Produce the proper content that suits them. Personalize each video and leave your viewers with something that gets stuck in their head. That mental note would then be used as a reference back to your brand and furthermore promotes the idea of thought leadership in your niche.
It should be a no-brainer that you need to use SEO keywords in every piece of distributed content. Use Google Adwords to search the most popular phrases in your niche, and add them into your title, URL, alt tags, link text, and video descriptions on YouTube and Vimeo.
Also for SEO purposes, it’s a good idea to transcribe the text from the video in a blog post. That way, the keywords in the text can be found in Google searches. This even works with podcasts, too. B2B Launcher is a great example of audio/video content with an accompanying transcript for each upload.
Find out if your videos are being watched all the way through to the end or if your viewers are tuning out with marketing software such as Vidyard for Salesforce. Several other tracking tools also provide analytical information in order to measure clickthrough rates, actual revenue, etc. Click here to view one of my blog posts recommending a few options.
Not only do your videos need to be engaging to the viewers, it should include a call-to-action to guide them along the sales process. Provide the next step for them to follow, whether it’s downloading an attached pdf, clicking on a link to sign up for a webinar, or simply providing a phone number and email address for an appointment.