Whether you know it now or not a well produced commercial video for your business is going to become a necessity in the very near future. Being without a professional video will soon be equivalent to not having a website; it will be as necessary as it used to be to have a listing in the Yellow Pages. In the early 1990’s few businesses had fax machines. By the end of the decade your business was a dinosaur if it didn’t have a fax machine. Some things just evolve into necessity. When it comes to marketing your business being without a quality video of one kind or another will be tantamount to professional malnutrition.
And with the affordability of professional video production these days the argument that your business is too small to have a well crafted video is synonymous with arguing that you should close your doors. While I could be overstating the case for video I’ll let you judge for yourself.
According to the Unica State of Marketing 2010 study, video is the most adopted rich media marketing tactic today. Videos, created by marketing, rank first followed by streaming media, YouTube, podcasts, and ads within online videos represent the rich media tactics expected to be used most in the coming year. Year over year growth in the next 12 months for all these tactics is expected to be in the 20% range. Combine this study with what we already know about the internet. Search engines Yahoo and Google are the most visited websites on the internet. Number three is YouTube. Number four and climbing is Facebook. 99% of all videos viewed off Google originated from YouTube. And Facebook allows the posting of videos or of links to online video or streaming media. It’s increasingly evident that when a person is online they are looking at video more than they are looking at text or graphics.
The comScore Video Metrix service says more than 173-million viewers watched an average of 187 videos during the month of January 2010. Using video as an online marketing source makes sense when considering that over 32-billion videos were viewed on-line in January alone.
Search engine optimization or S-E-O is actually the most obvious reason why you need video in your marketing scheme. The people who run search engines like Google, Yahoo, and Bing see the same data and more that I just shared with you. So when you type into the search bar that which you seek and then click the search button the algorithms in Google or whatever site you may be using for your search heavily favor video as the answer to your query.
Emailing marketing is another vehicle in which video is becoming the dominant means of communicating a businesses message. According to the latest quarterly report from WebVisible more than eighty-percent of respondents said they used video in email marketing last year and will continue to do so, or they plan to do so this year. WebVisible is a Software-as-a-Service (SaaS) company and leading name in local online advertising. In that same report WebVisible writes that the average small business investment in search engine advertising in the fourth quarter of 2009 was $2,149. That’s a 30-percent increase over the third-quarter and a 111-percent increase over the fourth quarter-2008. The data represents nearly $22 million in U.S. small business advertiser spending in Q-4 2009 from more than 12,000 individual advertisers.
And as I mentioned affordability is growing. Generally speaking a full 1-2 minute commercial shot and produced video is still going to cost you a couple of thousand dollars. Clearly a figure difficult for small businesses to come up with. But alternatives exist, slide show video production. A Renton, Wa firm offers full two minute video with text, graphics, scripting, and voice talent narrative is available for less than $300. Less if its only 1 minute. A Bellevue, WA video production company usually does high end quality video production, and it’s not cheap. But they’ve recently marketed a service in which a business owner who provides their own one minute script can read that script from a teleprompter while he or she stands in front of a green screen. They’ll impose his company logo on the screen beside him. And they’ll do all this for just $400. If the business person is a good reader, and clear and dynamic speaker it’s not a bad deal. Lastly, a few company’s offer serialized low cost videos. One website has a service in which short 30 second serialized videos are available affordably depending on the size of the file you wish to download. Of course, the larger the file the better the video quality. But the negatives are that the larger the file the greater the expense, and the longer it takes for that video to load and/or download on or off the internet.
Of course the cheapest option is for you to produce a video on your own. And just like most persons who take do-it-your-self tasks of any kind it’s very likely to look like you did it yourself and the poor quality of the video will reflect accordingly on you and your business. Just like you need a lawyer for legal advice, a doctor for medical care, and a plumber for plumbing service and repair; you need professionals for production of your commercial video.
With the exception of poor quality do-it-yourself video any form of video on your website, Fan Page, or email marketing scheme is helpful to your businesses marketing and branding goals which, of course have the ultimate goal and achievement of more customers and greater revenue.
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