With a nearly 55% surge in spending, Web video is the fastest-growing online advertising format in 2012. So how can small businesses effectively use Web videos to market their products and services?
Search, banners and video advertising will account for 80% of all ad spending through 2016, says eMarketer Inc. Web video spending will nearly double from 7.9% in 2012 to 15% in 2016, the group said.
Like TV commercials, Web videos offer companies the potential to reach a widespread consumer base — but for a fraction of the cost. Online video ad views reached nearly 11 billion in October, said comScore. But while TV ads can be expensive, almost any small business can use Web videos to market its products or services.
Show It Off
The trick to producing engaging Web videos is to be creative, experts say. Video product demonstrations are one way to show off the unique features of a product, just as a salesperson might do in a brick-and-mortar store.
One of the most popular video product demos is Blendtec’s Will It Blend? series. The videos demonstrate the product’s effectiveness with attempts to blend products like golf balls, a Rubik’s cube and a tiki torch. The series’ quirky appeal resulted in millions of hits — the golf-ball video has generated more than 7 million views so far.
Web videos can also be used to demonstrate how to assemble or replace parts on a product, which can increase customer satisfaction and reduce a company’s spending on customer service.
For products or services that aren’t easy to demo, another effective use of Web videos is to create a tutorial on any topic interesting to customers. A company that sells kitchen gadgets can create cooking videos; an accounting firm can create expert tutorials on tax topics; a real estate broker can show how to stage a home for an open house. In April YouTube announced its “how to” channel was its third most popular section, after music and entertainment.
Getting It Done
YouTube parent Google introduced resources this year to help small businesses create and promote Web videos. Just as with Google’s search advertising, Google AdWords for video lets small businesses pay only when users watch their videos. Companies can promote their videos by keywords to appear in YouTube search results, or display their video ads on pages with interesting content, said Baljeet Singh, YouTube group product manager.
YouTube also offers free analytical tools that enable small businesses to find out how viewers are engaging with their brands. Businesses can track how many viewers watched an entire video, or even if they visited the company’s website afterward. A host of other video sharing platforms, such as Vimeo and Viddler, can similarly help businesses connect to customers.
For small businesses on a tight budget, another option is to ask customers to send in their own videos. Companies can leverage customers’ creativity to reduce video production costs – and build a library of user testimonials at the same time.
You don’t need a Super Bowl ad (or a Super Bowl-sized budget) these days to draw interest from all over the country or world. For small businesses using Web videos, an investment in creativity can reap big marketing rewards.
Calgary YouTube: Let customers discover your business
If you’re a small business, it’s doubtful any video about your product, service or personnel will be be seen by a billion people… but maybe a hundred thousand targeted customers would be nice. To get a fraction of that, you really ought to be using more video in your marketing, particularly through YouTube.
My law firm uses YouTube to advertise its lawyers and certain boutique practice areas, like franchising, animal law and immigration law, giving potential clients information about the practice area and also about the lawyer, who they might feel comfortable enough to hire…or not hire, simply as a result of the video. Other legal, accounting and services based organizations regularly use online video to market their professionals.
Going cheap can mean you look cheap. So hire a professional web video and social media marketing agency to produce and distribute a YouTube friendly video that can be accessed on your company’s website and circulated on other social media platforms like Facebook, LinkedIn and Twitter.
And if you’ve been featured in a traditional television interview, don’t let it go to waste. Try to get the interview downloaded to YouTube so that you can alert your clients, potential clients and other interested media. Professional public relations consultants can help you with that.
Perhaps the most important reason why you need more video was summed up best in an article by fellow columnist Lisa Ostrikoff of BizBOXTV: Want a higher search ranking overnight? Here’s how to do it. Referring to the need for your company’s web page to rank as high as possible in Google searches, she says “a quality web video hosted on your site makes the page 50 times more likely to be shown on the first page of Google search results”, which is where you want to be, because often, page 2 results might as well be page 6 results.
She goes on to say “Ever since Google purchased YouTube, the likelihood that [Google] will rank these videos favourably in search algorithms has markedly increased. In fact, it is possible to obtain a high ranking on Google practically overnight when web video is effectively used on a page. Google now rates web video even higher than high-quality, keyword-rich articles.”
So the most important reason to use more video is so that you have a better chance of being found higher on Google than your competitors.
70 per cent of US broadband users watch professionally produced Online Video, according to a new Cisco report.
In 2012, watching video became more than just a hobby for cutting-edge Internet enthusiasts.
“70 per cent of US broadband users are watching professionally produced online video every week with an average viewing time of more than 100 minutes per week,” said Cisco’s Chris Osika.
via TelecomTV | News
Research posted by Google’s Retail Advertising blog has shown online shopping trends in 2012 were strongly influenced by web video. Calgary-based video production company, BizBOXTV, continues to meet the rising demand from their small and large business clients.
With the advent of web video, the landscape for retail shopping online has undergone a massive change. Google confirms 4 /10 shoppers who visit a store in person or online do so as a direct result of watching a video online.
“We’ve long been plugged into the growing trends when it comes to digital media and online video for our clients”, says Lisa Ostrikoff, former TV Journalist turned CEO of BizBOXTV. “I am pleased to see that already, 34% of potential buyers are encouraged to purchase after viewing an online video…” That’s more than double the influence a traditional TV ad has.
Google’s also confirms that 1/3 consumers use YouTube as their avenue to buy. They use online video as a tool to help make both large and small purchase decisions, and are increasingly using mobile devices to research and shop.
“What’s wonderful, is that an experience previously only available in-person and in-store, is now available online for shoppers… and this evolution presents a huge opportunity for businesses. We’re only going to see the relevance and importance of video increase over the next decade. Any business that pays attention to what’s happening online will be able to get and stay ahead of the curve” says Ostrikoff.
Hand in hand with Google’s findings, BizBOXV Calgary has seen an organic increase in demand for business and corporate web videos not only locally, but in other Canadian cities. “BizBOXTV has been fortunate to be able to keep it’s finger on the pulse of where all of *this* is going. I believe that, paired with our team’s unique TV news and journalism backgrounds, online video and online storytelling will continue to increase in demand. BizBOXTV’s future is bright” Ostrikoff says.
BizBOXTV is an online video production and advertising agency with it’s Head Office/Studios based out of Calgary, Alberta. BizBOXTV also works with clients across Canada on their online video production needs.
www.eotools.com Calgary Corporate Video Production – Evolution Oil Tools – Knowledgeable personnel providing and developing quality products and timely solutions to the Oil & Gas Industry
Welcome to Evolution Oil Tools! We are a group of people that were brought together to form Evolution in order to meet your completion and subsurface tool needs. We provide wholesale products to accommodate your completion / service requirements.
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A portion of our product offering includes our own proprietary designs, patents and patent agreements to ensure that you are getting the required technology from the source. We can also offer Design and Engineering support to the product solutions provided to you.
Our group combined, offers you over 100 years of experience in the Oil & Gas Industry, with the majority of that experience being in the tool business. We can also offer servicing capabilities for our product lines, in-house for Flow Control and through our strategic partnerships for Artificial Lift Systems (ALS).
Make Evolution your tool solutions provider for all of your completion and subsurface tool needs and take advantage of our experience.
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