The Place for Video in Online Marketing
There are two main parts of online marketing.
Attracting Your Audience
This is what we commonly call SEO (Search Engine Optimization) but that’s a really bad name. A lot of people think SEO is the technical aspects of making your website more findable and searchable to the search engines.
While this is not incorrect, it’s not enough to ensure your website is found.
Ensuring your website is found requires that you publish content that is useful to your desired audiences, and that you publish a lot of it, at regular intervals, on an constant ongoing basis.
You publish in such a way that you get the attention of the search engines, who then bring you your visitors.
Believe it or not, video plays a very very small roll in this.
Why? Because video is not directly searchable. So when you do publish a video within a blog post, you need to use text to describe it so the search engines know what it’s about.
Having people come to your website is not enough.
You need them to take some action:
- Subscribe to your email list
- Download an eBook (for which they provide their email list)
- Watch a video
- Fill out a form
- Buy something
And here is where video comes into it’s own.
A good video allows you to tell a story in a very short amount of time.
Below I provide examples of what I consider to be good marketing videos and a few bad marketing videos.
Video for Marketing
What makes a marketing video is good is that it:
- makes one important point in 90 seconds or less
- does so in a way that is both engaging and entertaining
- talk to and about YOU (the prospect)
Inbound Marketing University
I’ll start with one of mine, and why not. It’s pretty good.
The Peace Corps
While everyone today knows the metaphor, not everyone knows where it comes from. In terms of telling a story, this is a GREAT 20 second video.
Dollar Shave Club
This one needs no introduction. Just enjoy it.
Sylvie Meehan Designs
Sylvia gets it. She has a number of videos on her YouTube channel that are short and focused. Most are testimonials of clients talking about the good experience they had.
This is my favorite. While the clients are talking about their bathroom remodel experience, the video shows side by side before and after pictures and finishes with some great after shots.
Eloqua has this terrible video that is Talking Headlines that goes on and on about how great they are, but man is it boring.
This is bad because it doesn’t say anything. It’s nothing more than a video brochure. I suspect the business owners was convinced by someone that video marketing is CRITICAL, so they shot something and slapped it up there.