service. You could focus all of your marketing endeavors on the services you offer, but, with so many accounting services out there, this is unlikely to help you stand out from the crowd. Alternatively, you can film yourself sharing some tax preparation tips, then put the footage on YouTube and on Facebook—a much smarter way to get people to take notice, and ultimately to draw potential clients into your sales funnel!

Standing Out

What this means is that it is not just important to produce online videos, but that it is important to produce compelling online videos. As if to underscore this point, YouTube has recently made some changes to its own search algorithm—changes that have real impact on video marketing. Once upon a time, YouTube ranked videos, within its search results pages, on the basis of how many views they had received. Now, rankings are determined not in terms of total hits, but in terms of how long people actually spend watching videos—that is, on user engagement.

The lesson, for business owners and video marketers, is clear: Getting people to watch a video is not enough. You have to get people to linger, to spend time watching your video—by informing, by providing relevant tips and guidelines, or simply by entertaining.

In other words: For video marketing campaigns, quality is the top priority. EndlessLeadz.com offers video marketing services that take this into account; we work to make videos that will brand your company well, and also help you enjoy a position of prestige within YouTube’s own rankings.

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This article was written by Zsolt Bicskey

Zsolt’s professional background includes work with many companies throughout his native country, donning the mantles of CEO, HR and IT professional, and more.Currently his major focus is on: corporate social media marketing, lead generation, local search optimization, video marketing and mobile marketing.

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