These days a website without video content is a lot like a banjo picker without fingers. There’s strumming going on, but nobody calls it music. Here are 6 reasons you should consider adding video content to your organization’s site:
1. Video Makes a Website Sticky
Want to improve your website’s bounce rate? Add video. Video is a great way to provide a product demo, a tutorial or simply to increase involvement like this recent Ralph Lauren video. Increase stickiness, improve revenues.
2. Videos Drive Traffic
Search engine now includes video in search results. Do a search for the Samsung Galaxy Wrist Phone and this cool video is likely to come up in your results. Proper SEO can make your videos sing.
3. Videos Help with Upsell
Videos can convey data in less time. Rather than having to actively read stats, the viewer can passively absorb large swathes of data. Take this video on the safety features on the new Volvo S60.
4. Videos can Give Your Content a Voice
According to Susan Weinschenk, a noted Ph.D. and psychology consultant for brands like Disney and Walmart, the simple addition of a human voice converts information into meaningful content. Add to that, a human face and the message instantly becomes more credible. Take this basic video overview for Dallas-based Office Furniture Source.
5. Video Adds Movement
Also, according to Weinschenk, another thing that runs deep in our anthropological DNA is the almost Pavlovian response to movement. Our pulse quickens, we focus more clearly, we zone in, not out. Take a peak at this rockin’, quick-cut video for the Dallas-Fort Worth Fellowship of Christian Athletes. Jesus is the Rock and he rolled my blues away.
6. Video Makes Your Brand Seem Bigger
A well-produced video on your site makes your brand seem more prestigious. Take a moment to watch this video for Tyler Technologies. Does this company feel big and broad-shouldered, or what?
Interested in adding video to your current website? Give us a ring toll free at 918.609.3248.
I’ve been busy. I’ve slogged through 50 some blogs, watched 20 videos, and visited a myriad of websites. Add to that, 3 thick boring books. One about on-page Search Engine Optimization (SEO), one about the latest algorithmic updates from Google, and lastly a torturous tome on link building and off-page SEO.
I was looking for the answer to this fundamental question: why should anyone care if their website has been optimized for search engines?
Apparently, I had read all the wrong blogs, watched all the wrong videos, and visited all the wrong websites. Oh yes, and 3 very wrong books.
No satisfactory answer. So let me take a stab.
Based on my years of business experience, my vast knowledge of the digital world and a bit of old-fashioned common sense, allow me to explain.
Search Engine Optimization (SEO) is important precisely because every business needs to stay competitive at each and every touch point. And no matter what business you are in, these days, competing on the web is absolutely essential.
So what is SEO anyway? In short, it is the art of achieving ranking on page one of Google search. If you’re not on page one, you will generate little or no visitors, which means no inquiries. And that, good people, means no sales.
To illustrate, just think about how you behave when you use a search engine. Do you ever go beyond page one? Ever? Not likely. Now answer that question using your smartphone. I bet you don’t make it past the halfway point on page one. I didn’t think so.
An effective website must be more than an online brochure. So forget about developing website pages that only talk about how great your business is. Think first about how a prospect would search your services. By the way, if you don’t, Google will punish your naughty page by assigning it a bad quality score. This in turn––you guessed it––relegates you to lower and lower rankings. It’s oh so lonely on Google page two. It’s like having a store located in an alley. Not exactly a place where shoppers tend to shop.
Have I scared you enough? Sorry, but there is more. You must also keep your website “fresh.” Frequently update your site with new, relevant content. If you don’t, the deep darkness of page two awaits you.
Remember: a well-executed SEO strategy consists of on-page SEO, off-page SEO, and social media. Over time, this will get you on page one of a Google search. Regardless, of whether or not you are B2C or B2B, page one of Google search is the place to be.
As more businesses arrive online, the online market place becomes exponentially more competitive. The search engine that basically drives the market place is Google. And they are continually making improvements so the searcher is presented with the most relevant result. This is great for the searcher but it is challenging for your business’s website. Staying on page one requires an ongoing investment. The business that consistently makes the investment in SEO and uses a legitimate agency to execute their SEO strategy, will be rewarded with page one rankings. Those that don’t, well, you guessed it. So choose your SEO partner wisely. As with the gold rush of 1849, there’s gold in those hills but there are plenty of scammers that will take your money and disappear. Achieving a page one ranking in Google search should only be attempted by those qualified to do so. Make sure you check references and review examples of past work. Ask to see the results they have achieved for their clients.
What if your company website actually became a revenue-producing website?
If you would have described today’s online world to someone ten years ago, I’m not sure they would’ve believed you.
The ease of access to quality online content is astonishing. Google’s objective along with other search engines, is to provide the most accurate and relevant content based on the user search.
At the click of a button, consumers are empowered by lightning access to meaningful content.
So the potential of developing a revenue-producing website is more than realistic – as long as you understand the ground rules. Doing so requires much more than buying an online template. It depends on how astute your marketing or digital partner is in understanding the dynamics of online marketing. Specifically, I’m referring to understanding online user habits. Knowing how and when to introduce content to them, how to properly set up navigation and designing the pages for ease of flow and use. It also is based on understanding the category’s revenue-producing keywords and then applying proper keyword inclusion to the website – known in the industry as search engine optimization (SEO).
Online marketing also relates to what is called off-page SEO. This effort requires a website be promoted within related third-party sites which then provides credibility and traffic to your site.
Here is a list of solid practices to begin making your website a revenue-producing website:
• Understanding your prospect
• Quality branding and messaging
• Ease of navigation
• Proper site building techniques
• Speed of website loads
• Relevant keyword inclusion
• Strong call-to-actions
• Effective off-site link building
• Responsive design (mobile, tablet, desktop)
Of course, this is just a short list. But again, it goes back to the ability of your marketing partner and following proper standards.
The better one aligns to the standards set by Google, the better the opportunity of having their website visited by qualified prospects. Doing so will then help you retain online users within your website longer – increasing the opportunity to generate revenue from them. It’s a methodology and process that requires due diligence but can reward greatly if done well.
Have you ever made an investment that yields a return of at least 50%? Few such investments exist, with one notable exception: SEO. The ROI of SEO for small businesses is incalculable. Many businesses, especially small businesses, make the critical mistake of neglecting to their own detriment. The fact of the matter is that if your business is not utilizing it, your competitors certainly are. It’s tempting to ignore it because you have so many responsibilities as a business owner, ranging from accounting to sales and HR, just to name a few. Calculating the ROI of SEO in increased revenues is not easy nor transparent, but is certainly doable. SEO is indisputably the most powerful organic tool that small enterprises have at their disposal in leveling the playing field with your larger competitors.
Why is SEO important to your website? It is ubiquitous, yet poorly understood by many businesses. Organic search plays a massive role in determining whether your website is a success or not. While designing a beautiful website is important, it will be for naught if it is not built with SEO in mind. Many businesses make mistakes when it comes to keyword research, poor onsite optimization, or the loading time takes too long. It can be tedious and time-consuming to implement an SEO regime, yet the awards far outweigh the benefits. A successful website can’t ignore it for the simple fact that it will increase sales for your online business through brand awareness and legitimacy with your customers.
In an increasingly saturated online marketplace, it is getting harder and harder for companies to stand out from the competition. The question is: How do you get your brand to stand out in a world where the average consumer is bombarded with 5,000 advertisements per day? The answer is through content curation and creation. Many companies fail at this because they do not have a consistent content strategy that attracts consumers to your brand. Any sustainable content strategy relies on keyword research, original content and making your readers feel something are all key to content tips for any businesses’ website. These website content tips will help any business.
Choosing the right social media agency to manage your social media accounts is important. If you choose the wrong company, you can find yourself wasting a lot of money and opportunities to grow. To avoid making the mistake of hiring the wrong person or agency, you need to consider the following questions:
When it comes to marketing every firm has a budget. Essentially, for any business owner the bottom line is the same; spend less money but receive equally impactful results.
When it comes to developing a marketing budget that brings strong results, business owners should expect to spend a good percentage of their revenue as a primary source of investment for their campaigns. In fact, based on statistics, it is estimated that for a business seeking to grow at a steady and healthy rate of 20% that business would have to roughly spend 8%-14% of its total annual revenue. Knowing this can be a huge benefit in regards to estimating how much to plan for a yearly marketing budget for an established or start up firm.
The following article will focus on how to constitute and develop a marketing budget that pays dividends to a company’s marketing goals.
If you have been a part of, or are an owner of a business that utilizes online marketing, chances are you have heard of tools such as Search Engine Optimization (SEO). Rightfully so, for many local business, online marketing may seem like a very daunting experience because of the scale in which digital marketing can attract. The reality is however, maybe you just want to cater to the people in your local community, or the people passing through. If you don’t sell something that can be shipped or mass-produced, there may not seem like much of a need to deal with SEO, right? Wrong.
With the recently announced Facebook News Feed Algorithm update, there’s been a lot of short-sighted advice being handed out in response.
With the increased suppression of organic reach for brands, people have suggested everything, from focusing on Facebook Groups only, to abandoning Facebook altogether. In my opinion, we all just need to take a deep breath and think objectively about what we’re hoping to get from social media marketing.
Why does it exist? Why is your brand participating in the first place?
Now, this may not be a popular opinion with the social media purists, but social media marketing is MARKETING just like any other channel. The model is essentially to gather an audience, segmented by data, then sell things to that audience via advertising.
That’s the way the process works. Misunderstanding this dynamic will doom your social media efforts when it comes to business results.
So before I review the five main reasons that I see which lead to social media marketing disappointment, I want to make something very clear. Growing a social community and getting them to engage with your brand is very important.However, to act like doing so is the sole reason Facebook, Twitter or Instagram exist is simply ignoring reality. You need to have a multi-pronged effort that works to capture people’s attention, while also advertising to them in a value-based way. THAT is the power of social media.
Here are some of the key reasons why your social media marketing efforts aren’t working out the way you’d hoped.
1. You’re Overestimating “Community”
Community building is important in social media marketing, however, most marketers grossly misunderstand the type of community they are building.
When most social media marketers think of a social ‘community’, they imagine thousands of people gathered around their brand, patiently waiting for a piece of content to come out which will immediately improve all their lives. In reality, you’re supposed to be showcasing the value of what your brand brings to the table in an educational, informative and value-driven way, in the hope that your community will choose YOUR BRAND when a need arises.
We have to stop pretending that people really want to be friends with brands. If you’re a social media marketer and disagree, quickly try to recall the first and last names of the actual people in your community. You probably can’t.
Once we all get a realistic understanding about what TYPE of community we’re trying to build, and WHY we’re building it, the results of our social media marketing efforts will improve.
2. You Aren’t Advertising
I’m still baffled at the amount of “marketers” who are averse to social media advertising – it’s literally the most cost-effective way to reach a targeted group of consumers.
The free ride is over, and really, it has been over for a long time. While not every business has a large budget to invest in advertising, a little can go a long way with social media.
We strongly urge brands to pinch off some budget and test social advertising. If you don’t, be ready for a lot of disappointment when it comes to your social media marketing results.
3. You Get Distracted by Flashy Tactics
If you value tactics over strategy, you’re doomed to fail. No amount of “hacks” or “tricks” are going to scale for your business in social media.
You need to start with the goal of your efforts and work backward, fleshing out a strategy that’ll help you achieve your business goals in a cost-effective way.
Realize that everything you do takes time and that you must asses the amount of time you’ll sink into an activity versus what it’ll give you. You know, the old ROI conversation.
Be cautious of flashy tactics, they usually become obsolete quickly.
4. You Don’t Understand Data
One of the biggest potential weaknesses in any social media marketing strategy is failing to understand the data. If you can’t measure, analyze and react to the data created by your social activities, you’re essentially flying blind.
While you’re at it, you also need to invest time in understanding attribution models. The theoretical consumer process of ‘see post’, ‘click link’ and ‘buy product’ almost never happens. Consumers tend to bounce around before they purchase, and by not understanding the data behind how your audience shops, you may misinterpret the effectiveness of your campaigns.
Get familiar with Facebook Insights, Facebook Analytics (from the Pixel) and Google Analytics so you fully understand exactly what your efforts are producing.
Success with social media marketing isn’t only about Likes, engagements, and shares – in fact, these stats alone are largely irrelevant to your broader business goals.
5. You Act Like a Big Brand – You’re Not
If you’re modeling your social media marketing strategy after Coca-Cola or Nike, you’re probably way off the mark. Top companies like these have built brand equity over decades, and unless you’re prepared to go to market with immense budgets, trying to borrow ideas from them likely won’t work.
Small to mid-market businesses have to work extra hard (and smart) to cut through the noise on social media. Never ever assume that people simply know you and that they’ll automatically understand what you’re trying to accomplish. Be realistic, be humble and go to market with a scrappy and smart plan to build your brand every day.
You cant skip years of brand building and hope that assumed brand equity is going to bode well for your business. Spend the time and money building awareness, and prospecting new clients. With time, your brand will grow.
Once you stop making the above mistakes, you’ll surely see slow and steady improvement for your social media efforts. It’s time to actually use social media for marketing.