Do you have an online presence? Can your clients and prospective clients find your business when they’re looking for a solution to their problems? These days, it’s vital for all businesses to have a presence online, no matter what business you’re in. One of the simplest ways to create this presence is through videos. Here are some of the issues you need to consider.
Provide answers. Many people search the internet for answers to their questions – solutions to their problems. Providing the answers they’re looking for can help build your reputation. ‘How to’ and training videos show up well in Google searches, so think about how you can use them for your business. What tips or advice can you give to viewers? Can you create a short video demonstrating how to use your product or service?
DIY or not? While can you can have videos professionally produced, you can easily create your own. If you take the DIY route, carefully consider the impact it could have on your brand. You need to make sure you create the best video you can, or it could reflect badly on your brand. If you’re known for giving out quick tips, then a poorer quality video is fine; if you’re working on building up a quality reputation, you need to make the investment that you can afford, to create the right impression.
Hosting. Where do you put your video? Obviously they need to appear on your website and there are hosting sites you can use for storing them. YouTube and Vimeo are the two main sites I recommend for hosting (others are available!) The one you use depends on what you need, the number of videos you want to host, how long they are and a number of other criteria. Even if you self-host your videos, you should also consider using a site such as YouTube or Vimeo, for SEO (search engine optimisation) reasons, to help build up your online presence. I’ll write another blog about the differences between YouTube and Vimeo.
SEO. Make sure you optimise your videos so that they can be easily found by the search engines. Include keywords (phrases that people search for, which are usually based around their problem) in the title of the video, the description and tags. If your videos are training tips on how to use your products, and your customers know where to find them, then you don’t need to worry about this too much. However, optimisation is vital if you’re using your videos for sales or to drive traffic and visitors to your website.
How will you use videos to create an online presence for your business?
January 22, 2013 | Posted in "How-to" video, Case study video, Corporate video, Hints and tips, On-line video, promotional video, Showreels, Video for Business, Video marketing, YouTube video | By Duncan
YouTube is the second busiest search engine in use today. It’s where a lot of people now go to find answers to their questions.
If you’re putting your videos onto YouTube, you need to make it easy for as many people as possible to find them. Here are a few tips to help you help searchers find your YouTube video.
- YouTube Video title – include juicy keywords that people are searching for. Including the word ‘video’ is always a good idea and keep your title to 12 words or less.
- Tags – you can include tags in your YouTube videos. Make sure they are relevant to the content of your video and what people are searching for. Include at least 5 tags with each video.
- Video description – tell searchers why they should watch your video by writing an attention grabbing description. The description is what shows up in the list of search results, so you need to encourage people to click on your video instead of someone else’s. Put the most relevant information first, as only about the first 100 characters appear in YouTube searches.
- Use your YouTube videos as an SEO (search engine optimisation) tool by creating links back to your website. The more back links your website has, the higher it will appear in searches.
- YouTube likes videos with interaction. Encourage your colleagues and clients to ‘like’ and share your videos, as this will give your YouTube videos high rankings in searches.
- Create a YouTube channel for all your videos. Make sure your page reflects your company brand, with your logo and colours. Add some information about your business and a link to your website and social media pages.
Well produced videos are a great way to promote your business. Store them on YouTube so that prospective clients can find them and get to know more about what you do and how you can help them.
How do you use videos to promote your business?
For really effective marketing, you need to measure it, so that you know what works and what doesn’t. The effectiveness of videos on your website, to promote your business, is simple to measure. Here are some numbers for you to consider:
- Adding a video to your website makes your site 6 times more likely to convert someone who is ‘just browsing’ into a paying customer.
- 20% of web visitors will sit and read the majority of the text on a website, but 80% will sit and watch the same content when it’s presented in the form of a video.
- A company web site is 50 times more likely to be ranked on the front page of Google if it contains video.
- Retail site visitors who watch a video stay 2 minutes longer on a site on average and are 64% more likely to buy than other visitors.*
How can you see what effect a video has on your website and your business?
What visitors do on your website can be tracked through programs like Google Analytics. It tells you which pages are visited the most, how long a visitor is on a particular page and how often (or how much of) your video is viewed. Sites like YouTube and Vimeo also give you quick ways to see how many people access your video over a period of time, so you can measure your video ROI. By understanding how your prospective customers react to your video and then behave on other pages on your website, you can continue to develop your marketing and make it more effective.
Are you using videos on your website yet? How do you measure the effectiveness of your marketing?
Testimonials are a great way to grow your business. If you ask your clients to tell others why they work with you – what benefits and value they get and what they like about you – you’ll find it much easier to persuade prospective clients to work with you.
You could use written testimonials, but I believe that filmed ones are much more powerful and have more impact. Why? There are a number of reasons.
- If your clients have taken the time to think about what they want to say to camera, you know that they mean it. If they’ve taken time out of their busy day to be filmed, you know that they are happy working with you and want to tell other people about you. Just writing down some nice words about you would be easy to do and doesn’t take much time. A video testimonial will be far more authentic to the viewer because you can’t change what someone says to camera, as easily as you can change words that are written down. You can write a testimonial yourself and put your client’s name to it. On camera, if they don’t want to say something they won’t and if they say something they don’t believe it will not come across as authentic.
- Video testimonials are far more engaging than written ones. This is because they appeal to more of your senses. With a written testimonial, you have to rely on just the words and how the reader interprets them. With a video, you have far more than just the words with which to get your message across. You need to think about both the visual and audible aspects of your video and what you are trying to achieve from them.
Visual and audio impact in one go
With video testimonials you can use both text and images to create a visual representation of what’s being said. Changing what’s on screen will hold your viewers’ attentions for longer. Show different people within your office, to allow viewers to get a feel for your business and what goes on there. Show viewers how your product works.
Asking one of your clients to talk to camera about your business allows your viewers to hear exactly ‘how’ they think of your business, as well as ‘what’ they think of it. Their enthusiasm will come across so much better than through written words. If they really love working with you, it will come across in what they say, not just from what they say but their tone of voice too. Using music in your videos helps create tempo and emotions and reaches the more auditory of your viewers.
Click here to watch a client testimonial we’ve filmed to see how we used all these different techniques to reach more of your senses and create a really engaging film and let me know what you think about it.
Successful marketing is carried out on a regular basis and is integrated – with all the different marketing you do pulling in the same direction. If you use videos as part of your marketing mix, you need to plan how best to use it, to get the best effect.
As we near the end of 2012, now is the time to plan your marketing for 2013 and in particular, how you’re going to use videos as part of the mix.
Here are some tips to help you create your plan.
- Key dates – what special events will take place next year? Will your business have a birthday or anniversary to celebrate? If so, put the dates into your diary now and think about how you can use videos to promote the events in advance; and how you can use a camera on the day. Perhaps you can ask some of your clients for testimonials as they enjoy a glass of bubbly to celebrate your success!
- Top tips – what advise can you give away to clients and prospects? If you look at what people need to know about what you do, you can plan to film a ‘tip’ each month. It could coincide with publishing your newsletter or blog. Should I be filming myself telling you this, instead of asking you to read it?!
- Industry news – certain businesses need to do things at certain times of the year. If you recruit graduates, you might need a really good recruitment video to attract the cream of the crop. Think about when you’ll need to do this next year, so you can plan it into your schedule and get it done in plenty of time.
- Client testimonials – think about specific products or services you want to promote. Then ask a client to give you a testimonial for each one, saying why they work with you and what benefits they get.
Do you need more ideas on how you can use videos to promote your business? Leave a comment telling me a bit about your business and I’ll send you some advice.