Video Outperforms Website

Can video outperform a website?

Absolutely!

When a video is properly marketed it can shake the living daylights out of a website and with today’s preference for video over text, a properly produced video can be your most powerful marketing ally.

Video Outperforms WebisteIn an exploratory conversation with a business owner I was pleasantly surprised to learn that she had some 40 plus videos published on YouTube. On the advice of her business coach she’d been creating and publishing her own “home made” videos for some time now and truth be told they’re pretty decent, getting better as she became more comfortable with the idea of speaking to a camera.

That was good.

But the videos just sat there on YouTube. They were not optimized, they were not marketed nor promoted in any way. We went to work.

Selecting just 4 videos to start on, within two months those videos were dominating Google search for their niche – 8 out of 10 on page one were her videos, 7 out of 10 on page 2 were also her videos. She was so excited we didn’t even go to page 3! Viewership also went up and for the first time there were some LIKES, comments and new subscribers to her channel. Her website was not even in the ballpark for organic search results.

How or why did this happen?

A quick overview of website marketing may give us some clues. Simply put website marketing is a needed but a mature marketing tool. What that means is that the dynamics of website marketing are no longer as robust as they once were but are highly susceptible to the volatility of the internet. Powerful search engines such as Google continuously change their algorithms and what may have worked a year or even just a few months ago, is no longer as effective. It takes a lot of effort to get Google to notice your online presence and confer page one ranking in your market. So how and why does video trounce website?

1. Video – Emerging Marketing Tool
Video is not new but it is an emerging marketing tool. First put up online for its entertainment or informational value, it has now taken on significant clout as a way to promote businesses.

2. Video – Budget Friendly
Only a short while ago it was only big business touting their brands that could afford to use video as a marketing tool. With the advent of technology even a small business can afford a video.

3. Video – Preferred Over Text
“There are millions of people worldwide that prefer video over reading for a variety of reasons. YouTube offers businesses a unique opportunity to reach a diverse audience, while showcasing their products or services and conveying a sense of personality about your business too,” said Donald D. Dolenec, president of Search Marketing Local.

Which brings us back to video outperforming websites in search engines. Video is now one of the most powerful marketing tools that a business can engage in. Comparatively speaking video marketing is still in its infancy. As an increasing number of businesses jump at this opportunity however, it too will become a crowded online space in the future. In a few years’ time it will take more marketing muscle power to dominate your niche with videos. To the early adapters the spoils will go.

Now don’t get me wrong. I don’t recommend that you abandon all your other marketing strategies in favor of video. Truth is marketing works best when it is layered and integrated as over time the whole effort will vastly outperform the sum total of all its parts. What I do recommend is that you review your current marketing strategies and campaigns. Are some of the tools outdated? Are they tractable? What’s working? Is there a way to make your marketing efforts deliver greater results? This is what we do at Nationwide Video – we sit down with you and review your current situation to see if, where and how video would be a good fit. Call us – half hour consultation is on the house.

Location Shoots Add Dynamics

Nationwide Video Productions - location shootThere may be a time and place for studio shoots but when it comes to producing business videos I’ll take location shoots over studio any time.

Why?

You just can’t beat the dynamics.  Let’s look at some of them.

Authenticity

This is real show time – there is nothing that is staged, stilted or cosmetically enhanced.  The visitor is taken on a tour of the business, often introduced by the owner.  Whether the location is a dental office or a manufacturing plant you just can’t replicate the feel and ambiance of the business in a studio.

I also like it when the commentary is done by and in the words of the “host” be that  the owner or a key employee of the company.  This is your business, this is what you do, it is your story and no one can tell it with the same depth of passion and conviction than you can because your message is born of personal experience and knowledge and that spells AUTHENTICITY and trust.

No doubt you’ve seen the studio jobs.  Yes, they can be impressive.  Lighting, slide show dynamics, b-roll looping in the background and a professional spokesperson delivering your message.  It may look professional but there is no getting around the fact that it looks staged and often comes across stilted.

Location trumps studio in the authenticity department every time.

 

Relationship BuildingNationwide Video Productions - Location Shoots

Let’s face it business is a relationship deal and this is particularly important in the small and medium business market – you know, before you become a national brand, before the big time contracts are sealed, before your logo is recognized and is known what it stands for – before all of that happens you have to develop strong relationships with your customers.

And, in today’s fickle world, relationship building is more important than ever before.  Video influences discovery and engagement and it is expected that by 2014 90% of internet traffic and 66% of all mobile data will be video – what better way then than to begin your relationship with your customers right here and right now, from your own location in your own words.

Engage your online visitors with your story, show them what your restaurant looks like not just up front, but behind the scenes where the dishes are prepared, the cleanliness, and the care  and pride with which the server delivers the masterpiece.

Location is equally important whether it is to show the hustle and bustle of your kitchen or how state of the art technology is utilized in your widget manufacturing plant.  People like to know more about the businesses they support and the people who run those businesses.

 

Nationwide Video Productions - Location ShootsHome Turf Advantage

You know the old saw about he who hosts calls the shots, or in this case, the shoot.

Let’s be honest here.  A video shoot can be somewhat unnerving, especially if this is a new experience for you.  Selecting to do the shoot at a location of your choice implies by default that you are familiar with and are comfortable in its surroundings as you have a degree of control over the environment.

The camera is master at picking up on nuances, the expression, the perhaps less than perfect but nonetheless honest delivery, and the ease with which you move about your shop or plant makes the viewer feel like a welcome guest.  All this helps to build authenticity, trust and lay the foundations for relationship building as well as confer authority and leadership in your industry – all dynamics which can’t be replicated in a studio.