Many businesses create video content without having a clear purpose for the video or a way to accurately measure its success. Before you call a video professional or pick up a camera yourself, here are a few questions you should be asking:
What is the goal you're trying to achieve with the video? Lead generation, sales conversion or branding enhancement?
What is the value-add your video will bring to your clients?
How does this video integrate into your overall marketing strategy?
What key performance indicators are you going to use to determine its effectiveness?
How can the content be used to enhance the client experience?
There are many options when considering video, but which will provide the best results? You should consider:
Which type of video; a branding video, client testimonial video, a how-to video or a video blog?
Should it be live action, animation or motion graphics?
Should you use spokesperson or do it yourself?
Should it be scripted or not?
Shot professionally or with a smartphone?
How much should you invest?
These are just some of the questions that need to be answered when thinking about video. The important thing is to determine what kind of video content will meet your business and financial objectives.
Now you have a video. What should you do with it?
Unfortunately most businesses overlook the many ways video content can be shared to leverage their investment and produce results.
Before you share it, though, make sure to upload your video on a video hosting platform like YouTube or Vimeo. Never upload it to your server. Now let's get to some ideas on how to leverage it:
Your website. Sounds obvious, but many people don't do that. Just by adding a video to your website you will increase significantly the time visitors stay on it. Furthermore, it may be the reason why they will be doing business with you. But please... make sure your video content is the first thing a visitor sees when they go to your website. Don't hide it on the bottom of a forgotten page!
Social media. Video is the #1 kind of content shared and consumed on social media. You should be sharing every video you create in all your media channels: Facebook, Linkedin, Twitter, Google+, Pinterest, etc.
Email Marketing. By adding a video to your email blasts, you can increase their open rate by at least 19%, so don't miss this opportunity. Since you can't add the actual video to the email without making it huge, ad a link to it. Just make sure to create a nice and attractive thumbnail that will prompt people to click on it.
Blogs and Press Releases. Videos can and should be added to blogs and press releases as links. The more, the merrier.
When properly optimized for specific keywords, videos can be used to increase traffic to your website and generate more business. This will not replace the SEO you're doing for your website (hopefully you are), but it will help it immensely.
Hopefully this will be helpful for you to start your spring on the right foot. If you need some help, you should know that we got inspired by the spring, so we are offering a FREE VIDEO MARKETING PHONE CONSULTATION to help you make all the decisions mentioned above. So use the link below to schedule yours before the spring is gone!
Video SEO Pro is a video marketing agency that works with companies in leveraging video content to achieve their business goals. We work with your marketing team to maximize the effectiveness of existing video content or to create new professional quality videos to get the best ROI.
What is Video Blogging
and How Can It Help Your Business? Part 1
Blogging regularly is one of the best things a business can do to increase visibility and improve brand awareness. Today I would like to tell you about something that works even better: Vlogging. Yes, you guessed correctly. Vlogging means Video + Blogging.
Vlogging is when you create a video and post it as a blog as a way to provide rich and relevant content to engage with your audience. Vlogging is a cost effective and efficient marketing strategy that can yield serious results. Why is it efficient? Let me share with you a few reasons:
People love videos
On YouTube alone, more than 6 BILLION hours of video are watched every month. On Facebook, 500 MILLION people watch videos every day. And, everyone loves to share videos: 92% of mobile viewers share videos with others.
It’s easy for viewers to consume
People don’t have patience or time to read these days, and the information flow is huge. They want to get it quickly and watching a video is always going to be faster than reading a block of text.
It makes you more human
It’s all about trust. The more human your company is, the more trustworthy you will seem to potential clients. Video is much more engaging than whatever you can write on your “About Us” page below your photo. If done correctly, it creates an emotional bond, and people make buying decisions based on emotion, not logic.
Video is the future
Video has been conquering a larger and larger part of the Internet lately. The prediction for the end of 2017 is that video will be 74% of all internet traffic. So if you start vlogging now, you should be ahead of the game, setting yourself up as an innovator.
It’s great for SEO
Videos rank better on Google than anything else. No wonder – after all, Google owns YouTube, which is actually the 2nd search engine after Google! Actually, 62% of all Google searches now include video. By creating video content, you are increasing your online presence, so more potential clients can find you.
Vlogs can be about anything you want. You can give professional tips, share insights, answer questions, provide instruction or help people solve problems. Just don’t try to sell anything, this will be an instant turn-off. The goal of a vlog is for more people to know you, see you as a thought leader and build trust. The more you are seen as an expert in your industry the better your chances are of generating more business. Here’s an example of a vlog made by a client of ours who is a web designer:
So pick up a camera and start vlogging! Stay tunned for Part 2 next week, when I’ll give some technical tips on how you can create your own vlogs. If you are already vlogging, please send me a link to your vlog, I would love to watch it!
See you then!
How to leverage existing videos to grow your business
It is old news that video is something every business should be using these days, because it is the most consumed and shared type of content out there. So I'll assume you already have some video content that either you shot yourself or had professionally created for your company. That’s great, certainly the right move for a company that wants to get noticed. The big question is: how do you leverage this video content so that it gives you the greatest return? In short, how can you turn your video from an expense into an investment?
Here are a few tips:
1. Your Company Website
Your website is the first place you want your video(s) to be. The main reason is that people don’t have patience to read, so having a video about your company on your website will help people learn faster and better about who you are and what you do. But beyond that, video makes a huge difference regarding the retention of visitors. If you check your website’s analytics (I hope you do), you have probably heard about bounce rate. It shows you how many people clicked on your website but left immediately. One of the best ways to get visitors to stay on your website longer is to have a video right there on your home page. Research shows that 80% of visitors will stay 2 minutes or more on a website that contains video. A few tips on how to better use it on your website:
• NEVER upload the video to your server. It will slow down your website and may not play properly. Host it on a video platform such as YouTube or Vimeo and embed it on your website. • Disable the possibility of it showing suggested videos (maybe from competitors) at the end of the video – it’s easy to do it on YouTube or Vimeo • Don’t hide your video on the bottom of your homepage. Make sure it’s the first thing a visitor sees when they go to your website, • Have the link to your video be an attractive thumbnail for people to click instead of just a “Watch Video” button (more about this on a future blog).
2. Promotion and Marketing
This is critical. You created a great video and you have it on your website where all visitors can watch it. Now you want to use it to bring more traffic to your website and have your phone ringing off the hook. So here are a few ideas on how to best leverage it:
• Ask the people you know: friends, relatives, clients to watch the video and share it online. • Share it on social media: Facebook, Google+, Twitter or any other social media vehicle you use for your business. Make sure to link it to your website • Optimize it for keywords relevant to your business so it can get found on Google searches when people are looking for services or products like yours. This is called video SEO (Search Engine Optimization) and can be a great complement to your website SEO (more about this on a future blog).
• Use it as a YouTube ad – you can target certain audiences that are more relevant to you, make it appear as a pre-roll video before videos related to what you do, and more. (more details on a future blog). • Use it as a Facebook Video Ad. Most of what people share on Facebook are videos and video ads appear right on people’s timeline. It’s surprisingly affordable, and you can really laser-target your audience to reach exactly who you want. • Use it in your email marketing: adding videos to your emails will improve your open rate by more than 20%. • Add it to your email signature – make it easier for people that get your emails to watch it.
These are just a few ideas. There’s a lot more you can do with your video content, but this is a great start. So what are you waiting for? Go on and start making your videos work for you!
I would love to know how you are leveraging your video content, and what kind of results you're getting. Post a comment below and tell me about it!
Using humor for marketing is not a new idea, but it is surprising to see how few companies really make use of its power. Working with businesses, many times I feel that some companies are a bit afraid of humor, as if they are to “serious” to make fun of themselves. Are they really?
So let me tell you a story. Sometimes you meet a client that is a breath of fresh air. The interesting fact is that it came from a kind of business that you would never think of as creative or funny. It is a fund administration company, and what they actually do is all the tedious paper work hedge funds don’t want to do themselves: reports, accounting records, calculate fees, etc. Just talking about it makes me yawn… and yet this was the source of one of funniest videos we have done this year.
The CEO of this company, called (most appropriately) Fundadministration, came to us with an unusual request: she wanted a video that would tell people what they do, as most companies want, but she wanted something different. Something edgy, something funny, that would make her company stand out among many others that do the same kind of work.
We put our thinking caps on and came up with an idea. There’s a video we love that went viral a few years ago when launching a startup you probably heard of, called Dollar Shave Club. Well, this FUNNY VIDEO is actually what made the company a massive success. It did it so well that the company ended up being bought for 1 BILLION DOLLARS by Unilever only less than five years after it launched. Talk about one in a million… but the truth is that what made them stand out was this kind of self-humor.
So we asked Denise, the Fundadministration CEO: “What if we did something in the same style as the Dollar Shave Club video?“ And she absolutely loved the idea!
That was the genesis of the video we produced for them and you can watch here. Besides being a project that was fun to do, it also proves a point as it relates to humor and businesses: if you want to stand out, laugh at yourself! But do it in style…
We definitely live in fast-paced times. Did you know that more video content is uploaded to the web in one single month, than TV has created in 3 decades? It’s really amazing. The fact that video is great for marketing is old news. 2016 saw a surge in the popularity of video content being used for marketing in a myriad of different forms. Businesses today understand that potential customers’ attention span are getting shorter and shorter, so the variety of video content, from 360-degree videos to Facebook Live grows daily.
If you want to sell your services or products, you must know that video is growing to dominate your audience’s online activity. More than 78% of people watch online videos every week, but that’s nothing – more than 55% watch online video EVERY DAY!
If you’re a business owner, you certainly have a website and probably have a social media strategy in place – but if you don’t have a video marketing strategy in place you are poised to miss a fantastic opportunity to reach your target audience. HighQ, a respected software and content marketing firm, has created a great infographic that illustrates how and why 2017 is definitely going to be THE year of Video Marketing. Take a look to learn some very interesting stats on what people are watching, how much and where… and how marketers are using video to promote business.
We all know that as much as watching your diet is important, there are some special occasions when it is time to… ignore it completely!
As someone who loves good food, I cherish one VERY special occasion: Restaurant week. That magic time of the year when you can have great culinary experiences at some of the best restaurants in the region for ridiculous prices. I love it so much that I always wished that it would last for more than one week… Well, this year it happened! Hudson Valley Restaurant Week 2016 is actually happening over two weeks, from November 1st to November 13th.
This year Video SEO Pro joined forces with Sharc Media and Westchester Talk Radio on a very interesting (and tasty) project: Interviewing owners, chefs and managers of some of the best restaurants in Westchester that are taking part on the Hudson Valley Restaurant Week. So if you want to know more about one of these restaurants before you go there to taste their marvelous food, click on the playlist below to watch some of the interviews. I promise it will stimulate your taste buds!
Next week is the Grow Conference at Westchester Community College. Last year I attended the conference and was blown away by how much I learned from the speakers and workshops. I was so impressed with the event that I agreed to speak at this year’s conference.
If you are a business owner or entrepreneur looking to improve your business you should seriously consider attending this event.
I will be discussing the importance of video as the most effective form of content marketing and how businesses can leverage it through different marketing channels. In addition, don’t miss the opportunity to hear other great speakers, some I am fortunate enough to call my friends, speak about networking, sales, marketing, employment and business development.
I have included information on their programs below. Click here to see a full list of the sessions available at the Grow Conference.
Does Your Marketing Plan Include Video? Why Not?
David Vogel, Video SEO Pro
In the recent past, everyone was talking about SEO; now it’s all about content marketing. No marketing plan can work without great content. Content is definitely king and you know what? Video is the king of content! Video is the best way to tell your story and to engage an audience that has neither the patience nor the time to read. It is also the best way to get your business found on the Internet.
The Secret to Powerful Networking No One Shares with You
David Volkman, Wealth Partners
Most people struggle to network with others; they may not be willing to admit it, and wish they knew what the secret was to make it more enjoyable and productive. However, the growth of a business is based on the clients and networking connections. What will set your ideas apart from all others is the simplicity of the concepts and the ease of applying them to everyone’s lives. After learning the very simple but elegant techniques, the task suddenly becomes easy and even fun for some.
Building the Buzz for Your Biz
Mike Dardano, BuzzPotential
Traditional advertisements can be expensive for small businesses, and difficult to track impressions and impact. Join this discussion on new ways to look at markteting and promoting your business.
From the Ground Up
Richard Hyland, Westchester Community College
Regardless of where you are in the growth of your business, a strategic business plan is one of the most valuable exercises a business owner can go through. Take away tips and tricks for getting the most out of your strategic plan.
“Sell It!” Guided Questions
Jay Spielvogel, Venator Sales Group
So you’ve got a great product or service, now how are you going to sell it? Quite often prospects at all levels in an organization lack the ability to clearly articulate their present issues and concerns, as well as their vision and goals. Much like a physician does, we will be discussing the use of guided questions to explore below the symptomatic layer; deep into the real issues, concerns and vision.
Keepin’ it Real: Employee Retention and Engagement
Grant Schneider, Performance Development Strategies
So you hired someone new. Now what? Learn the ins and outs of hiring and retaining talent, engaging employees, and inspiring great leaders within your company.