Continue reading »]]> Online video is all the rage but are you making the most of your web videos?

Here are 7 easy tips for online video marketing success

1. Make sharing as easy as possible. Integrated sharing controls and embed codes make it possible for your viewers to spread the word by sharing the content around the web: increasing your reach and brand awareness.
2. Put the video in the right place. Putting the video where it is most likely to be seen seems obvious but many just place the video on the homepage. Think about the content of the video and where a customer would expect to find it on your website. By including video pages on key pages and at key stages during checkout you can increase conversion and reduce cart abandonment.
3. Use analytics. As with a traditional website, how the more detail you gain from your analytics the better value to future marketing: how many are watching, and where are they coming from? How long are they viewing for? What is the conversion rate?
4. Try adding adverts to your videos. If the content is good enough, viewers won’t find the adverts intrusive, and are more likely to click through if there is a close link t the video content.
5. Call to Action. Don’t forget to include a clear call to action during the video – you need to remember the video might not be seen on your website so don’t rely on it to provide the all important contact details.
6. Encourage feedback. Google continues to value social media when ranking websites, so the more comments and feedback your videos receive the better for your
7. Maximise accessibility. Use available tools such as closed captioning, keyboard controls and transcripts to ensure maximum accessibility.

These simple to action tips will help you make the most of your online video marketing.

Continue reading »]]> If you have made the decision to use web video as part of your marketing campaign, it’s wise to appoint a professional web video production company to make the videos.

With increasingly sophisticated equipment and excellent editing software, some business may decide to go it alone. But using the professionals is, in the long run,  probably the most effective option.

A Google search will soon produce a shortlist of potential web video production companies so before you make a decision here are some essential aspects to consider:

1. Experience in web video production

This is not the same as experience in video production. The commercial aspects of making video for web are different from making videos for other uses. ‘Film production’ experience, success in making pop promos and a background in short film is not the same as solid experience in delivering commercial web video, so make sure you understand what their experience is. Check out their previous work as a minimum, and ideally speak to current clients for honest feedback. There may have been ‘artistic differences’ but did they get the videos they wanted.

2. Input into the production

One reason for using an experienced web video production company is to get input into your planned video or campaign of videos. You know your product or services; the video production company knows what will and won’t work in terms of the web. Keep your vision clear, but encourage as much experience-based input. Naturally, no web video production company will give the benefit of all their experience before you have made some commercial commitment, but their willingness to do so should be a big factor in choosing your video partner.

3. Involvement in the production

It makes sense for you to have some involvement in the web video production. You may have no option if the videos feature you or the team in a ‘talking head’ style video. However, even without this direct involvement, you will learn and benefit most by being part of the pre-production and post-production of your web video. This work both ways – talk to your production company about getting involved in meetings, at the shoot and during any editing but likewise give them the respect due by clearing sufficient time from your schedule to become properly involved.

4. Price

Value for money should be your key concern, as well as being clear about what is included in the price. Ask for a written estimate so you can compare quotes, and ask if you are uncertain. You are commercially sensible enough to know cheapest is not always the best, and what you are looking for is a ROI.

5. SEO

How you tag, describe and share your web videos using social media is as important as the content of the video, so talk to your production company about their understanding of SEO, any web marketing services included in the cost or any additional services that they offer.

Even with level entry prices at their lowest, investing in online video marketing is a big step, so use the above to help you to choose the right video production partner.

Continue reading »]]>  

The growth of web video is well documented, so I’ll quote just two more ‘YouTube’ facts:

Over 48hrs worth of video is uploaded to YouTube EVERY MINUTE.

The site has over 3billion views every day.

The commercial opportunities of this change in web user behaviour are less well understood, especially by medium and smaller businesses. So we offer a brief guide to developing a web video strategy:

1. Decide on the role web video will play

It would be naïve to think all your marketing activity will switch to web video, so the first thing to decide is what is the best role video can play in your marketing strategy. The answer will depend on the nature of your business, but typically web video might be used for:

·         New product or service launches

·         Information, review or comparison guides on products and services

·         After sales services – how to maintain / care for / add to etc

·         New branch openings

It’s an obvious thing to say, but video is visual so use it in a visual way – ‘show and demonstrate’ rather than ‘talk and tell’.

2. Plan your web video

Nothing successful happens by chance so make sure you have plenty of time to plan you web video. The ‘who, why, where and when’ approach will allow you sketch in the basics, and use the whole team (if you have one) to fill the details. Align the video subject and content with your other marketing strategy – for example it should use keywords and phrases (both in the script, tags and descriptions) that you use on your website, blogs and social media. If not, you are missing out on an ideal opportunity to increase your online visibility

3. Choose your video production company

Choose a company with experience in web video production, not just video production. Make sure they understand the commercial value of the videos; encourage them to input ideas based on their experience. Talk to them about maximising your reach and search engine optimisation. Be involved in the whole production process, but take advice.

4. Reach out

Web video is a great tool to leverage marketing opportunities. We have already spoken about YouTube. Having a presence on the second most popular search engine makes commercial sense. Web video can also be accessed on your website and any supporting blogs that you run for your business. It is ideal material to share, so make sure you have the tools onsite to allow users to do this. Web video also adds interest to your Facebook, Twitter and other social media activity. So when you plan your web video, plan the social strategy around it.

Video websites are increasingly used by businesses, but even without creating a costly bespoke site, web video can – and should – play an increasing role in your online marketing strategy.

Continue reading »]]> There have always been plenty of great reasons to create a video website, but one of the main reasons why businesses have been resistant is the costs associated with web design and video production.

However, that is no longer a factor with reputable companies offering introductory wesbite packages with video from around £1100.

Can all businesses benefit from a video websites?

It’s tempting to say all of them as video content is much more likely to reach its audience than pages of text. Look at leading websites like BBC and the Guardian – they regard video content as crucial even though they could easily just use words.

Video can be used to promote the business generally or team members – to establish a personality behind the logo. Products especially can be shown in full 360 degree glory using video, and ‘how to…’ information, hints and tips are also much more informative on video.

Naturally, the younger market is well used to video, but an older target audience is also more comfortable with visuals than loads of grey text.

You will have your own ideas for content, but utilise the skills of your video website design company as they will know from experience what content works best.

Can video websites achieve good search engine rankings?

Increasingly Google values video content because web user value video content. Regularly updated video is always better, so when using a company to build your video websites check out the costs to produce further videos.

What will help with your search engine ranking are people sharing your videos via their social media platforms. You can also leverage the content of your video websites using YouTube – by some calculations, the 2^nd most popular search engine.

To maximise SEO, your web video content will need careful tagging and description using keywords but your web design company will help with this. Properly done video websites will out perform websites with more traditional content.

Can I manage my own video websites?

As with more traditional sites, video websites are typically built using CMS software such as WordPress or Joomla – platforms used by millions worldwide partly because they are easy to manage and offer powerful plug-ins and tools to maximise their business websites.

With the increasing popularity of video content, Google’s recognition of this and the lowering costs of entry level production, now is the time to think seriously about the advantage of video websites.

Continue reading »]]> All you need to know about Facebook and Facebook Marketing

All you need to know about Facebook and Facebook Marketing is the second series in our social media marketing video tutorials that our sister company Opace are rolling out over the next few months covering Facebook, Twitter and YouTube.

In this Facebook video tutorials blog we’re looking at the basics of Facebook and Facebook Marketing:

• Facbook timeline overview and features
• How to create a Facebook account
• How to setup your Facebook profile
• How to upload photos and videos to Facebook
• How to add Facebook friends and create lists
• How to change your Facebook username – Vainty URL
• How To Create Facebook Groups & Events
• How to use Privacy settings
• How to create a Business Page (Fan Page)
• How to use Facebook polls
• How to install a Static HTML (iframe) tab
• How to Facebook Ads (1) and How to Facebook Ads (2)

Facebook video tutorials

Facebook Timeline overview and features

Click here to view the video on YouTube.

How to create a Facebook account

Click here to view the video on YouTube.

How to setup your Facebook profile

Click here to view the video on YouTube.

How to upload photos and videos to Facebook

Click here to view the video on YouTube.

How to add Facebook friends and create lists

Click here to view the video on YouTube.

How to change your Facebook username – Vainty URL

Click here to view the video on YouTube.

How To Create Facebook Groups & Events

Click here to view the video on YouTube.

How to use Privacy settings

Click here to view the video on YouTube.

How to create a Business Page (Fan Page

Click here to view the video on YouTube.

How to use Facebook polls

Click here to view the video on YouTube.

How to install a Static HTML (iframe) tab

Click here to view the video on YouTube.

How to Facebook Ads (Part 1)

Click here to view the video on YouTube.

and How to Facebook Ads (Part 2)

Click here to view the video on YouTube.

Please let us know if you find this useful by Liking or Tweeting our page and would like to see more? 

Continue reading »]]> We looked last month at seven businesses that could use online video to find new customers, and we had such a good response we’ve got ten more businesses that are ideal for online video marketing:

Painters and Decorators

There can be no better testimony to your skills than some web video detailing your successfully completed projects. ‘Before and After’ videos will show the full benefit of using your services – and why not record a few customer testimonials in their newly decorated rooms?

Also applies to kitchen and bedroom fitters

Nursery Schools

Filming kids can cause some problems, but getting their parents on side will offer great opportunities to film activities and events at the nursery. In an increasingly competitive market, web videos will help give your school a competitive advantage: parents will see the benefits of choosing your nursery.

Also applies to tutors, private schools and language schools

Nurseries and Garden Centres

There has been a massive growth in interest in both gardening and ‘grow your own’ and there are more TV programmes dedicated to all aspects of gardening. Experienced or new gardeners value expert advice so use ‘how to’ videos as part of your online video marketing. Get the team involved, and, done properly, you are starting to develop into a brand recognised for its expertise and friendliness.

Also applies to landscape gardeners

Solicitors

Choosing a solicitor is always a minefield. Potential clients worry about lack of understanding and expensive fees. They will certainly look online before they choose so as part of your online marketing create video that details your expertise, your back up team or satisfied customers. If you spend a lot of your time offering free consultations on basic aspects of the law, then put this info onto a web video.

Also applies to conveyors and attorneys

Self Storage Units

Again there has been a massive growth in the use of self storage, matched only by the growth in the number of facilities. How to get a competitive advantage? Web video will not only let potential customers see what you offer, but you can answer a lot of those Frequently Asked Questions at the same time too!

Also applies to removal companies

Accountants

Be the accountancy practice that breaks the mould. All accountancy firms have online marketing due to the competitive nature of the sector – and by turning that into online video marketing you will have a chance to differentiate between you and your rivals.

Also applies to debt agencies and insolvencies practice

Remember customers are increasingly expecting to see online video when looking for products and services so using online video marketing should become an important part of any business marketing activity. If you have tried this incredible form of marketing, we’d love to hear from you about your success and the topics covered that have benefited you most.

Continue reading »]]> Customer service means different things to different customers – and that means small business can spend a disproportionate amount of time dealing with customer enquiries and complaints.

Online video can offer an excellent way to provide exceptional customer service, and has the further advantages of eventually reducing customer service costs and help build brand.

Using online video for customer service

Many customer service queries will often come down to variations on some similar topics and creating online videos will help resolve these queries.

#1 – Product enquiries

You can avoid the need to respond to post-purchase questions about products by creating short ‘how to’ videos that cover all aspects of the products especially areas that previous purchasers have had problems with. These videos can be made available online generally as a sales aid, or more detailed videos can be sent to buyers as part of your after-care service.

#2 – After care

Small businesses often score over their larger competitors through the quality of their after care service, but getting the message across to buyers is not always easy. An online video can help. Not only can you outline the after care service, but you can answer some of the more Frequently Asked Questions regarding your after care policy – allowing you more time on sales and prospects.

#3 – Returns and replacements

Why bother using online video to explain something as routine as your how to return or replace an item? Posting pages of web content is unlikely to be read by customers – and you will end up taking more calls or dealing with emails. A web video will allow you to include much more detail, saving time on responding to queries and making sure returns are easier to handle once received.

Secondly, doing something differently, and in a more personal manner, not only shows you care more but allows you to build a brand based on the personality of the organisation. And I do mean the whole organisation – if you have people or teams dedicated to customer service, aftercare or returns, then making web video is a great way to get them involved and show your potential customers the strength of your team.

Remember customers are increasingly expecting to see online video when looking for products and services so using online video marketing should become an important part of any business marketing activity – and affordable for every business. The only limit to what web video can do is your imagination! 

Continue reading »]]> “I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have web video… you are just not going to rank.  It will make you last among equals if you don’t have it”

That was Bruce Clay – one of the top SEO experts talking in 2010, and recent changes to how Google ranks websites have proved him correct.

For businesses wanting to maintain a competitive advantage, it should be a case of how best to use web video, not ‘if’. Like all successful marketing, web video production and marketing will take a commitment in time so here is a 5 step guide to help you get the best from your web video:

1. Research your market

Check out your competitors and suppliers to see if [and how] they are using video online. Use the internet and tools like the Google Keyword Tool to research your target market e.g. what are they looking for in search engines. Search for your key products and services on YouTube and use forums and social media sites to discover what your customers are looking for and how using these networks.

2. Prepare for your big production

Decide what subject or subjects you are going to cover in your web video. Keep them short and focussed to a single area. Perhaps you might want to feature the company generally, or focus on some bestselling or new products/services. Web videos which feature product reviews and ‘how to’ guides will often be used by a wider network more than ‘sales’-focussed videos – helping establish your expertise in a wider market.

3. Choose your web video partner

Web video production is an increasingly competitive market so there are lots of companies out there. When choosing any business partner, you need to do research – asking around in person or over the internet is always a good idea – and talk to a few companies first. Watch their previous productions, talk though your concerns and see if they offer any ideas. Be clear about what services they offer, and what is included in the cost.

4. Commit to the shoot

Your web video production partner will advise further, but it’s important to realise that web video production takes a commitment from you and the company –everything from developing ‘the script’ to making sure everything [and everyone] looks clean and tidy on the day. Set time aside and make a list of ‘things to do’ – preparation will help ensure a successful shoot.

5. Make the most of your video

Taking possession of your web video is the end of one process but the beginning of another equally important process, in getting the web video watched. Uploading to your own site is obvious, but it needs to be tagged and described using your websites keywords to maximise its effectiveness. Again, when uploading to YouTube and other networks, correct tagging and describing the video content is crucial. Using the web video on your own social sites is obvious, but like all great ‘films’ it needs distribution – send it to key bloggers, review sites, forums etc.

Taking the first step in web video is perhaps the biggest step, and most web video production companies will offer initial advice and support, free of charge.

Continue reading »]]> With Christmas fast approaching, it’s a great time for businesses to look at getting some web video to increase their sales over the festive season. Got new product lines, a new Festive Menu, some brilliant party night to promote? Web video is ideal to sell to your target market.

The attractions for your customers are obvious. Web video is increasingly watched by website users, consider YouTube for example. There’s no need for them to read through masses of online text when a short video can tell them all they need about your special Christmas products – and give them an insight into you and your business too!

Web video helps deliver the personality behind your business – and it’s a cliché but true that people buy people. Let’s be honest, your products are very unlikely to be unique – but your business and people are! You can either get recognised by being the cheapest or being the best. Web video helps you to become the latter. Customers will recognise that you are at least trying to be different, and that will help build your brand.

If it seems so easy, why don’t more businesses use web video? 

One reason is cost, but with your own video advert filmed onsite from as little as £595, web video production might not be as expensive as you think. Like most things technological, web video production costs have reduced over the past few years. Of course, you need to satisfy yourself that you will get a professional and usable web video – so check out your web partner previous productions first.

The next reason for not using video is probably, frankly, embarrassment. People have the idea that the video will consist of them talking straight to camera – and unsurprisingly that puts off lots of people. Talk to your production partner – they will have lots of ideas that might not include you at all! Talk to your team – one of them may love the idea of becoming a ‘web video star’  

How your business can harness the power of YouTube

Another reason businesses often give, is lack of time. Of course, that argument could be used for doing no marketing at all. It’s true that web video – like all successful marketing – needs careful planning and execution but a successful end product will not only give you improved sales but will help with your website’s search engine optimisation (SEO), and harness the power of YouTube to deliver more site visitors. That’s got to be worth taking time over!

Not only is Christmas approaching – offering a golden opportunity to develop your first web video – but there will soon be a time when most businesses will use video as part of their core marketing strategy. To maintain a competitive advantage, especially in difficult trading times, make sure you incorporate web video production in your marketing strategy to stay ahead of the game.

Continue reading »]]> There are two important facts to consider when thinking about online video marketing. Firstly, few companies do it. Secondly, Google loves it. These two facts add up to an exciting opportunity for businesses to develop an SEO advantage by including web video as part of their overall marketing strategy.

Google’s recent changes to the way it rates websites has undoubtedly favoured sites with video content. This is not change for changes sake, but reflects what Google believes its customers are looking for when they search online. The growth in YouTube alone points to the fact that users like to watch video – especially in preference to pages upon pages of text that websites have traditionally offered. Even websites that score poorly overall in Google indexing can achieve page 1 ranking with optimised web video.

As always, with any website content, there are two parts which need to be carried out correctly. The first is the web video content and we have written elsewhere about how to create or curate web video content. It’s equally as important to make sure all web video is optimised fully.

Briefly here are 3 simple steps to start achieving this:

1 – Submit to YouTube

Harnessing the power of YouTube makes sense, especially for smaller organisations. You can be sure that Google will index the content, and that will help with getting your brand recognised – but it won’t necessarily drive traffic to the site so you will need further optimisation to maximise your online video marketing.

2 – Create a video sitemap

Another of Google’s Webmaster Tools, it is specifically designed to support video content and offers a step-by-step guide to best practice and how to submit a video sitemap. Don’t assume that because you have submitted a sitemap for your website that video content will also be indexed. Better to be SEO safe than sorry, so use the video sitemap for all web videos.

3 – Titles and tags

As with traditional SEO, using the correct keywords within video titles and descriptions will help get your web video seen. ‘Correct’ here means keywords are related to the web video content and are related to [perhaps even the same as] the keywords on the website page where the video is placed.

As with traditional SEO, long-tail keywords can help get the video content on to page 1 of Google. Users are not searching any differently; they are just seeing results offered differently – with web video often at the top of the rankings. Make sure keyword-rich descriptions are also used when annotating the content or in ALT tags on your website.

Hopefully these three steps will show you the importance of SEO for online video marketing and how it can be done relatively easily. However, professional and cost-effective help is always available to help you turn your web video into a commercial advantage.