Copywriting for SEO • Web Content Development
The Year of Online Video Marketing
by Katherine Andes
by Katherine Andes
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This article first appeared in the Fresno Business Journal
Online video marketing has been around for a long time, but this is the year I plan to really push my clients to put some video on their websites.
Until recently, I’ve been ambivalent about putting video on websites. This is because, in the past, it was done so poorly.
INTERNET VIDEO MISTAKES
These are just some of the mistakes I’ve seen businesses make …
Putting TV commercials on their websites
Video starting up when page opens
(annoying and disorienting)
Video has no supporting copy or text
Page with video has no clearly marked “next actions”
Video is crammed with TMI (too much information)
Video lacking professional production values
Video is unscripted
In the past year, I’ve seen commercial sites with wonderful and helpful videos. They are well produced, scripted, and definitely their own breed.
A GOOD VIDEO
For example, I recently saw a diet video where a doctor explains his program. It is simple, yet professionally produced with excellent lighting. The doctor speaks in a warm informal manner and is thoroughly prepared.
But what really sets his online video marketing apart is that there is copy on the page that supports his talk, reiterating the benefits of his program. If you didn’t want to watch the video, you could still get all the information from the copy.
Then the doctor’s web page has pdf files — documenting his video references— available for downloading. He also has a sign-up box for his newsletter, testimonials with pictures, an MP3 audio of his talk, a transcript of same … he even gives away free recipes.
His web page is chock full of helpful information without being cluttered!
PRODUCTION VALUES
Jeff Hall, owner of Maximus Media in Fresno, produces Internet videos along with broadcast commercials. He says, “A lousy video equals a lousy product in the client’s mind.” He explains, “People are aware of what a good-looking video is … they may not know the components of good lighting, good audio, good frame composition, good scripting … but they know if it’s good or not.”
I agree with Hall. Production values will go a long, long way in helping you communicate your product’s quality to your web site visitors.
On the other hand, that doesn’t mean that every single video has to be slick. It will depend on your product and website. A “cinéma véríte” customer testimonial captured from a mobile phone by your sales rep might work well if professionally edited with quality graphics.
PRODUCT DEMOS
Videos can also be helpful in demonstrating your product. For example, I have a client with a product that can be activated with a one-hand motion. Although his product is a familiar item, there are no videos uploaded on You Tube demonstrating its ease of use. I suggested he produce a video post-haste and get it uploaded to You Tube and then embed the video on his site.
He could upload the video directly to his site, but by embedding it from You Tube, his web site will most likely get better placements on search engine results pages. By the way, don’t forget to have an SEO copywriter optimize your page and video tags for search engines.
Videos will also be increasingly more important in emails as well. I’ll touch on these in a later column.
P.S. Creating a quality Internet video is a challenge for me, too. Although I have one client testimonial video on my own website, I need to put something up on my home page. Stay tuned.
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Online video marketing has been around for a long time, but this is the year I plan to really push my clients to put some video on their websites.
Until recently, I’ve been ambivalent about putting video on websites. This is because, in the past, it was done so poorly.
INTERNET VIDEO MISTAKES
These are just some of the mistakes I’ve seen businesses make …
Putting TV commercials on their websites Video starting up when page opens (annoying and disorienting)
Video has no supporting copy or text Page with video has no clearly marked “next actions” Video is crammed with TMI (too much information) Video lacking professional production values Video is unscriptedIn the past year, I’ve seen commercial sites with wonderful and helpful videos. They are well produced, scripted, and definitely their own breed.
A GOOD VIDEO
For example, I recently saw a diet video where a doctor explains his program. It is simple, yet professionally produced with excellent lighting. The doctor speaks in a warm informal manner and is thoroughly prepared.
But what really sets his online video marketing apart is that there is copy on the page that supports his talk, reiterating the benefits of his program. If you didn’t want to watch the video, you could still get all the information from the copy.
Then the doctor’s web page has pdf files — documenting his video references— available for downloading. He also has a sign-up box for his newsletter, testimonials with pictures, an MP3 audio of his talk, a transcript of same … he even gives away free recipes.
His web page is chock full of helpful information without being cluttered!
PRODUCTION VALUES
Jeff Hall, owner of Maximus Media in Fresno, produces Internet videos along with broadcast commercials. He says, “A lousy video equals a lousy product in the client’s mind.” He explains, “People are aware of what a good-looking video is … they may not know the components of good lighting, good audio, good frame composition, good scripting … but they know if it’s good or not.”
I agree with Hall. Production values will go a long, long way in helping you communicate your product’s quality to your web site visitors.
On the other hand, that doesn’t mean that every single video has to be slick. It will depend on your product and website. A “cinéma véríte” customer testimonial captured from a mobile phone by your sales rep might work well if professionally edited with quality graphics.
PRODUCT DEMOS
Videos can also be helpful in demonstrating your product. For example, I have a client with a product that can be activated with a one-hand motion. Although his product is a familiar item, there are no videos uploaded on You Tube demonstrating its ease of use. I suggested he produce a video post-haste and get it uploaded to You Tube and then embed the video on his site.
He could upload the video directly to his site, but by embedding it from You Tube, his web site will most likely get better placements on search engine results pages. By the way, don’t forget to have an SEO copywriter optimize your page and video tags for search engines.
Videos will also be increasingly more important in emails as well. I’ll touch on these in a later column.
P.S. Creating a quality Internet video is a challenge for me, too. Although I have one client testimonial video on my own website, I need to put something up on my home page. Stay tuned.
More Business Articles
Get Weekly Easy Web Tips. Short, sweet, smart!