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 is the founder and CEO of 5W Public Relations, one of the largest independently-owned PR firms in the United States. With over 20 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company's growth, overseeing more than 175 professionals in the company's headquarters in midtown Manhattan. With clients spanning corporate, technology, consumer and crisis, in addition to digital marketing and public affairs capabilities, 5WPR is regularly recognized as an industry leader and has been named "PR Agency of the Year" by the American Business Awards on multiple occasions. Throughout his career, Torossian has worked with some of the world's most visible companies, brands and organizations. His strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, Metropolitan Magazine's Most Influential New Yorker, and a 2020 Top Crisis Communications Professional by Business Insider. Torossian is known as one of the country's foremost experts on crisis communications, and is called on to counsel blue chip companies, top business executives and entrepreneurs both in the United States and worldwide. Torossian has lectured on crisis PR at Harvard Business School, appears regularly on CNN & CNBC, was named to PR Week's "40 under Forty" list, is a contributing columnist for Forbes and the New York Observer, and his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations" is an industry best-seller. A NYC native, Torossian lives in Manhattan with his children. He is a member of Young Presidents Organization (YPO), and active in numerous charities.