Do you incorporate video in your marketing strategy? If you don’t it’s time to start now! Video is becoming one of the most popular forms of marketing, and people not only prefer this method of communication, but they also retain more information through videos. In fact, here at Twenty Over Ten we conducted an industry-wide survey of 215 financial advisors, and found that those advisors who get 6-10 or 11+ clients per year are likely to incorporate video into their marketing strategy.
We get a lot of questions from advisors about how they should go about adding videos to their advisor website, so if you want answers, check it out below! We will outline the do’s and don’ts of embedding video on your advisor website.
1.) Don’t Host Your Own Videos
First things first, embedding videos is a two-step process: first, you create your video using a service such as Vimeo or Youtube. Then, you copy the URL of the video and post it to your page. Notice that we said that you should use a service provider. Some advisors self-host, meaning that the video is stored directly on their site rather than being pulled from Vimeo or Youtube. This is a bad choice and here’s why:
Can be copied easily
With self-hosted videos, the source code can easily be copied compared to embedded videos. Due to this, your content may be reproduced without your permission. You definitely don’t want someone else taking credit for your work, so self-hosting is a no-go.
If you use a video host such as Youtube or Vimeo, it automatically converts the video to a user-friendly format. The video URL can be accessed from any device on any browser, making it compatible. However, when you self-host videos, you have to convert them yourself. This takes a lot of time and effort, and even if you do convert yourself, the quality may be reduced.
Loss of visibility
Perhaps one of the biggest downsides of self-hosting videos is reduced visibility. If your video is on Youtube or Vimeo, millions of people have access to it at any time. But, if you self-host, you are losing a large portion of your audience. Your video may only be seen by people who look at your site and actively follow you on social media platforms.
Below, you can see how we embed videos from Youtube to our site:
2.) Do Use Smart SEO Tactics
It’s one thing to post your videos to your site, but it’s another thing to actually get people to see them. In order to make sure that your videos are being watched, good SEO is key. So how can you optimize your videos to guarantee high ranking?
Your video title is really important because it is the first thing that viewers see. You want to make sure it is compelling and attention-grabbing! A great SEO tip is keeping your title short (about 40-60 characters) and use keywords that you want Google to pick up on for SEO ranking. If you need help finding the right keywords, Google Trends is a life savor. Google trends let you see what people have been searching for and interest by subregion among many other things.
The description section of your video is a great place to give a brief overview of what your video is about. However, you want to make sure that your description is short – YouTube only shows the first 100 characters of the description before users have to click “show more,” and chances are, not many people will do that. Therefore, it is integral that the first 100 words are concise and filled with keywords.
Adding tags to your video is another great SEO tactic. When you upload your video to YouTube, you can add tags that relate to the video so that people can more easily find it.
YouTube contains an option to add your video to a category. This can be found in the advanced settings. As with tags, adding your video to a category is a great way to compartmentalize it and help people access your video.
Just like your video title, the thumbnail is one of the first things viewers see when they look at your video. YouTube automatically generates thumbnail options, but you have the option to add in your own custom thumbnail. You can create this thumbnail through a tool called Canva, and we recommend customizing because that leads to better performance. YouTube Creator Academy reports that “90% of the best performing videos on YouTube have custom thumbnails.
Below, you can see a customized thumbnail for one of our digital marketing videos:
Want more information on optimizing your video? Check out our webinar on Video Marketing 101: Harnessing the Power of Video in Your Digital Marketing Strategy
3.) Do Customize Your Video Settings
Customizing your video embed code is a great way to boost engagement and offer the best video experience for your viewers. You can set your video for autoplay, HD or standard, enable or disable social features, and even control the videos that are displayed afterward. Some other things you can do are add calls-to-action at any point in the video, show/hide your title, add different end screens, etc.
Given all this information, you might be wondering how you can embed a video to your Twenty Over Ten site. Check out the step-by-step instructions below:
How to Embed Video To Your Twenty Over Ten Site
Log into your Twenty Over Ten account.
Go to an editable location on the desired page. Editable content will be labeled with ‘click to edit’, click to anywhere within this space to open up the edit menu.
Click on the ‘Insert Video’ icon.
You have a number of options to determine how you’d like to add your video:
Once clicked a box will appear where the URL for a Youtube or Vimeo video can be linked. As long as your video is uploaded to either popular video hosting services you can simply add the URL to insert your video.
You can also copy and paste iFrame embed code provided from any service. Click the ’embed’ option to add the your third party embed code.
Click on ‘Save Changes’ to apply your new video.
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About the author
Namisha is a Content Creator at Twenty Over Ten, passionate about fostering community growth. A Bollywood enthusiast, she loves to travel and hopes to experience all seven wonders of the world.