Here’s the first snip from our series Demystifying You Tube for Business. Thanks to everyone who participated. We’ll post more clips soon, and we’re looking forward to the rest of the sessions.
How well do you know your competition? How well do you know their marketing efforts? Sometimes being in business and competing for the same customer is like a chess game. The winner will always be the one who is thinking three moves ahead.
Think your competition has a marketing plan? Or do they favor a shotgun approach: a little of this, and a little of that? Unfocused marketing misses the mark. Make blatent one or two things about your brand, and you’ll be successful. One thing that realy focuses your efforts, and has a large return on investment is video.
If you have video, and your competition doesn’t – You Win!
It’s been proven thyat companies with at least three videos on their site are perceived as experts by their customers.
Start building a video presence – with a blog, or a tips and tricks section to your website – BEFORE the competition starts paying attention.
–That’s a wrap.
Just in time for the Oscars. Ready?
“Why didn’t you come to me first?” (Websites that use video convert visitors faster and easier. A good category is Attorneys. Well, maybe not for the Godfather, but for our purposes – Studies show that folks will search an average of 7 websites when they are looking for an attorney. But when there’s video, that number drops to 2. )
“Make them an offer they can’t refuse” (Video makes content they can’t refuse. A compelling message about your company will keep visitors on your site longer. Videos can also very easily enhance your credibility. Companies with three or more videos on their website are perceived as the authority.)
“I need a man who has powerful friends” (The neatest thing about video is that folks can share it with their friends. Make something WORTH sharing. People don’t search for, nor do they share commercials – so don’t make one. The hardest thing about video is coming up with great ideas. That’s where we can help.)
“My client promises to make that trouble disappear “ (With video you can not only show the features and benefits, but you can have your customers tell their story too. That’s called a testimonial, and man, do they work!)
“Times have changed. It’s not like the Old Days, when we can do anything we want.” (Yep. Here in the digital age, customers are more informed. They WANT to be engaged. They don’t have a lot of time to read everything you want them to read. So, say it and show it in a video. Or better yet, a series of videos. Not to worry. We can have you communicating 21st Century style in no time.)
“And let me be even more frank, just to show you that I’m not a hard-hearted man, that it’s not all dollars and cents.” (Customers, especially the tech-savvy under 30s, want value. If you’re a plumber, do a video on how to fix a sink. An accountant? What are the top deductions that many folks miss? THAT’S content. It’s content that can be used. Content that they can’t refuse.
NOT to use video can be a website’s kiss of death. Let that happen to the other guy. Wise up and start putting Videos On Your Website now.
Or just call us and fergitaboutit.
That’s a wrap.
Well, it’s Valentine’s Day. Not the holiday you think about when video production comes to mind..(Wait a minute..OK. No, don’t go THERE. That’s an entirely different blog..) I just thought it might be fun to take a classic Valentine movie like Sleepless In Seattle and see if I can make some of the lines relate to using Videos On Your Website. Ready?
Jessica: H and G.
[Sam peers back at her]
Jessica: Hi and goodbye. A quick entrance and exit. Unfortunately, that’s what happens on most business websites. If the visitor can’t find what they’re searching for, or if there’s nothing there to engage them, they’re gone. Websites with video hold visitors longer. The average time spent on my clients’ sites is six to eight minutes.
Sam Baldwin: Well I just want somebody I can have a decent conversation with over dinner. That’s what your prospects and customers are looking for, too. Well, maybe not over dinner, but they do want to connect with products and brands they know and like. Back in the day, before the Internet, you’d be hard pressed to find a way to reach out to a large company. Now with blogs, Twitter, Facebook, AND Videos, customers feel like they have an advocate inside those companies.
Jonah Baldwin : Thanks for dinner. I’ve never seen potatoes cooked like that before. Let’s talk about being unique. With every other accountant, doctor, landscaper, or restaurant having a website these days: what really sets you apart? The best way to tell that story is with video. Show your customers how to something they’ve never done. Show what your product does that the competition doesn’t. Be memorable. Be compelling.
Jessica: If it’s in the computer, they believe anything. Some businesses believe that. Hopefully, the ones that do are your competition. I’ve seen websites that literally have not been updated in 5 or more years! Their only purpose is to be an online brochure. Copy may be wrong or outdated. Websites that are updated on a consistent basis get more “points” with search engines. Websites with videos can get a big boost in their search engine optimization. And, it’s been shown that companies with three or more videos are thought of as experts by their customers.
Jonah Baldwin: In the movies, women are always scratching up the men’s back and screaming and stuff.
Sam Baldwin: How do you know all this?
Jonah Baldwin: Jessica’s got cable. I don’t know how much Sam trusted Jessica after that. Trust is a big issue. If you’re a company who has to perform their service in a customer’s home, they’re not going to hire you unless they trust you. With video, they can meet you and your staff before the work is done. Put your best face forward. The transparency of your company and the trust it instills in customers depends on it.
There are as many whys and ways to use video as there are websites. Every project I’ve done for the past two years has had a different twist. But one thing is certain: video has been the most added element to websites for the past two years. Call me and let me show you the success stories.
That’s a wrap.
My wife loves to read. Both of us could browse thru Barnes & Noble or Borders all day. But she rarely buys from them. Instead, she browses Amazon.
There are some items that I don’t bother shopping for at all. I just look on eBay.
There are many places to buy books online. Ask someone, and see if Amazon isn’t the first thing on their minds. Same with auction sites. Same with a lot of business categories. (Kleenex instead of tissues, Xerox instead of copier, PingPong instead of table tennis).
When you’re first at something, you can pretty much “own the franchise”. And when you can do that PLUS be outstanding at connecting with your customers, you can reach that Top Of Mind status reserved for the Amazon’s, and eBay’s and Zappos.
How many of your competitors are using video? If you said none, that’s your chance. It doesn’t matter if you are B2B or B2C. Your customers and prospects are searching for what you have to say. Video was the most added feature to websites in both 2009 and 2010. If you don’t know whether or not your competitors are using video, find out. Do it now.
Building your authority and your expertise should be one of your major goals this year. If you’re in a business in which customers need to place their trust, you can’t afford to go forward without shoring up that trust with all of the compelling stories you can tell with video.
Hopefully, you can be the first.
That’s a wrap.
Tonight, a friend passed a referral to me. I went to look at the company website – we’ll call them “LLC.com”. Their web design firm has posted some videos about what a great place this company is to work for. Now, defining your corporate culture is an excellent use of video in today’s climate. Google has done it with the Life At Google series on YouTube. The Google series is shot well, and has compelling themes.
The videos I watched tonight on the LLC site were
• Grainy – if I didn’t know better, I’d think they were shot with someone’s camera phone.
• Used the on camera microphone – a very big no no. Sound is as important as picture, and since all of these shots were extreme close-ups, to have the voice sound like it was coming from a barrel is quite rude from the position of a viewer.
• Looked cheap. One of the persons were shot sitting in front of a window. The light coming from behind washes the subject out.
Another web designer called to tell me about a client who needed video. Before I could respond, however, he called back to say the client had shot the video himself. He said the quality was just “OK”. The webmaster wouldn’t offer his opinion, and unfortunately, his client may suffer.
Producing videos for businesses is a lot more than Point And Shoot. I completely understand the DIY point of view, BUT. . .
• You have to have an external microphone, period. No discussion.
• The basics of 3 point lighting are simple to learn. So use room lamps, and buy some Perfect Daylight bulbs so at least your colors come out right, and your subjects look like somebody you would want to watch.
• Seriously consider using a professional. The expertise we bring in storytelling and getting the right message across with the right pictures and edits can make all the difference.
If you’ve made an investment in an attractive website, it’s only right to make sure your content stands out as well.
———- That’s a wrap.
It took me about five minutes to come up with this list. I like the number 21. But there are a few dozen more I’ll save for another post. Ready?
21 SIGNS YOUR COMPANY IS READY TO PUT VIDEOS ON YOUR WEBSITE
1. Your “time spent on site” analytic is less than 60 seconds
2. Visitors do research on your site, then buy from a competitor
3. Visitors read the “About Us” page then leave
4. You sell a service which is performed in your customer’s home
5. You sell a service to customers which is performed in your home
6. You compete in an industry that has a less than stellar reputation
7. You keep trying to get on the first page of search engine results, but never make it.
8. Your company president asks, “What is You Tube?”
9. Your company president asks, “What is the internet?”
10. Your Unique Selling Proposition is better customer service
11. You have to show your customers how your product works
12.You have to show your customers the safety features of your product
13. You need to show why your product is built better than the other guy’s
14. There are questions you WISH your customers would ask
15. Your company is celebrating a milestone anniversary
16. You want your customers to meet your staff
17. You want to build brand loyalty
18. You want to show off your expertise
19. You want to be the “go to” person in your industry
20. You’re getting ready for a price increase
21. You’ve just started a new business
Do any of these sound like you or someone you know? Let’s talk about it. I’ll buy the coffee. Maybe I’ll even buy lunch.
That’s a wrap.
I am very pleased when one of my clients tells me about something that’s happened as a direct result of putting videos on their website. Consistently, something positive always happens in the first 30 days.
I produced a video for an executive recruiting firm. They had recently doubled their staff, and wanted to share their unique point of view, as well as getting more quality leads. They were thrilled with their video, and it went up immediately on their website, blog, Facebook page, and about a half dozen other social sites.
Within two weeks, they were contacted by a local TV news crew who wanted to do a story on them. They were perceived as a leader in their field, which is exactly where they wanted to be.
I did another video for a company who was already showing well in the search engines for “expert” in their specialized niche. In the first month, their website traffic had increased by 60%. To top it off, not only were they showing up on the first page of results for their keywords, but so was their video. And the views on their YouTube channel skyrocketed.
I started working with a new company just three months after it had been founded. We began producing a series of video blog posts. I have just learned that as a direct result of the videos, they landed $8000 in new business within the first 30 days.
These stories are not extraordinary. Not only does video jumpstart search engine results, but it also gives your prospects a reason to remember you.
In the future having videos on your website will be as commonplace as having buttons for navigation. Right now is the perfect time to start. By jumping in with both feet and using compelling, engaging video messages, you can lead the way in your category. It will garner results now, and the equity you build as an innovator, will pay off in the future.
–That’s a wrap.
I’m sitting here looking at my latest stats from Google Analytics, and I found something very interesting: When a visitor comes to my site as the result of a Google organic search, they stay for almost SEVEN MINUTES! Even when I’m found through a Yahoo search, visitors hang around for just under four minutes.
There’s a video on almost every page of my site. Only two of them are about me or my work. The rest show my clients and how they are using video to enhance their brand, establish trust and credibility or take viewers on a behind the scenes look at their business.
Here’s another stat that’s hard to believe: one of my inbound links brings visitors who stay an average of NINE minutes.
If you buy advertising on radio or TV, you have only thirty seconds to present your message. And with both of those mediums, you’re competing with all the other stimuli that surrounds the user. Plus, it’s extremely costly.
Videos on your website are available 24/7. They’re one of the most cost effective strategies to get in front of a prospect and present yourself as an expert in your field.
If you know a small business with a website, invite them to take a look at their user statistics. Then, ask them to give me a call.
–That’s a wrap.
I have watched Search Engine Optimization experts try and explain what they do to a room full of non-technical folks. Many small businesses who have websites can tell you why SEO is important, and maybe a handful can tell you a little bit about how it’s done.
Now that using videos on your website is exploding across all small business categories, I’m getting asked: “Is there such a thing as SEO for video?” Yes, there most definitely is.
Although Video SEO is still in its infancy, here’s something that’s going to help a lot.
Take a look at this video of Cincinnati Internet Marketing Czar Rob Bunting. Notice anything?
Pretty cool, huh? Transcribing text from video is just one of the new tools that are starting to pop up on the digital landscape. There are tools for adding captions to YouTube videos and your OWN videos. That’s the good news. The better news is that captions are searchable by Google. That will give you an added dimension to your video library and one more thing to worry your competition.
–That’s A Wrap