Videos are one of the most efficient ways to receive an organic first page ranking on Google. However, creating a video that your existing and potential customers will actually watch, enjoy, and share is a bit more difficult than just using your phone to record something you slap online. Our Atlanta video production team recommends that you follow four simple tips to create a truly effective online video marketing campaign.
Courtesy of the Wall Street Journal:
By JESSICA E. VASCELLARO and EMILY STEEL
Ousted Yahoo Inc. Chief Executive Carol Bartz faced a plight all too familiar to many of her peers: Making money off digital content isn’t easy and it’s getting harder.
As Web traffic explodes, Internet companies are struggling to profit off ads shown next to the articles, videos and other content offered to viewers.
It’s a simple rule of any market. The more information that is created, the more the value is reduced. And despite attempts to woo spending with bigger, bolder and more targeted ads, services that help consumers navigate that content, namely search, remain the big money makers online.
“People tell me that content is king, but that is not true at all,” says Rishad Tobaccowala, chief strategy and innovation officer at Vivaki, the digital-media unit of Publicis Groupe SA. “Most people make money pointing to content, not creating, curating or collecting content.”
Internet pioneers Yahoo and AOL Inc. are losing out to Facebook Inc. and Google Inc., both of which are adept at helping point the way to pertinent or interesting material. As a result, Yahoo and AOL are getting left behind in the fast-growing U.S. market for online advertising, which ballooned 20% to $31.3 billion from 2010 to 2011, according to eMarketer.
Yahoo and AOL’s shares of the overall U.S. online advertising market will drop to 11% and 2.7% in 2011, respectively, according to the research from, down from 16.1% and 4.4% in 2009.
Their businesses have been plagued by a range of missteps that extend far beyond their current regimes. Both were slow to recognize the appeal of social-networking and to update their once dominant email services to compete with new rivals.
Excessive turnover and extensive bureaucracies have strained their relations with Madison Avenue, say advertising executives. Ms. Bartz recently attributed Yahoo’s weaker-than-expected ad sales to heavy turnover among advertising executives.
Yahoo said in a statement that the company has been meeting with advertisers and agencies who say they excited by the advertising opportunities at the company. A spokesman for AOL declined to comment.
A few years ago, scale virtually guaranteed profits if Internet companies had relationships with marketers, as there were few sites that could deliver large audiences to advertisers. But advertisers now can turn to a wide range of competitors to reach a similar number of people, and that has pushed down the amount of money they spend on those sites and the price for ad rates on the portals.
“What do Yahoo and AOL bring? In fact, they don’t bring all that much,” said Rob Norman, chief executive of WPP PLC’s GroupM North America, who says marketers view them as large quantities of mostly commoditized inventory. “Just because you have a lot doesn’t mean that you have something that is of distinct value.”
Pricing trends across both properties vary depending on where the ads appear, advertisers say, but overall rates aren’t rising fast enough to compensate for meager to flat traffic growth. In the second quarter, AOL’s revenue fell 8.4% from the year earlier to $542.2 million.
Yahoo’s revenue fell 23% to $1.3 billion.
The average cost to reach one thousand views across both Yahoo and AOL sites has fallen steadily in the past year, ad executives say. At Yahoo, that rate dropped to an average $6.50 in July 2011 from $7.65 in July 2010, while at AOL, that rate dropped to an average of $7 in July 2011 from $9.45 in July 2010, according to SQAD WebCosts. Back in July of 1998, Yahoo was fetching about $25 per thousand. A Yahoo spokeswoman said their internal data isn’t consistent with WebCosts’ data.
Some companies have responded by cutting back the number of ads to boost their value. AOL stripped ads off several of its marquee sites in recent years, including AOL.com, its fashion site Stylelist and movie site Moviefone to make room for more premium advertising.
Both AOL and Yahoo are under pressure from “advertising exchanges,” the lingo for services that allows advertisers to bid for ad space across a multitude of properties that reach a particular type of user. Increasingly, marketers will turn to the advertising exchanges directly to buy high volumes of cheap online ads instead of negotiating with big publishers like Yahoo and AOL for more expensive ads.
In addition, marketers can target those ads bought via exchanges directly to people who are likely to be interested in their product or service, regardless of the context of the site where they appear. That gives the big portals less bargaining power, advertisers say. Yahoo runs a major exchange but the business isn’t growing fast enough to restore overall revenue growth.
While it’s a juggernaut, Facebook isn’t immune from the problem of expanding inventory. Advertisers say most ad rates on the social network remain low, as its growing traffic leads to a proliferating number of pages it can show ads on.
“Sometimes there is an irrational desire to be involved with things that are just on upswings,” says Mr. Norman. “The value of (marketing on Facebook) may be open to some questions.”
Smaller publishers are also feeling the changing economics acutely. News sites such as Salon and Slate aren’t consistently profitable. Upstarts like the Daily Beast have yet to reach profitability though executives say the three-year-old site is ahead of its pace. Slate last month laid off a handful of editorial staffers, citing unexpected “head winds” in advertising.
—Amir Efrati and Russell Adams contributed
to this article.
For all companies, success hinges greatly on the ability to continuously identify new clients and keep customers happy—a task often delegated to marketers.
But depending on company type, marketers may be more responsible for one than the other. Findings from Focus Research indicate business-to-consumer (B2C) marketers are more likely to direct their attention to improving client understanding and retention this year than their business-to-business (B2B) counterparts, who are placing a higher emphasis on filling the sales pipeline.
Among B2B marketers, lead acquisition was the top priority for 55% of respondents, followed by lead conversion (45%). Both B2B and B2C marketers were equally focused on building brand awareness.
Finding new customers is the greatest business challenge for small businesses, according to a February 2011 survey by Bredin Business Information, and small businesses are turning to a wide variety of online marketing channels to do so and doing a great amount of experimentation as they decide which digital marketing techniques work best for them.
85% of small-business owners say they used websites to find new customers, followed by email and search marketing, each used by about 75% of respondents. Reflecting the increased competition for business, every online marketing channel showed a dramatic increase in usage between 2010 and 2011.
But at the same time as small businesses have expanded their use of online marketing. Survey respondents in 2011 indicated they were much less satisfied with the effectiveness of these channels. Experts attribute this to the rush of small businesses to new marketing channels not using the tools correctly. Website, email and search were rated most effective for customer acquisition, but even these had dropped since the prior year.
“There is a fair amount of learning that has to happen for each small-business owner to know how to use and how to measure online marketing tactics,” Stu Richards, CEO of Bredin Business Information, told eMarketer. “In many cases, businesses are struggling, and there’s an opportunity to educate SMBs.”
As Atlanta Business Video begins to leave the first quarter of the year, we thought it was time to reflect a little on what an amazing and fun year 2011 has been so far! We have been blessed with staying very busy- but the best part by far has been all of the wonderful new friends we’ve made and people we have had the opportunity to work with. Being a small business, our clients are our colleagues- and it’s a rare gift to have the opportunity to be work so closely with such great people.
As with any business, Atlanta Business Video has certainly evolved over our 3 years together. The truly unique thing about video is that we have the capacity to work in so many fields, and learn about so many different industries. While ABV began as a company focused solely on offering affordable high quality business video solutions to the Atlanta area, we have had the opportunity to expand and diversify immensely over the past few years.
Our business model has not changed- we still pride ourselves in providing the best quality HD video solutions for businesses- however the types of video we have had the opportunity to do this year has been very diverse. We have worked with organizations and clients as far as New York and California. We have been privileged to work with many fantastic local businesses- but also professional speakers, musicians, talk show hosts, sports programs, retailers, international and publicly traded corporations, celebrities, and many more wonderful individuals and organizations.
While the type of work we have done has varied, ABV has maintained one very important constant. No matter who the client is, and no matter what size the job or opportunity presents, our clients and their level of satisfaction has always been the most important thing to all of us at ABV. Whether on location at a tradeshow or live event or recording in our own green screen studio- our goal is to provide the most professional HD quality video the market offers while exceeding your expectations in client care and customer satisfaction.
We have talked to many individuals who are hesitant to commit to a professional web video but recognize the importance of video in communicating their message and for SEO purposes. Also, we have a large client base that likes to use a mix of both professionally produced video and personal video to help build their presence online. In fact, we strongly recommend that practice, to maximize your exposure online and keep your content fresh.
If you are ready to begin building your online video presence but want to try it out independently we have found an inexpensive option for you to explore.
While there are several very inexpensive and convenient mini-cameras now available, many of which offer HD resolution, their have relied on an internal microphone that provided poor audio quality. For instance, the extremely popular Flip HD camera records in 720p, can be carried in your pocket, and purchased for around $180 new. Honestly, I have to admit that the quality is pretty amazing for what you pay for it. However, as mentioned, the Flip camera always gives itself away by the poor audio output.
The Kodak Zi8 solves that problem by having an audio-in jack that accepts an external microphone. Like the Flip, it sells for $180. Now- unless you are willing to invest in a microphone to go with the camera, there is no advantage to the Kodak over the Flip (in my inexperienced opinion, this is not an article arguing the quality of either product).
The Good news is we have found a $40 microphone to use with the Zi8, the AUDIO-TECHNICA ATR3350. It is a wired omni-directional lapel mic with a 20 foot cord.
Using the camera and the microphone together, you have a perfect solution for at home video production for just around $220. As a video production company, we do not feel that this is enough to completely replace your need for professionally produced content (we do edit personally recorded footage for clients, however)- but think it is a great way for one to begin exploring and benefiting from the rapidly growing world of online video.
Over The Next 3 years the three most implemented on-line marketing tactics are expected to be:
- Online video
- Search Engine Optimization (SEO)
- Social networking. Video is the acknowledged best practice for all three.
Currently, sites with video receive:
- 30% more clicks
- 18% more calls
- 30% more store visits
- 24% more purchases than those without.
Need to be ranked higher by search engines?
- Video is 52 times more likely to be indexed on the first page of Google than a typical website.
- Only 20% of searchers go to the second page.
Think of all the money you can make if you only close a small percentage of the new calls. For a modest one time cost, ABV can help you produce a video you can be proud of and which will generate income for years.
Is your website making your phone ring?
Don’t wait. Time is money.
In a year from now, you’ll wish you hadn’t waited to get a video.
In case you didn’t notice- video is the future of the internet. If you want your business to be found on Google, video marketing is an extremely effective tool. But you don’t have to take my word for it, check out these results!
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