Video isn’t the “next” thing, it’s the necessary thing

If you are reading this and thinking video “would be a great way” to showcase your product or service, stop it. That thinking falls one step short of where your head needs to be at in the modern digital marketplace. Any plan to promote your brand today must include video. Yes, must.

Why is video so important? To put it bluntly, because that’s what everyone loves to click on. Video is (literally) dynamic. It grabs attention and holds attention in a way text never could. So, with that in mind, here are three ways Ronn Torossian suggests you can use video to increase your brand recognition and really get people talking.

Perfect example of a successful video PR campaign by OneDollarShaveClub.com

Torossian Tip #1 – Keep it specific

Videos work best if they keep it simple and specific. We’ve all seen those videos where the content covers multiple topics and just seems to ramble on and go nowhere. This is the opposite of everything good in the world. Keep it simple, concise and specific. People landed on you video looking for something specific. Give them what they want and they will love you for it.

Torossian Tip #2 – Link it up

One of the easiest ways to get some pop from your videos is to place them on multiple sites, then use them to drive traffic to your main web pages. For example, in your YouTube video description, you should include, at the very least, a link to your main web pages or sales landing pages. These show up as inbound links to your website (backlinks) and increase your search response viability. Use the same keywords to describe your video on YouTube and your website(s). Not exactly the same content, but the same keywords.

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Torossian Tip #3 – Labels matter

This isn’t a “how to” as much as a “you should.” Headlines and video descriptions matter. See, since Google bought YouTube there have been massive search response changes in the medium. Your video titles and descriptions are vital to the success of your multimedia PR project. Your title should contain at least one keyword and your description should have two. Further, your description should coincide with content on other websites you own. Use video to support and supplement your brand. Don’t just let it fly independently. Remember, PR works best as part of a self-sustaining circle. Everything feeds back into something else.

Apply these tips to your video marketing and you should see tremendous results.

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Ronn Torossian
https://www.5wpr.com
Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.

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