Welcome to your next marketing challenge; creating video content that will engage your potential clients and get you ranked on the first page in Google. I speak to SME owners every week that are navigating a crowded online marketplace dominated by companies with big budgets and global brand recognition. Even for the smallest of companies it’s possible to compete with the big boys without hiring Roger Federer or spending a ton on Google ads. If you haven’t thought about video for business, or are trying to convince the decision makers in your company that this is the way to go, here are five points to consider:
- Video traffic will be 79% of ALL consumer Internet traffic in 2018 (up from 66% in 2013)
- Viewers retain 95% of the message when they watch it in a video compared to 10% when reading it in text.
- YouTube is now the internet’s #2 search engine but will overtake Google in 2017. Yep, seriously!
- Visitors who view product videos are 85% more likely to buy than viewers who do not.
- Posts with videos attract three times more inbound links than plain text posts.
It’s all in the planning
Once you are happy that video content is going to help your business, the next problem is how to create content that will achieve a good ROI. The first thing I tell people to do is look at their business plan and ask the question “what do I want to get from this content?” Video is a tool in your marketing arsenal that when used as part of an integrated strategy, can be incredibly powerful. It gives you the ability to connect emotionally, provide technical demonstrations and is a great way to talk directly to your customers. It’s versatile too, and can be used not only on your website but across all of your online channels from social media to email marketing. When planning to get a video produced, think about these 5 points:
Set your objectives and stick to them – Whether the intention is brand building, raising awareness or to increase sales, you must keep this in mind at all times
- Know your target market and give them something of value that they can share or will remember you for.
- Understand your unique selling points and back them up with emotional or rational reasons to believe
- Avoid simply talking about what you do; explain why you are the best choice
- Always include insights and facts to show you are an expert.
Creating an amazing video is all well and good but without using the right methods to reach your target audience you will end up with a video sat on YouTube that costs thousands of dollars and only gets 243 views.
Fly like a Hummingbird
Hummingbird was the name Google used for an update to their algorithm that had a heavy impact on how video can help your search rankings. Part of this update was to alter the way google views content to not only favour long form content (large blog posts etc) but to lean heavily towards diversified and visualised content. Adding video to your website and social media sites and getting this content shared will help to optimise how your site is viewed by Google and push you further up the list.
Google wants you to engage and inform
Think of your website as the reliable friend you go to when you need tips on the best restaurants or where to find a good hairdresser. We all have ‘go-to’ people and you need your website to be the ‘go-to’ person for your industry. Google measures this in 3 ways:
1. Time on site aka; Stickiness
Sticky sites are good, the more time users spend on a website directly correlates to how engaging and relevant the content is. If Google sees that your average time on site is below 20-30 seconds, it will think that your website is irrelevant and you will lose rankings accordingly.
2. Bounce rate
This is the percentage of users that leave your website after only viewing one page. You need to mix good website design with engaging content such as infographics and videos that will keep people clicking through.
3. Social Media Back-links
Back-links are created to lead people from other parts of the web back to your site. For example if you scroll down your Facebook feed and click on a video link that takes you to the Nike website, that link they have created is called a back-link. Back-links from social media sites are viewed by google as ‘good links’ as they are coming from a trusted source.
Don’t just produce. Promote, promote, promote
One common mistake I’ve seen is for marketers to front load their marketing spend with a large budget for video but no budget to help promote the content. Try to look at it like investing in a new car; do lots of research and find exactly what you want from a reputable dealer but leave enough cash left to fill it with petrol and hit the gas.
David Smalley is the Head of Business Development for Mededs Video Productions and has over 15 years of video production and digital marketing experience. David started his career at an online video agency producing videos for blue chip companies such as Dell, Samsung, Dixons Store Group and Canon. Most recently, he moved to Hong Kong and has recently taken an agency-side role focused on helping SMEs and multinationals to produce content marketing strategies.