How to Set Up a YouTube Channel for My Business

YouTube is the second largest social media outlet in the world. Other than Facebook, there is none larger. Getting your YouTube channel set up correctly is important for several reasons. First, it’s your brand. If you’re hosting your videos on YouTube, this is the primary way people will judge your ability to keep your brand intact. Second, it shows consistency. If you can demonstrate a high level of consistency within your brand, you’ve shown you have what it takes to stay organized. Do your clients want to know you’re organized? Our guess is they do.

What this post covers is what you’ll want to do past the initial set up. We know there are a lot of resources out there that will help you set up your channel initially, but once you have it set up, what should you do? This post will give you a checklist of sorts of what you should to do maximize your channel. Here we go!

Once you’ve followed the basics of setting up your channel, there are a few tips we’d like to share.

  • Channel Art. You’ll want to set up channel art to give your channel a branded look. The recommended size right now (2018) is 2560×1440 px, with a safe area of 2048×1152 px. YouTube recommends a file size of 4MB or smaller. This helps in the load time and cuts down on their storage needs. NOTE: make sure any text or logos you want to have displayed is in the safe area. If you create the recommended size, there is a safe area within that every device (or at least a vast majority) will allow the viewer to see.
  • Social Media Links. Once you’ve set up your account, you’ll want to link it to other assets, such as your website and your other social media pages. Currently, YouTube has a specific list of social media pages you can link to, including Google Plus or Google Pages, so you’ll want to make sure those are set up. Also, keep in mind these links, once set up, show up in the bottom right portion of the Channel Header Art, so keep that in mind when designing the header. If the social links cover important information in your art, like a phone number, it won’t be visible.
  • Icon. Add the icon in the top left. It’s not always visible on every platform, but it helps to have it there. Most people use their logo, others use their head shot, but in the end, its up to you.
  • Enhancing the Channel.
    • Optimize the Description. You’ll want to write a brief, high-level description of what your channel is all about. It should use keywords and incorporate specific statements as to what the channel is about. Google’s algorithms have gotten pretty smart when it comes to text, so this is important. Don’t include statements that are unrelated and always have a call to action. The call to action might be to visit your website, watch a certain playlist or video, or call a phone number.
    • Add Channel Trailer. A channel is less effective if it doesn’t have a trailer welcoming or describing the channel. You may not think you need one, but here’s why you do. When someone arrives at your channel, they may or may not know what your business is all about. They may not understand how your channel is organized or what is important for them to view to get a better understanding of who you are and what you do. The channel trailer will guide them or give them some reference as to who you are and why the channel is helpful to the viewer.
    • Add Links to Channel. These links (described above) help Google verify and solidify who this channel belongs to, who it’s associated with, and builds the web of links you want Google to know and understand to improve your website and channel optimization.
    • Playlists. Adding playlists is one of the ways you can tell your visitor you care about them. You’ve taken the time to organize your videos into bite-sized pieces to help them digest your message. Playlist are just that: a way of organizing similar videos and you should do it for a few reasons:
      • Organization. We’ve said it once already, but this helps the viewer know which videos relate to each other.
      • Get Discovered. When playlists are organized, YouTube (Google) knows that each of the videos in the playlists are related, therefore have a higher probability of getting discovered organically. When someone searches for a topic and you’ve titled a video with that search phrase, YouTube might bring up your entire playlist.
      • Related. Again, because they’re related, the viewer can dig in as deep as they like to learn more about the related topic.
      • Session Time. No, this is not the beer type of session, it’s the time they spend on your channel. If someone lands on your channel first (organically or directly) and then spend some time on your channel because they’re nosing around in similar videos, you get extra credit for keeping on your channel longer. Longer sessions usually mean credibility for Google/YouTube. Layer on top of that, YouTube will even reward you if you draw someone to your channel and then move off your channel to another channel. You get extra credit for bringing the viewer to YouTube (at one point, the entire session time they spent on YouTube was given to you, not all the other sites if they visited you first).

For a couple of examples, we’ve selected one channel that has some missing pieces (but otherwise might be ok) and another that does it very well. For starters, let’s look at the channel that is missing a few pieces. We’ve removed their logo and name to protect their identity.

Image of YouTube Channel page that's missing a few components

So here are a few points to consider on this channel. First, there is an inconsistent image for each video. You’ll see on the next example, how a consistent image can be created. Second, and this is something you can’t see in this image, they don’t have playlists created.  As a visitor, you might not know which video you need to watch, but if you knew that four of the list of videos were about a specific topic you came to learn about, you’d find it helpful. Third, the trailer did not have a call to action and did not incorporate a general message for the business. It was more of a moving PowerPoint presentation, which is fine, but less effective when it comes to getting the viewer to take action.

To see a good example of a YouTube Channel, we’re going to use our sister business My Video 101’s YouTube Channel.

Example of a good YouTube Channel layout

For this channel, we see some helpful things right from the start. First (green arrows), the header image is information about the channel and what to expect. For businesses, we recommend an image with a message that makes sense for your branding. On this example, we also see the social media buttons are set up. Second, this channel has playlists set up (see yellow circle). They use several: Vlogging Advice, Product Reviews, Technical Tips, and Behind the Scenes. Helpful if you only want to learn about one area of the channel, right? Third, this channel has consistent branding across all videos (see blue check marks). While each topic is different, each video looks similar, yet a little different. Consistency is pleasing to the eye and helps the viewer feel at ease when searching through the videos.

With just a few tweaks your YouTube Channel can improve your image and increase views. Take the time to set up your business channel the right way so you get the most out of your channel.

 

 

 

Sources:
DreamGrow (https://www.dreamgrow.com/top-15-most-popular-social-networking-sites/)
Gravity Search Marketing (https://www.yourseoplan.com/benefits-of-creating-youtube-playlists/)
YouTube Support (https://support.google.com/youtube/answer/2972003?hl=en-GB)

Buffer (https://blog.bufferapp.com/create-a-youtube-channel)

How to Disrupt Your Industry Using Video

Set of 5 doors all with gray door and one red

You’ve heard it before, whether from your web developer or from a marketer… “You need video for your website.” While it’s true, video helps, video isn’t always the only answer. BUT, if done correctly, video can be the difference maker in standing out in a crowd of competitors. Let’s dig into a few stats and reasons why this is so.

First, think about the last time you purchased something online. Did the product page have information about the product? Of course it did.  Did the product page have photos of the product? Most likely. If the page didn’t have photos, would you have purchased the item? Most people we ask say they would not purchase an item online that didn’t have a photo to see the product. Did the product page contain a video? If it did, do you remember the video? Do you remember what or how they educated you on the product? Did they show you how to set it up, highlight certain features, or show it being used? Most likely, if the product page had a video and you connected with the product and video, you purchased the product.

Therein lies the effectiveness in video.

The video was effective in helping you process and retain information about the product so you can make better decisions. In fact, it has been shown that people are somewhere between 65% and 85% more likely to purchase a product after viewing a video than having not viewed a video about a product or service.

According to Eyeview, a video marketing agency, by including a video on the landing page, conversion increases by 80%. Even Hubspot Blog Post states that “54% of consumers want to see videos from brands they support in comparison to email newsletters (46%) and social media images (41%).”

Common Types of Video (and we have done all of these):

  • Product Demo videos showing how to use the product, how to set up the product, or just why you should buy the product.
  • How-To videos
  • Testimonial videos … who better than your clients to tell potential customers why you’re awesome!
  • Explainer videos that show the viewer why they need your product or service and what you can do for them.
  • Expert Interviews
  • Event Videos
  • …the list can go on and on.

Now you know why it’s important, how does it help you become a disruptor? Great question. One of the things we hear is that after creating the video and posting it (or several), they become viewed as an expert in their field. Our clients know a lot about their subject and can demonstrate that with authority on a video. Viewers can feel and sense this experience when watching. When they do, the viewer will feel confident in calling or buying.

Being a disruptor means you have to do more than know your subject matter. Being a disruptor means you have been doing what you’re doing for so long (or with enough outside experiences) to see an opportunity in the marketplace. Imagine that you have been doing your job for 15 years, you know it inside and out, and realize there is a gap in services or processes that might be taken advantage of. Imagine the expert talking about how to use this opportunity to help the consumer. Bam! Disruption begins. The person on camera suddenly becomes a person to be reckoned with.

The next time you see an opportunity in the marketplace that you can solve or fix, this might be the time to create a video and highlight your strengths! Let us know if we can help in any way.

Why Multi-media Works

Photo from a Plum Productions Shoot

Why Multi-media Works

There are several reasons why you should use multimedia on your website. In this post we’ll cover the reasons to use multimedia, what effect it has on your Search Engine Optimization (SEO), how it affects branding, and the various types of multimedia available for use on your website.

Branding

From a broader sense, we recommend using various forms of media to strengthen your brand. This doesn’t mean add media just to add media, rather add media with purpose. If you are going to add a photo, why are you adding it? What purpose does it serve and how does it improve or amplify your branding message. The more styles you use (not necessarily on the same page) the better your branding can become.

Types of Multimedia

There are several types of multimedia you can use on your website.

  • First up are images. Whether its free stock photos, photos you’ve purchased, or photos you’ve taken yourself, photos add to your story. If you add images, there are a few rules you should follow and we’ll get to that later in the SEO section. Another form of multimedia are slideshows.
  • Slideshows that are embedded from Slideshare or other web slideshow sites can enhance your image by providing multiple images in a very compact space.
  • Videos. We obviously have a lot to say about video, but here are some things you may not have known. Videos are more likely to show up on the first page of a search engine results that that of photos. Think about that. What’s the value of having your information on the first page of search results? Video isn’t the only thing that can or will get you there, but it is more likely than a photo. This doesn’t mean you shouldn’t post photos. This post would suggest it is a mix of multi-media types that is important. Are you going to click on the video below? Probably. Will it keep you on our site for at least 3 more seconds? More than likely.
  • Audio. Podcasts, streams, etc. Audio plays an important role to some. Some people are more audible than visual. Those audibles love to listen to things (podcasts, music, etc.). Give them what they need every once in a while. Plus, this additional form of media will only help your brand if done correctly.

Time on Your Site

hourglass measuring timeOne of the benefits of having multiple forms of media on your website is that you keep people on your site longer. Longer is better in terms of SEO. Google and the like feel that the longer one spends on your website, the more informative and important it is to the visitor. If every visitor stays on your site for a minute and a half, this would suggest there was a reason for doing so. That’s where the “crawlers” and “bots” come in. They comb the website looking for reasons people stay on the site. When they find several forms of media (including video), the report back that the site is informative.

Optimizing SEO

Image of Storyboard Script SketchOne step we would recommend you take is to optimize your website as much as possible. All that means is that you tell the “bots” what they’re finding. You’re giving them a road map and overlay of your site. For example, if you’re placing a photo on the page, you should include alt text. Alt text is what should show up on the page if the photo cannot load. So if you are posting a photo of a child on a swing on a playground, the alt text might read, “Child on swing at a playground.” This applies to embedded video as well. You should also name the file (audio, video, image) with terms and words that match what it is. Google is getting smarter and smarter, and they can now process a photo and know what it is. If the name doesn’t match, it may throw out the photo or the website. Make sure the name of the file is relevant. Also, include an image description if possible. Finally, there are several other things you can do to your website to help with SEO, such as, keywording, title tags, H1 Tags, descriptions, etc. All of this is too much to get into on this post, and probably needs an SEO specialist to help you. (We know a good one if you need).

 

 

Sources: https://www.cincopa.com/blog/why-multimedia-content-is-so-good-for-your-website-and-blog/

What Type of Video Should My Business Have in 2018?

What video should you have on your business website? That is a great question. One that depends on what you want to do with it. Many of our clients tell us they want to create a video to tell their story. But, telling the story isn’t what they really want. What they really want is to increase the number of incoming calls or increase sales. That’s what they really want. We’ve worked with hundreds of clients and have found the best way to get what they really want is to ask a lot of questions.

One of the questions we like to ask is, “Why are you making this video?” It helps us understand the purpose and end goal of the video. If you are looking for more phone calls or purchases on a website, a direct call to action must be present. If you are looking for a feel good piece that shows the world some of the good you do, a call to action does not fit.
Another question we ask is, “How will you measure success once this video is complete?” This helps us understand some of why we are doing this and what will qualify as a success or failure. We want to work toward success and know what a failure looks like before we start.

So, what types of video should you have for your business in 2018? There are several types we’d recommend, but each business needs to identify which video needs to be created first and why. This list doesn’t mean you have to do all of them, rather, pick the ones that make the most sense for your business. That said, these are the business videos we are being asked to create for most businesses and the trends that match.

  1. Corporate About Us. Every business should have an About Us video. Here’s why. The first thing people do when searching for a business is research. That’s why Google will return information about a business or topic the first time you search. After that, Google assumes you want some more details and may return other sites that are more granular. During the research phase, your customers want to know who you are, can they trust you, and feel compelled to pick up the phone to call you. The About Us video answers the following questions:  (a) Who is this company, (b) Can I feel comfortable working with them, (c) Can I trust them, and, (d) What experience do they have? Here’s an example.
  2. Testimonials. No one can tell your potential customers that you do a great job better than your existing customers. If you tell them, the potential customer will most likely think, “Yes, that’s what you want me to believe” or “Yes, that’s nice, but you’re trying to sell me on your services.” But, if your existing customer is on your website telling a potential customer how good of a job your business did for them, they’re more likely to believe it. Whether you create one video with several different people giving testimonials or several videos with one testimonial in each, your existing customer should be telling this story. Here’s a different way to share your client testimonials. 
  3. Video Blogs. Also known as a vlog, a video blog is a way to show potential clients that you are professional, understand your business and how it helps your clients, and positions you as an expert. Pick topics that you know and title each video with a question or include terms that potential clients would search related to your business. For example, if one was looking to find a sales trainer, the potential client might search, “How do I improve my sales process?” If they search this and the title of your video is the same, you have a greater chance of showing up in the results than someone who posted the video titled, “Sales Information.”  Here’s an example.
  4. Promotional Pieces. Promotional pieces are just that…a video to promote your business. More than that, a promotional video will provide a visual as to what you do. For example, if you are a kitchen cabinet manufacturer, you might consider a video that highlights the showroom (see video below). The promotional piece is the standard video you see on television, websites, and ads that run on YouTube, etc. These are expected by consumers, but don’t always make the difference in making the sale.

This would be our recommendation for the top 4 videos you should have for your business in 2018. If you were to ask us what other videos you could create, we would have a much longer list. Event videos, tour videos, product videos, animations, …and the list goes on. These are the minimum 3 or 4 every business should have.

Don’t Think You Need to Invest In Video? Time and Again We Help Businesses Avoid These Mistakes!

kid frustrated by mistake

How is it that in 2017 video is absolutely crushing the other forms of media…and some still refuse to use it? I know, I know…Crazy right? I’m sure you’re not doing thinking these things…but just in case, let’s go through a few reasons why it’s time to invest in that website video.

  • Missing Out on Loyalty. First off, your customers love you, right? Right. We know this because of studies like this that tell us the probability of selling to an existing customer is somewhere between 60% to 70% (HelpScout)…which is so much higher than the 5% to 10% chance of selling to a brand new customer. Since your existing customers love you, why wouldn’t you give them a reason to tell others? Some clients like to create videos that are educational and entertaining…making them shareable. By posting a video, you allow your existing customers the ability to share your greatness… just remember, you don’t want to sell in this video, you’re showing your greatness a different way: giving information that’s useful.
  • Forgetting to Remove Confusion! What if you sell a product or service that is a bit more complicated? What if your product or service could easily be explained with a short video versus text? Most people are too lazy to read any more. So much so, I’m a bit surprised you’re reading this! Most people would prefer to click the video than read text. Give them something to watch! Here are couple of examples:

MicroPop

Tone-Y-Bands

 

  • Losing the SEO Game. If people are searching for you online, will they find you on Google? Google OWNS YouTube and loves video. You’ve probably already started to notice the video search results that sometimes pop up when you search for how to do something. For example, if you were to search “How do I unclog a dishwasher?” You’ll notice that the top non paid search result is a video. Hmmm. Makes you think a little, doesn’t it? What questions need answers that your potential (or existing) customers might be searching for? While video isn’t the only answer to SEO, it’s certainly a powerful one!
  • Conversion is Too Low. What’s your conversion rate? If you sell products, a video helps the viewer decide whether to buy the product. In fact, StacksandStacks.com, “an e-retailer of home storage and organizational products said that when a consumer views a product video, that consumer is 144% more likely to add that product to her cart than a consumer who watches no video”  That’s astounding!  Even our own clients have told us that their products sell out faster and need to be replenished more often when the product is displayed with a video running next to it in stores. And, if we go back to our previous point, if consumers are on a website viewing a video, they’re on the site longer…leading to better SEO. Google seems to love it when people stay on a website longer. We think it’s because Google algorithms say, “Hey, people arrive here and stay here….this site must be good!”
  • Inconsistent Training. Have you hired a new employee? When you do, do you spend hours teaching them all that boring stuff you have to go through? Here’s an opportunity to have your new employee watch something that is more engaging and useful. An on-boarding or training video will help a new employee learn about the culture of the business and review all important points in a consistent way…and you can be sure that every new employee hears and sees the same information presented in the same way. Consistency! One of the keys to Human Resources!

If any of these items helped you make the next step toward creating a video for your business, great! If you’re not sure what your next step is, that’s ok…just fill out the form to the right. We can answer any questions you have and point you in the right direction. Even if you don’t use us, we hope this helped.

 

 

Source:
Photo Source: Pixabay.com
2017, April 19. Convince and Convert website.  http://www.convinceandconvert.com/content-marketing/you-need-to-invest-in-video/

Improving Your Marketing Strategy

Get Creative!

It seems the trend has become more than a trend these days. Video has become the hot thing to do! If you’re a small or large business not using video, listen up! We have a few tips to share about how to improve your marketing strategy. We know that text is the gold standard in conveying and sharing information. We do it all the time. Between text messages, website text, emails, etc., this has been the traditional way we share information with each other. That’s about to change. We’re seeing video pop up more and more on our social media feeds. We’re seeing video billboards. We’re seeing ads pop up on websites that are…what else? Video. The reason this is happening is because video is more engaging and the effect on the viewer is longer lasting. The other reason this is happening is because viewers can easily digest the information being shared. If you’re handed an owners manual or a video link, which would you use to learn how something new? We’d guess a link would be your choice.

How Long Should My Video Be?

Given the above, how long should videos be? We’ve talked about this before in a previous post. Since the attention span of viewers is relatively short, we recommend your video be short. Short means different things to different people, so when we say short, we mean approximately 60 seconds for some and 90 seconds for others. Think about Twitter, SnapChat, Vine…all of those platforms force us to keep it short and to the point. Besides, don’t you like to learn something quickly and move on? That doesn’t mean that longer videos should never be used. Longer videos should be used when appropriate, such as, client testimonials, office tours, or any time it really takes a little longer than 60 seconds to say what needs to be said.

How to Make Your Video Better

Tell stories. People love to listen to stories. Interestingly, videos that tell a story get watched more often than those that don’t. Videos that tell a story and move you emotionally are the ones that get shared most. For example, Samsung created and posted this ad for their new service for the hearing impaired. We shared these because we care about the message and want others to see it.

Think “What Should the Viewer Do Next?”

At the end, are people left wondering, what was the point? Should I click on something? Should I share it? Or did I just waste some of my valuable time? More than likely, you have some form of call to action that you want your viewer to take. Don’t be shy about asking them to do it. Whether it’s “Donate Now” or “Call Us Today,” there should be some call to action so the viewer knows exactly what to do and why they watched the video.

Video SEO

I hope you realize by now that you must optimize your videos to get the most traction with Google and other search engines. Believe it or not you can insert transcriptions into your videos on YouTube…and it’s extremely easy. In fact, YouTube does it for you… automatically. The reason this is important is because these words are like the text on a website. This is where the keywords that are spoken are converted to text and indexed as keywords. If you want to optimize your video for search (for both Google and YouTube…the number 1 and 2 search engines on the planet), you should create a transcription in your videos. These are just a few tips that we hope will help you create and get the most out of your video. If you have any questions, feel free to give us a call.

Best Platform to Host Video

When we create videos for our clients, they often ask, “Where should I put this video?” Unless they’re creating their video for a commercial to run on cable or broadcast television, this is a very good question. Yes, the obvious answer is to place it on their website, and this is often where it starts, but should it be hosted somewhere else? There are a few schools of thought on this. The SEO companies of the world say to host it on YouTube because it’s owned by Google. Some like to host it on Vimeo because it plays much cleaner and give you options not easily set up on YouTube. Both might be right, but now there are many other players entering the arena.

YouTube just celebrated it’s 10 Year Anniversary and much has changed since it’s inception. YouTube was first started in 2005 and later purchased by Google in 2006 for $1.65 Billion in stock1. Most of the early users were the general public…but not so much by businesses. Since then, many business host their videos on YouTube. In fact, checking Internet Live Stats, as of 11:30 AM on September 23, 2015, there have been over 2,481,613,747,000 YouTube Videos Viewed today! Think of that…from Midnight to 11:30 AM. Mind boggling!

So…Where SHOULD I Post My Video?

YouTube

While YouTube is one of the most often used locations to post your video, it’s not the only one. A couple of pros and cons to YouTube. First, YouTube is easy to embed into your website (or anywhere else), they have highly reliable servers, you can analyze your data from multiple angles, excellent search capacities and search results are viewed as you search (even in a Google search). One of the main cons to YouTube is that content can often be hard to find. Unless someone stumbles upon your video or it’s embedded into your website, most people may not find it easily. YouTube doesn’t lend well if you’re looking for your audience to find you accidentally.

Vimeo

There are many similarities between YouTube and Vimeo; however, one of the most noticeable differences is design. Vimeo is used by many who are very conscientious about design elements and visual components important to their brand. You might have noticed a lot of professional filmmakers listed on Vimeo for this reason. Also, one of the drawbacks to Vimeo is the number of people registered as users. It is a significantly smaller community that YouTube.

Facebook

Facebook is one of the newest members of the video hosting companies. We all know Facebook in a social way, but now they are offering the ability to host a video within your feed…while giving it priority over posts without video. The current algorithm improves your post to be seen if it has video (especially when uploaded to Facebook directly, not hosted elsewhere). With one of the largest audiences on the planet, Facebook will soon be one of the larger video players in the near future. If you already have a Facebook fan base, using video will improve your engagement with your fans. They key is to have a large enough fan base. Without the base, your video will only be seen by a few. One other thing to keep in mind is that people usually log into Facebook to get updates about their families and friends, not learn about your business…so be tasteful in your post quantity!

Wistia

Wistia is a relatively new video hosting website that is a paid site. This might be for you if you wish to embed video and get extreme analytics on the backside such as how long someone watched the video, at what second did they leave (or stop watching), where viewers skipped to, where viewers rewatched, etc. They have a feature called Heat Map that shows you a timeline with color coded action points. You can also integrate email programs with Wistia. This is a little more complex, but worth it if you’re into data.

We know there are many more places to host your videos, but these tend to remain at the top of the list in terms of popularity, ease of use, and providing embedding capabilities with some analytical features. Do you have any sites you use to host your videos? Do you have any better options that we don’t know about? Post them in our comments section. We’d love to learn about them!

1 Wikipedia – History of YouTube

What Can TV Teach Us About the New Video Revolution?

TV went through a revolution some years ago. Remember when cable first began? Remember when people were asking, “Why do we need a channel just for weather?” or “Why do we need a channel with 24 hour news?” 20 years later, we know we can’t live without the 24 hour news cycle (well most of us). Given this, what can we learn from history when it comes to video? Here are a few things we can pull from the history playbook.

TV History – A Big Lesson

In Video, Content is King!

Throughout history of television, there has never been a shortage of ideas. Television went from sitcoms to reality TV and back to sitcoms. Television has gone through drastic changes, only to come back to where it began. Not surprising. People like stories. People like to watch reality and sitcoms. They’re very similar in nature.

What does that mean for you? Since content is king, you’ll need to focus on how to create content. Think of Google as the masses (the millions of TV viewers)…constantly looking for something new, better, and entertaining. Your goal should be to continue to come up with new material to share. Whether it’s a marketing video, an informational/testimonial video, demonstration video, a training video, or just a recording of an in depth discussion about a topic relevant to a specific niche, new information (content) is king.

Your Action Item: Take approximately 30 minutes to play on YouTube. First, develop a list of keywords to search. See what you find. Watch 5 videos, but only for 30 seconds each. Write down notes about what you learned from each video. Next, search through the most popular videos and channels. Do the same thing, watch for 30 to 60 seconds. What did you learn/experience? Keys to pay attention to are the format each used, the techniques they used (sales), the techniques they used (production), the length of each video, etc. Use this information to come up with new approaches to video and to content.

Got an idea for a great video? Let us know. Want help coming up with one? Let us know.

Should I Create an "About Us" Video?

Still from testimonial video about Elite Payment Processing

How Does Video Help Your Website?

When we created our website, we contemplated about creating an About Us video or to just have an About Us page. We opted for the text version because we believed it helped our Search Engine Optimization (SEO) because words are easily understood by Google. Since the creation of our website, we’ve learned how important video is to SEO. Not only that, we’ve discovered that an About Us video can help sell products.

Imagine you are looking for a photographer for your event. During your search you find three photographers that you think can do the job. You click on the About Us page for each and find that two of the three pages are text based. When you watch the one with the video, you not only learn about the photographer, you also learn she has a great sense of humor. You think, this is perfect for the event we’re putting together.

Here’s an example of one that could be used as an About Us; however, doesn’t exactly follow the full format of creating an emotional connection first.

Video speaks to the emotions of the buyer, while text speaks to the logic. When you present to emotions, you will connect with the buyer. When the buyer connects with the personality within the video, you have a greater likelihood of acquiring the sale.

Key Points to a Successful About Us Video

  • Be Unique. Your company has a story, a culture, and a personality. This should come through in the video you post. If you’re an accounting firm, you will most likely want to present a professional, straight forward message. If you’re an advertising agency with flair, you’ll want to present a professional, creative video.
  • Earn Trust. Use a testimonial or two in your About Us video. Think about it. Potential customers are looking for someone, they’ve elected to do more research about you, why not give them supporting material in the form of a testimonial.
  • Keep the Video Short. Try to keep the video to somewhere between 3 and 5 minutes, but make the first minute the most emotionally connective.
  • Make It Personable. This may sound logical, but many people want to push a sales pitch; instead, make it about the benefits of using your company and the values you hold. Connect with the potential client.

If we can help, let us know! Watch for our About Us video, coming soon!

Interesting Stats About Video & Online Marketing

CMO.com produced a list of interesting advertising stats from various sources on the internet. It shows us that most people are ok with video advertising on the web, but, as you’ll see, there are some formats that work better than others. Here’s some of the list:

  • Want to engage your customers (or potential customers)? 44% of US email marketers report increased engagement rates in messages containing video.
  • One fourth of viewing times of streaming video on tablets is spent with contact more than 60 minutes long.
  • Each minute, the equivalent of 100 hours of video is uploaded to YouTube!
  • Time of advertising videos:
    • 13% are less than 15 seconds
    • 36% are longer than 30 seconds
    • 72% of in-stream online videos ads are watched to their completion
    • 79% of in-stream online videos ads are watched to their midpoints
  • 27 Times. That’s the multiple of consumers that are likely to click through online video (versus a banner ad).
  • Digital video advertising (US) will reach at least $5.4 Billion by 2016 (while in 2011, it was $2 Billion)
  • 65% of online business-to-consumer marketers use YouTube, compared to 61% for business-to-business.

Here’s what some of these stats mean to you. Remember how pop-ups were the best way to advertise? Every website used them…and they were very successful. Now, they’re just annoying. Not to say that video will be annoying, because it probably won’t unless it is used improperly, we believe we are on the largest increase in the use of video for digital marketing. We believe that every branding and advertising campaign should include a component of video. Whether online or on television, it is where potential customers can best understand you.

We like to say that if a picture is worth 1,000 words, a video is worth 1.8 million words. Don’t know why that math works, check out how we came to that number at our previous post about a Video is Worth 1.8 Million Words.

There are more stats at the original article, but we wanted to share with you the highlights that you most likely will want to know.

Source: Abramovich, G. (2013). 15 Mind-Blowing Stats About Online Video Advertising. CMO.com. Retrieved from: http://www.cmo.com/articles/2013/8/27/video_15_mind_blowing.html on May 1, 2014.