Why Online Video Matters (+ How To Do It)

Executive Summary:

  1. The Facts – how many people are watching?
  2. The Psychology – where things are heading …
  3. The Action Plan – how to (really) get in the game

The facts – just how many people are watching video online?

To give you a sense of just how many, Nielsen reports that Americans streamed 15 billion videos back in May 2011. Specifically, YouTube, is now getting 3 BILLION views a day! That’s 3 BILLION a day! To puts that into perspective, remember that the US population is only about 300 million.

And, there’s over 48 hours of new content uploaded every MINUTE!

While traditional TV viewing was up only 0.2% over last year, internet video viewing was up 35% and mobile video went up 20%

Now it’s not all business video, I assure you. But places like YouTube are clearly becoming “the destination” where your customers are consuming their content.

And content is king, right? More than half (58%) of local businesses plan to increase their content marketing budgets in 2013. Videos (61%) will be the fastest-growing content format, followed by white papers and ebooks, case studies and webcasts.

Did You See It? Videos (61%) will be the fastest-growing content format!

The psychology – where things are heading

Times … they are a-changing.
Here is the way things are trending, and we’re only at the very beginning of the curve ….

1. People can get what they want when they want it – on demand. They search (Google) for the answers they need, they don’t wait for it so show up when the network or radio station decides to broadcast it, or when you get around to running a direct mail piece.

2. Social media is factored in to everything we do, whether we like it or not. Because Facebook and Twitter exist, and have become so pervasive, this stuff is altering how we do business. People are making buying decisions based on what other people, especially their friends, are saying. And the search engines (Google) are skewed by these social signals.  (That’s right – when your customer googles something, the results he sees are “adjusted” based on what his friends are up to)

The action plan – how to get in the game

Ok, so what’s next?
Well, typically the businesses I talk to are in one of two categories.  Category A is already making videos and putting them on YouTube, but aren’t seeing all that much return for their efforts.  (I strongly believe if you spend the time and money to produce a video, even if it’s low quality, that an equal amount of effort should be put into making sure people actually find and watch the video!)  Category B has never made a video, very often because they are not sure if it’s a worthy use of their time or they don’t know what to do.  If this is you then I suggest you just get started with something simple like a customer testimonial.  Use your iphone … it doesn’t have to be a hollywood production.

Ok – so now let’s assume you have your video and are ready to put it out there, the next step is to decide what keyword phrase you want it to show up for.  Think about it like broadcasting your commercial on a channel where only interested buyers are watching. And the “channel” is really the Google results page your customers see after they type in these keywords.  So you need to know what keywords your prospects are “tuning in to”.  (Clarification for all of you online marketing gurus: ideally you want to start with the keyword phrase and create your video with this in mind – make sure to say these keywords in the video a couple times for maximum benefit)

The goal now is to get your video to show up on Google on page 1, preferably all the way at the top – for your targeted keywords.  And here’s why:

When you look at a typical Google search results page, you have organic results on the left and paid results (pay per click) on the very top and the right column.  On average, the #1 organic spot gets 42% of the clicks. The #2 spot gets about 11% and #3 gets about 9%. Even the very top paid ad only gets about 5% (and you’re paying for that!) All the other organic spots, #4-10 only get about 5% or less each. And if you’re on page 2 you don’t even exist.

So we’re not talking about just getting found IN YouTube – but having the YouTube video show up IN Google, among all the “regular” website listings.  Plus YouTube videos really stand out in the search results because there’s typically a little picture thumbnail next to the listing.

To make this happen does require some work.  Especially if you want it to stay there for the long haul.  We have a proprietary 35 step process that has a proven track record for over 600 videos.  Here’s an example of some of the steps we take for a typical client video.

  • keyword research to find the absolute best version of your target keyword
  • craft a compelling title and optimize the video for online
  • upload video to over 50 other video hosting and social media sites
  • create thousands of links from other sites back to your video
  • a team of video marketing experts around the world will view, like, and comment on the video within the first couple days to create momentum
  • the video is transcribed and various press releases, blog posts, and articles are submitted online driving traffic to the video (check it out for example, the last part of this article is to add info to the video!)
  • a paid YouTube advertising campaign is created to promote the video
  • a paid Facebook advertising campaign is created to promote the video
  • more links are submitted from different blogging networks to your video
  • your video is prepared to email out to your customer list, so they can share it via facebook, twitter, and linkedin, etc

NOTE: This is all separate from any website search engine optimization (SEO) or adwords (pay per click / SEM) campaigns you may already be running.

This is all about THE VIDEO.

While getting your website to rank high is still very important, very often a video will get clicked on over a standard web page. If you have both, and dominate the page with many listings, your chances have gone up exponentially.  And – if you put out a new video on a regular basis, like once a month, you’ll practically have an “unfair advantage” over your competition.

Plus, remember that online video is unique because it combines social media and search engine ranking. It’s about getting found by keywords AND also by way of social sharing (possibly going “viral”). It’s very difficult to get this momentum with just a website.

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