SHARING YOUR STORY
tomer questions, such as “top four questions to ask your customer service rep.” “You can do that and that creates and inspires trust because you’re thinking about
the customer and what they want,” Goodrum says. Besides the subject, make sure the information is presented clearly and concisely. Try to stick to videos that are under two minutes. When it comes to the visuals, make sure all employees in the videos are dressed professionally, and make sure the facility looks clean and does not show anything that could be con- sidered unprofessional.
3) Upload the video to YouTube correctly. To get your video out there, start by uploading it to YouTube or Vimeo. Pannazzo recommends using YouTube because it’s owned by Google and the search engine will favor sites featuring YouTube content when assign- ing SEO rankings. However, just uploading it isn’t enough. Google can’t watch your videos, so you need to make sure you’ve uploaded it in a way that has the best chance for getting views. “You have to get views to get more views,” Goodrum says. “It’s like that old saying, if a tree falls in the forest and no one is around to hear it, does it really make a noise? If you create a video but no one’s watching it, did you really create a video?”
The first step to getting views is entering effective titles, tags, keywords and descriptions.
When it comes to the title, create something con- cise that truly describes the content of the video. You want people to stop and look at the video, says Pannazzo, so don’t over describe it. A short, catchy title that is relevant to the video is best. When it comes to tags, you will be limited by a maximum number set by YouTube. Effective title tags should include unique, relevant keywords limited to approx- imately 55 characters. Make sure the keywords use phrases when appropriate.
“If people are search- ing on Google, they’re searching phrases. They are not just searching one word,” says Goodrum. You won’t be limited by
a wordcount in the description, so Goodrum says to describe the video as much as possible and include a link back to your website.
4) Embed the video to your website. After uploading the video to YouTube, you can easily grab the embed code directly from YouTube (simply go to the video and hit “Embed” under the “Share” button) and embed it into the website. This is also where you need to decide the best place for the video to be housed on your website. Consider the subject matter of the video: Is it a welcome video that would be best for the homepage? Or is it a video about the shop that would be best for the “about us” section?
“If you have those sliders where you are showing four or five different images on your homepage, that would be really seamless,” says Goodrum of a popular place to put videos. “Although people couldn’t see it right away, that’s an easy way to visually fit it in your site.”
5) Monitor the response and refresh videos. Goodrum says that while it is a good idea to refresh your videos every once in a while, if the video is driving traffic, it may not be necessary. That’s why it’s important to know if your video is driving that traffic. “If it’s dead in the water, maybe you can take it off your website,” she says. “If your video is driving a lot of traffic still, then I wouldn’t take it off your site if you think that it’s still creating value for you. I would look at it and see what type of value and response you’re getting from it.” YouTube provides analytics, and Pannazzo says you should focus on a few key areas. Number of views is an obvious metric, he says, but seeing where you lose your customers on a video is just as important. “What percentage drop off in the first minute, fifth minute or 10th minute?” he says. “Based on these types of analytics over millions of videos, experts recommend that your video be about 1 minute long but not more than 3 minutes. Most viewers will drop off by the third minute. So get to the point, but give enough informa- tion to help consumers make a choice.” If the response isn’t what you’d like but it’s still the video you’d like to keep up, you could reintroduce it to customers, as well. Reprinted with courtesy from
www.FenderBender.com, January/February 2016.
46 Automotive Recycling | January-February 2016
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