“We need web video!”
It’s a statement I hear all the time. New clients call and say they’re redoing their website and their web developer or SEO specialist told them they really need to add video to their website. While this may definitely be a smart move, not every client knows exactly what he or she wants in the video. Sometimes these new clients have too many ideas and want to fit everything and the kitchen sink into a 60-second spot. Others have no idea what they want, and just need someone to lead them in the right direction.
1. A short, highly produced marketing video
This branded video should be prominently featured on your website’s homepage and should be a true advertisement for your business. Using voiceover, it should clearly and concisely explain what your company does, why your product or service is special or unique and what differentiates you from the competition. The length should be brief, perhaps 45 or 60 seconds and should incorporate music and graphic elements that compliment your existing branding, whether that be fun and exciting with upbeat music or a more serious, reflective tone. Think of it as a broadcast commercial without the rigid 30-second length restrictions.
2. An “About Us” video
People do business with people they know, like and trust. When someone clicks on the “About Us” or “Contact Us” page on your site, what better way to introduce customers to your team than with a video that shows them in action? Forgo any professional narration and let your team tell their stories. Get them talking about why they’re passionate about their jobs, or better yet, get them talking about each other. You’ll find that your individual team members may be shy about bragging about their own accomplishments but are more than willing to dish on each others’. In the end, you’ll portray your team as a unified, highly functional family and who wouldn’t want to hire that kind of group?
3. Video testimonials
Video testimonials give a new meaning to the phrase “word of mouth.” Text testimonials inherently leave room for doubt: How does the reader know that this testimonial is real? Seeing and hearing someone speak highly of a company instantly builds trust and goodwill. Make sure your former clients keep their statements brief and have them focus more on the results you delivered than the problem they came to you to solve. If you’re in a service-related industry where trust and competency is paramount, like a staffing firm, video testimonials should go right on your home page. Otherwise, use them to spice up other pages like “Solutions” or “Services”.
There are endless ways to promote your business using video, but these three ideas work universally. If you’re new to the video production process start with these concepts, and over time you’ll get inspired with more ideas that are entirely unique to your business.
Paid Versus Organic:
Paid versus organic – that is the question.
Search engine optimization (SEO or organic) and pay-per-click (PPC or paid) are often approached by separate teams utilizing different strategies. It’s important to remember that both are optimizing your search results.
So which should you choose: SEO or PPC?
The answer is: both.
SEO and PPC are complementary forms of digital marketing and together these tactics will generate more leads in concert than either will produce on its own. Here are five reasons why you should execute both tactics simultaneously. SEO campaigns require a steady investment, month after month and year after year. Google wants to see a sustained optimization effort; therefore, shifting from a lot of SEO activity to very little is a recipe for failure.
Why is this the case?
First, Google may perceive enormous bursts of certain SEO activities, such as acquiring hundreds of links overnight, as “black hat” SEO tactics and ignore or even penalize the website. Second, legitimate SEO practices such as on-site and off-site content development and website maintenance and troubleshooting can not be accomplished overnight, even if a company had the financial resources to do so. Conversely, PPC campaigns can be turned on and off at a moment’s notice, and ad budgets can be increased or decreased at the click of a mouse — with no harm inflicted.
The flexibility of PPC has enormous value for a company’s marketing budget and bottom line. At a time, when business is booming, a company can keep their SEO campaign moving steadily forward and significantly boost their PPC efforts in order to make hay while the sun shines. In years when business is slow, the company can maintain their SEO campaign so as not to lose ground built over years of effort, but slow it down to keep the budget under control.
By pursuing SEO and PPC simultaneously, a company gains greater visibility on SERPs. If searchers miss the organic listing, they may spot the PPC ad, and vice versa. Furthermore, a company gains credibility when users see strong organic listings and a well-composed PPC ad. They think: This company must be a leader since they dominate Google for my search query.