Yesterday I looked at why we all need to be investigating the potential of video – now. I can see a time when each of us unhesitatingly commissions a video to accompany everything we do. Our prospects and customers are out there, clearly ready and willing to watch video. We just need to be able to make it happen. That’s why I think that if it’s as easy and cheap as having a press release written, or a photograph taken, a video will become an essential part of every press release, every customer mailing and every blog entry. The right circumstances for that are happening now.
So, where would these videos be used? Certainly, as illustrative collateral in marketing material, such as press releases, newsletters and mailshots. If you currently use pictures to get a point over, a video should do the job better.
There’s also no reason why every product page on your website shouldn’t have its own video, even if it’s just a one-minute introduction reinforcing the main technical or operational benefits of the product.
However, in the short term, there’s a compelling reason to start getting videos made, and that’s to do with the search engines. You’ll already know that it’s a thankless task trying to get on the first page of Google results for generic product descriptions, such as “blue widgets”. Sadly, it’s only going to get harder, as the search engines continue to focus on certain brand names. But have you noticed what’s started to appear right in the middle of Google results? Videos.
If you’ve made a video about your blue widgets, for the time being, you’re probably only competing with half a dozen other videos for that spot. That’s compared to competing with hundreds of thousands of web pages for the conventional results! It’s like being back in the early days of search engines, when you could create a page and find yourself at the top of the results almost straight away. This situation is going to last, I predict, for at least a year or two, until finally there’s decent competition in the “video results” for niche technical terms. You can take advantage of this now.
What’s more, even when there is competition, the videos which have been around the longest (and which have had plenty of views) will be the ones which continue to dominate the results.
Finally, YouTube is becoming an important search engine in its own right. There’s evidence that an increasing number of people searching online know that they like video results, and are therefore searching there directly. If you want to find out the latest innovations in a specific technical sector, you can often get better results in YouTube than you can from Google.
Tomorrow I’ll look at what a successful business marketing video might contain.