The Value of Online Video

I read a recent study that showed 0% of internet users would be willing to pay to use Twitter.  I don’t use Twitter myself, but with all the talk out there about Twitter these days, I was quite surprised to see that even those who use it don’t really see any value in it.

Establishing value is an important tenet in any business so here are some simple valuation points for our business:  Website video and professional video production services

1)    Video combines sight, sound, motion, and emotion to provide the most optimum format of communication.

2)    Video is a great way to introduce yourself or explain a complex issue in understandable terms.  Given the choice, most folks would prefer to watch a two-minute video instead of slogging through pages of text on a website or PDF.

3)    Video provides  a great avenue to engage your prospective clients and stay on your website longer.  People search the web for information on products and services they want to buy.  Video allows you to present information about those products and services in a more accessible format.

4)    Better communication with your customers and clients leads to other benefits.  Product videos can help increase sales and online video has also been shown to reduce return rates for retailers by 60%.  If a customer can see the development of a product, its features, how it works, etc. before they buy it, then that decreases the potential for wanting to return the product once they actually purchase it.

5)    On-line video can be repurposed to use in sales presentations, trade shows & conferences, events, investor relations, television commercials, website pre-roll ads, in-store video, etc.

6)    Three out of four respondents reported watching some type of short, professionally produced videos online regularly (Online Media Daily, June 2010)

7)    You can share videos.  A true “Viral Video” is a rare phenomenon, but a video doesn’t have to go viral to be effective.  A recent video we produced about a new medical device is being distributed to a targeted audience of physicians and health care administrators.  Going viral would not necessarily benefit this particular company but showing the video to specific people with the means, the authority, and the need to purchase the device does provide a huge benefit.

8)    You can drive people to your website by sharing links to your video in your company newsletter, your press releases, and your Social Networking sites (including Twitter!!!).  The more places you post your video the more people you expose to your message.

9)    Mobile video continues to grow and will only get more popular as more and more people begin to use SmartPhones and other mobile devices like the iPad.

10)  Video is awesome!!!

Mac

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Using SEO Video to increase traffic to your website

For years, many companies have been using simple keywords as their main Search Engine Optimization (SEO) technique to increase website traffic and their rankings in search engine results.  But there’s been a lot of talk lately about how Google and other search engines are increasing their use of blended media types (articles, pictures, video, & other content) to provide more relevant search results.  The importance of video in those search engine algorithms is helping many websites that have video content increase their traffic and wind up on the first page of those search results.  In fact, according to a recent study by Forrester Research, the use of SEO Video makes you 53 times more likely to end up with a “Page One” ranking on Google.

Right now, it’s hard to separate yourself from the pack, because many competing businesses are all using the exact same keywords within traditional SEO.  But adding SEO Video to your website helps set you apart from your competitors and increases your likelihood of being ranked above them in search results.  Posting non-SEO video to your website, or to YouTube, or to a YouTube embedded player on your site is good start, but it won’t necessarily increase the search engine rank results for your website.  In fact, that strategy may actually just create search engine results for YouTube and ultimately send people directly to YouTube instead of your website.

But posting SEO Video to your website is the best scenario of all… Using keywords and key phrases in your video’s file name, the captions, etc. as well as incorporating other traditional SEO techniques along with your video is the best strategy to bring people directly to your website and generate additional traffic.

Also, USAToday.com small business columnist Steven Strauss recently wrote an article citing “research indicates that if you have video on your homepage, up to 80% of your visitors will click that first.”

That’s right:  If it’s an option, 80% of your visitors will be drawn directly to the video on your website as the first thing they want to click on.  So if you plan to add video to your website in 2010, you want to make sure that 80% of your visitors are seeing a high quality, professionally produced video that accurately portrays the message of your business, organization, etc.  Of course, that’s one of the most important things to remember as you develop your ideas for incorporating video into your website.

Mac Chorlton

The Power of Television

Where does Superman change into his costume now that phone booths are obsolete???

We all know how much technology has changed our lives, but an emerging generation:

  • Has never used a rotary phone
  • Has never had to get up from the sofa to change the TV channel
  • Has never had their windshield cleaned, oil checked, and gas pumped by a service attendant at the gas station

This new generation is also not dependent on traditional forms of media which has led to a dramatic change in today’s media landscape. The print newspaper industry is currently in the process of disappearing completely and other forms of traditional media including magazines, radio, and television are all facing challenges of their own. But a new study by the Television Bureau of Advertising offers insights into how advertising affects consumers as they make purchasing decisions.

According to the study, media had an impact on 80% of consumers regarding their awareness of products and services. The study showed that the strongest media influencers throughout the buying process are television (#1) and the Internet (#2).

When asked which forms of media boosted awareness, 43% of those questioned said television. Television also was named by 40% for increasing interest and by 35% for increasing purchase consideration. Television made 32% visit a Web site or store and 26% to ultimately make a purchase.

In regards to awareness of products/services and influencing the decision to purchase, the study results showed that television’s contribution is often more than all other media combined. So whether you watch television on cable, satellite, on-line, or from a standard broadcast signal, the power of television as an advertising vehicle still lives on…

Mac Chorlton (mac@tweedeeproductions.com)

Mac welcomes you to the Tweedee Productions offices.