Great article, Michael! I knew I need video, but you convinced me of importance to have professional video.
What do you want from your marketing video?
Do you want to STAR in your own marketing video? Fine. But it will either be amateur and of poor quality and drive away customers; or it could be so expensive that it absorbs all your marketing budget.
Having spent most of the past year expanding my communications industry knowledge from just radio and audio recording to marketing video sales and production I've learned lots of things. But one key issue is foremost in my mind at this time. It matters just as much what you want from a marketing video as getting the video at all.
If you are like most business people you have learned that video is THE top marketing conversion tool. Studies have shown that no other medium is more adapt at turning prospects into customers. Not print, graphic design, mailers or even my first love...radio. This result matters not if your video is seen on television in the form of a TV commercial, or on the internet, or in a live presentation.
Video's new found capabilities, beyond customer conversion, includes the fact that it's a primo tool for improving website search engine optimization. SEO is the phrase or acronym that refers to making sure your website comes up on the first page of a Google search for products or services you offer. Failing to come up with a first or, at least, second page Google search post-link makes your website virtually invisible and a supreme waist of your time and money.
So, do you want your video to improve your internet presence; or do you want your video to be a great seller of your products and services? Ideally, you want it to be both. But such a video is what I call high-end video. And that kind of video will cost you something. But it will be slick, you can STAR in it and if it's done well it won't be dated, you can use it for years, and it can draw customers to you. But, if you are a small business you have to weigh whether that cost is too extreme. For most, it will be. So what's a small business owner to do?
Well a cheaply made amateur video can accomplish the MORE IMPORTANT task of improving your SEO and internet presence; even if it doesn't help your branding or image. But while a cheap amateur video may draw people and search engines to your website initially, it's likely it will drive the people away as well.
Make the wise decision more and more small businesses are choosing. Do a professional video, and do a series of them. Do them in an affordable manner that allows you to have something professional, if not high-end. By spending money on lesser expensive videos you not only aren't hurting yourself like a cheap home made video might tend to do but you aren't breaking your budget for JUST one video. Have a selection of 3-6 videos to rotate onto your website not only helps your SEO because ITS VIDEO; but it helps your SEO because it's changing content too.
And changing content on your website is very valuable to the algorithms conducting the Google search. For example how much sense does it make to have a video on your site in December showing images from the video shoot in July; or visa-versa. Have a Winter time video and a Summer time video. Have a video explaining your products. Have another video explaining your service. Many SEO experts will point to five things that are particularly helpful in improving your websites search results:
2. Changing content
3. A regularly updated blog
4. An e-newsletter
Video is tops on the list. And given videos capabilities as a customer conversion tool it's time to make or get a video.
No matter who does your videos remember its far easier to sell people when they come to your website than if they don't.
Thanks for visiting. Comments are welcome.
Learn more about the author, Michael Schuett.
Comment on this article
Posted by Olga von Houck, Bellevue, Washington |
Jul 30, 2010
Posted by Judy Dunn, Seattle, Washington |
Aug 10, 2010
What great advice. The difference between an engaging video made by a professional—someone who knows what they are doing—and an amateur can be astounding.
I think it used to be that the search engines couldn't index videos and include the content in searches, but I think that has changed.
Your statement about SEO AND content being equally important is key. As with copywriting, the keywords/SEO may get people to your site, but if your content isn't compelling, whoosh, they are gone.
Very helpful article. Thanks.
Posted by Marcy Collins, Santa Monica, California |
Apr 03, 2011
I totally agree Michael. Thanks for this article. I've been procrastinating on this but I'm adding it to my 'to-do' list right now.
- video marketing
- seo suggestions
- seo help
- video production seattle
- michael schuett
- total broadcasting service
- affordable video
- video marketing help
- video suggestions
- marketing videos
- video service
- website videos
- amateur video
- shooting your own video
- recording a video