Statistics show that video improves online visibility and drives more action online than plain images and text. For example, according to the BIA Kelsey Group, viewers engage more after watching a video, with clicks for more information increasing by 30-40% and phone inquiries by 16-20%.
Whether you choose to do-it-yourself or hire a pro, marketing your business with online video doesn’t end with the production. Remember, videos need to be seen. Here are a few tips to help you make the most out of your video marketing:
1. Aim for Authentic, Actionable Content
Don’t worry about stock photography, templates, or videographers who will make you look like all their other clients. Be authentic. Be personal. After all, this is your big chance to highlight your strengths and show what really makes you different. Keep the video short and the less scripted, the better
— since customers are jaded by typical sales pitches and marketing
buzzwords. Creating authentic video that captures the human element
behind any business allows customers to connect on a personal level.
This is TRUE and creating a video that is personal and shows who you are and what you do can be a big factor when a new client chooses your law firm. Also creating a video of client testimonials can be another powerful tool.
And don’t forget to incorporate a call to action.
While your authentic video builds trust and drives action, viewers must
be given a reason and a way to call you, visit your website, or stop by
your store. Be sure to include some action path — for example, a
trackable URL, a coupon, discount code, or unique phone number to call.
This not only encourages viewers to engage with you, but also provides
a tangible way to measure the results of your video.
2. Optimize Video for Google Search
The advent of blended or universal search has changed the search
game. Search engines now display more and more videos, images, blogs,
maps, and books in their results. These new search algorithms weigh
video heavily, giving you a great opportunity to increase your
relevance in search results (and even achieve that coveted first page
ranking on Google). In fact, Forrester Research ran an experiment on
the top-searched keywords and discovered that videos have an
11,000-to-1 chance of appearing on the first page of Google’s results,
while text has a 500,000-to-1 chance of making it on the first page —
in short, video has a 50 times better chance than plain text for getting to the top of search rankings.
Even with this incredible opportunity, many marketers don’t yet
think about making their video Google-friendly. There are several
simple steps you can take to optimize your online video content.
3. Add Video to Your Facebook Page
Most likely, your Facebook fans are already customers — the social
network gives you the chance to strengthen existing relationships,
build your brand, present special offers, as well as find some new
customers as you reach into the extended networks of your current fan
base. On Facebook, use video to show the human side of your company.
Think fun and creative. Show a ‘behind the scenes’ peak at your office
or shop. Use video to announce a new contest or special. Post video
highlights of past events, customer testimonials, etc.
4. Put Video on YouTube and Other Video Sites
YouTube has quickly grown from a network of user-generated content
to become an invaluable repository of content. Next to Google, YouTube is the second largest search engine, with more than 3.5 billion queries a month according to comScore. YouTube and other video sites are great vehicles to reach an audience who might not find you otherwise. Best of all, you can create a branded YouTube channel and host your videos without incurring any bandwidth costs.
And don’t worry — you don’t necessarily have to create the next viral
sensation to find success on YouTube. Small businesses can create
valuable new relationships and build sales without generating a million
5. Add Video to Your Google Local Business Listing
By adding video to your business listing on Google Local,
you’ll be able to tell your story and connect with those people who are
looking for your products or services, at the very point in time when
they’re actively researching or ready to buy. This ultra-targeted form of marketing is highly effective
for driving clicks and calls. And amid a list of company names,
addresses, and phone numbers, an engaging video brings your listing to
life and sets you apart from the crowd.
Most Importantly – Get Started
There’s no time like the present to get started with video. While
spare time is always in short supply for the small business owner,
online video can be less time intensive and is relatively low cost
compared with other marketing initiatives. Most importantly, video will reap dividends in both the short and long term.
This is all great video advise. Putting a video on your lawyer website is a great move for many reasons, just do it!
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