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.
Digital Book Distribution
I just read about a great new service for self-published authors.
We all know the Digital Literature Revolution is radically changing the way we interact with the “written” word. Not since Gutenberg and the introduction of mass printed books have we redefined our relationship with literature in such a profound way.
“BookBaby” digitally distributes the works of independent authors, poets, memoirists, and publishers, making their eBooks available to digital retailers (like Apple iBookstore, Barnes & Noble.com, Sony’s Reader Store, and Amazon.com) in all available regions and territories. We’re part of the CD Baby family (the world’s largest online distributor of independent music), which has paid out over 160 million dollars to artists just like you.
BookBaby provides a simple, comprehensive solution to their digital distribution needs. With BookBaby:
You get 100% of your net sales revenue!
Distribute your eBook worldwide, to all of the major platforms (iPad, Kindle, • Nook, Sony Reader) and online retail stores!
They pay out within one week of receiving payments!
Consolidated sales reporting.
You can enhance your eBook with video, graphics and more. BookBaby also specializes in conversion of more complex documents, including tables, graphs, multiple of images, and embedded multimedia files including video and audio clips.
For more information go to http://links.mkt1524.com/servlet/SignUpForm?f=731947&source=BC11DM2 and sign up for the free report.
Even busy executives want to do more than just read on the web
Executives with no time for fun and games do have time for the sound and motion of video, according to findings from Forbes Insights. In some cases, they may actually prefer it to text for learning about products and services.
A majority of businesspeople surveyed by Forbes in October 2010 said they watched more online video than a year earlier. Nearly 60% of all respondents said they would watch video before reading text on the same webpage, and 22% said they generally liked watching video more than reading text for reviewing business information. Three-quarters of all executives said they watched work-related videos on business websites at least once a week, and more than half did the same on YouTube.
Video can be highly effective for merchants. The executives surveyed reported taking a wide variety of actions after watching online videos, with about two-thirds visiting vendor websites subsequent to viewing and more than half searching for more information. Especially among younger executives, likelihood of making a purchase was high.
Generational differences ran throughout the Forbes research, with a split in behavior at age 50. While the youngest executives were most interested in video across the board, baby boomers in their 40s had comparable participation levels. It was older executives who had not yet gotten on board with video, and business-to-business marketers must continue to reach them through other means.
But video has only become more important for the younger set, and marketers can depend on them to watch, pass along, recommend—and often, enter the purchase funnel.
An E-Marketer Article
What if I told you that there was a surefire way to make your website standout and POP… would that be of interest to you? And what if I further told you that this method is inexpensive, easily accomplished, and has a 50 times greater chance of landing you on Page 1 of a search result?
I thought that would grab your attention.
What is the secret ingredient, that magic potion, you ask? The answer is, not surprisingly — video.
It turns out that of all the things you can do on your website to engage viewers, create more page views and get higher search engine rankings, adding video just may be the best.
Forrester Research did a test and found that when search results are blended (that is, they include text, video and images) videos that are search engine optimized give you a 50 times greater chance of ending up on the all-important first page of a search result.
But here’s the catch: You can’t just add a video to your site and expect a great search engine result for that page. The video must be search engine optimized, that is, it must contain key words in the file names, captions, and so on. That same Forrester blog indicated that less than 20% of all online marketers search engine optimize their video.
If you want your video to be picked up and analyzed properly by Google and the other search engines, you must not only add SEO keywords to it, but you must actually submit the video to Google using XML tools.
Putting your video on YouTube and embedding the YouTube player and URL into your site is insufficient. The traffic and the rankings will be applied to YouTube and not your site.
Obviously properly SEOing a video offers a tremendous opportunity.
1. It helps attract new customers by virtue of the SEO factor
2. It engages them, reducing the “bounce rate” and
3. It can help increase your conversion rate – that is, the number of people who visit and then end up buying something or calling for more information
ABV produces professional videos that are affordable for a company as small as one person and distributes them, properly titled and tagged for SEO purposes to all the major video sharing sites.
Roger Stix, Producer
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.
We are very pleased to find that an independent website ranking service has analyzed our site as having a marketing effectiveness of 98%! If you are interested in improving your business and website, call us!
Here are a list of some quick yet powerful tips on how to improve your marketing strategy through Search Engine Optimization:
1) Find keywords. Pick a list of words relevant to your business. Think about which words are most likely to get people to do what you want them to do (convert into leads) and focus on those words. Then pick one word (or phrase) to use on one page of your site. For more detailed info, read: Detailed Internet Marketing Keyword Tips .
2) Put keywords in Page Title. The Page Title is one of the most important things that Google and other search engines evaluate to determine what is on a web page. Put your keyword or phrase in the title, keep it short. For more detailed info, read: Why a Web Page By Any Other Title Would Not Rank As Well .
3) Put keywords in Page URL. Google and other search engines also use the text of the URL of the page to determine the content of the web page. You should use your keyword or phrase in the URL of the web page – either the folder/directory structure or the HTML file/ page name itself.
4) Put keywords in Meta Data. While the page metadata (Page Description and Keywords) are not nearly as important as they used to be, they still count. Take advantage of them by putting your keyword or phrase there. The description should be readable by a person and make sense and the keyword metadata should focus on your keyword or phrase – do not make it long, less is more. For more detailed info, read: Understanding the Magic of Meta-Data .
5) Put keywords in your H1 text. The H1 text is usually the title of an article or some larger bold text at the top of your page.? Google and the smaller search engines can see this and they put extra importance on the words in the H1 text. Make sure your keyword or phrase is there.
6) Use keywords in the page content. Putting the keyword in your page content also signals to search engines that the page is actually about the keyword and should show up in search results. IWe have heard from “experts” that you should use your keyword anywhere from 4-6 times to 10-12 times. Our advice is to just write naturally.
7) Monitor your rank. Give the search engines some time to do their thing (couple days) and then keep checking your rank to see what happened and track your progress.