If you’re over 30, think back 20 years … you’re a teenager in a movie theater with a bunch of high school friends … didn’t you ever wish you were a famous actor or at least a film director?
Well, guess what? Now that you’re into search marketing, I just might be able to give you a couple of hints on how to put those teenage dreams into our “search engine reality” and get some positive ROI.
Ever since the acquisition of YouTube by Google, there has been a lot of “chit-chatting” in the search engine marketing community regarding video search; more specifically, what to make out of that relatively new, fast-growing trend. This kind of attention has inevitably caused quite a few respectable online marketing firms to produce case studies, publish their views, and even include “video sharing strategies” into their marketing portfolio.
So what’s the fuss all about? First, according to a HitWise report (May 2006), the average visit on sites like YouTube and Yahoo! Video Search lasts an astounding 13:20 and 15:02 minutes, respectively. Conclusion: Online users spend a lot of time on video sharing websites. Those of us in the e-commerce world can only dream of such statistics.
Second, (let’s do this demonstration together):
- Open up www.google.com in your web browser.
- Run a search for “Donald Trump.”
- Look at the search results on pages 1 and 2.
Recognize any domain names from the previous paragraph? That’s right – YouTube’s page with Trump’s video is there in the top results.
Just so you don’t think this is an isolated case, try searching for: “iphone” (page 2), “ipod” (page 2), “shoes” (page 2), etc. Conclusion: Use the high status of video networks in search engine results to educate your customers and promote your company.
But that’s not all. Those “educational” videos with product reviews that you should be ready to shoot by now could also drive highly targeted traffic onto your site – if you can make them funny, unprofessional, and short. Online research company MarketingExperiments.com recently published a brief exploring the potential of video networks to drive targeted traffic to your site, and – according to their findings – they were able to generate a lot of traffic from a series of funny, intentionally unprofessional video clips. Conclusion: A series of entertaining video clips about your products/services could generate website traffic and promote your brand.
Got your camera ready? A few things to keep in mind:
- Display your URL throughout the entire clip.
- Have a catchy “call-to-action” phrase at the end of the clip.
- Use the keywords you’re targeting in the title of the video, video description, username, and tags (if allowed) when you upload them.
- Keep video clips short and entertaining.
Visit www.SMStandard.com/videomarketing to download a list of video sharing networks you should definitely look into further. Lights, camera, action! Who would have thought that 20 years later you could really be that movie star?