INTRODUCTION
Using Video To Get Listed Quicker on Search Engines
There's a lot of talk about "Search Engine Optimization" (SEO) these
days. Even though all this does need to be done to get the most out of
an online campaign, just one video will get you noticed quicker---and it
will be much easier with the introduction of the new iPhone 4 (you can
shoot, edit, and share HD video right on the phone!).
Combining
images and audio is very powerful and very effective in getting your
message across---and a great percentage of people will actually remember
it.
Someone once said that we retain 10% of what we hear; 20% of
what we read; 30% of what we see; 50% of what we hear and see; 70% of
what we discuss; and 90% of what we do or teach.
So, as this
shows, video is the most effective form of 'presentation' we have
now---and after one experiences a video presentation, if you can get
them to do something, that will almost 'cinch' an action related to your
message. That is why advertisers still use TV commercials, since they
know it still is a very effective method in communicating their client's
message.
A "permissionTV" (now VisibleGains) study stated that
2/3 of senior marketing executives focused on web video campaigns in
2009---and more will do so in 2010.
Just look at how popular
YouTube has become (and that Google paid $1.56B for it a few years ago).
Video, combined with the distribution to the mobile phone, is going to
be the next wave in marketing.
As high-speed Internet becomes more
prevalent via "broadband" (computers) and "wireless" (phones)---which
has been estimated to be installed in about 75-80% of the homes and
business in the U.S. by 2012---videos will be available to more people,
the costs to distribute them will go down, and it will 'suddenly' become
an expected part of doing business. So, do it now, and be ahead of the
curve!
WAYS TO USE INTERNET VIDEO
Reduces Costs and Increases Customer Service
There are many different ways to use video in your marketing
'mix'---company overviews, executive summaries, product reviews, and
talking-head welcomes. You can even combine the video with a
presentation for a more effective online meeting, or develop a
stand-alone interactive presentation that allows the user to focus on
what they want at their own pace.
But, since people don't like to
be 'sold', it is much more effective to show someone how to 'do'
something---like fixing or putting something together, training someone
on specific actions, or showing the details of something physical.
Examples include adding memory to your computer, new employee training,
and real estate walk-thrus---and things like PodCasts are a great way to
distribute these in many different venues.
This reduces your
costs and allows the customer to do it when they want to, rather than
when your company customer service is available.
Your potential
customer is searching for someone they can trust, and you're an unknown
entity. Using video is the closest thing to actually being there, and
one of the most effective methods in garnering that trust.
TYPES OF VIDEO
Different Types for Different Uses
Motion graphics is usually totally computer generated content like a
'slide show' or animation that usually has some sort of music or
voice-over to give it interest and better explain the message. This
allows you to create things that don't exist, or would be cost
prohibitive to shoot video of.
Probably the most popular software package for this is Apple's
Final Cut Studio, and it has an industry-leading component called
"Motion" that is used by most leading-edge production facilities around
the world, and most, if not all, of the Hollywood studios.
A more
'traditional' video would be called a "movie." This usually combines
'clips' from a video camera with graphics and music. Again, most
high-end producers use Final Cut Pro for this, allowing them non-linear
editing capabilities using a variety of different video formats, and
then 'modularize' the presentation so it can be used in many different
ways, and distributed via many different formats.
WHY USE INTERNET VIDEO?
Levels 'Playing Field' for Small Business
One of the things video does is 'level the playing field' for small
business---you can be perceived as an expert and 'look' like you are a
much larger company than you really are. It also reduces the cost of
'sales-per-appointment' drastically.
Since video is multi-sensory,
it engages the viewer to absorb more information quicker, and the user
can review specifics by replaying it. It also presents a 'consistent'
message, something hard to do with the 'personalities' of a sales force.
In
addition to this, video accounts for over 50% of all web traffic---with
more than 20% of all web traffic going to just one site (YouTube). With
the introduction of the Facebook "Page," businesses will have another
'outlet' for their videos.
Even though video is still in its
'infancy', it's becoming very popular (especially with the increased
capabilities of "Smart Phones"). It will also give you a lot better
chance of getting 'noticed' in comparison to having just a web
site---search engines are looking for new video content, and Google's
"live news feed" in their search results features videos related to the
request.
Just remember, today web surfers know what they want, and
they want it quickly. So, present your video as one of the first things
they see, and tell them they can find out within 2 minutes, whether or
not you can help them.
You need to convince them what makes you
different from other companies. So, definitely check out what your
competition is doing---and do it better and quicker!
THREE IMPORTANT THINGS TO NOTE
Cost Effective; Quickly Changed; 24x7
First off, it's very cost effective to distribute information, since
your prospects and customers can easily download it. This saves you
money.
Secondly, it can be changed quickly to respond to market
changes and product updates. This keeps you ahead of your competition,
in more ways than one---a video actually ranks you higher in search
results. Not only are video results becoming more common in search
engine results, but your video stands a much better chance of being
shown on the first page than your text pages do. (Surveys have shown
that a video has about an 11,000-to-1 chance of being listed on the
first page, whereas a text page has a 500,000-to-1 chance!).
Thirdly,
it's worldwide. You can expand your 'reach' and grow your business.
Since it's available 24x7, so it doesn't matter where your customers are
located---you can be selling and supporting your products and services
while you sleep.
INTEGRATED MULTIMEDIA APPROACH
Coordinated Marketing Message
"Multimedia" is a term used to describe the combination of multiple
forms of media. A company that is considered a multimedia firm, is one
that has expertise in print and graphic design, video production, web
site development, advertising, marketing, and sometimes even trade show
displays.
Having been around for over 20 years in this industry, I
would suggest you look for a firm that understands the strengths of
each media, and what needs to be done to make sure the visual look and
feel are coordinated between them.
COMMON MISTAKES
Keep It Short and 'Sweet'
There are many methods for getting prospects to your web site, but
it's only the first 'step' in online success. Getting them to take
action is what you are doing all this for---to educate, engage, and
solve their 'need' with what you have to offer.
One thing to
remember is that creating an 'effective' web video takes more than just a
camcorder and iMovie---it's a highly multi-disciplinary art that
combines almost all computer graphics areas of expertise---creative
'storytelling'; graphics production; illustration; animation; titling;
professional camera work; lighting; models and voice-over talent;
musical integration; audio 'sweetening'; high-end editing capabilities;
and an understanding of the best formats and compression to use for
different distribution methods.
One of the other major mistakes
people make is trying to say too much, thereby making the video too
long. People are really busy and kind of 'impatient', so tell the viewer
how long it is up-front. It's been shown that it should be no longer
than two minutes, because there's even a worse 'backlash' when the
presentation is either 'annoying' or too long.
So, even though in-steam video is much more effective, it can also be much more intrusive---so be judicious with it.
WHERE WE'RE HEADED
Rich Media and Web 2.0
You might have heard of the term, "Rich Media"---it describes the
broad range of "dynamic motion" applied to static content that occurs
over time. Examples can include things like streaming newscasts or stock
'ticker', or pre-recorded webcasts coupled with a synchronized slide
that the user controls.
Another term you'll hear more is "Web
2.0," which will increase the security, collaboration, functionality,
and creativity of the web. Sites like "Wiki," "Facebook," "Twitter," and
"Flickr" are showing the first 'fruits' of this in the social
networking arena. The future will see things like having interactive
customer design and personalization of products, reducing material and
labor costs, and getting the 'product' to the customer quicker.
With
cell phones having become pretty much a common item for many people,
there will be a larger 'push' to deliver content to the user in a more
convenient and 'instantaneous' manner.
This medium is becoming so
popular that there's a popular "viral video" TV show that shows what's
most popular that particular week. This shows that the web is starting
to be the 'originator' of content---something that was just recently
'relegated' to newspapers and TV exclusively.
There are also
specific services available that are offering video-specific services.
"Ramp.com"âEUR^(formerly "EveryZing"), converts video to text, and is
ranking them like regular pages (kind of re-inventing Google's AdSense).
HOW TO START
Seek Expertise
Of course, one can easily record something or someone with a digital
video camera or a web cam, and upload it to a sites like YouTube, Yahoo
and Google Video, Flickr, Photobucket, and Vimeo.
Maybe I'm being
a bit biased, but my strong suggestion is to be sure you deal with an
experienced, proven firm. There are many people that can do only certain
portions of a project, or are just starting off and will promise much
for very little. This usually doesn't turn out well. Just remember, this
is your 'image', something that may have taken years to develop---and
will take a lot more effort to 'repair' a bad image than it takes to
create one!
The good thing is, there's many resources available on
the Internet to give you an idea of what you need and how to do an
online video.
