Humans in general are very visual. We would much prefer an image, or better yet, a series of moving images in the form of a video, to the written word. However, while videos are a great marketing tool, they can also become a business’s worst enemy. A video for the sake of a video is not a good idea. You need well planned videos that are there to serve a purpose, a purpose that visitors will appreciate.
So what makes a good video? Content is important, and for every niche, there will be a different type of content that is successful. Sometimes it’s humor, sometimes it’s instructional – most importantly, it’s entertaining. So where do most business owners go wrong when it comes to small business marketing videos?
Time – no one wants to sit through twenty minutes of hype
Presentation – give readers the option to view the video. Too many websites use autorun video software on their websites – don’t, there’s nothing more annoying than autostarting video and audio recordings on a webpage.
Entertainment – how entertaining is your video? Show it to family and friends first. If they like it, then you may be in luck
Force – don’t force a video down other people throats. Use social media to share the video, but don’t push it.
If they are the drawbacks, then the best way to get the most out of a video marketing campaign is by reducing them. Publish short entertaining videos that pass a real message on to your readers. Encourage them to do the sharing, it will reduce your workload and appear more natural to others. Videos do work – you just need the right formula.
You know your product or services. You know what your clients need–but do you know your keywords? Analyzing your keywords allows you place these all important words and phrases at just the right place on your website and blog–so you can improve your ranking and bring much needed traffic to your small business website.
It’s worth taking the time to write out your keyword list and give it a hard look.
You may be missing important elements.
The web is like a giant, complex phone book. No one can find your small business unless you’re under the right heading. That’s what keywords and keyword phrases are—and just like in the phone book, it sure helps to be at the top of the list—or placed in a big border everyone can see.
The best way to get familiar with what keywords you need is to check out WordTracker, AdWords.Google or Keywords Analyzer.com. Other great keyword analyzing sites are: Nichebot.com, Webmaster-toolkit.com, and SEOkeywords.com. Any of these sites will help you zero in on which keywords and keyword phrases will work best for you.
Keyword analyzer programs are a great way to brainstorm for keywords you may have missed, and you might want to try a free trial. Go a little deeper and you can peruse what headlines and URLs landing pages focus on.
Keyword analyzer programs search for keyword phrases, searches, results, Google and Overture Campaigns (this is only a partial list of what they can search for).
What’s all this mean?
Keyword phrases are obvious—it’s a list of keywords that have been searched.
Searches will show you the actual numbers made on a particular keyword.
Results show just how many websites matched that keyword—exactly.
Google Campaigns show the number of AdWord campaigns are based on a particular keyword.
Overture Campaigns show how many overture (advertisements) there are for each keyword.
You’d never consider going into business until you knew if your product or services were needed, and keywords take it one step further. By analyzing your keywords and zeroing in on exactly what people are searching for, you are able to shine the light on your small business—and who doesn’t need a spotlight?
You’ve created your website, and you’ve even gone to the trouble, and perhaps expense, of creating a video. Your small business is all set to be found on the ‘net.
But nothing’s happening.
You checked your rank, again and again. You’re not gaining ground. Google, or none of the other major search engines seem to be checking you out.
What can you do to establish your presence on the Internet?
One of the best ways to improve your rank is by having inbound links, (also known as backlinks).
When it comes to videos, make sure you’re using a strong site such as YouTube. Google looks at the page rank of the site you are linking to—and determines how important that link is. The higher their page rank is, the higher you’ll (eventually) rank as well.
Your goal is to get that video seen and one of the best ways is simply by asking for links–from people and companies who know you and those you have something in common with.
Type in your keywords and find other similar sites. Visit them, leave a good comment on their blog, and ask them for a reciprocal link. Instead of seeing them as potential competitors, view each other as cohorts–you can exchange links and ideas–and each of your can specialize in your own niche market and still leave plenty of room for the other guy.
Remember on the Internet, broad keywords won’t yield as good of results as finding your audience by what you specialize in. Make your keywords specific–there are still thousands looking for exactly what your small business has to offer. When you narrow the search, you increase your odds of being found.
If you’re going to the trouble to make a video, then be sure to create a press release/news release promoting it. News/press releases are easier than you think. Check out my post on Press Releases to get some pointers and find some great free press/news release sites such as 24-7 PressRelease, ClickPress, and PRLeap. Consider paying to post your news release. Paid sites have good ranks, and they will link people directly to your site.
Don’t wait to be found–submit to those directories and social bookmarking sites yourself.
Be sure to submit to Digg, Technorati, Delicious—and don’t forget that StumbleUpon will allow you to submit your site for links. Don’t forget your social media sites. MySpace, FaceBook, LinkedIn all rank well. When you upload your video there, be sure to let your “friends†know you’ve got a new video.
Webmasters everywhere are looking for content. Your video is content!
Again, start with your keyword search and email some website hosts and introduce yourself, mention your website and that you have a new video—would they like to post it on their site? If you created a good video that’s more than a simple advertisement—meaning, you actually offer content that’s helpful, then they’ll appreciate your video and want to post it.
These helpful tips can help to highlight your small business video on the web.
Make it easy for others to find you by getting those inbound/backlinks you need to rank well.
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Web-based videos used to be the domain of large corporations, and they used major resources to create every kind of video—from edu-tain to entertain visuals that are placed on YouTube and other major websites. It’s no wonder that small businesses jumped in and said, “Hey, what about us?â€
And no wonder, web-based videos boasted a $2 billion dollar industry in 2007 and are expected to top 10 billion by the end of 2012.
Don’t make the mistake of thinking that only 20-somethings watch online videos—a healthy 40% of viewers are over the age of 25 and half are female. Web-based videos are promoted on websites, e-newsletters, on SMS devices and when they’re fun, catchy, or slick—word gets out and they’re quickly shared.
How Can Small Businesses Create a Web-Based Video?
1. All you need is a digital camera, a computer, and a bit of ingenuity.
2. What do you want your audience to know? Start with who you are. Video your office, employees, and customers—especially the satisfied ones. Promote a store opening, a product announcement, or a contest winner. Anything you can blog about, you can video.
4. Go to YouTube and type in some of your keywords and see what pops up. Check to view your competitors videos or other companies you have something in common with—then make yours better. Study what they did right and build on it.
3. Hire it out—consider a college kid. Every university has a communications department, and they need the practice and oftentimes, have their own equipment and already know how to upload it online. How easy is that? Make a call, hire a couple of college kids, tell them your plan and style, and see what happens. You might even be able to barter their services (what do you have to offer?) or many internships are for the experience.
4. Don’t just do one video—create a series. Make it fun, spoof a TV show, feature a local celebrity. Get creative. Every town has a memorable local commercial. It may involve a clown nose or a silly jingle, but the point is, they’re remembered. You don’t have to go bizarre to create a recognizable brand and style–but you just may want to–there’s a cheese-ball in most of us.
5. Keep your video short—ten minutes max.
6. Always strive to help or educate. Yes, promote your company and product, but don’t stand there for five minutes stating your name over and over—be of benefit.
7. Is your video funny? Does it flow? Does it cover your demographics?
8. Pick your spokesperson well. Even if it’s not you, or they don’t work for you—choose someone who is approachable, speaks well and uses appropriate body language.
9. Consider using music, but make sure you’re not breaking copyright laws. You can always use classical music, or feature a local band—and you’ll get their following to help you spread your message. You can even create your own music with programs such as Garage Band.
10. After your video is made, you can edit it. Check out iMovie for Mac, or Windows Movie Maker for PCs.
These tips are just to get you started. Local and online videos are a great way to feature your small business and broaden your audience base—and by posting videos on your website, blog, and social media, you’ll be able to capture and showcase your business in this exciting, visual format.
If you own a small business, then you know how important it is to get exposure. Paying for a television commercial might be out of your marketing budget, but don’t give up hope. There are other ways to be featured on local television–if you figure out your angle, present it professionally, and then deliver with a community based message or offer.
It might be time for you to start considering how your product or service can be of help.
Brainstorm Methods for Getting on Local TV:
Can your product or service be used for storm prevention or clean up?
Can your product or service be of use to a certain segment of the population? The elderly? Given as gifts for teachers or firefighters? Can it help a pet shelter?
Have you considered offering free services to the local homeless shelters or homes for the mentally challenged?
Have you thought about a holiday tie in? A funny contest or challenge that your local TV station might want to film?
Can you offer 5 helpful hints based off your business? (I know a local beauty product business that is featured on local TV for every holiday and offers gift ideas, beauty tips, and has become a “regular” by building a relationship with local programming).
A television news program, special interest program, or interview is not to be used as a commercial. You won’t get on if that’s your motive. It’s about helping others. Your pitch has to be about community service–or it has to be about a quirky, funny, over-the-top contest or promotion that is so appealing that it’s newsworthy.
Don’t be surprised if it works! Local shows need local features. Why not yours?
It’s a great way to promote your small business–and do something great for your community.
Small business marketing isn’t as tough as you think if you use the Rule of Seven to help promote your business and as a gauge for what works and what doesn’t.
The basic premise of the Rule of Seven is derived from sales and advertising circles and is based on the principle that it will take at least five to seven exposures before someone may act on your ad and even begin to consider your product or services.
Why? The Rule of Seven Works on two principles: trust and validation.
Consumers are hit with so many ads, so many pressured sales call that has left them jaded and skeptical.
They also want what I call the “me too†factor.
How many times have you watched a fad product pick up momentum because of word of mouth? In your own office someone might have tried a new gym up the street. Within a month, four more of your employees have tried it out and two have signed on. That’s the “me too†factor. Yes, it’s word of mouth advertising, but it’s also that momentum effect that someone else validated it first—so it must be a good thing, right?
In group dynamics, psychologists have found that a newcomer isn’t accepted as “one of the gang†until they’ve attended seven times—in a row.
Consistency goes hand-in-hand with validity.
Does this mean that just because your ad ran in the hometown magazine for seven straight months that you’re going to be inundated with calls? Not necessarily.
How to Make the Rule of Seven Work for You:
• Consider your audience and how best to reach them. If you have a “young†product, then social networking, e-newsletters, and video ads are smart choices. If your product or services leans toward a slightly older demographic, then incorporate mailers, phone call follow-ups, and senior discounts—but don’t forego emails and e-newsletters since many 50+ clients utilize the Internet. Don’t waste those valuable ad dollars when it doesn’t match your market.
• Keep track of your efforts. How will you know what’s working or not working if you don’t have it all laid out where you can view and consider your efforts? Consider offering a 10% discount for filling out a short questionnaire on how your customer found you and what they like about your services.
• Know when to mix it up and when to stay focused. If you’ve run a local ad four times, bite the bullet and run it four or six more times. Momentum takes time. Let your audience see you everywhere. Try that approach for at least seven if not ten, twelve times, and then switch tactics—blitz one area where you saw a blip of results.
The Rule of Seven is just a catchy name for consistency.
Small business marketing is about proving to your customers that you’re worth checking out.
Dr. Ralph Wilson is one of the pioneers in Internet marketing. Here’s a video he recently made with Jim Sterne and Bryan Eisenberg on continuous improvement for small businesses. This is a great video for any small business owner, but there are two things I’d like to point out about it. First, the video:
First bullet point: He’s using YouTube as a marketing tool. Here, Dr. Wilson demonstrates how YouTube can be used to market your business with a professional quality video that targets your niche customer. You can do that too!
Second bullet point: Dr. Wilson, Sterne, and Eisenberg all point out that continuous improvement for small businesses boils down to one thing – do the most important thing first. The bottom line is, you are growing your web business for your site visitors. What can you do to make it better for them? That’s what you should be doing.
In order for continuous improvement to work, you’ve got to set aside some time to evaluate and analyze your business. Time alone. It can be 15 minutes, 30 minutes, or 1 hour, but you’ve got to put it on your schedule. I like what Jim Sterne said about making a list of the things you did in the last two things and pay someone $10 per hour to do those things that are taking up your time and that anyone can do. Pay them minimum wage, whatever. But clean your plate for the really important things.
I’m going to hit you with an analogy. Your SEO fork has three prongs on it. Break one off and your fork can’t function properly. Here they are in a nutshell:
Content (keywords)
Meta Tags
Links
These are the three things you MUST do well as a webmaster to rank well in the search engines. All of them are important, but it starts with Content, the primary prong on your SEO fork. I have put together a two-part video series that discusses the 3 prongs of your SEO fork and how you can effectively incorporate them into your web strategy to promote your business. Feel free to take the time and watch these two videos. Here they are, parts 1 and 2:
I’ve just published a 2-part video series entitled, “The 3 Prongs of the SEO Fork” that is a great how-to/tutorial for beginners on small business website search engine optimization. I cover the 3 basic SEO factors that all legitimate search engine optimization experts agree you MUST do to successfully optimize your site with the search engines.
