If you’re not doing online Video Marketing right, you could soon be dead in the water…
Marketing right with video is still one of the biggest opportunities available for online marketing, simply because so few companies do it right. Videos can be used incredibly effectively to increase traffic, conversions and customer engagement with your brand/proposition. It would take an individual over 5 million years to watch the amount of video that will cross global IP networks each month in 2017. Every second, nearly a million minutes of video content will cross the network in 2017. Globally, consumer Internet video traffic will be 69 percent of all consumer Internet traffic in 2017, up from 57 percent in 2012. (Source: Cisco) YouTube is the second largest search engine on Earth (and owned by the largest). But it’s not the only one – there’s Vimeo, DailyMotion, VideoJug…the list goes one (and you need to be on that list). We could overwhelm you with 100s of statistics about the march of online video and it’s effectiveness in online marketing. Instead of that, we’ll just explain the way we use video every single day:
The Land-Grab Video
When you know what your converting keywords are, you need to grab as much of the search engine land as possible. Every time you upload a video to YouTube, you are creating a new page on the internet, so it needs to be optimized. Even more than that, it needs to be submitted and optimized on all the other video channels like DailyMotion and Vimeo simply because listings on these channels can often bounce above pages that have been indexed for years because of Google’s desire top return mixed media search results. Not only that, a video listing often results in a rich-snippet, which can help you stand out even more. Here’s an example of a Land Grab Video produced for PAL Hire. One of their converting keywords is “10 meter telehandler hire”. Just look at the Google results: Do you see that the top three positions on Google for this single keyword have been taken by the same video?
Embedded in their blog
Optimised properly on YouTube
Optimised properly on DailyMotion
PAL Hire sell over 2000 products. Each video we create for them is leveraged to appear on at least 10 blog pages and on 20 different video sites. This represents 60,000 new pages on the internet, all ranking, gaining views, building the brand, driving traffic and sales. Put simply, you need to have a video produced for every product you sell, ideally based on keywords you’ve already proven to work.
Take a look at this particular video. This is an example of our animated video template service. We start with script (Google can “hear” the words in your videos, so they need to be optimized) and then we create a template with bookends (opening and closing branded messages). In between these bookends is the content specific to the product we are advertising. This way we can produce a large number of videos very quickly and super high quality. It is important to choose the right voice, the right music and the right visuals to maintain your brand at the level you wish it to be perceived. In the case of PAL Hire, we even ran a survey to help us choose the right voiceover. 60% preferred the male to the female, so that’s what we went with.
The Explainer Video
These videos are really all about conversions. Zappos.com reported that their conversion rates for products with video explanations increased by 6-30%, and this certainly ties in with our experience. The first Explainer Video we ever produced was for Topskips.com back in 2005. This one explaining the 8 yard skip is still generating business today: Explainer Videos should ideally be hosted on your own site and not on sites like YouTube – if they are designed to help conversions, you want to make sure the viewer is in a place where they can buy your product or service. Some further examples of “Explainer Videos” that we have produced include:
The Testimonial Video
Testimonial videos are essential for any business. This is because one of your biggest problems online is establishing trust, and it’s a deep truth that people buy what other people have bought, hence the rise and rise of the online third party review sites (which you should have a strategy for, but that’s another story :)). The quality and level of post production is a choice you need to make for your business. Sometimes a simple video recorded on a mobile device will do the job, other times you may want to ensure the quality of your branded is better reflected.
Here’s an example of a testimonial video made on a simple home digital camcorder: In this case, we did a little post production to polish it up, but nothing that broke the bank.
The Purple Cow Video
These are videos that help make you stand out from crowd and emotionally connect with your audience.
This example from 2008 is for Topskips.com. The brief was: “we want a funny pop video about skip hire”. The result was 100,000s of views and the common response “Your that skip hire company with the pop video” which, in the world of skips, is quite a powerful differentiator. Plus, we think it’s funny (emotionally connects).
Please note that we have used the term “Purple Cow” based on the work of Seth Godin. Anyone seriously interested in how to market their business better should read Seth’s books. Purple Cow teaches you how to transform your business by being remarkable. You can get Purple Cow from Amazon here:
Well, free DVD – when you fill out our free consultation form or call us on 0161 949 3329 we’ll not only get back to you with a full review of your current website, we’ll also send you the 90 minute lecture on internet marketing given by our founder Mark Attwood at Manchester Metropolitan University. This is another example of how you can use video to improve your marketing. We’ve packaged it as a DVD instead of publishing it online because it has more perceived value that way. Also, when you leave this website to do something more fun, you might forget about us over the next few days – a little present in the post in the real world will remind you of how good we are. Plus, the quality of information in the talk is very high and hopefully entertaining – many people have used the insights in this DVD to dramatically improve their website’s performance. And finally, it employs the Law of Reciprocity – we give you something of value for free, you then feel compelled to give us something back. Even if it’s just a cup of tea.
Anyone interested in improving their marketing abilities should read this book by Professor Robert Cialdini: “Influence: The Psychology of Persuasion.” Get it from Amazon here:
Don’t just take our word for it, meet some of the people that have benefited from working with us to see what they have to say.
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