Archive for March, 2011
Online video has risen in popularity over the last few years. Although it can take time and money to create the initial product the results can be well worth it. In a report published by Forrester Research it was shown that videos were 50 times more likely to naturally receive first page ranking than other traditional text pages. With impressive figures like these the argument for video within a marketing strategy is a key one.
In order to optimise video there are several areas to consider. From the title, to the content, and the platform you host it on, everything about the video needs to be tailored. Once this effort is put in at the beginning the rest has the potential to happen organically.
Optimise your title; use appropriate keywords to enhance it. This can provide a great tool for search engines to find your video quickly and easily. The title is only the beginning of course, your content is the most important part of your video, but not everyone knows exactly what they’re looking for. A short and simple text summary can be invaluable, especially if you use this opportunity to include your URL.
It can be tempting to put your most knowledgeable person on camera and let them do their thing, however reaching the audience is vital. Charisma goes a long way. Being able to get the information across as well as being entertaining and memorable isn’t always as a simple as it sounds. Speaking in a language that is personal to your viewer is also important. If you’re embedding a video into an email or newsletter try and personalise it where possible this can also help hook the viewer.
Use the right platform for the right audience. A B2B marketing video is probably better off on LinkedIn rather than Facebook, Google owns YouTube so the cross referencing of search and video can work in your favour if the message is more generic, and a more specific or direct message will probably have more impact if it’s sent directly to a potential viewer.
If you’re a global business you need to make sure your message can be as far reaching as possible. Break down the barriers by having the video translated. When referencing case studies and/or news change content to become relevant for the local area.
Famed for his insight into advertising, David Ogilvy was one of the most outspoken and passionate admen in the business. His books and theories are still used as ‘bibles’ within the advertising world today. The relevance of his views however has a much wider reach. Here are a few quotes that could have been written about B2B marketing:
1. The more informative your advertising, the more persuasive it will be.
2. Our business is infested with idiots who try to impress by using pretentious jargon.
3. What really decides consumers to buy or not to buy is the content of your advertising, not its form.
4. Advertising people who ignore research are as dangerous as generals who ignore decodes of enemy signals.
5. Every advertisement should be thought of as a contribution to the complex symbol that is the brand image.
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