Great facts and figures in this short article based in part on TurnHere
research. Businesses presented with this info will be even more amenable and
excited to getting a free video profile.
February 7th, 2010, 11:00 am · posted by
Jon Lansner
sOCial
sunday tracks Social Media because it’s real business — notably, a hot
marketing tool. Orange County marketer Morgan Brown (@morganb) tells us how online
video can be powerful sales tool for small business …
Statistics show that video improves visibility and drives more customer action
online than plain web sites. For example, according to TurnHere and industry
research, viewers engage more after watching a video, with clicks for more
information increasing by 30% to 40% and phone inquiries by 16% to 20%. You
don’t need the budget of Scorsese to make video work either. And for the
aspiring filmmaker in each of us new classes of video cameras (such as the
popular Flip or Kodak Z-series) make it easy to shoot and share.
And whether you choose to do-it-yourself or hire a pro, marketing your business
with online video doesn’t end with the production. Remember, videos need to be
seen. Here are a few tips to help you make the most out of your video marketing:
1. Aim for authentic, actionable content: Be authentic. Be
personal. After all, this is your chance to tell your business’s story and show
what really makes you different. Keep the video short and informational in
nature — since customers are jaded by typical sales pitches. 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.
Build trust and then give viewers a reason and a way to call you, visit your
website, or stop by your store. Be sure to include some measurable action path —
for example, a unique URL, discount code, or phone number to call. You’ll
encourage viewers to engage with you, and be able to measure the results of your
video.
2. Optimize it for Google search: Search engines now display
more videos, images, blogs, maps, and news in their results. These changes favor
video, giving you a great opportunity to increase your ranking in search results
(and even achieve that coveted first page ranking on Google). In fact, a
Forrester Research experiment discovered that videos have a 50 times better
chance than an ordinary web site for getting to the top of search rankings. Add
keywords into the filenames of your video. Include keyword-rich descriptions and
tags and put your video on keyword-rich web pages.
3. Add it to your Facebook page: 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 products or
specials. Post video highlights of past events, customer testimonials and more.
4. Put it on YouTube and other video sites: Video sites are
great ways to reach potential new customers. Create a branded YouTube channel
and host your videos for free. And don’t worry — you don’t need the next viral
sensation to find success on YouTube. Small businesses can build sales without
generating a million views.
5. Add it 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. An engaging video brings your listing to life and sets you apart from
the crowd.