posted February 25, 2010
SME online video marketing
Posted by Mark in Video Marketing | online | web video
Statistics show that video improves online visibility and drives more action online than plain images and text. For example, according to the BIA Kelsey Group, viewers engage more after watching a video, with clicks for more information increasing by 30-40% and phone inquiries by 16-20%.
Here are a few tips to help you make the most of your video marketing:
1. Aim for Unique, Actionable Content
Be authentic. Be personal. Keep the video short. Creating authentic video that captures the human element behind any business allows customers to connect on a personal level.
And don’t forget to incorporate a call to action. While your authentic video builds trust and drives action, viewers must be given a reason and a way to call you, visit your website, or stop by your store. Be sure to include some action path — for example, a trackable URL, a coupon, discount code, or unique phone number to call. This not only encourages viewers to engage with you, but also provides a tangible way to measure the results of your video.
2. Optimize Video for Google Search
The advent of blended or universal search has changed the search game. Search engines now display more and more videos, images, blogs, maps, and books in their results. These new search algorithms weigh video heavily, giving you a great opportunity to increase your relevance in search results.
In fact, Forrester Research ran an experiment on the top-searched keywords and discovered that videos have an 11,000-to-1 chance of appearing on the first page of Google’s results, while text has a 500,000-to-1 chance of making it on the first page — in short, video has a 50 times better chance than plain text for getting to the top of search rankings.
3. Add Video to Your Facebook Page
Most likely, your Facebook fans are already customers — the social network gives you the chance to strengthen existing relationships, build your brand, present special offers, as well as find some new customers as you reach into the extended networks of your current fan base. On Facebook, use video to show the human side of your company. Think fun and creative. Show a ‘behind the scenes’ peak at your office or shop. Use video to announce a new contest or special. Post video highlights of past events, customer testimonials, etc.
4. Put Video on YouTube and Other Video Sites
YouTube has quickly grown from a network of user-generated content to become an invaluable repository of content. Next to Google, YouTube is the second largest search engine, with more than 3.5 billion queries a month according to comScore. YouTube and other video sites are great vehicles to reach an audience who might not find you otherwise. And don’t worry — you don’t
necessarily have to create the next viral sensation to find success on YouTube. Small businesses can create valuable new relationships and build sales without generating a million views.
5. Add Video to Your Google Local Business Listing
By adding video to your business listing on Google Local, you’ll be able to tell your story and connect with those people who are looking for your products or services, at the very point in time when they’re actively researching or ready to buy. This ultra-targeted form of marketing is highly
effective for driving clicks and calls. And amid a list of company names, addresses, and phone numbers, an engaging video brings your listing to life and sets you apart from the crowd.
Suggestions from an article at ReelSEO to help small businesses’ online video marketing.
Categories: Video Marketing | online | web video | 6 Comments »
February 28th, 2010 at 20:34
Hi Mark,
In noticed that you are talking about Google’s Local Business Listing for the video posting. I can’t agree with you more on using Video as a local marketing tool to reach the local consumers through web searches and local searches.
Local business listings help get you ranked to the top of search results next to the maps and also show up on mobile searches in your geography.
The one caution I would mention is don’t just look at Google as they are not the 800lb gorilla in this space. Also, don’t get fooled by “get listed” services, that won’t help you much either. You need to claim, update, monitor and manage your local business listing at multiple local listing websites.
Something we recently read at KillerStartUps are companies that are offering a low cost service to update then manage these listings for companies. You can read about this at KillerStartUps here:
http://www.killerstartups.com/Search/smartfindslocallisting-com-be-found-online
It is a changing world and the local business will benefit. Hope this was helpful.
February 28th, 2010 at 21:56
Would I consider a corporate video production?
The question is can I afford not to!
Its not about staying ahead of your competitors anymore, its about keeping up with them.
February 28th, 2010 at 22:06
Hi Melih – agree that Google are not the 800lb gorilla in this space! We provide video production services to Wampit – http://www.wampit.co.uk/ – which is also gaining popularity as a free local business directory, specialising in rich content ads.
March 1st, 2010 at 01:27
Hi Louise – Good point; let’s hope our potential clients feel the same! It’s interesting to hear from another video production company – how are things over there?
March 8th, 2010 at 02:36
I’m also pleased to see you mention Google’s LBC listings as these can be very powerful for SMBs. Another tip I would add to your list is to pay attention to video bitrate. Doing so will make sure you retain visual quality but don’t make viewers wait for your video to buffer in download . . . which will be especially important for mobile phone distribution in the future.
March 25th, 2010 at 14:07
Hi Mark….
Thanks for this interesting post. All good points.