If you haven’t already jumped on board with video as part of your online marketing strategy, it’s time to embrace it and recognize its enormous potential. However, it’s not as easy as setting up a camera and publishing it to your website. You need some video marketing tips to get you started and headed in the right direction.

1. Start with a topic that’s proven winner. Instead of choosing a topic out of the blue, check out what’s trending in your industry. Input some search terms and see what your customers are looking up. This should be your starting point when figuring out what you want to say.

2. Stay focused and on point. It’s tempting to provide as much information as possible to show your expertise on a topic, but you do need to reel it in slightly. Stick to a limited topic and keep your video around two minutes. Any longer and you’re likely to alienate viewers who will reach for the “Back” button.

3. Draft a script. Video marketing tips #1 and #2 above are easier to accomplish if you develop a script to draw from. Begin with an outline and fill it in with more detail as necessary. You’re less likely to veer off-topic and lose your viewers.

4. Incorporate SEO. The best video in the world won’t bring leads to you if they can’t find your content. You need to incorporate SEO principles to make sure your video is high on the search engine results page when your prospects are seeking information.

5. Practice and record your video. Turning the camera on when you haven’t rehearsed is a waste of time. You need to practice in front of a mirror, and then move your way up to a recorded trial when you’re happy with how it looks.

6. Don’t fake it. If there’s anything most likely to turn off your potential customers, it’s trying to pretend you’re something you’re not. Be yourself in your video and let your personality come through.

7. Make sure your audio and video are flawless. View your video through the eyes and ears of your customers. If there are any A/V issues that distract or draw attention away from your presentation, tweak your equipment and try again.

8. Include a strong call to action. Let your prospects know what to do at the end of your video. Provide them with a way to find more information or ask for contact details so you can follow up later.

9. Promote your video. Share your video content on social media, embed it on your website and include it your blog. Encourage others to share as well to increase online visibility.

10. Annotate your video content on YouTube. Annotating involves inserting graphics into your video, which is great for prospect interaction. They can click on the annotation and be directed to a landing page for more information.

Hopefully, these video marketing tips will provide some guidance as you’re getting your feet wet. One final recommendation is to constantly review your metrics and tweak your material as necessary to generate leads and qualify prospects. You’ll get better with practice, so don’t give up even if you don’t see immediate results. Stick with it, have some patience and you’ll soon find success with video marketing.