Guest post by Sam Peters
If you’ve heard of the recent popularity of online video advertising, you’ve probably dismissed its benefits as not applicable to your business and your business’ site. Video advertising is the new frontier for high-end commercials, you figure. It is difficult to implement and expensive to do so on a budget. It requires dedicated teams of marketers and advertisers – teams neither of which you have.
These suppositions are correct, but to a point. It’s true that the new frontier in online video advertising has mainly been the realm of large companies such as Adobe (which has poured money into acquisitions and new software) and car manufacturers (which have taken to Hulu as they once took to cable TV). It’s also true that video marketing can be expensive to implement, especially if you want it to look “commercialized” and professional. And it’s true that most growth in the industry has taken place at the top.
But all this is not to say that video marketing can’t have benefits for the smaller, less-tech savvy business – benefits that can be realized without a substantial investment of time or cost. Sure, you might not find yourself advertising on YouTube or Hulu, but the video medium even in a more basic form can confer considerable traffic advantages to help your site and exposure benefits to bolster your online reputation management. Here are a few strategies for making this happen:
-Create casual video promotions. You don’t have the time and money to make a sleek commercial, but you can still stand in front of a camera and talk informally for a couple minutes. Think this is a worthless endeavor? Check out Zappos, the shoe company, which boosted consumer loyalty by releasing low-quality videos that showed real employees providing shoe insights.
-Make “how-to” video posts. A video post (basically a blog post delivered through a different medium) can take advantage of its visual element to provide a demonstrative how-to concerning a product or service that your company offers. These posts can be extremely short and to the point. Label them clearly and provide desired information, however, and people are sure to watch.
-Place videos on your online platforms. Once you have a few videos made, you then will probably find yourself wondering: where to put them? This is an easy question to answer, because your videos can likely go on all your online platforms. Put them on your site and make a dedicated video library. Then, link to new videos from your Facebook and your Twitter.
-Advertise in other business’ videos. As we’ve already discussed, it’s probably not worthwhile for your business to make an actual video ad. But that doesn’t mean you can’t have a text advertisement that is placed at the bottom of a video. These embedded text ads are great for their exposure and their potential targeting. They are also cheap to place, as well.
Why do these strategies work? Here are the three main reasons:
-Google loves video. A video post, according to one study, is fifty times more likely to make it to the first page of Google’s search results. This doesn’t even include the SEO benefits conferred by video tags and video libraries.
-Internet users love video. Internet users are impatient and easily-distracted, especially if they are browsing and have no loyalty to a given site. This makes them far more susceptible to video (which cannot be skimmed and is more attention-grabbing) than they are to textual content.
-Marketers love video. As a DIY marketer, you’ll quickly realize that video is easy to integrate into your existing marketing strategies – regardless of whether this includes social media, email campaigns, or any other sort of digital self-promotion. After all, videos are quick to make and don’t require as much of a “pitch” or an “angle” when compared to a similarly-envisioned piece of text. They also are more capable of attracting interest and traffic in the first place.
These are just a few of the main reasons why video advertising can help bolster your DIY marketing efforts. While video is certainly not right for every business or target audience, it can be an extremely useful tool when the timing is appropriate. And, contrary to common belief, it doesn’t have to cost you substantially at the same time.